Want to see how an organisation co-creates authentic content with employees? Go behind the scenes with us at VCA Animal Hospitals.
Ally Brown, who leads employer brand at VCA (1,000+ veterinary hospitals across the US and Canada), reveals the strategies and tactics she uses to get busy veterinary professionals creating compelling content - even when they're seeing pets all day.
This is your inside look at making employee-generated content actually work.In this episode, you'll learn:
• The creative brief approach that treats employees as collaborators, not just subjects
• How to make the ask so employees feel special (and actually say yes)
• How to generate lots of content formats from a one-day photoshoot
• Working around the biggest challenge: time constraints with deskless workers
• Why starting with student creators built the perfect foundation
• Using AI to craft better questions without losing authenticity
Real examples include an 81-year-old veterinary technician sharing career wisdom, rescue stories from house fires, and hyper-targeted video job ads for struggling markets.
If you're building an employee-generated content function in-house, this episode gives you the practical playbook.
👥 Join Employer Content Club and get the next episode in this series [including bonus content about AI]:
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👉 Sign up at https://www.employercontent.club/co-created---Co-Created Series – How to build authentic content WITH employees, not just about them.
Hosted by Chris Le’cand-Harwood (Content Marketing Pod) and Chris Murdoch (Voyse), co-hosts of Employer Content Club.
Proudly created in partnership with Vouch (the tool Ally uses to make employee content creation frictionless). https://vouchfor.com
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