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What is Employee-Generated Content?

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So, you know how companies are always trying to come up with “the next new thing” to engage their audience and stand out from the crowd? Well, here’s the next ‘new thing’.  

Imagine that instead of just the marketing team doing all the work, the wider employees of the company also started creating content too *cue sighs of relief from overstretched marketing teams across the globe*. That’s what we call Employee Generated Content - or EGC for short… (because there aren’t enough marketing acronyms out there). 

It's like if someone you follow on social media works at a local coffee shop and you see their Instagram story filled with their morning routine at work or the behind-the-scenes of how they make their favourite pastries. After seeing these posts, you might be more likely to engage and try out the coffee shop for yourself. It's easier to be inspired by the content as it’s authentic, relatable, and coming straight from someone at the company who you feel that you know and trust.

Semrush describes that EGC is “a subset of UGC as long as the posts are authentic and not solicited by the brand” - meaning, businesses can harness the power of content that is generated in an authentic way (and that acts like the modern ‘word of mouth’). 

EGC can be anything from blogs, photos, videos, or social posts. It’s a great way to show off the company culture, give a more personal touch to the brand, and build trust with customers because it's real people telling real stories.

In short, everyone gets to be a mini brand ambassador, and that energy can be contagious.

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Why is it so Popular?

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Within the last few years, EGC has risen massively in popularity. 

With the rise of micro-influencers, UGC and authenticity (as well as people being more chronically online and sharing their every move) - it isn’t hard to see why. 

Here are three key benefits of using EGC:

1. Authenticity: Polished and perfect content is out. Real, genuine, and somewhat ‘messy’ content is in. Potential customers and brand lovers can relate more to the everyday experiences of employees than to corporate messaging, which helps to build a real connection. 

2. Engagement: Content created by employees gets 8X more engagement than content shared through branded channels (sorry social media managers of brand accounts, this one can hurt). 

EGC brings diversity to the content mix as different employees have different experiences and viewpoints, which can make the content more varied and interesting. Also, colleagues, friends, and family are more likely to share and comment on posts from people they know - spreading the content wider. 

3. Cost-Effective: It’s a more budget-friendly way of generating content. Instead of hiring a big marketing agency or spending a lot on production, you’re leveraging the creativity of your team (there are of course risks with this - and it is important to fairly compensate staff and ensure that they feel valued for their efforts). 

To sum up, EGC is popular because it's real, relatable, and engaging. The benefits are huge - from building trust and boosting morale to enhancing the company's brand and increasing reach. It's a win-win for both the company and its employees. 

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‍Who is Doing it Well?

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Some brands have truly mastered the art of EGC, leveraging it to enhance their brand image and connect more authentically with their audience. 

From funny office POVs to behind-the-scenes videos, these brands are proving that real voices transcend corporate murmurs. 

Here are some examples of brands that are killing it in the EGC space…

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Luxegen (Sheerluxe) 

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‘Sheerluxe’ describes itself as the “UK’S leading fashion and lifestyle publication” and has an impressive 463k followers on Instagram and 452k followers on TikTok. 

The company also has a ‘spin-off’ social account called ‘Luxegen’ with 143k followers on Instagram and 293k followers on TikTok. Luxegen is almost entirely dedicated to posting EGC, with its content appearing highly authentic. Additionally, many Luxegen employees maintain their social media profiles with substantial followings, sharing content that closely mirrors that of the brand account. This consistency further authenticates the brand's content.

For a fashion publication company - the ‘what’s in my bag’ interviews, product recommendations and payday wishlists are very relevant and feel even more authentic coming from an individual rather than a company. 

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‍Starbucks 

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Ever heard rumours of a secret Starbucks menu? Starbucks encourages its baristas and employees to share their daily experiences and creative coffee creations on social media - many of which appear as employee secrets and make users feel like they are gaining access to inside knowledge. They often repost this content on the official Starbucks social media channels, giving employees recognition and a platform.

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Adobe

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Adobe has a fun employee advocacy program called "Adobe Life” which encourages their team to share their work experiences and creative projects. By using the hashtag #AdobeLife on social media, they gather heaps of amazing content. It shines a light on Adobe's innovative culture and helps attract top talent by showcasing the company’s dedication to creativity and employee well-being.

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M&S

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Searching M&S on TikTok will reveal numerous accounts dedicated to specific stores filled with EGC including top picks, funny skits and BTS clips. 

These accounts help users gain a deeper connection with the brand as well as their respective stores. They can see the unique personality of each store, learn about special events or promotions, and get to know the staff through their posts. 

This level of engagement helps to build a sense of community and loyalty among M&S customers, making their shopping experience more enjoyable and connected.

Who doesn’t want to find out more about the release of a cheesy garlic doughball Christmas tree?

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Duolingo

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Duolingo employees love to feature the iconic owl mascot in all sorts of funny and relatable scenes. They mix it up with content that shares handy language learning tips, amusing language facts, and a glimpse into their daily office life. 

Whether it's a quirky video of the owl in a hilarious situation or a meme that language learners can relate to, Duolingo has mastered the art of engaging its audience in a fun and meaningful way.

And let's be real, the owl costume is instantly recognisable (talk about building a brand image).

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So, How Can You Get Involved With EGC? 

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Making EGC work for your business involves a few strategic steps to ensure it's effective, engaging, and aligns with your brand.

It also relies on your employees actually wanting to get involved (and not feeling forced by the powers above them - trust me, it’ll show in the content). 

Here’s a 5 step guide on how to get started and make the most out of EGC:

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1. Create a Supportive Environment

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Foster a culture where creativity and personal expression are encouraged and make it clear that you value and welcome content from all employees. Be as helpful as possible to those who are keen to get involved - provide tools and resources and source training for how to create engaging content, including tips on video editing and writing.

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2. Set Clear Guidelines

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Provide guidelines on how to maintain brand voice and aesthetics while allowing personal expression. Be proactive by going over the do’s and don’ts (put an approvals process in place if necessary - but be wary that too much ‘red tape’ may discourage staff from getting involved). Post Beyond has provided some useful employee social media guidelines here. 

3. Inspire and Motivate

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Publicly acknowledge and reward employees who create great content. This could be through shout-outs in company communication channels, social media highlights, or even paid incentives like gift cards and bonuses. 

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4. Leverage Multiple Platforms

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Encourage employees to share their content on their personal social media profiles and tag the company. You can also create a unique hashtag for easy tracking and engagement. 

If you wish to reshare employee content, ensure you have the necessary permissions from employees. 

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5. Integrate into Marketing Campaigns

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Integrate EGC into your wider strategy. For example, run a “Day in the Life” series or encourage employee takeover days on your social media story. ECG can also feed into new product release campaigns - e.g. ‘how our employees would style our new summer collection’ .

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To sum up, by creating a supportive environment, setting clear guidelines, and actively promoting and integrating EGC into your marketing strategies, you can raise your employees’ voices and create engaging, authentic content that strengthens your brand.

If you run an e-commerce brand and are looking for a digital marketing partner to take your business to the next level, book a call in with one of our team.

Written by Jody Lynch - Content Marketing Executive