by Jesse Liszka for MarketingProfs
You’ve heard of user-generated content, but how about employee-generated content?
Of all the types of content at your disposal, employee-generated content (EGC) is the most effective at simultaneously building your brand’s authenticity, attracting new talent, boosting job satisfaction, and driving social engagement.
It not only fosters a culture that values the opinions of its employees but also communicates that culture of integrity to the masses.
Why is it so effective?
Because customers and jobseekers alike trust all types of user-generated content—including employee-generated—more than the content produced by your brand.
So, what exactly is employee-generated content, what are its specific benefits, and how do you encourage employees to create it?
What is employee-generated content?
Employee-generated content refers to content created by your employees rather than content created by your brand. It can include anything from blog and social media posts to behind-the-scenes videos and livestreams.
It primarily focuses on communicating your company’s culture and integrity.
Let’s say some of your employees band together to create a video about what it’s like to work at your company, or maybe they write an article about your latest achievement or post a photo of themselves on LinkedIn celebrating their employment anniversary. Those are all examples of EGC.
What’s the difference between UGC and EGC?
You can’t mention EGC without UGC. User-generated content refers to any content that advocates for your brand but isn’t created by your business.
So, besides employee-generated content it also includes content created by customers and influencers. Think of EGC as a specific form of UGC.
What are the benefits of employee-generated content?
Employee-generated content has far-reaching benefits, from building brand trust and authenticity to attracting high-quality talent and establishing company culture.
Here are the four main reasons you should incorporate it into your content development strategy.
1. EGC fosters a sense of community in the workplace
Despite the benefits of remote working, there’s no denying that the digital workspace restricts workplace culture and community building. Without the opportunity to engage in spontaneous water-cooler conversations, employees find it much harder to forge work relationships.
In fact, loneliness is the biggest challenge for 15% of remote workers.
Source: Buffer
Alongside HR tools, such as communication software, employee-generated content provides opportunities for employee connection.
Collaborating on EGC gives employees the chance to connect with their colleagues on a personal level, in a more laid-back environment. They can exchange ideas, give advice, and share their experiences.
With better relationships forged, employees can collaborate more effectively on work projects and establish a sense of community spirit.
