How To Successfully Leverage Employee-Generated Content
Constantly on the lookout for ways to boost brand visibility, build trust, and attract new talent? Allow us to introduce you to one strategy that helps you achieve all three: employee-generated content (EGC).
It’s authentic, cost-effective, and easier to execute than you’d think. Let’s take a closer look at what it is and why you should incorporate it into your marketing strategy…
What is employee-generated content and why does it matter?
EGC is exactly what it says on the tin: it’s any content created by members of your team that highlights your business, its culture, or industry expertise. Unlike traditional marketing efforts, EGC is rooted in authenticity. When employees create content, it feels more genuine, making it easier for potential customers or talent to connect with your brand.
Authenticity is key to building trust, and EGC allows your audience to see the human side of your business. Whether it’s a behind-the-scenes video shared on social media or a personal blog post, EGC provides a powerful opportunity to showcase what sets your business apart.
What’s more, EGC is cost-effective. You don’t need to hire a team of content creators or invest in expensive marketing campaigns. Instead, you can tap into the creativity and passion of your own team, amplifying your brand’s voice without breaking the bank.
The challenges of EGC: defining your purpose and ensuring quality
As fun and accessible as EGC can be, if you want your content to work, it’s still important to have clear goals and processes in place. Below are two of the most common mistakes businesses make when implementing EGC:
- Not having a clear purpose – Before you start asking your employees to create content, it’s important to ask yourself: what’s the goal? Are you looking to boost brand visibility, position yourself as a thought leader in your industry, or attract top talent by showcasing your company’s personality? Having a clear goal guarantees your content is aligned with your business objectives, making sure your efforts aren’t wasted.
- No one steering the ship – Some of your team might not necessarily have professional content creation skills, and that’s okay. But it’s essential to have someone act as a brand guardian, making sure that the content you’re producing aligns with your brand’s voice, values, and goals.
Getting employees on board
Alright, now that we’ve established the purpose of EGC and its benefits, the next challenge is getting your employees excited about contributing content. The key here is to highlight the personal benefits for your staff – like building their own online brand and enhancing their professional skill set.
More tangible incentives are another great way to motivate employees to take part. Consider offering rewards like an early finish, gift vouchers, or even a leaderboard for top contributors. By making the process easy and rewarding, you’ll encourage more employees to get on board.
Our top tip? Make sure to provide tools like briefs, content templates or a list of ideas to help employees get started. The simpler you make it, the more likely they’ll participate.
What types of EGC work best?
When it comes to the types of content that perform well, there are a few go-to options:
- Behind-the-scenes photos or videos – Showcasing a ‘day in the life’ of your team adds a human touch to your brand. This type of content helps people connect with your company by giving them a glimpse into your workplace culture.
- Personal reflections on industry goings-on – Encourage employees to share their takes on the latest developments in your industry. This positions your business (and those within it) as a thought leader, building brand credibility.
- Employee-generated campaigns – Give your employees the opportunity to come up with ideas for campaigns, whether it’s a social media challenge or a product recommendation. This allows staff to flex their creativity and gets them engaged in the process.
How a content agency can perfect your EGC efforts
A content agency can help you outline the purpose of your EGC using tactics like brand workshops, guaranteeing that any employee-generated material is cohesive and strategically aligned with your broader business goals.
They can also step in as an external brand guardian, editing and fine-tuning content until it’s polished and on message. What’s more, they can provide guidance on the types of content that resonate most with your audience – particularly in their role as social media manager – making your output more meaningful.
Turn your team into powerful brand ambassadors
There you have it – employee-generated content is a secret weapon for businesses looking to grow their brand authentically and cost-effectively. By defining your purpose, ensuring high-quality output, and getting your team members excited to represent your brand, you can take full advantage of this powerful marketing tool.
At MYC, we’re experts at helping businesses like yours harness the power of EGC – from painting the bigger picture in brand strategy workshops to handling the details with professional proofreading and editing services. Let’s start outlining your strategy.
