What makes social media content material resonate extra: polished company messaging or genuine tales from actual folks? At this time’s audiences are drawn to content material that feels relatable and real. Worker-generated content material (EGC) faucets into these preferences by offering a singular methodology of showcasing your model by means of the voices of its staff.
The query is, does it actually work? In keeping with a current examine, corporations that applied employee-generated content noticed a 27% enhance in on-line engagement and a 19% rise in gross sales throughout the first yr. These figures show how worker advocacy can considerably enhance your model’s attain and credibility.
However figuring out the worth of genuine tales is one factor—getting your staff excited to share these tales and take part within the initiative is one other. Let’s take a look at examples of highly effective EGC you might leverage or counsel to your groups.
What’s employee-generated content material (EGC)?
Worker-generated content material (EGC) is content material created and shared by staff that mirror their private experiences, insights, or views about their office.
In contrast to conventional advertising supplies developed by company groups, EGC gives a extra genuine and relatable view of the group. It may possibly take completely different types, from social media posts and weblog articles to photographs, movies, or testimonials shared on skilled platforms.
At its core, EGC leverages staff’ belief inside their networks. Their tales and experiences really feel real and make it simpler for others to attach with them. This content material typically reaches audiences who may in any other case overlook branded messaging—making a extra pure solution to enhance visibility and engagement.
For B2B corporations, EGC is very priceless in industries the place belief and credibility are important. Whether or not the objective is to draw prime expertise, spotlight firm tradition, or strengthen buyer relationships, employee-generated content material gives a private contact that humanizes the model and resonates with stakeholders.
Why is employee-generated content material vital for B2B manufacturers?
Grows model belief and credibility
Folks are inclined to belief a company’s staff over its company messaging. When staff share their views, it feels genuine and credible—which helps construct stronger relationships with clients and prospects.
Elevated engagement
Content material shared by staff persistently outperforms posts from model accounts. An worker’s community is extra more likely to work together with and share their posts, which extends your model’s attain with out further effort.
Humanizes the model
EGC offers your group’s advertising content material a private contact. Highlighting worker tales makes your model really feel approachable and relatable, which creates a extra significant connection together with your viewers.
Boosts recruiting efforts
Job seekers typically look to present staff for perception into an organization’s tradition. EGC gives a optimistic inside look that helps attract potential hires who align together with your group’s objectives and values.
Price-effective content material creation
Encouraging staff to share their tales is a sensible solution to produce high-quality content material with out dramatically rising your advertising funds. It turns your staff into advocates who create advertising worth at little to no further value.
Examples of employee-generated content material that works
1. Behind-the-scenes posts
Behind-the-scenes posts give an sincere take a look at life inside your organization. Whether or not it’s a snapshot from a staff assembly, a peek at a venture in progress, or a enjoyable workplace second, these posts really feel real and private. They assist staff share relatable tales that spark engagement and construct belief with their networks.
On this instance from UpSlide, their LinkedIn viewers will get an in depth take a look at the whole lot that went down at their newest occasion for funding bankers (together with pizza suggestions!), together with a hyperlink to an in depth report for many who need to know extra.
2. Candid movies
Candid movies seize genuine moments that really feel unscripted and actual. These may very well be fast clips of staff sharing their ideas on a venture, celebrating a milestone, or providing a behind-the-scenes office tour. They’re partaking as a result of they present persona and spontaneity, serving to audiences simply relate to the worker and model.
This candid TikTok video (reposted on LinkedIn) from Nada Alkutbi, IBM’s Geo-Social Media Lead, reveals her first-ever TikTok and her experiences at IBM’s THINK occasion in Riyadh.
3. Social causes
Social trigger posts showcase staff supporting initiatives they care about, like volunteering, fundraising, or collaborating in neighborhood occasions. These posts present your organization’s values in motion, displaying how your staff makes a tangible impression. When staff share these moments, it feels private and real, strengthening your model’s picture and connection to the neighborhood.
This instance from ComplyAdvantage, a pacesetter in AI-driven threat detection, is a part of a marketing campaign to broaden its social media presence. ComplyAdvantage introduced collectively various worker advocates, together with account executives and regulatory specialists, to share genuine, customized content material.
Leveraging Oktopost’s Worker Advocacy platform made it straightforward for account executives and regulatory specialists to entry and personalize pre-approved content material. This characteristic helped to make sure consistency whereas nonetheless permitting their genuine voices to come back by means of, resulting in a 1,028% enhance in model attain and a 160% year-over-year rise in posting.
