Employee-Generated Content: A Game-Changer for Brands
What Is Employee-Generated Content?
Employee-generated content (EGC) is the perfect way to give your brand the extra push it needs. EGC is any form of content—such as social media posts, blogs, videos, or photos—created by company employees that highlights their workplace, culture, or experiences. Read on to learn why EGC is the game-changer you’ve been looking for for your brand.
Why Is EGC Gaining Popularity?
EGC offers a candid, personal, and authentic perspective of your brand. It is becoming increasingly popular because it bridges the gap between brands and audiences. EGC creates genuine connections, showcasing real experiences that resonate more deeply with consumers than polished ads.
The Importance of Employee-Generated Content
- Enhancing Brand Authenticity – People trust people. EGC puts a human face on your brand, allowing your audience to connect with your company on a personal level.
- Building Trust with Audiences – Content created by employees is often perceived as more trustworthy than traditional marketing. It showcases the real culture and values of a company.
- Strengthening Employee Engagement – When employees are given a platform to share their voices, they feel valued and empowered, which boosts morale and engagement.
Types of Employee-Generated Content
Employee-Generated Social Media Content
Encourage employees to share their day-to-day work experiences on platforms like Instagram or LinkedIn. One example is new employees announcing that they’ve joined your company, which is great for showing growth. On video platforms like TikTok, “Day in the Life of…” posts are growing in popularity, with employees from different industries showing their typical workday. Check out these posts from TikTok creators explaining how to create these types of posts.
EGC Outside of Social Media
Employee-generated content is most effective when incorporated into your social media marketing strategy, with clearly defined goals. However, the following types of EGC have also proven successful for many brands.
- Blog Contributions
Some employees, especially in the marketing industry, may enjoy writing detailed blog posts about their roles, industry insights, or company culture.
- Video Testimonials
Everyone loves storytime. Candid videos where employees discuss their experiences can be incredibly impactful.
- Behind-the-Scenes Content
Audiences love to see what goes on behind the curtains. This type of content humanizes your brand. Netflix has used this to bring extra value to its customers, like in the Squid Game example below
How Your Business Can Benefit
Cost-Effective Marketing
EGC is one of the most budget-friendly ways to generate buzz, as you don’t usually need any extra resources. All you need is willing participants, which are easy to find at work, just offer your colleagues coffee, or free snacks in return!
Improved Employer Branding
Potential employees are more likely to apply to a company that showcases a vibrant and inclusive workplace through EGC.
Amplified Reach Through Personal Networks
When employees share content, it extends your brand’s reach beyond corporate channels into personal networks. This reach is also more effective because people are much more likely to interact with posts from known connections than with posts from a brand they might not know (yet!).
How to Encourage Employee-Generated Content
- Create a supportive company culture – A positive workplace culture motivates employees to share their experiences willingly.
- Offer training and resources – Equip employees with the tools they need to create high-quality content, such as training sessions or access to software.
- Provide Incentives and Recognition – As I said before, free snacks and coffee will go a long way! Also, recognize and reward employees who contribute to EGC campaigns to encourage participation.
- Respect Employees’ Authentic Voices – EGC is all about keeping it 💯. Avoid over-polishing or editing the content to maintain its authenticity.
*Top tip – Don’t force anyone to make EGC if they don’t want to. Video testimonials that look like hostage videos definitely won’t have the impact you want.
The Brands Leading The Way
Starbucks’ Partner Stories
Starbucks encourages its employees to share their experiences via @starbuckspartners, a dedicated account just for EGC. The green apron-wearing staff uses this account to share working experiences and employee-led community initiatives like raising money for charity and volunteering. It’s been a great success, with over 180k followers and counting.

Adobe’s #AdobeLife Campaign
Adobe encourages and shares EGC through the #AdobeLife hashtag, showcasing its vibrant workplace culture and helping attract top talent. The design platform also has a dedicated Instagram page, @adobelife, which has almost 100k followers.

Challenges and Solutions in Implementing EGC
Maintaining Brand Consistency
Provide guidelines on tone and messaging while allowing flexibility for individual voices.
Managing Potential Risks
Establish clear policies for content sharing to mitigate risks like inappropriate posts or confidentiality breaches.
Measuring Content Effectiveness
Tracking Engagement
Monitor likes, shares, and comments on your EGC posts with Metricool. Get detailed analytics as well as best times to post, SmartLinks and a content calendar with our all-purpose tool!
Track ECG Engagement With Metricool
Advanced planning & analytics for your employee-generated content.
Evaluating Content Quality
As always with any type of marketing, testing is vital. Make sure the content aligns with your brand’s goals and resonates with your target audience, and don’t be afraid to try different ideas or formats if your EGC isn’t working.
Assessing Business Impact
Track metrics such as website traffic, lead generation, or employee referrals to evaluate the effectiveness of your EGC strategy.
Future of Employee-Generated Content
As consumers demand more authenticity, EGC will likely become a cornerstone of marketing strategies. Emerging technologies like AI and AR may further enhance its potential.
Final Thoughts
Employee-generated content is more than a marketing tactic—it’s a powerful tool that fosters authenticity, trust, and engagement. By empowering your employees to share their voices, you not only build stronger connections with your audience but also create a thriving workplace culture. Will you be experimenting with EGC in 2025? Let us know your thoughts below!