Digital communication is changing rapidly. Trust and credibility are more important than ever for brands today. This is precisely were a new trend in content marketing comes in: Employer generated Content (EGC). More and more companies are recognizing the value of fontent that is not created by corporate communications, but by their own employees. But how can EGC be used strategically – and what role does a specialized employer-generated content agency play in this?
What is employer-generated content?
EGC refers to content that is voluntarily created and publicly shared by a company’s employees – typically via social networks, but also on blogs, company websites or in videos. The spectrum ranges from photos and short statements to detailed experience reports, behind-the-scenes insights or testimonials. The aim is to bring the company to life from the perspective of real people.
In contrast to traditional user-generated content (UGC), which often comes from the customer, EGC focuses on the internal voice. The effect: authentic insights that build trust – with potential applicants as well as with customers or business partners.
Why is EGC so effective?
People trust people, and this is especially true in the digital space. Nowadays, people who want to find out more about a company don’t just search on the website, but also on LinkedIn, Instagram or review platforms. Content that comes from real employees is more credible than any glossy campaign. They show the company from an unfiltered, personal perspective.
EGC can have a strong leverage effect, particularly in employer branding, recruiting and internal communication. Employees become brand ambassadors – voluntarily, authentically and effectively. This not only increases external perception, but also internal identification with the company.
Typical areas of application for EGC
Employer-generated content can be used in a variety of ways. EGC is particularly effective in recruiting: potential applicants get a realistic picture of the company through authentic experiences and everyday insights. Employee content can also create trust on career sites or in job advertisements and lower the application hurdle.
Another area of application is internal communication. Employees who are allowed to actively share or help shape content feel valued and more connected to the company. This can have a positive impact on the corporate culture and reduce staff turnover.
In addition, EGC can also be used for product communication, event marketing or customer loyalty – e.g. through experience reports from specialist departments or insights into development processes.
How does an employer-generated content agency provide support?
The challenge: EGC does not just happen on its own. Employees need incentives, knowledge and tools to actively help shape it. This is where the employer-generated content agency comes into play. It develops strategies on how EGC can be meaningfully integrated into corporate communications – without pressure, but with impact.
Typical services include:
- Conception and strategy development for EGC campaigns
- Workshops and training for employees (e.g. social media guidelines, storytelling)
- Editorial support and content planning
- Technical solutions, e.g. internal content platforms or employee advocacy tools
- Monitoring and measuring the success of EGC activities
- Support with legal issues, for example in relation to image rights or data protection
Agencies also have the necessary intuition to make EGC credible without making it look artificial. This requires close collaboration with HR, marketing and communications and a deep understanding of corporate culture and target groups.
Challenges and success factors
Even if the potential is great, the introduction of employer-generated content is associated with challenges. Many employees are initially unsure whether or how they are allowed to express themselves publicly. Others fear making mistakes or not appearing “professional enough”. A key task is therefore to build trust and provide guidance, e.g. through internal communication, guidelines and approval processes.
An experienced employer-generated content agency supports companies in overcoming these hurdles – through clear structures, creative impulses and technical solutions that keep the effort for employees as low as possible. Successful EGC initiatives are characterized by the fact that they do not turn employees into ambassadors, but give them the stage to contribute in a self-determined and authentic way.
This creates a credible dialog with an external impact – sustainable, approachable and effective.
