Employee Generated Content (EGC): what it is and why it is so powerful
Employee Generated Content (EGC) is content created and shared by employees of an organization. This can include videos, photos, blogs, social posts, or reviews where employees show their experiences with the company, culture, or products.
EGC is often shared via social media or internal platforms and plays a significant role in modern marketing and employer branding strategies.
EGC is all about authenticity, transparency, and human stories, where employees become natural brand ambassadors who credibly convey the company's values.
What is Employee Generated Content (EGC)?
EGC is content that comes from within the organization itself, as opposed to User Generated Content (UGC) from customers or external creators. It shows who the company really is, including culture, processes, and daily operations.
Examples of EGC:
Employees sharing a project or product experience
Behind-the-scenes videos from the office or production
Blogs or posts about work experiences and company culture
EGC provides a unique behind-the-scenes look and enhances the brand's credibility.
Why EGC is important for your brand
Benefits of EGC:
Higher engagement: Employees feel more engaged with the company and become part of the brand story.
Stronger employer brand: Potential employees get a realistic picture of working at your organization, which aids in recruitment and retention of talent.
Authenticity and credibility: EGC feels genuine because it is not traditional marketing, but personal experiences from employees.
Through EGC, employees get a voice and become real ambassadors of the brand.
How EGC strengthens trust, relationships, and culture
Trust and relationships:
EGC shows how employees collaborate and help customers. This strengthens relationships with:
Customers
Partners
Investors
Future employees
Company culture:
EGC makes company values visible and fosters connection, pride, and loyalty within teams. It shows that employees are heard and valued, making culture tangible, both internally and externally.
Effective strategies for Employee Generated Content
Build a culture of creativity and safety:
Open communication and appreciation for initiative
Space for own ideas
Clear guidelines and training:
Balance between creative freedom and brand consistency
Training through, for example, the UGC.NL Academy to create platform-native and authentic content
Recognition and reward:
Highlight valuable content
Give internal recognition and incentives for engagement
Examples and best practices of EGC
Case study: Tom&Co
Store employees shared experiences and product stories through videos and photos, which increased customer engagement and trust.
Case study: Lush Cosmetics
Employees shared unfiltered product experiences, which enhanced the brand's transparency and credibility.
Best practices:
Prioritize authenticity: let employees tell their story
Active engagement: support with tools and training
Transparency and ethics: make clear agreements about content use and rights
Conclusion:
EGC is not a hype, but a strategic tool. Companies that invest in employees as creators build trust, strengthen culture, and increase visibility. With creativity, authenticity, and training, EGC becomes a powerful extension of your brand story.