Turning to your team could be the key to your brand’s success on social media. Here’s what this strategy is all about and how organizations are applying it.
Is your brand’s next content creator someone already on your staff? Today, employees are becoming their companies’ influencers . Employee-generated content (ECG) is the new style of content sweeping the internet. No longer limited to traditional professional networks like LinkedIn, it’s now gaining attention on Instagram, TikTok, and YouTube.
Here’s why turning to your team could be the key to unlocking your brand’s success on social media.
EGC builds trust and authenticity
The EGC is about more than just silly TikTok dances and pranks on your boss. It provides genuine insight into the daily lives and experiences of your team, building trust and fostering stronger connections with your audience. 81% of consumers consider trust to be essential when making purchasing decisions, so the EGC offers a transparent view of the people behind the brands they support.
Brands like Poppi and Mejuri are leveraging TikTok to show a more spontaneous and authentic side. The content offers a behind-the-scenes look at the people who work at the brands their followers love. Often, the content has nothing to do with the product itself.
EGC builds trust, all in a format that viewers recognize. After all, 86% of brands use user-generated content as part of their marketing strategy. When you showcase the real people behind your brand, you create a human connection that traditional influencer marketing can’t replicate.
The EGC is profitable
EGC-style content leverages employees as content creators, which saves costs. Unlike professional content created by outside agencies or high-end production teams, EGC typically involves minimal overhead.
Cisco , for example, leverages its global team to create content on the brand’s social channels, regularly tapping into trends that align with the company’s identity and values.
Another cost-benefit of using CGA is the ease of streamlining the content creation process. Employees already know the brand’s voice and values, so less time is spent on briefings and revisions. They can quickly produce content that aligns with the company’s messaging and goals, eliminating the need for revisions and reshoots.
The EGC is a great tool for recruiting staff
The EGC is transforming the way companies attract and recruit new talent. Social media is an important resource for job seekers, especially Generation Z and Millennials. A US study by Career Arc revealed that 58% of job seekers look for information about potential employers on social media.
Creators like Lily Effingwell offer an inside look at everyday life at companies like Salesforce, while others like Keena offer insight into Deloitte University, showcasing the company’s training and professional development programs.
By highlighting authentic employee experiences, the EGC gives prospective employees an honest look at a company’s culture and work environment. This level of transparency fosters trust and effectively underscores the unique benefits of working with the organization, making it a powerful tool for modern recruiting strategies.
EGC helps to positively improve brand reputation
A strong social media reputation is crucial in today’s digital landscape. EGC offers brands a quick and effective way to cultivate a positive reputation.
Take United Airlines, for example. Following social media controversies, such as the 2017 incident in which a passenger was forcibly removed, the airline worked diligently to rebuild its image. Content like a heartwarming video of a mother and son as flight attendants — which garnered more than 1.5 million views on TikTok — helps reinforce United’s reputation as a family-friendly brand and highlights the genuine, positive aspects of its workforce.
When companies showcase their organization through the lens of happy, fulfilled, and satisfied employees, they also position their brand as one that consumers are eager to support.
Final thoughts
CGE is a powerful and cost-effective tool for creating authentic connections and building a positive brand reputation. By leveraging your team’s voices and experiences, you’ll reduce marketing expenses and build trust and credibility with your audience. Whether it’s showing the ins and outs of your workplace or highlighting the unique personalities of your employees, CGE can bring a fresh, relatable perspective that traditional marketing methods often overlook.