4. Worker takeovers
Worker takeovers put your staff within the highlight by letting them handle your social media for a day. These takeovers can give attention to a particular occasion, reminiscent of an upcoming webinar, a brand new venture, or a day-in-the-life perspective, and permit staff to share their distinctive experiences.
The format feels recent and interesting as a result of it gives an genuine, unfiltered take a look at your organization by means of the eyes of your staff.
The College of Iowa builds social media engagement with its ongoing “Ask a Hawkeye” sequence in Instagram Tales. On this social media takeover, UI college students reply incoming college students’ questions on vital campus life points.
5. Skilled milestones
Skilled milestones spotlight worker achievements like promotions, work anniversaries, or vital venture completions. When staff share these moments, it highlights their progress and displays your organization’s dedication to supporting its folks. These posts are inspiring and an effective way to construct satisfaction inside your staff.
On this enjoyable instance, Hanna Fralova, Head of Gross sales Central Europe at Semrush, proudly reveals off her firm’s amusing new advertising marketing campaign for its Tendencies characteristic, a large cuppa poured from a crane on the streets of London.
6. Thought management
Thought management posts showcase your staff’ experience and views on trade subjects. These may very well be insights on tendencies, options to challenges, or modern concepts shared by means of LinkedIn posts, articles, or short videos. When staff share their information, it positions them—and your organization—as trusted voices within the trade.
UpSlide, an organization centered on productiveness and model compliance for Microsoft 365, partnered with Oktopost to place its staff as an trade thought chief. The Worker Advocacy platform helped staff share instructional and insightful content material associated to their roles, reminiscent of ideas for enhancing office productiveness or navigating model compliance challenges.
This content material aligned with UpSlide’s gross sales and advertising objectives whereas establishing staff as trusted voices of their discipline. Because the marketing campaign progressed, analytics revealed which posts resonated most, permitting UpSlide to refine its technique for optimum impression.
The outcomes included a 2.5x enhance in distinctive web site site visitors, a 55% progress in month-to-month followers, and a 50% enhance in social engagement.
6 Methods to spice up employee-generated content material efforts
1. Empower staff with the appropriate instruments
Simplifying the content-sharing course of is crucial for profitable EGC. Oktopost’s Worker Advocacy platform lets staff shortly uncover and share pre-approved content material with their networks. Offering ready-to-use posts helps your staff to confidently amplify your model’s message whereas staying aligned with firm tips.
2. Incentivize participation
Staff usually tend to have interaction after they really feel acknowledged and rewarded. Gamification, reminiscent of leaderboards highlighting prime sharers or rewards for impactful posts, can create wholesome competitors. Pair this with public recognition, reminiscent of worker shout-outs throughout staff conferences or newsletters, to spice up motivation and satisfaction of their contributions.
3. Present coaching and assets
Not all staff are acquainted with content material creation or social media finest practices. Providing workshops or on-demand guides can enhance their confidence.
Subjects might embrace ideas for crafting compelling captions, deciding on partaking visuals, how to employ automation in submit creation, or understanding what varieties of posts resonate with skilled audiences. Coaching equips staff with the abilities to create and share high-quality, compelling content material.
4. Create a content material library for inspiration
Give staff entry to a library of content material concepts, templates, and examples. This useful resource can encourage posts whereas guaranteeing alignment together with your model’s tone and messaging. Oktopost’s platform makes it straightforward to curate and distribute these supplies, streamlining the method to your staff.
5. Preserve a constant schedule
Consistency is the important thing to maximizing the impression of EGC. Sporadic sharing can dilute momentum, whereas common posts hold your model seen. An automatic scheduling device ensures employee content is shared persistently, serving to preserve engagement and prolong your attain over time.
6. Monitor metrics and optimize ROI
Monitoring the efficiency of EGC is essential for refining your technique. Key metrics like engagement charges, web site site visitors, and shares present insights into what works. Select a social media device with enriched analytics that may assist pinpoint the simplest content material sorts. This information will allow you to optimize efforts and show the worth of EGC to all stakeholders.
Unlock the facility of worker voices
EGC is among the only methods for B2B manufacturers to attach with their viewers. Staff sharing their distinctive views creates belief, sparks engagement, and expands your attain in ways in which conventional model messaging merely can’t obtain.
Scaling an EGC technique is simple with Oktopost’s Worker Advocacy platform. It streamlines the method by providing staff curated, pre-approved content material they’ll share effortlessly throughout their networks.
Constructed-in scheduling instruments guarantee constant posting, whereas sturdy analytics supply detailed insights into engagement and efficiency. With options like gamification and leaderboard monitoring, you possibly can incentivize participation and create a tradition of advocacy that will get outcomes.
Schedule a demo today to unlock the facility of employee-generated content material for your corporation.
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