Table of Contents
Introduction
These days, trust in traditional marketing is wearing thin. Ads feel like background noise, influencer campaigns can come off as overly polished or scripted, and corporate content often gets scrolled right past. But you know what still gets people to stop and pay attention? A behind-the-scenes TikTok from a happy employee. A casual selfie at a team lunch. A genuine LinkedIn post about a work milestone.
This kind of content is coming from the people who actually work there. And that’s what makes it stand out in a sea of advertisments.
This is what we call Employee Generated Content (or EGC for short), and it’s becoming one of the most effective ways to market your brand without really “marketing” at all.
Think of it this way: your employees have their own followings, their own tone of voice, and their own experiences with your company. When they share those authentically, people connect to it in a way traditional marketing just can’t replicate.
Take Adobe, for example. Their #AdobeLife campaign didn’t come from a fancy shoot. It came from employees casually sharing their workdays, projects they’re proud of, and the culture that keeps them there. That campaign humanized Adobe – and it worked. Engagements soared, trust grew, and Adobe attracted talent and customers. Win-win!
So in a world full of noise, one thing cuts through: real people sharing everyday stories. And the best part? Your company already has these people. You just need to make them feel comfortable enough for employee generated content to become a reality.
@usepassionfruit Employee generated content doesn’t just do well on TikTok. What brands have you seen create this kind of content on Youtube? #marketing #marketers #marketingtips ♬ original sound – Passionfruit – Marketing Tips
What is employee-generated content (EGC)?
Employee-Generated Content, or EGC, is exactly what it sounds like – content created and shared by your employees, not your marketing team. It’s the kind of stuff that shows what life inside your company really looks like, from the perspective of the people living it.
That could be:
- A selfie from a team lunch
- A TikTok showing how a product is made
- A LinkedIn post about a recent project win
- A quick reel of someone’s “day in the life” at work
- An Instagram story from an office celebration
- A shoutout to a colleague doing awesome work
None of it needs to be super polished – in fact, that’s the point. Employee generated content works because it’s real. It’s not staged. It’s authentic, and audiences can tell the difference. So, how is it different from UGC or influencer content? Let’s break it down:
- User-generated content (UGC) comes from your customers or fans. Think product reviews, unboxing videos, or someone tagging your brand in their story. You didn’t ask for it – they posted it on their own.
- Influencer marketing usually involves paid partnerships. You’re collaborating with someone who has a large following to promote your brand in a specific, strategic way.
- Employee-generated content sits somewhere in between. It’s organic like UGC, but it comes from within your company – from people who know your brand inside and out. And unlike influencer marketing, it’s often unpaid and voluntary (though some brands offer incentives or shoutouts to encourage it).
Think of EGC as turning your team into your most trusted marketing channel. They already know the brand, they already care about the work – and when they share it in their own words, people will like it more, and frankly understand your brand better.
Why EGC works: The psychology behind it
People are twice as likely to trust information coming from a person they know or follow than from a corporate account – even one they follow regularly.
That’s why seeing a colleague share a quick video of their morning coffee run can feel more genuine than a branded “coffee time” post.
Let’s unpack the key psychological reasons why Employee generated content does so well and why it consistently outperforms traditional brand content.
1. People trust people more than brands
When someone hears about your company from an ad, they know there’s a sales agenda. But when they hear it from someone who actually works there, it hits differently. We’re hardwired to trust peer recommendations over corporate messaging – that’s why reviews, word-of-mouth, and social proof matter so much.
Studies show that people are far more likely to trust content from a company’s employees than from the brand itself. It’s relatable, it’s human, and there’s no hard sell. That trust factor alone gives EGC a massive edge in crowded digital spaces.
2. Employees are instantly more relatable
There’s something comforting about seeing someone like you doing something you could do. A developer talking about solving a real bug, a sales rep sharing how they close a deal, or a barista making your favorite drink – it feels authentic because it is.
These aren’t actors. They’re not paid influencers with a script. They’re insiders offering a peek into a world you wouldn’t normally see, and that’s intriguing. Whether it’s sharing day-to-day wins, giving behind-the-scenes shots, or just having fun at work – employee content builds a natural emotional connection.
3. Authenticity beats perfection every time
Slick branding and polished video are fine, but they don’t always stick with your target audience. What really gets engagement today is content that feels unfiltered. Shaky camera? Doesn’t matter. No good lighting? No problem.
Just look at @doughtoli on Instagram and TikTok- a former Papa John’s employee who’s gone viral simply by recording himself tossing dough, prepping pizzas, and having fun in the kitchen. Nothing expensive, just real skill, personality, and passion.
These kinds of videos rack up hundreds of thousands (sometimes millions) of views. Not because of a budget, but because they feel honest. They make you want to support the person, and by extension, the brand they represent.
@bartoli MAKING the most STUFFED, stuffed CRUSTED pizza?!?
♬ original sound – Doughtoli
Why it all adds up:
- Trust: Viewers are more likely to believe a recommendation or story from a real person inside the company.
- Connection: Relatable employees create emotional resonance that ads can’t replicate.
- Engagement: Authentic, low-effort content often performs better than polished campaigns- especially on platforms like Instagram, TikTok, and LinkedIn.
Benefits of EGC for brands
Most marketing content these days blurs together. Everyone’s using the same stock photos, the same buzzwords, the same generic “We’re hiring!” posts. But when your employees share their own stories, in their own voices? That stands out – and it does a lot more for your brand than you might think.
