In today’s digital age, user-generated content (User Generated Content – UGC) has become a key tool in marketing and communication. However, Employee Generated Content (EGC), i.e., content created by the company’s employees themselves, is gaining more and more importance. But what exactly is EGC, and how can businesses use it?

Definition of Employee Generated Content (EGC)

EGC is any form of digital content created by an organization’s employees to promote the brand, attract new talent, or strengthen corporate culture. This content can include blog posts, photos, videos, social media posts, and even reviews on platforms like Glassdoor or LinkedIn.

Unlike classic marketing materials created by the marketing department or agencies, EGC comes directly from employees and thus brings authenticity and credibility to brand communication.

Benefits of Employee-Generated Content

Using EGC brings numerous advantages, both for companies and for the employees themselves:

1. Authenticity and trust – People trust people. When employees share their experiences and stories, that content seems more convincing and honest than classic advertisements.
2. Strengthening employer branding – Potential candidates like to see a company’s actual work culture. Through employee posts, organizations can show the atmosphere, values ​​, and benefits of working for them.
3. Greater Social Media Reach – Content shared by employees often has greater organic reach because social media favors individual posts over branded content.
4. Employee engagement – ​​When employees can express their opinions and experiences, it can increase their sense of belonging and job satisfaction.
5. Reducing Marketing Costs – Instead of investing large budgets in traditional marketing campaigns, companies can use authentic employee stories as a powerful promotional tool.

How do we encourage employees to create content?

While EGC can be extremely useful, employees won’t necessarily start sharing company content independently. Here are some ways to encourage them:

• Provide them with guidance and tools – Let employees know what they can share and how to create quality content.
• Organize internal contests – Reward the best posts to motivate the team further.
• Provide education – Hold workshops on how to create engaging and relevant content.
• Set a good example – Company management and leadership can lead in sharing content so other employees follow suit.
• Create Hashtags – Branded hashtags help group content together and allow for greater visibility on social media.

Examples of successfully Employee Generated Content

Many large companies have already recognized the power of EGC. For example, tech companies like Google and Microsoft encourage employees to share stories about their work environment via LinkedIn and Twitter. McDonald’s often uses EGC to promote employee satisfaction, while Adidas encourages employees to share sports activities and team moments.

Conclusion

Employee-generated content is a marketing tool and a powerful way of building a positive work culture and strengthening employer branding. When employees become brand ambassadors, the organization increases its visibility and credibility and creates a stronger, more engaged work community.

By implementing a strategy to encourage EGC, companies can use the full potential of their employees and create an authentic, recognizable image in the labor market and beyond.