Is Employee Generated Content (EGC) the Next Big Thing in Social Media?

TL;DR: EGC is set to explode in 2025, offering brands an authentic way to connect with audiences, boost reach without breaking the bank, and showcase the human side of their business. It's like UGC on steroids, but with your own team as the stars! From TikTok takeovers to LinkedIn thought leadership, EGC is rewriting the rules of engagement. But is it here to stay? Let’s dive in.

Why Employee Generated Content Is Taking Over Your Feed (And Why You’ll Love It)

The Rise of the “Real”

Let's face it, we're all a bit tired of polished brand posts and influencer #ads. Gen Z and millennials are done with polished perfection. They crave raw, unfiltered stories—like Reesa Teesa "Who TF Did I Marry?"  or that viral “Get Ready With Me: Corporate Edition” TikTok. Enter EGC: content created by employees, for employees (and everyone else). It’s the antidote to “content fatigue,” offering a behind-the-scenes pass to your brand’s culture, quirks, and quirkiest employees.

Pop Culture Parallel

Remember when The Office made us all obsessed with “a day in the life” humor? EGC taps into that same voyeuristic joy. Brands like ClickUp use workplace skits (think Jim pranking Dwight, but for SaaS) to humanize their tech tools, proving you don’t need a Hollywood budget—just authenticity.

Why EGC is About to Take Over Your Feed: Trust, Traffic, and Tiktokability

Employee-generated content (EGC) is catching fire, and here's why it's becoming a crucial part of every savvy marketing strategy:

Authenticity Overload

In a world drowning in AI-generated fluff and fake news, people are craving real stories from real humans. Who better to create content than the folks who live and breathe your brand every day? EGC fosters a genuine connection with your audience, showcasing the human side of your employer brand.

Budget-Friendly Boost

Say goodbye to sky-high ad spends! EGC lets you leverage your employees' networks, expanding your reach organically. It's like having a team of micro-influencers right under your roof! This cost-effective approach to content creation allows you to encourage employees to share their experiences, amplifying your message without breaking the bank.

Trust Factor

A whopping 81% of consumers say trust is their top purchasing driver[1]. Nothing builds trust faster than real people sharing real stories on social media platforms. Take United Airlines: after a PR crisis, they rebuilt their reputation with heartfelt videos of flight attendants (like a mom-son duo) sharing their love for the job. This example of EGC helped restore customer confidence and loyalty, proving that employee experiences can be a powerful tool in your marketing arsenal.

Cost-Effective Creativity

Hiring influencers? That's so 2023. EGC turns your existing team into content creators. Cisco slashed costs by tapping employees worldwide to create trend-aligned content, proving you don't need Kardashian-level budgets—just a smartphone and a little courage. This approach not only saves money but also helps employees develop their personal brand while contributing to the company's social media posts.

Recruitment Goldmine

Gen Z job seekers aren't just scrolling LinkedIn—they're stalking TikTok. Companies like Salesforce use EGC to showcase office life, from coffee runs to conference rooms. The result? A 58% spike in quality applicants[5]. By encouraging employees to share their day-to-day experiences, you're not only attracting top talent but also giving potential hires an authentic glimpse into your company culture.

Platforms Where EGC Shines (And How to Nail Each)

LinkedIn: The Thought Leadership Playground

B2B brands, listen up: LinkedIn is your EGC MVP. Cybersecurity firms are having engineers break down complex topics in 60-second videos. Pro tip: Let your SMEs (Subject Matter Experts) loose—their passion is your profit.

TikTok & Instagram: Behind-the-Scenes Brilliance

Day-in-the-life Reels, office pranks, “POV: You’re the New Intern”—EGC thrives here. Boots UK went viral letting Gen Z employees write their scripts (think Mean Girls meets marketing). Key? Keep it loose, fun, and lightly unhinged 28.

YouTube: Deep Dives with Soul

Long-form EGC, like employee interviews or culture docs, builds emotional connections. Glossier’s “Offline” series, featuring factory tours and founder chats, is a masterclass 7.

How Brands Are Totally Rocking the EGC Scene

From TikTok office tours to LinkedIn thought leadership, companies are getting creative with employee-generated content (EGC). This type of content, created by employees, is revolutionizing how brands showcase their company culture and engage with audiences. Let's dive into some examples of employee-generated content in action:

Currys: Gen Z Slang Meets Tech Retail

Currys is crushing it on TikTok with their "Gen Z writes the marketing script" series. They've enlisted a Gen Z staff member to create content for their social media adverts, resulting in massive online engagement. This innovative approach involves an older employee reading a marketing script filled with Gen-Z slang, written by a younger team member. With phrases like "brat summer," "no cap," and "slay queen," Currys is creating authentic content that resonates with younger audiences. One video proclaiming "It's a brat summer at Currys, my guys" inspired comments like "THIS is marketing," showcasing how EGC can effectively highlight employee perspectives and ideas.

