Everything You Need To Know About Employee Generated Content
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Employee Generated Content (EGC) is filling our newsfeeds and for you pages, and you know what…We enjoy it! EGC is the latest buzzword in social media and a PR trend that’s reshaping the way brands engage with their audiences.
It’s not just about employees posting on brand accounts anymore, or resharing relevant brand posts to their personal profiles. It’s about them bringing the brand to life on their personal feeds. This shift is creating a stir, especially over on TikTok, where authenticity rules.
Why EGC is making headlines
Here’s the thing: having employees double as influencers isn’t a novel concept for those in the know. But now, it’s gaining mainstream momentum. No longer confined to the peripheries of marketing strategies, EGC is now a central pillar in the brand-building process, and we think it’s a great thing!
The unfiltered appeal of employee influencers
The beauty of EGC lies in its raw, unpolished nature. When social media teams and employees across the company act as community connectors, they create content that genuine and relatable. This isn’t your polished, standard-issue brand content. It’s real, it’s in the moment, it’s engaging, and it resonates with audiences who are tired of the same old marketing spiel.
The multi-dimensional benefits of EGC for strengthening brand
EGC works wonders for a brand’s image and relatability. It shows a human side, a glimpse behind the curtain. When employees share their experiences and perspectives, it paints a multidimensional picture of the brand, fostering a deeper connection with the audience.
PR and Brand Image: EGC transforms brand perception from being just a corporate entity to a community of real, relatable people. It offers a transparent view into the company culture, values and the people behind the products, enhancing credibility and trust.
Building a Community-Centric Brand: EGC nurtures a sense of community, both internally and externally. It fosters a workplace culture where every employee feels like an integral part of the brand’s narrative.
HR and Talent Acquisition: From an HR perspective, EGC is a powerhouse. It not only showcases the brand as a desirable employer but also attracts talent aligned with the company’s culture and values. A strong EGC presence can elevate a brand’s status to an ’employer of choice’ in the job market.
Enhanced Customer Engagement: Customers feel more connected to a brand when they see real people behind it. EGC fosters this connection, leading to stronger customer loyalty and advocacy.
A Step-by-Step Guide to Implementing Employee Generated Content
Cultivate a Sharing Culture: Encourage employees to share their work and life experiences related to the brand. Celebrate diversity in content to capture varied perspectives.
Provide Clear Guidelines: While encouraging creativity, it’s crucial to maintain brand consistency. Provide clear, simple guidelines to help employees create content that aligns with brand values.
Equip and Educate: Offer basic training in content creation and social media best practices. Equip your team with the necessary tools and knowledge to create compelling content.
Create a Content Hub: Establish a central platform where employees can submit and share their content. This encourages collaboration and idea exchange.
Reward and Recognise: Acknowledge and reward the best EGC contributors. Recognition encourages ongoing participation and sets a benchmark for quality.
Measure Impact: Use analytics to track the performance of EGC. Understanding what resonates with your audience will help refine your strategy.
Ideas for your EGC content
1. Behind-the-Scenes Insights
Workplace Culture: Sharing day-to-day experiences, team activities, office events, or unique workplace traditions.
Product Development: Showcasing the process of creating or improving products/services, from brainstorming sessions to production.
2. Employee Spotlights
Personal Success Stories: Featuring employees’ professional growth, achievements or testimonials.
Day in the Life: A glimpse into the daily routines and roles of employees from different departments.
3. Industry Expertise and Thought Leadership
Educational Content: Employees sharing their expertise on industry trends, innovations, or best practices.
Webinars and Workshops: Hosting or participating in educational sessions, offering insights into industry-specific topics.
4. Corporate Social Responsibility (CSR) and Community Engagement
Volunteering Experiences: Documenting participation in community service or charity events.
Sustainability Initiatives: Showcasing the company’s efforts in sustainability and environmental responsibility.
5. Customer Interaction and Feedback
Client Stories: Sharing successful case studies or testimonials from clients.
Q&A Sessions: Employees answering frequently asked questions or addressing common customer concerns.
6. Creative and Fun Content
Team Challenges and Competitions: Engaging in fun, work-related challenges or contests.
Hobbies and Passions: Employees sharing their personal interests or talents that align with the brand’s image.
7. Innovation and Future Trends
Research and Development: Discussing new technologies or methodologies being explored by the company.
Future Forecasting: Employees sharing their predictions or insights into future trends in the industry.
8. Health, Wellness, and Work-Life Balance
Wellness Tips: Employees sharing their routines or tips on maintaining physical and mental health.
Work-Life Balance Strategies: Discussing how the company supports a healthy balance between work and personal life.
9. Diversity, Equity, and Inclusion (DEI)
Diversity Stories: Sharing diverse perspectives and experiences from employees.
Inclusion Initiatives: Highlighting the company’s efforts in creating an inclusive workplace.
10. Company Milestones and Celebrations
Anniversaries and Achievements: Celebrating company milestones, awards, or recognitions.
Festive Celebrations: Sharing how different cultural and festive events are celebrated within the organisation.
If your brand hasn’t dipped its toes into the EGC pool yet, now’s the time. It’s a strategy that aligns perfectly with the evolving digital landscape where authenticity is key and personal stories carry more weight than ever. EGC isn’t just a trend; it’s the future of brand storytelling on social media.
