How Can Employee Generated Content Benefit Your Brand?

From being a social media buzzword to a PR trend, employee generated content positively impacts your brand, whether by improving brand visibility or building trust among your target audience.

Understanding Employee Generated Content

What Is Employee Generated Content?

Why Is Employee Generated Content Important?

What Are the Benefits of EGC?

What Is Employee Generated Content?

Employee generated content, or EGC, is any form of original content created and posted by employees. It can be videos, blog posts, or images not professionally done by a team of marketers or designers and distributed by employees across various channels.

In short, EGC is a type of user-generated content (UGC). However, instead of customers expressing their thoughts about a product or brand, real-life employees share their experiences and help spread the brand message.

Why Is Employee Generated Content Important?

According to a Nielsen report, 92% of global consumers are likelier to purchase products recommended by their friends, family, colleagues, or even a person they do not know but can relate to or share similar values with.
The Social Shepherd said the global influencer marketing market reached a US$21.1 billion valuation in 2023. And there seems to be no stopping its growth in 2024, as influencers have transitioned from driving potential customers to your website to selling your products on platforms such as TikTok Shop.
A LinkedIn study showed that 70% of people consider employees the most trusted source of information about a company

These three points prove that people trust people. Like with UGC, people value EGC more than brand content, as employees who endorse a product are more relatable and perceived as more genuine.

What Are the Benefits of EGC?

Grow Brand Visibility

A Pew Research Center survey revealed in 2018 that 78% of U.S. adults aged 30 to 49 and 88% aged 18 to 29 use at least one form of social media. A similar survey in 2021 maintained these two age groups use social media the most.

Employees who write or post about your brand on their social accounts spread your messaging to everyone in their networks. This means more people are introduced to your brand on various social media platforms, increasing brand visibility.

Increase Social Media Engagements

According to PostBeyond, EGC generates up to 10 times more social media engagement than brand content. In addition, a TINT study found that EGC gets shared 24 times more.

However, more than receiving more engagements on social media, this can also improve search rankings, generate leads, and increase website traffic, especially when the content gains positive interactions.

Build Trust Among Your Target Audience

EGC can make a lasting positive impression, especially among your created buyer personas. As more people come across it, your brand has more opportunities to gain their trust. However, while EGC is essential in building trust, you should also ensure excellent products and services.

Reduce Marketing Costs

With EGC, you can limit paid ads or lower the marketing budget. EGC can organically generate social media engagements and reach more people without spending dollars for their content to be seen.

Attract Top Talents

Employees who talk about why they love their job and enjoy working for your brand can potentially inspire people to look for a company that shares the same values or to work for you. This can help you maintain a pool of competent and skilled individuals who can contribute to the team’s success and share impressive content about your brand.

Need Help Getting Started With EGC?

We can devise your employee generated content strategy and guide you through the process of maximizing EGC to your advantage. Talk to us to assess how we can move forward with this partnership.