In the fast-paced world of digital marketing, staying ahead of the trends is key for any business, especially for service-based businesses looking to connect authentically with their audience. One powerful trend we’re seeing in 2024 is the rise of Employee Generated Content (EGC). EGC takes the organic stories, insights, and voices of employees and weaves them into a company’s marketing strategy. This approach not only makes content more genuine but also drives meaningful connections with customers. Here’s how EGC is helping brands build trust, boost engagement, and create a culture that employees love.
The Perks of Employee Generated Content
Authenticity: Consumers Trust People Over Brands
It’s no secret that today’s consumers are looking for more than just a catchy slogan or a slick logo. They want to connect with real people who have real stories to tell. When employees share their unique perspectives, experiences, and even behind-the-scenes glimpses of their work, it builds a layer of authenticity that traditional marketing can’t replicate.
Consider this: a marketing team might work tirelessly to craft the perfect message, but a single post from a dedicated employee, sharing what they love about their role or highlighting a recent project, resonates deeply with audiences. The trust consumers place in people over brands is what makes EGC so powerful—it’s more about people than marketing, which is why it feels genuine. And in a world where brand loyalty is as fragile as ever, this level of authenticity is invaluable.
Boosts Brand Trust: Humanizing Your Brand
Nothing says “real” like the genuine, unscripted voices of those who work at a company day in and day out. When employees share their stories, struggles, and successes, it humanizes your brand. People can relate to these stories, helping potential customers feel more connected and fostering trust.
For example, if you’re a service-based business, an employee might post about their favorite client interaction, a new skill they’ve learned, or even a challenge they faced and overcame. These posts help customers see the heart of the company—real employees committed to their work. It shows that your brand is composed of individuals who care about what they do, not just a corporate entity focused solely on profits. By fostering a culture of transparency, EGC builds a bridge of trust between your brand and your audience, turning casual onlookers into loyal customers.
Increases Engagement: Relatable and Insightful Content
Social media is more competitive than ever, and engagement can be hard to come by. The beauty of employee-generated content is its potential for relatability. Personal, insightful posts from employees often catch the attention of followers who may not have interacted with traditional branded content. In fact, EGC frequently outperforms conventional marketing posts in terms of likes, shares, and comments. Why? Because it feels like a conversation, not a sales pitch.
When employees share their experiences, customers are more likely to stop scrolling and engage. It’s common for audiences to see a bit of themselves in these stories, whether it’s a story about starting out in a new role, collaborating with a supportive team, or learning something valuable along the way. EGC invites audiences into the brand experience and encourages authentic interactions. For service-based businesses looking to boost engagement, incorporating EGC can be a game-changer.
Improves Company Culture: Building Pride and Ownership
Not only does employee-generated content enhance marketing, but it also has powerful effects on your internal culture. Encouraging employees to take part in marketing can instill a sense of pride and ownership in their work. When they see their voices, faces, and contributions spotlighted, it reinforces that they’re valued beyond their job description.
A strong culture of EGC can also lead to a more engaged and motivated team. Employees feel like they’re truly part of the company’s mission, which, in turn, boosts morale. It shows that their insights are valued and that they’re not just another cog in the machine. From an HR perspective, EGC can be a vital part of your employee retention strategy, keeping teams engaged, connected, and invested in the company’s success.
Implementing Employee Generated Content in Your Marketing Strategy
Curious about where to start with EGC? Here are some simple steps:
- Create clear guidelines: Provide employees with a few guidelines on brand voice and messaging to keep posts aligned with the company’s values.
- Encourage storytelling: Invite employees to share stories, photos, or short videos about their day-to-day, favorite client stories, or interesting projects.
- Recognize contributions: Consider creating an “Employee of the Month” feature or hosting social media takeovers where employees can share insights directly from their point of view.
- Make it easy and rewarding: Consider creating a content submission portal or offering incentives for employees who contribute consistently.
Using employee-generated content in your marketing strategy isn’t just about keeping up with trends—it’s about building a stronger, more authentic brand. In today’s world, the businesses that thrive are the ones that show they’re as human as their customers. EGC not only benefits your bottom line by creating trust and engagement but also strengthens the heart of your company by empowering your employees.