Brands can’t just flip the ’employees as creators’ switch

Employee creators are a new brand strategy in marketing circles. Making them work, however, is another matter. The first major problem is infrastructure, or the actual format and layout of these employee creator programs . Some retailers like Gap Inc., are inviting employees to apply into an existing creator program spanning Old Navy, Gap, Athleta and Banana Republic, rather than building something bespoke for staff. Others, like Starbucks, are building new programs from scratch to elevate employee creators, which is a slower, costlier route. These programs need their own measurement tools, close oversight, dedicated strategy and real…

This is a curated summary. The full story was reported by Digiday.