SheerLuxe: Employee Influencers and Behind-the-Scenes Content

SheerLuxe has become the queen of EGC, turning their TikTok feed into a goldmine of content created by employees. Their marketing team shares everything from outfit checks to career advice, offering behind-the-scenes peeks that make followers feel more connected to the brand. SheerLuxe's Marketing Director, Mia Luckie, has even become a TikTok star in her own right, with one of her 'office OOTD' videos hitting a whopping 5.6M views. This approach not only showcases their company culture but also allows employees to grow their personal brand while contributing to the overall content strategy.

Hopper Coffee House: Small Business, Big Impact

This quaint coffee shop is demonstrating that employee-generated content can be a game-changer for businesses of any size. With a modest Instagram following of 22k, Hopper Coffee House leveraged EGC to create a simple yet impactful 7-second reel that went viral, garnering an astounding 5.4 million views. This success story highlights how authentic content created by employees can resonate deeply with audiences, driving massive engagement without the need for a hefty marketing budget. By encouraging employees to share their experiences and showcase the company culture, Hopper Coffee House has tapped into the power of storytelling for their employer brand. This example of EGC in action proves that small businesses can compete with larger corporations in the digital space by fostering an environment where employees feel empowered to create and share content that offers a unique perspective on their work life.

5. EGC Pitfalls (And How to Dodge Them)

The “Cringe” Factor
Not every employee is a natural creator. Avoid forced dances or awkward scripts (unless it’s intentionally cringe—we see you, Nutter Butter). Instead, host workshops on storytelling basics 8.

Consistency ≠ Perfection
EGC isn’t about daily posts—it’s about consistent vibes. Track engagement, not vanity metrics. As one viral TikTok put it: “Be a person, not a PowerPoint” 9.

6. What’s Next: EGC in the AI Era

AI as Your Creative Sidekick
Tools like Instagram’s MovieGen (launching 2025) will let employees edit videos via text prompts. Imagine turning a team meeting into a Reel with “Make it look like Succession” 1.

Global Reach, Local Feels
Keek’s AI translates EGC into 20+ languages, so your Berlin intern’s video resonates in Tokyo. The future? Borderless authenticity 1.

Actionable Takeaways

1. Start Small: Pick 2-3 enthusiastic employees for a pilot.

2. Equip & Empower: Provide training and creative freedom.

3. Mix Platforms: LinkedIn for B2B, TikTok for vibes, YouTube for depth.

4. Measure What Matters: Track trust (surveys), retention, and organic shares.

5. Stay Safe: Prioritize privacy, especially for marginalized voices.

Final Thought
EGC isn’t just the future—it’s the now. In a world hungry for connection, your employees are your best storytellers. So grab your phone, rally your team, and start creating. Because if Barbie taught us anything, it’s that realness reigns supreme. 💅

Need an EGC template? Click here for my free “Day in the Life” TikTok employee content brief!

FAQ's

What exactly is employee-generated content (EGC)?

So, let's break it down. Employee-generated content (or EGC for short) is basically any content that your team creates and shares about your company. This could be anything from social media posts, blogs, videos, or even cool photos showcasing a day in the life at work. It’s the stuff that gives a real peek behind the curtain of your organization, and it’s created by the people who know it best—your employees!

Why should brands care about EGC?

Great question! In a world where consumers are getting pretty savvy about marketing tactics, employee-generated content can really help you build trust. When employees share their authentic experiences, it resonates with audiences much more than traditional ads. Plus, it showcases your company culture and helps in attracting top talent who are looking for a workplace that aligns with their values.

How can companies encourage employees to create content?

Encouraging employees to create content is all about fostering a supportive environment. Start by making it easy for them to share their experiences—maybe set up a dedicated channel on platforms like LinkedIn or even TikTok. You could also offer incentives or recognition for content creators who share great content. And don’t forget to provide some best practices to help guide them!

What types of employee-generated content are popular?

There are so many fun types of employee-generated content out there! You’ve got the classic behind-the-scenes snaps, team shout-outs, or even personal stories about their journey at the company. Some example of EGC might include blog posts about a project they worked on or videos of a team-building day. The key is to let your team be themselves and share what they love about working there!

How can EGC fit into a company’s marketing strategy?

Integrating employee-generated content into a company's marketing strategy can be a game-changer for building brand authenticity, enhancing engagement, and fostering a sense of community.