You’ve heard of user-generated content, but have you ever considered employee-generated content? If not, this could be the missing cog in the wheel of your business’s social media strategy.
This means opening the way for everyone in your company to be a part of the voice you present to the public. I think of it like opening the front door to your business, and allowing clients to come in… to liaise with the front desk or reception area lady; to hear industry expertise through the company’s top achiever, and to spend some time in the production room, seeing how its all done.
A recent article on Forbes champions this new marketing strategy: “Today, employees across industries are stepping into the spotlight to be the creators behind their employer’s social media accounts: from fit checks to day-in-the-life videos, employees are taking centre stage.”
Brands are increasingly discovering that some of their most valuable content creators are sitting right at the next desk, or dialing in from home. Employee-generated content (EGC) is emerging as a formidable force in social media marketing. It offers brands a way to connect with audiences in ways which feel genuine, human, and trustworthy.
EGC strips away the corporate gloss and delivers something far more compelling, and this is transparency. In today’s marketplace, transparency is the ultimate currency.
Why Employee-Generated Content Works
Audiences today can spot an overproduced ad campaign from a mile away. Consumers are increasingly wanting authentic voices to represent them and their needs. According to a Stackla report, 79% of people say user-generated content highly impacts their purchasing decisions.
ECG is an extension of this logic. If consumers trust content made by customers, imagine the power of content made by the very people who build the product or service.
Employees are able to bring a perspective that no marketing department can manufacture. They can reveal the quirks of company culture, the thought process behind a new feature, or even the small joys of office life.
This kind of content resonants with potential clients’ hearts. Suddenly the brand isn’t heartless and impersonal. Suddenly consumers feel a connection with the lady from Accounts, or the Industrial Process Manager, as they share about their faith in and experiences of the company in question.
This behind-the-scenes glimpse allows clients into the heart of the brand and it’s this heart which will ultimately motivate purchasing decisions.
If you’re thinking of implementing ECG into your social media marketing, you should know that i it isn’t a one-size-fits-all strategy. Brands are getting creative in how they empower employees to share their perspectives:
Here are some ideas.
The first involves social media takeovers. Why not allow employees to take turns using the ‘keys’ to the brand’s Instagram or TikTok for a day. This will allow you to offer fresh, authentic, behind-the-curtain content.
Behind-the-Scenes can allow audiences to feel just that much more connected to your brand. Maybe allow employees to show customers how products come to life. This helps to build trust in the manufacturing process.
Why not gives customers a view of a ‘Day In The Life’ at your company. Employees across departments can highlight their routines, humanising the brand while showcasing its diversity of talent.
The idea is not to overlook the importance of your staff and their knowledge of the industry you are in. Why not allow subject matter experts in your company to share quick insights, LinkedIn posts, or Twitter threads which position you brand as an industry authority.
Some marketers say that ECG is a ‘secret ingredient’ in marketing campaign success. At its core, it succeeds because it builds trust. A recent Edelman Trust Barometer survey revealed that employees are seen as more credible than CEOs when it comes to communicating a company’s values and culture.
People trust people more than they trust faceless logos, and employees are the bridge between the two.
Consider Starbucks, where baristas often share their own TikToks and Instagram Reels showcasing drink hacks, latte art, or humorous customer interactions.
Getting employees involved doesn’t mean forcing them into influencer roles. The key is to invite participation while providing support and clear guidelines.
Managers can show employees how powerful EGC can be by celebrating posts that perform well. Recognition goes a long way in this instance.
Another way to facilitate the process is to make it easy. Provide templates, brand hashtags, or suggested content themes to remove friction.
Training can also help companies to get all employees onboard. Not everyone is comfortable on camera. Simple training sessions on shooting short-form videos or writing engaging captions can boost confidence.
Employees also respond well to rewards so why not set up an incentive programme? Small incentives can encourage wider participation.
Still, respecting boundaries is essential if you are to maintain good rapport with staff. GC should be voluntary, and never mandatory. The best content comes from employees who genuinely want to share their experiences.
One of the biggest concerns companies have is losing control of their messaging. What if an employee posts something off-brand? What if they make a mistake? These are valid worries, but the risk is often lower than assumed. Clear social media guidelines can help employees understand what’s acceptable. When managed well, this balance preserves brand safety while keeping the content authentic.
