Marketing departments often miss a crucial influencer in their strategies. They typically focus on promoting past clients or influencers. But what if we told you that your key influencer is someone you know well and can help you achieve your marketing goals quickly?
This key influencer isn’t a high-cost celebrity or social media star. You might just need to offer them a cup of coffee. Who are they? Your team.
Employee-Generated Content (EGC): The Future of Marketing
Employee-generated content (EGC) is the future of marketing strategies. It’s cost-effective and drives positive results. By the end of this article, you’ll understand how to leverage EGC and why you should start creating it today.
Key Takeaways:
- What is Employee-Generated Content?
- The TikTok Uprising
- How EGC Can Be Used
What is Employee-Generated Content (EGC)?
Employee-generated content is often confused with user-generated content, but they serve different purposes. If you’re feeling confused, don’t worry—we’re here to help.
EGC focuses on the aspects of employees’ jobs and what makes your business unique. Your employees are your most important spokespeople, especially when it comes to goals like recruitment or showcasing your talent pool. EGC highlights a growing trend in marketing: storytelling.
A study by EveryoneSocial found that “90% of consumers trust content generated by employees over content from the brand itself.” This shows that audiences prefer hearing from your employees rather than from the brand directly.
Employee-generated content doesn’t have to be limited to dancing trends or office photos. It can be used on a much deeper level, targeting specific goals. For example, we’ve worked on similar projects, such as a video for Savills, one of the world’s leading property agents with over 600 offices globally.
Savills wanted to showcase their company as a great place to work. They featured their employees in the video, explaining why they enjoyed working there, which resulted in higher interest in their job openings.
The TikTok Uprising
Open TikTok now, and we bet that within the first five videos, you’ll see a company jumping on a trend. If not, email ahmed@shootbusiness.com to let our marketing manager know!
Sprout Social’s research shows that “brands leveraging employee-generated content on TikTok can see a 561% increase in brand reach compared to those that don’t.”
If you’re not already taking advantage of TikTok, now is the time. If you need help understanding the platform, check out our article: Should Businesses and Marketers Take Advantage of TikTok?
TikTok is ideal for regular video content. It’s easy to create videos on your phone, with no complex setup required. However, if you want to master content creation on TikTok, check out our Video Marketing Masterclass for all the tips you need.
How EGC Can Be Used
There’s a time and place for EGC, and using it in these key areas will yield unbelievable results:
- Brand Advocacy: Employees can advocate for your company’s work culture, product quality, and brand integrity. Instead of your brand telling everyone how great you are, let your team act as brand ambassadors, sharing your message with their networks.
- Employee Engagement and Retention: Sharing and celebrating EGC in the office makes your team feel included. Showcasing a colleague’s achievements on video not only resonates with your audience but also boosts employee pride.
- Recruitment: As seen in the Savills video, EGC is key to promoting how your company operates. When employees share their positive work experiences, it speaks volumes compared to standard recruitment promotions. Employees can act as recruiters, connecting your company with an aligned talent pool.
If you’re curious to learn more about utilising Employee-Generated Content, please get in touch or email ahmed@shootbusiness.com. He’d love to help!