If you’re running social media for a company, you know how hard it can be to keep things fresh. That’s where employee-generated content (EGC) comes in. It’s exactly what it sounds like—content created by your employees, whether it’s photos, videos, testimonials, or even behind-the-scenes clips. Why and how?
Here’s what you need to know.
Why Employee-Generated Content Works So Well
People connect with people, not logos. EGC makes your company feel more relatable and human, which is why it tends to outperform traditional corporate posts. Think about it—if a potential client or job seeker sees a team member genuinely enjoying their work, it leaves a stronger impression than a generic marketing post.
Plus, engagement rates tend to be higher. When employees share their experiences, their personal networks get involved, extending your reach in an organic way. It’s like word-of-mouth marketing but on social media.
And let’s be honest—your marketing team can’t be everywhere at once. Employees bring in different perspectives and these little moments create a more well-rounded and authentic brand image.
How to Encourage (and Control) Employee-Generated Content
So, how do you actually get your employees to post content without things going completely off the rails? Here’s the trick—you need a balance of freedom and guidelines.
Start by making it easy. Create a hashtag for employees to use, set up a shared folder where they can drop content, or even run internal contests for the best post of the month. Recognition goes a long way in motivating people to participate.
That said, you don’t want rogue posts that misrepresent the brand. A simple social media policy helps here—nothing overly restrictive, just clear guidance on what’s encouraged and what’s not. Make sure employees know what’s fair game (office culture, fun reinstatement projects, team wins, parties) and what should stay private (confidential information, sensitive client details).
If you want even more control, consider setting up an approval process where employees submit content for review before posting. But don’t make it too complicated, or you’ll kill the enthusiasm.
Making Employee-Generated Content a Long-Term Strategy
EGC isn’t a one-time thing—it works best when it’s woven into your company’s culture. The key is consistency. Maybe you introduce a weekly “team takeover” where a different department gets to share their day on Instagram Stories. Or you could highlight an employee of the week with a short Q&A on LinkedIn.
Also, don’t forget to repurpose content. A casual team lunch photo today can be a “throwback Thursday” post next month. A short behind-the-scenes clip can turn into a recruitment video later. Keep an archive, and you’ll always have content to work with.
So, if your official social media pages need a boost, it’s time to tap into the best content creators you already have—your employees!
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