One thing we focus on a LOT with clients is how important employee engagement is.
When we look at our analytics and see a huge peak in reach, impressions and engagement, it’s typically because of one thing: shares. For a small business, the best way to make something go further than your core group of invested customers is for people to share it. And the people who are best suited to do this: your employees.
When people are proud of their workplace and what they do, why wouldn’t they shout it from the rooftops. Your friends and family do want to hear what you do and, sometimes, they are potential customers – or they are leads to potential customers.
We get pushback on this a lot. “Our employees like to separate their personal from business.”
Two things here:
- This is 2025… there is little separation between home and office. Whether or not that’s a good thing is another conversation but who you are and what you do are deeply intertwined. Time to accept that.
- A platform like LinkedIn is a tool you can use to better do your job. If you are in sales and aren’t utilizing LinkedIn to be a part of your selling process, why even have an account?
We’ve implemented proven methods to get people excited about employee engagement in social media. These include:
- Make them part of the process. Have them submit photos they like of themselves at work. Then they’ll be more likely share them.
- Have a contest. When people submit photos, enter them in a monthly drawing for a gift card to a local shop.
- Send reminders! Social media is definitely not the top of many people’s list when it comes to work (unless they are in marketing). So when you post something that would be good for others to share, send them a message with a link. We’ve even gone so far to send a few options of captions they could copy and paste and edit to sound natural. Make it easy for them!
Our team has always known how important employee engagement is and we take it seriously. We work with clients to get their teams on board. Last weekend, it became crystal clear in a real sense for me why this is so important.
The algorithm.
I know, sounds like some mumbo-jumbo techie term you can’t understand unless you’re 23 and live in Silicon Valley. Not true. The algorithm is (in lay terms) the platform’s way of showing you what you want to see – what you’ve told the platform you like seeing or are interested in seeing more of.
So, for me, since October 7, 2023, my platforms continuously serve up information about that terrorist attack that day, the aftermath and antisemetism incidents, especially on college campuses. I engage and share this content so it keeps giving me more. Fact: I purposefully do search up things I don’t agree with on this subject, simply to be informed about what others are hearing/learning, as hard as it is. But most people don’t do that. We just listen to what we want to hear.
So last weekend, after learning the horrific outcome of three generations of the Bibas family it all became crystal clear to me.
If you aren’t familiar, here’s a synopsis:
- Shiri Bibas’ parents, José Luis (Yossi) Silberman and Margit Shnaider Silberman, were murdered on October 7th
- Yarden, a young father, taken captive October 7th
- Shiri, his wife and the mother of their two red-headed children, Ariel (age 4) and Kfir (age 9 months) taken captive, seemingly by civilians, not uniformed, militant terrorists on October 7th. Ariel loved batman. He had a good friend named Yoav. Kfir was too young to even have teeth. He had not had a birthday yet.
- In November of 2023, terrorists filmed telling Yarden his family was murdered. We held out hope for them because Hamas notoriously lies (hostage Danielle Gilboa’s family was shown staged “evidence” that she was murdered in captivity only to then see her released on January 25, 2025.
- On February 1st, 2025, Yarden was released, and only then did he learn his family was still being held captive, unsure if they were alive or dead.
- Last week, word spread that the children and their mother would be released, in coffins, on Thursday, February 20th. When Thursday came, there were four coffins locked with keys that didn’t work. They paraded these coffins at a public ceremony where people brought their children to celebrate the dead Jewish people.
- Israel confirmed the two children were in coffins. Keep in mind Kfir was 10 months old at the time he was murdered, reports say he did not have teeth to identify him but they were able to do so with DNA. They also published how brutally these children were murdered – with bare hands – and those atrocities were covered up to make it appear as if they were killed in an Israeli airstrike.
- There was another coffin containing Oded Lifshitz, an 83-year-old man who used to drive sick Gazan children from the border to get Israeli healthcare. They killed him in captivity as well.
- The fourth coffin was to have been Shiri Bibas, but the DNA proved it was neither Shiri nor any other hostage. It was a random Gazan woman. As far as I can see, no one from Gaza is even asking who she is.
- Eventually they did give back the remains of Shiri Bibas the next day.
- And the following day they paraded 6 hostages in another public ceremony – two of whom had been held for 10 years, one of whom was an Arab man who is mentally challenged.
- And during that ceremony, they held two hostages, Guy Gilboa-Dalal and Evytar David in a car watching this spectacle, only to not release them.
So… it was a lot to take in. It was a lot to witness, even on social. The cruelty and psychological warfare is simply overwhelming.
And when non-Jewish friends started sharing orange (representing the boys’ red hair) and broken heart emojis and photos of the Bibas family… I could see their friends and family asking “what’s up?” and “who are these people?”
They had no idea. None.
I’ve spent a lot of time angry at people for not speaking up with me. And all of a sudden I came to the realization – they don’t even know. How could someone like me see the Bibas family every single day for more than 500 days and someone else has never seen them before? It’s dumbfounding, for sure, but in many cases it may not be their fault. It’s the algorithm.
So the more people that share that content, the more people will know the names of those dead and those still being held hostage. Now that you know, say their names. Out loud. Now.
One more note on this… I’m still angry at those who DO see it and choose to ignore it. I see people like my dog photos and my photos of my kids. Everyone wants to congratulate my son on his running. But those same people ignore my other content. And that, most certainly, feels deliberate. That’s the kind of thing I won’t forget and cannot forgive.
So learn from this. Share. Encourage others to share. Whether about your business or about what’s happening in the world. Share it. You may think everyone has the same info you do but they don’t. And you could really make a difference.
by 
