More and more employees are creating and sharing content that contains promotional elements related to the company. In such content, employees act as ambassadors for the company. This is called employee-generated content (EGC). This content is uploaded on social media in the form of videos. Often, EGC is facilitated by the company.
The form of EGC varies. Some share experiences, achievements, corporate events, or team outings. Some provide testimonies about the employee’s experience working at the company; capturing behind-the-scenes activities such as during meetings. It is not uncommon for employees to share advice, counsel, or practical and useful instructions for doing something. Employees who are in direct contact with customers or clients can certainly share stories of their success in serving customers.
More Trusted
What are some of the benefits of EGC? First, it builds trust and authenticity. Audiences love something authentic. Content from employees is more trusted than content created by company leaders. Mejuri utilizes TikTok to show a more spontaneous and authentic side. Headquartered in Toronto and Buenos Aires, Mejuri designs, makes, and sells jewellery directly online and through offline showrooms. Mejuri’s content offers a behind-the-scenes look at the people who work at the brands their followers love. Most of the time, the content has nothing to do with the actual products.
Second, it saves costs. EGC does not require a large marketing budget. The production costs are not high either. Cisco, an American multinational digital communications technology conglomerate headquartered in San Jose, California, utilizes its global workforce to create content for the brand’s social channels – regularly following trends that align with the company’s identity and values. Moreover, the content creation process is simple. Employees are already familiar with the ins and outs of the company and don’t need much direction and revision.
Thirdly, employees are more emotionally attached to the company’s vision, mission and values. This will increase engagement, productivity, and job satisfaction.
Fourth, it becomes a tool to attract the best talents, especially generation Z. Today, social media is an important source of information for job seekers, especially Gen Z and millennials. Quoting Forbes, a US study conducted by Career Arc revealed that 58% of job seekers look for information about potential employers on social media. By highlighting authentic employee experiences, EGC presents a real perspective on the company’s culture and work environment. This kind of honesty fosters trust in prospective employees, which in turn attracts them to join.
Fifth, EGCs can help restore a company’s tarnished reputation. This is exactly what US airline giant United Airlines did. Following social media controversies, such as a 2017 incident involving a forcibly ejected passenger, the airline has worked hard to rebuild its image. Content such as a heart-warming video of a mother and son becoming flight attendants-which has been viewed more than 1.5 million times on TikTok-helped cement United’s reputation as a family-friendly brand and highlighted the genuine and positive aspects of its team.
Not an Easy Thing
However, creating an EGC is not easy. It’s not about content creation. Not everyone enjoys creating content. The next problem is the quality of the content, which is not necessarily good. Another potential problem is the possibility of uploading negative content that harms the company. EGC. may inadvertently include confidential or sensitive information, violate copyright laws, or expose the company to legal and compliance risks.
How to solve the above problems? It must first be ensured that the company is serious about EGC. In other words, the company has made EGC part of its culture and strategy. Also, there is no need to force every employee to create an EGC. The most important thing is to optimize those who are capable and willing to create content.
If you decide that EGC is part of the culture, the company must create a climate that makes employees eager to share knowledge and experience. Value employees’ contributions. This will make them excited.
There are employees who, although interested, do not understand how to create good content. For these people, companies can develop clear guidelines and best practices in creating content. Thus, they will be more confident. This is also to maintain the quality of the content so that it does not deviate from the company’s goals. Also, minimizing the risk of legal issues. These guidelines include what is appropriate to share (photos, videos, writing); the message and tone that should be used in the content, such as emphasizing the company’s mission, values and culture; the platforms and channels where content can be shared, such as the company’s social media pages or specific hashtags; guidelines on privacy and confidentiality; and best practices for engaging with followers, such as responding to comments and messages in a timely and professional manner.
Company leaders should lead by example. This means they should also proactively share content. This can inspire employees to do the same. By doing so, the culture of content creation will be stronger.
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