First and foremost, EGC makes your company feel real. Not just another logo or press release, but a living, breathing place full of actual humans. When someone scrolling through LinkedIn sees a post from an employee talking about their growth on the job, or a team celebrating a hard-earned win, it feels a lot more real. And connection is what builds trust. Trust is what builds loyalty. That chain reaction starts with a single, genuine post.
It’s also wildly efficient. EGC gives you reach without requiring a bloated marketing budget. Your employees each have their own networks – friends, former colleagues, industry peers – many of whom may never come across your brand otherwise. When those networks see authentic posts about what it’s like to work at your company, you’re suddenly reaching a much wider audience than you could through brand channels alone. And because it’s coming from a trusted source, the message sticks better.
Then there’s hiring. We’re in a world where top talent does their homework. Before applying, they’re looking at your company’s social media, yes – but more than that, they’re peeking into what your actual employees are saying and doing. Is the work environment supportive? Are people growing? Do they look happy to be there, or are they just going through the motions? EGC gives potential applicants an unfiltered window into your culture – and if that culture looks good, they’ll be more likely to hit “Apply.”
What often gets overlooked, though, is how powerful EGC can be internally. When employees are encouraged to share their work and their wins, it sends a message that their voice matters. That what they’re doing is worth celebrating. And when they see their content being noticed, shared, and appreciated – by coworkers, by leadership, by total strangers online – it reinforces pride in what they do. EGC doesn’t just boost your brand externally; it strengthens your culture from the inside out.
Of course, none of this means every company should turn their team into a 24/7 content machine. But giving people the space and encouragement to share when they feel inspired? That can unlock a lot of potential growth.
Here’s a quick look at what EGC brings to the table:
- Builds brand trust through authentic storytelling
- Expands reach by tapping into employee networks
- Attracts talent by showing real workplace culture
- Increases engagement across social platforms
- Boosts internal morale and pride
- Provides a cost-effective marketing boost without feeling like “marketing”
How to encourage EGC at your company?
Think of EGC like a campfire. You don’t yell at the logs to burn – you set up the right conditions, spark the flame, and let it spread naturally.
Here’s how to do that:
| What to do | Why it works | Pro tip |
| Lead by example | When leadership shares content, others follow suit. | Have managers post about team wins or workplace moments. |
| Create a “safe to share” culture | People won’t post if they’re afraid of saying the wrong thing. | Set light guidelines – what’s cool to post, what’s off-limits. |
| Celebrate employee posts | Recognition fuels motivation. | Like, comment, repost from company channels. |
| Offer prompts or themes | Sometimes people just don’t know what to post. | Monthly themes: “What I love about my job,” “Workday in photos.” |
| Make it easy | If posting feels like extra work, they won’t do it. | Provide templates, hashtags, or even a Slack channel for ideas. |
| Show the impact | People want to know their post mattered. | Share metrics or success stories from high-performing content. |
| Highlight great content | A little spotlight goes a long way. | Create an internal EGC hall of fame or weekly shoutouts. |
Tools and platforms to support EGC
Once your team is fired up to create content, the next step is making it simple to share and amplify. Whether you’re a startup or a global brand, there are platforms out there that can help you collect employee posts, keep things on-brand (without killing the vibe), and actually measure how it’s performing.
Here’s a look at some useful tools:
| Tool/Platform | What it does | Why it’s great for EGC |
| Slack/Microsoft Teams | Internal channels for sharing moments, wins, or content ideas. | Low-barrier way for employees to drop photos or updates in real-time. |
| Bambu by Sprout Social | Centralized platform to curate and distribute shareable content to employees. | Great for getting team members to post company-approved content easily. |
| Everyone Social | Employee advocacy platform that tracks shares, clicks, and engagement. | Makes it easy to share while gamifying participation and tracking ROI. |
| Canva | Simple design tool for non-designers to make great visuals quickly. | Empowers employees to create branded content without needing a designer. |
| Google Drive/Notion | Create a shared folder or wiki with photos, templates, post ideas, and guidelines. | Keeps resources accessible and reduces the “I don’t know what to post” excuse. |
| LinkedIn/Instagram/TikTok | Platforms where EGC actually lives. | Meet your audience where they are with platform-specific formats. |
| PostBeyond | Helps organize and measure employee content sharing across teams. | Ideal for larger orgs wanting a consistent EGC strategy at scale. |
Final thoughts: Why EGC is the future
Marketing is changing – and not in a subtle way. People aren’t looking for glossy ads or buzzword soup anymore. They’re looking for real. Real people. Real moments. Real stories.
Employee-generated content is a mindset shift. It’s about realizing that the most trustworthy, engaging, and cost-effective marketing machine you’ve got… is already on your payroll.
When your people talk about where they work, others listen. They pay attention because it’s not scripted. It’s not “marketing.” It’s human.
EGC bridges the gap between your brand and the outside world. It makes companies feel smaller (in a good way), more personal, more approachable. And in a time where authenticity wins and trust is everything, that might just be the smartest move your brand can make.
So, don’t overthink it. You don’t need a new department or a big budget. Start small. Celebrate your team’s voices. Give them the mic. And then? Just let them speak.
Chances are, they’ll say exactly what your audience needs to hear.
