Creative Graduate Jobs – Chief Content Officer
The competitive landscape has changed beyond recognition over the past couple of decades, particular for creative graduate jobs. New technologies have brought companies closer to their customers, products are ever more personalised, and disruption is the new normal. To avoid being swept along by this torrent of external influence, companies need a means of retaining and (if required) modifying their identity as they navigate the changes. Many are turning to an ancient art, a tradition that has been passed down through the millennia; storytelling.
When you are a participant in the dialogue, you have the chance to shape it. If you let the dialogue form of its own accord around you, you will be subject to the whims of the masses. You can never be fully in control of your “story,” but in our interconnected 24/7 world of social media, if you are not attempting to manage it, you are missing out.
Corporate PR functions have overseen this for a while now, but their push-style tactics may now seem inauthentic to onlookers. The heartbeat of any company is their employees – if their views are not harnessed, any external communication cannot accurately reflect who they are. Therein lies the challenge, and this is why companies are increasingly looking for content champions to get them fully on board.
The problem is that people have work to do. They have monthly targets to worry about, marketing presentations to write and operational conundrums to solve. That is what they are paid for, and most don’t view moulding the external perception of their company as their responsibility. They are paid to do their job, they do it to the best of their ability, and they go home at the end of the day and consign work to the deepest recesses of their mind for the evening or the weekend.
The thing is that storytelling never sleeps. A comment that reflects well on their company on a LinkedIn post might be viewed by a potential million-dollar client. They might want to share a story from work that moved them – not to get 1000s of views, but simply because it was important to them. If their every action at work and outside work is infused with a small dose of their company’s story, the story itself will become stronger. If every employee acts in this way, their company brand will take on a life of its own. An incredibly powerful life.
This is all possible, but firstly they need to have a story to unite behind.
This is where the Chief Content Officer comes in. Of course, very few companies would have such a specific role, but this simply implies senior influencers who have the power to influence the thoughts and actions of their colleagues in getting behind (and caring about shaping) their brand messages. Maybe “content cheerleader” would be a better description in some organisations – someone to get people excited enough about where they work to want to shout about it.
If employees feel engaged in their own story, they will become passionate advocates. In an age when potential clients have 80% made up their mind about a purchase decision before they even get in touch with a company, this advocacy can make a vital contribution to the bottom line.
The role of the “Chief Content Officer” is to encourage that engagement.