At InfoComm 2026, industry leaders explored the opportunities and challenges of empowering staff to share their expertise during "Storytelling in the Workplace: Elevating Employee Created Content," a panel discussion on the Spotlight Stage. Moderated by Stan Moote, CTO of the International Association of Media Tech (IAMT), the session featured Sennheiser Americas Channel Marketing Director Mara Guillen and Canon USA Senior Marketing Specialist Alex Sax.
Collaboration Drives Effective Employee Content
For Guillen, creating effective employee content starts with collaboration.
"We sell highly technical products, so it's important that we're able to provide the right message," she said. "We work very closely with our sales and technical teams."
Sennheiser serves a wide range of customers, including educators, corporate users, musicians, houses of worship, and live production professionals. Close collaboration between departments helps ensure that those audiences receive information that is relevant to their needs. Guillen stated that employees often offer valuable perspectives because they work directly with customers and see how products are used in real-world environments.
"We can train employees on brand guidelines, but not necessarily on the message," she said. "They often know better than anyone what message will resonate with their audience."
Sax shared a similar perspective. With products serving everyone from entry-level creators to seasoned professionals, Canon focuses on understanding what customers are trying to accomplish before recommending equipment or creating content.
"We try to put ourselves in the customer's shoes and ask what will make them stop scrolling," he said. "My first question is always, 'What do you like to create?'"
Starting the conversation with a customer's creative interests gives Canon a better understanding of what products and information may be most useful.
Authenticity Over Scripts
Much of the discussion focused on how companies can encourage employees to create content without making it feel forced. Guillen said Sennheiser has found that employees often communicate more effectively when they aren’t heavily scripted. Employees receive guidance on brand standards, but room for individual expression remains important.
At Canon, employee participation is largely voluntary. Some employees enjoy appearing on camera and creating content, while others prefer supporting projects behind the scenes or working directly with customers.
"If you're passionate, it's going to come through in the content," Sax said.
Most of Canon's content is still produced through dedicated marketing and consumer teams, with legal and brand review processes helping maintain consistency. Employees who want to participate receive support from those teams while maintaining flexibility in how they communicate.
Neither company suggested that every employee should become a professional influencer. The focus is on creating opportunities for employees who want to share their knowledge and experiences.
Finding the Right Audience on the Right Platform
The panel also discussed where employee created content performs best. Guillen said Sennheiser often sees corporate focused content do well on LinkedIn, while content aimed at audio professionals tends to gain traction on YouTube and Instagram. Employees are encouraged to contribute their own perspectives and experiences when appropriate.
During the session, attendees also asked about posting schedules and content performance. Guillen said success often comes down to understanding who you're trying to reach rather than following a universal formula. Business professionals, creators, educators, and consumers may all engage with content differently.
Sax argued that consistency is often more important than frequency. Rather than posting every day, he encouraged creators to develop a schedule they can realistically maintain.
"If you're losing that love for what you're doing, it's going to come through in your content," he said.
The panel also talked about how they measure success. Guillen noted that saves and shares can sometimes reveal more than likes and views because they show people found enough value in the content to revisit it or pass it along to someone else.
Audience feedback was another topic that generated discussion. Sax said brands should remain confident in their messaging and focus on serving the right audience, even when faced with criticism online. Guillen encouraged companies to pay attention to recurring feedback and use it to better understand customer concerns and interests.
