How to Showcase Your Employee Stories on Social Media


How to showcase your employee stories on social media - Ragan Communications


We spoke with PayPal’s Amanda Coffee about the best ways to increase brand awareness through the power of people in your company.

Sean Devlin

In today’s world, it’s increasingly important for your organization to spotlight its culture on social media. Whether this means interacting with customers, clients and the general public on Twitter or showcasing work life at your company via LinkedIn, all social media platforms provide different ways for you to show the wider world — including potential talent — what your organization is all about. Ahead of Ragan’s Future of Communications Conference this November, Coffee shared some of her thoughts on how best to tell employee stories through social.

Amanda Coffee, director, global corporate communications, PayPal

Authentic employee stories are shared from their perspective

Coffee knows that employees are the lifeblood of any company. With this in mind, she knows that telling the story of PayPal on social media starts with the people that make the company such a great place to work. Alongside this people-first approach, Coffee places emphasis on displaying PayPal’s commitment to diversity and inclusion on social.

“At PayPal, we view our employees as our most important stakeholders. We are working to create a culture that inspires people to do the best work of their careers. Our values (inclusion, innovation, collaboration and wellness) bind us as a community and give direction to our vision and mission as an organization,” Coffee said.

Amanda thinks it’s best to allow employees to share those accounts directly from the employee perspective.

“As a communicator, when we have an external program, we find it’s often most authentic to have our employees tell their stories directly,” she said, explaining how PayPal celebrates an extra day off or ‘Wellness Day’ for employees globally to take time off to recharge.

“Some of our best-performing social media content is employees describing how they spent their wellness day and why it matters to them,” said Coffee. “Our CEO Dan Schulman often says that values need to be more than words up on a wall—they need to be lived.”

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