Why I Believe Employee-Generated Content is The Next Big Thing 👾

Hey there,

I’ve been thinking a lot lately about how we can make marketing feel more authentic and one idea keeps coming back to me: Employee-Generated Content (EGC). I’m not talking about polished, corporate messaging here. I mean the real, unfiltered insights our team brings to the table every day.

What’s Employee-Generated Content, Anyway?

Simply put, EGC is any content your team creates that shows off their unique perspectives about your company, whether it’s a quick post on LinkedIn, a behind-the-scenes video, or even an informal blog update.

It’s that genuine, human touch that no slick ad campaign can replicate.

Why I Believe It’s a Game-Changer

1. It Builds Real Trust

   People crave authenticity. When your team shares their own stories and experiences, it humanises your brand. Research shows that consumers are drawn to brands that are transparent and genuine. In fact, studies suggest that authenticity can boost consumer trust by up to 33%.

2. It Boosts Team Engagement

   Encouraging everyone to share their voice isn’t just good for marketing; it’s great for morale. When employees see their contributions valued, it makes work more enjoyable and creates a strong sense of community.

3. It Extends Your Reach
   Your team isn’t just a group of colleagues; they’re also part of different networks. When they share your story, it reaches new audiences organically. It’s like having a personal brand ambassador in each team member.

4. It’s Cost-Effective
   Let’s be honest: creating top-notch content can be expensive. With EGC, you tap into the creativity you already have. You save time and money while still delivering content that resonates.

Real-World Wins

Here are three companies excelling in employee-generated content (EGC) and why their approaches are effective:

• Hootsuite: They use the hashtag #HootsuiteLife to showcase EGC from employees worldwide, giving potential hires an authentic glimpse into their work culture. This approach works because it humanises the brand and provides a relatable perspective on life at Hootsuite, which is particularly appealing to job seekers and customers alike.

• Adobe: The company encourages employees to share their experiences using the #AdobeLife hashtag and maintains a dedicated Instagram account @adobelife with almost 100,000 followers. This strategy is successful because it not only showcases Adobe's vibrant workplace culture but also helps attract top talent by giving potential employees an inside look at the company.

• ServiceNow: They leverage YouTube to showcase their company culture and drive engagement through employee-created content. This approach is effective because it allows employees to share their expertise and experiences in a visual format, which can be more engaging and personal than traditional corporate messaging, helping to build trust with audiences and attract potential hires.

How You Can Do This

Here’s what I propose you start with:

1. Encourage Everyone to Share
   Create a culture where everyone feels comfortable sharing a bit about their day-to-day experiences. It could be something small, like a success story or even a lesson learned.

2. Offer Some Simple Guidelines
   You don’t need to hand-cuff creativity, but a few tips can help ensure that what you share stays on-brand and true to your values.

3. Recognise the Effort
   When someone puts out a great post or video, let’s make sure you give them a shout-out. A little recognition goes a long way in keeping the momentum going.

4. Pick the Right Platforms
   We know your audience hangs out on LinkedIn, Snapchat and other social spaces. Focus our efforts there and make sure our content is easily shareable.

Check Out More on Our New Website

I’m really excited about the new direction I’m taking with my content—and I’ve just launched a new website where I’ll dive deeper into these strategies. If you’re curious to see more, check it out here.

To sum it up: Employee-generated content isn’t just a trend; it’s a smart, authentic, and cost-effective way to build your brand from the inside out. I truly believe that when your team’s voice shines through, it not only boosts your marketing efforts but also strengthens your culture.

Let’s talk more about how we can get started on this together. Hit me up with your thoughts—I’d love to hear what you think.

Cheers,

Ahlem

Ahlem Mahroua
Your Growth Marketing Partner

P.S. If you know someone who could benefit from a fresh, authentic approach to marketing, feel free to forward this email along. Let’s build something amazing together!