If you’re hunting for EGC inspiration, you’re likely already familiar with the many benefits of employee-generated content. It’s no secret that EGC is one of the biggest marketing trends we’ve seen since, well… UGC. It takes a lot from the UGC playbook as they can both unlock brand love by reaching and engaging with customers via hyper-authentic and relatable content.
While there are a lot of crossovers between UGC vs. EGC, the latter goes a layer deeper by showcasing the culture, values and expertise only possible through the voices of those intrinsically connected to a brand - those who work there.
Whether you’re just getting started with EGC or are implementing a strategic Employee Creator Program, keep reading for some sure-fire content pillars to engage audiences in ways only your employees can.
Five EGC pillars and strategies your employee creators can bring to life
1. EGC FOR BEHIND-THE-SCENES STORYTELLING
Who doesn’t love a peak behind the curtain of their fave brand? Employee creators are the most authentic way to showcase your company culture and personality because they’re a part of it.
Whether it’s a day-in-the-life video, a BTS look at upcoming products or showing the fun camaraderie of office life - these relatable glimpses humanize brands in ways your creative department or external agency can’t. Done well, (and consistently) a series of employee-driven stories bring customers along for the journey and foster deeper emotional connections to your brand - beyond the products you sell.
👇 For example: The options are really endless with this content pillar, but we love this example from Glossier’s designer telling the story of how their new packaging came to be. Try briefing your staff to shoot a content series documenting any BTS process from brainstorming sessions to focus groups, feedback, testing and execution. This style of storytelling doesn’t just shine a light on your staff but shows the love, care and expertise that goes into the finished products or services you offer.
2. EMPLOYEE CREATORS ARE THE NEW (EXPERT) INFLUENCERS
We’re going to hazard a guess the people who work for your brand were hired because of their knowledge and experience. Employee-generated content is about putting their expertise front and centre to connect with consumers.
While traditional influencers and content creators are the storytellers of modern-day marketing, your staff are your brand’s thought leaders. The great thing is, when it comes to content creation, they’re also relatable, everyday people so they still pack that hyper-authenticity that makes Creator Marketing so effective.
The difference comes down to the added layer of credibility and trust your staff brings to the table. They know your brand and products better than anyone so communicate a deeper story through their deeper understanding. All while you create a community of in-house influencers to meet the ever-growing need for content.
👇 For example: We can’t go past our TRIBE Unlocked partners BIG W whose TeamFluencers are the definition of expert influencers. From product tips from the design department to top picks from their activewear experts - BIG W’s approach is the perfect example of showcasing their staff as forward-thinking influencers who care about the brand they work for.
3. EMPLOYEE-LED CONTENT CHALLENGES
Social Media content challenges are a great way to gain awareness & engagement, so why not have your employees lead them?
Keeping up with social trends could be a full-time job in itself, but by tasking your employee creator community to share the workload you can’t miss. Start by honing in on brand-relevant challenges and encouraging your audience to join in and you won’t just see an uptick in engagement, but you’ll be showcasing the camaraderie and knowledge behind your brand.
👇 For example: The secret to success is to keep things relevant. A fitness brand might kick off a 30-day fitness challenge with their staff while beauty brand employees might run a ‘3 looks with 1 product’ series. The key is in knowing which trending challenges your staff can bring to life that will resonate with your customers. Sheer Luxe’s take on the ‘recreate Pinterest outfit’ challenge with their office staff is chef’s kiss.
4. EGC TAKEOVERS TO CELEBRATE COMPANY CULTURE
Empowering your employee creators to take over your company’s social media channels is a great way to showcase your company culture, diversity and work environment from their POV.
It gives audiences an unfiltered, real-time look into what working for your brand is really like, which is incredibly powerful branding, but also highlights how much you value and trust your staff. level of trust and value you place in your staff. like working for your brand.
👇 For example: It’s best to keep things light - this style of content is all about being human and having a bit of fun vs. communicating your USPs. This example from One Agency Media shows the vibrant culture amongst a team who clearly enjoy working together - and are hopeful their boss doesn’t look at their socials that day 😬.
5. BRING THE INSTORE EXPERIENCE ONLINE
Who better to connect with your customers than those who do it face-to-face for a living.
As marketers, it can be easy to start viewing your audience as numbers and data. For your front-of-house or retail staff, consumers are the real-life people they interact with, help, guide and sell to every day. Bringing them into your marketing team as content creators brings the connections they form IRL to your digital channels for everyone to enjoy and be influenced by.
👇 For example: THere are genuinely too many great examples to list - this pillar should be a staple in the EGC strategy of any brand with a physical location. But, it really comes to life when your employee creators play to their strengths, their customer service skills and product knowledge.
Best Buy is the perfect example of a sales rep providing product information consumers rely on them for when purchasing electronics.
While Sephora brings their beauty experts in to talk about their fave products gives an inside scoop from the POV of those who know every product they stock.
How to get results from employee-generated content
Employee-generated content has a place on every brand’s social channels, BUT for large retailers and enterprise companies EGC is an innovation transforming how you build your brand, market your products, invest back in your people and ultimately drive sales and business impact.
These creative strategies are just the tip of the iceberg. To get to the core of what a holistic Employee Creator Program can achieve you need experts who have built high-performance programs for leading global retailers and brands - and the tech that makes it possible.
Enter TRIBE Unlocked.
The world’s only solution for EGC strategies that understand your business and goals, recruits and trains your employees to be content creators and designs & delivers a program that achieves results.
Want to learn more? Hit the button below.
