What if your best brand influencers are already on your payroll? Today, we're diving deep into the wonderful world of employee-generated content and how it can elevate your social media strategy. If you're ready to unlock the potential of your team, read on for more insider tips!

In this blog post, we're going to cover:

• What employee-generated content (EGC) really is

• The game-changing benefits it brings to your business

• How to start your own employee-generated content program

• Real-world examples of successful campaigns

• Common pitfalls to avoid

• How to assess your company's readiness for this strategy

What is Employee Generated Content?

Employee-generated content (EGC) is authentic content created by your staff about your brand. Think about it: who knows your products or services better than the people who work with them every day? Your employees are on the front lines, interacting with customers, solving problems, and living your brand values. Their insights and experiences are gold.

Employees' posts often resonate more with audiences than published brand content because they're real, reliable, and trustworthy. In fact, according to Edelman's Trust Barometer, 53% of consumers trust a company's employees more than its actual CEO or official marketing materials. But here's the key: successful EGC isn't random. It requires strategy, guidelines, and support from leadership. It's about empowering your team to share their authentic experiences while aligning with your brand's message.

The Benefits of Employee Generated Content

Trust me, there are plenty of benefits to employee-generated content. Let's dive into them:

Skyrocketed Brand Awareness

When your team shares content, you're tapping into their personal networks, expanding your reach exponentially. It's like having an army of micro-influencers with their own engaged audience.

Continuous Stream of Content

Suddenly, you have a constant stream of user-generated content at your fingertips. No more scrambling for post ideas or spending hours creating content from scratch.

Attraction of Top Talent

This strategy isn't just about marketing; it's also a powerful tool for attracting top talent and building your employer brand. When potential hires see your employees genuinely excited about their work, it makes your company an attractive place to work.

Employee Thought Leadership

EGC positions your employees as thought leaders in your industry, which can drive sales by building trust with potential customers. After all, people buy from people, not faceless corporations.

Consistent Messaging

When employees are actively involved in creating content, they're more likely to understand and embody your brand values. This ensures consistent messaging across your entire organisation.

How to Start an Employee Generated Content Program

Ready to kickstart your own employee-generated content program? Here's how:

Set Clear Goals

What do you want to achieve? More brand awareness? Better employee engagement? Increased sales? Define your objectives from the start.

Establish a System

How will you collect and manage your content? You need a streamlined process that makes it easy for employees to participate.

Train Your Team

Your team needs to know what's expected and how to create great content. Provide guidelines on your brand voice, appropriate topics, and best practices for different platforms.

Before we continue, if you're looking to turn your employees into content creators, my team and I at Overploy have put together an employee advocacy scorecard to help you find out if your business and its employees are ready to become content superstars for your brand. You'll get a tailored report on your team's potential to become brand influencers with actionable insights.

Check out the Employee Advocacy Scorecard

Incentivise Participation

Make it fun and rewarding. This could be through recognition, prizes, or even cash rewards. Yes, pay your employees!

Track and Measure

Keep an eye on your progress and adjust as needed. Look at metrics like engagement rates, reach, and how EGC content performs compared to regular branded content.

Real-World Examples

Let's look at some successful EGC campaigns:

Starbucks – "To Be a Partner" Campaign

Starbucks encouraged baristas to share their experiences on social media. This humanized the brand and showcased the company's culture.

Adobe – #AdobeLife

Adobe's #AdobeLife lets employees share their work experiences, creative projects, and even office dogs. This has helped position Adobe as a great place to work.

Zappos

Zappos encourages employees to tweet about their work experiences using their personal accounts. This has led to increased customer engagement and a reputation for excellent customer service.

Common Pitfalls to Avoid

While EGC can be powerful, there are some pitfalls to watch out for:

1. Lack of Guidelines: Without clear guidelines, employee posts might be inappropriate or off-brand.

2. Forcing Participation: EGC should be voluntary. Forced participation can lead to inauthenticity.

3. Ignoring Legal Considerations: Make sure you have the right policies in place, especially regarding confidentiality and social media.

4. Neglecting to Measure Results: Like any strategy, you need to track your EGC efforts to ensure they're paying off.

5. Forgetting to Engage: Don't just ask your employees to create content. Engage with it, share, comment, and show appreciation for their efforts.

Conclusion

Employee-generated content isn't just a marketing tactic; it's a company-wide strategy that can boost your engagement, sales, and overall brand image. It's about empowering your team to become brand ambassadors and leveraging their unique perspectives and experiences.

Want to see if your company is ready for an employee-generated content program? We've got you covered. Try our free Employee Advocacy Scorecard. It takes just three minutes. You'll get a tailored report on your team's potential to become brand influencers with actionable insights on brand passion, content creativity, and social scalability.

Get your Employee Advocacy Scorecard

So, are you ready to turn your employees into your secret marketing weapon? Give it a shot and let me know how it goes in the comments below. And don't forget to check out Overploy for more resources on mastering employee-generated content.

Until next time, keep creating and innovating!

Frequently Asked Questions about Employee Generated Content

What is Employee Generated Content (EGC)?

Employee Generated Content (EGC) refers to any content created and shared by employees about their employer, workplace, or industry on various platforms.

How does EGC benefit a brand?

Employee Generated Content strengthens a brand by humanizing it, increasing authenticity, and showcasing the company culture through the eyes of its employees.

Why is employee generated content sometimes referred to as user-generated content?

Employee Generated Content is often likened to user-generated content as both are created by individuals rather than the brand itself, offering a genuine perspective.

How can companies encourage employees to create and share content?

Organisations can utilise employee advocacy programs, provide content creation tools, offer incentives, and share success stories to promote employee engagement in creating and sharing content.

What are the benefits of using EGC in recruitment efforts?

By showcasing company culture and employee stories through EGC, organisations can attract top talent, build trust with potential candidates, and differentiate themselves in the competitive job market.

Is video content a popular form of employee generated content?

Yes, video content is a highly engaging form of EGC that allows employees to visually share their experiences, expertise, and insights with a wider audience.

How does EGC contribute to a company's marketing strategy?

Employee Generated Content can enhance a brand's message, foster social selling, and help the marketing team create more relatable and trustworthy content that resonates with consumers.

What are the key considerations when creating a content strategy around EGC?

Organisations need to focus on empowering every employee to participate, highlight diverse perspectives, ensure alignment with the brand message, and consistently monitor the content that is being created and shared.

How can EGC help build trust with consumers?

Consumers trust content created by employees more than traditional advertising, as it feels authentic and genuine, leading to increased trust, loyalty, and engagement with the brand.

What role does EGC play in attracting top talent to organisations?