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Marriott International Wants to Turn Employees Into Content Creators

Samantha Shankman

Photo Credit: Two Marriott employees pose for a photo after the hotel group is named one of FORTUNE magazine’s "100 Best Companies to Work For." Marriott International

Skift Take

Creating content is one of the biggest challenges brands face today. Marriott's strategy of looking inward for inspiration -- from employee stories to more graphic press releases -- is a strong starting point for any company looking to better engage and connect with customers online.

Marriott International has more than 333,000 employees at properties worldwide, and in the eyes of Jay Hamilton, Marriott's head of digital corporate communications, that's a whole lot of content creators. Hamilton, who joined the organization six years ago from a journalism background, sees on-the-ground employees as the some of the most important contributors to the hotel group's four-person digital corporate communications team. "It's very very important to not outsource your content. They don't know our people,

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