Employee-Generated Content: Pennsylvania Women Work

Resulted in
100%
of trainees feeling more motivated to post

More than a
95%
positive sentiment score on post-training social media postsicks

Leading to
80%
of trainees reporting increased preparedness regarding social media content

Challenge: Pennsylvania Women Work (PWW), a Pittsburgh-based nonprofit that empowers job-seekers with the skills they need to achieve their career goals, wanted to train its network of employees, clients and volunteers on how to best utilize social media to help elevate their brand and create a unified strategy through meaning, purpose, shared mission and vision. The organization tapped The Motherhood to conduct a series of training sessions to meet their goal.

Solution: We first took a deep dive into the organization’s needs through a strategic discovery session with their communications team, learning about their strengths, weaknesses and opportunities for growth. We then created and deployed a survey to employees, clients and volunteers to further understand their like barriers and priorities around social media. We identified three major growth areas for the training sessions, and five roadblocks to address. The Motherhood then facilitated three sessions based on the research: first, an in-person session with PWW employees on LinkedIn, then a virtual session for clients and volunteers on Instagram, with a final in-person, interactive training with all groups on developing their personal brands online, overcoming roadblocks, and providing actionable recommendations for authentic storytelling.

Results: After viewing social media content online and surveying employees, clients and volunteers post-training, the results were overwhelmingly positive. 

From a survey perspective, 100 percent said they felt more motivated to post and 80 percent reported increased preparedness regarding social media content.

The social media sentiment score was 96.5 percent with responses that were emotionally positive, reflective, and action-oriented. The sentiment reflected deep trust, emotional resonance, and real-world applicability, positioning this experience not just as a workshop, but as a confidence-building, community-driven catalyst for storytelling and advocacy. The training also generated continued interest, with an employee-requested follow-up session to build on the concepts introduced.

The trainings also increased the followers across PWW’s social media, with a 7.36 percent increase on LinkedIn, and 3.1% on Instagram.

 

 

“PA Women Work connected with The Motherhood to help our staff and volunteers feel more empowered to share their stories across various social media platforms. As a nonprofit, one of the biggest ways we gain awareness is through our community - our networks sharing, reposting, talking about our work, and spreading the word. The Motherhood helped our 'brand ambassadors' feel more confident on social media, and supported them with content suggestions, overall ways they could enhance their social networks, and how they can make an impact by spreading the word about PA Women Work. It was both beneficial to our organization, as well as our staff and volunteers on a personal level. We hope to continue the good work we started with The Motherhood and loved partnering with them!”

Abby Swalga, Director of Communications, Pennsylvania Women Work
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