The RISE of the ECM (Employee Creator Manager) 🤓

 


Damn it's been hard juggling content this week. What with the kids on summer holiday, building a new office, running a fledgling community and juggling a new big client. It’s stretches me a little thin!

Luckily I make plans for such occasions and have a BIG old bucket of stuff I can dip into!

But not everyone 

1) Plans like this

2) Thinks strategically abut their content

3) Has time 

Now add into the mix that I’m a business owner and not an employee and that’s a WHOLE other kettle of fish 🐟

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But I have a hunch (actually more of a theory based on data) that a new job role will emerge over the next decade that will facilitate the production of content by armies of employees.

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And will help solve all those problems above...☝️

This role doesn’t currently exist.

I’m speaking about ECM’s (Employee Creator Managers)

I get a pound every time someone says that BTW.

These talented bunch of peeps will start to take ownership of your diverse (and this is key) range of people, all with different backgrounds, specialisations and areas of expertise.

And mobilise them.

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They will work in tandem with the marketing department. Helping them align both brand and employee. Think of them like the HR of Marketing. Except they are helping pull the stories, skills and specialisation out of your people and giving them the guidance and support they need to function in a digital world.

Their role will involve 

  1. Managing small teams of people with diverse skillsets that compliment a good cross functional mix with similar interests (all the better for prospecting my dear). Acting as a central hub.
  2. They will free up the creators from the day to day of content creation to focus on building community through more meaningful interaction with their audience 
  3. They will work closely with the creator on their personal philosophy (read personal brand) and help them curate and pull their story out of them.
  4. They will feedback data and metric sets with marketing to make sure the right effort is pushed in terms of the right target accounts. Creating content that’s informed and feedback by that data. So that marketing can can see which creators are more effective in certain areas.
  5. They will feedback from the employee what they expect from social and what they want from all the effort (creating a more harmonious culture where the employee feels valued). The brand is leveraging their persona, so their needs to be some trade off!
  6. Have a bigger and more objective view of all in house employee creators and see who needs more support in certain content areas (some people maybe be more suited to video, whilst others might suit a newsletter for example) and where the best use of time can be focused.
  7. Act as a bridge between sales, marketing and HR.

This job role will grow in increasing importance and the best will be headhunted by companies to manage their in house teams.

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My advice to you is create this role now (someone junior in marketing, that understands the B2B social space and creates content would be ideal).

"The best way to predict the future is to create it" (Abraham Lincoln)

The future is almost here. The question is are YOU ready for it and are your employees!


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