A hidden gem: Employee Generated Content

Dear Full-Stack Marketer,

Last week, the internet was full of hot takes on authenticity in marketing.

AI-generated content is everywhere. Brand loyalty feels more fragile than ever. People trust people, not corporations.

And yet, many brands completely ignore one of their biggest secret weapons: their own employees.

Let’s talk about how Employee-Generated Content (EGC) can transform your marketing strategy, and why it’s probably more effective than that expensive influencer campaign you’re debating.

Most companies fixate on customer-generated content (UGC) or influencer marketing. Cool, but why not use the people who already know (and hopefully love) your brand?

Employee-Generated Content (EGC) is content created by your employees that reflects their experiences, insights, or advocacy for your brand.

This could be:

✅ A LinkedIn post from your developer on how they solved a complex tech challenge
✅ A behind-the-scenes Instagram story from your event team showing the chaos before launch
✅ A blog post from a marketer sharing industry trends—without the jargon
✅ A TikTok from customer support poking fun at FAQs they get 100 times a day
✅ A Twitter thread from leadership that doesn’t sound like it was written by a PR team
✅ A barista sharing fun skits or how they make a special drink (because, let’s be honest, people love watching someone craft a latte like it’s fine art)

This kind of content makes brands feel real, human, and actually interesting. As you’ve already gathered by the example list, it can come in MANY, MANY forms.

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People trust people. Not logos. Not perfectly polished marketing.

• Higher trust: Content shared by employees gets 8X more engagement than content shared by the brand itself.

• More reach: Employees have 10X more combined followers than corporate pages.

• Stronger retention: When employees feel connected to the brand, they stick around.

• Better recruitment: Job candidates are 3X more likely to trust an employee post than a corporate “We’re Hiring!” graphic.

Basically, EGC is marketing gold—and it doesn’t cost you six figures.

Let’s take a look at some real examples:

@lvedinburgh

Day in the life of an employee working at Louis Vuitton #MadeWithKeurigContest #dayinthelife #luxurysalesassociate #louisvuittonbag #louis... See more

One of my FAVE companies, Semrush, does EGC very well. They have a lot of their employees writing blog posts for their site, and also posting carousels, downloadables, and text content on LinkedIn. For instance, here’s Alex Lindley, Managing Editor at Semrush, with over 7K LinkedIn followers, regular content and blogs published.

The key to great EGC isn’t forcing employees to post. It’s making it easy and actually worth their time.

Here’s how:

1️⃣ Make it effortless

• Give them content prompts or templates.

• Create a library of brand visuals, hashtags, and messaging they can pull from.

• Use internal newsletters or Slack channels to nudge them with post ideas.

2️⃣ Lead by example

• If leadership never posts, why should employees?

• Shout out employees who create great content—make them the heroes.

3️⃣ Give a little guidance (without sounding like legal)

• Not everyone is a natural at content creation. Offer quick training on storytelling and LinkedIn best practices.

• Provide simple do’s and don’ts, but don’t turn it into a restrictive social media policy that kills creativity.

4️⃣ Recognize & Reward

• Highlight top contributors in company meetings or newsletters.

• Gamify it—leaderboards, small prizes, or even just public praise can go a long way.

• Feature their content on official channels (because who doesn’t love a little recognition?).

Let’s be real: Employees don’t post for the company. They post for themselves: career growth, credibility, networking.

Here’s how to make it worth their while:

• 🔥 Personal branding boost: Thought leadership can help them land their next big opportunity.

• 📢 More visibility: Industry peers will notice and engage with their content.

• 🎯 Networking opportunities: More engagement = more connections = more doors opening.

• 🏆 Company recognition: Feature top contributors in company blogs, town halls, or even leadership discussions.

It’s a win-win. Employees build their brand while making the company look good.

One big concern: What if employees go rogue?

The solution isn’t micromanaging—it’s trusting them and providing light guidance.

• Create a simple social media playbook (not a rulebook—just best practices, make it look like you’re giving out precious hacks).

• Offer a content hub with approved brand assets and messaging.

• Encourage realness over perfection—people engage with authentic content, not staged corporate fluff.

The best employee content isn’t “marketing.” It’s a real person sharing what they do, what they care about, and what excites them about their work.

Here’s a simple challenge to get the ball rolling:

1. 📌 Ask five employees to share a post this week—anything from a quick thought on their work to a behind-the-scenes moment.

2. 📌 Track engagement—see how their reach compares to brand posts.

3. 📌 Recognize and amplify the best ones (public praise works wonders).

Your employees are already talking about work. Why not turn it into something powerful?

Until next time, keep making marketing less robotic and more human.

With love,
Eugenia Gallo