Did you know your own employees are a fantastic marketing tool you can utilise? We have all heard of User Generated Content, but have you heard of Employee Generated Content? The latest cost-effective trend is taking the world of marketing by storm, and we're here with the ins and outs of it in this blog for you! So read on to learn what EGC is, and how you can utilise it to send your brand to new heights...
In a world where consumers are bombarded with ads, brand messages, and corporate content, it’s becoming increasingly challenging for businesses to cut through the noise, so this is where Employee-Generated Content (EGC) comes in - a fun, authentic, and incredibly effective way to enhance your brand's image and connect with your audience on a more personal level.
So, What is Employee-Generated Content (EGC)?
EGC is exactly what it says - content created by your employees. This content can take many forms, including blog posts, social media updates, videos, photos, or even podcasts. The idea is to let employees tell the brand’s story in their own voices, showcasing the human side of your business and giving clients a way to connect.
But why should you care about EGC?
Because it works! According to research, content shared by employees receives eight times more engagement than content shared through official brand channels. EGC is a win-win: employees get to express themselves creatively, and businesses benefit from more authentic, relatable content (never mind the cost benefits of it, as apposed to using expensive influencers).
And not only does it work, it's super cost effective! It's budget-friendly because you're not shelling out for fancy ad campaigns or pricey freelancers. Instead, you’re tapping into the creativity already buzzing within your team, all while keeping costs low minimal.
Why Does EGC Work?
Authenticity
In an age where trust in traditional advertising is waning, authenticity is key. People trust content created by other people more than they trust brand-generated content or content where inflencers are paid to post. When your employees share their experiences, thoughts, and insights, it comes across as genuine and trustworthy, bringing clients to your brand.
Diversity of Voices
Your marketing team is talented, no doubt, but they can only offer one perspective. EGC brings in a variety of voices, backgrounds, and viewpoints, giving your brand a richer, more meaningful identity. This diversity resonates with a wider audience, bringing a bigger demographic in.
Employee Advocacy
When employees are encouraged to create and share content, they become brand advocates. They’re not just working for your company; they’re actively promoting it. This can lead to higher employee satisfaction and retention as well.
Increased Reach
EGC can dramatically extend your brand's reach. When employees share content with their personal networks, your brand gains access to a whole new audience. This can be particularly effective on platforms like LinkedIn, where personal connections and professional networks collide together.
How Can You Encourage EGC in Your Organisation?
So, how do you get your team on board with creating content? Here are some fun and effective strategies that you can try:
Create a Content Culture
Foster a workplace culture that encourages creativity and content creation. This could involve regular group brainstorming sessions, workshops on content creation, or even just giving employees time and resources to develop their ideas within working hours.
Incentivise Participation
People love a good incentive. Consider running a monthly EGC contest, where the best post wins a prize. The prize doesn’t have to be extravagant - a gift card, a day off, or a shoutout on your company’s social media channels can go a long way.
Provide Tools and Training
Not everyone is a natural content creator, and that’s okay. Offer training sessions on how to write a great blog post, take a compelling photo, or shoot a short video. Provide tools like templates, style guides, and easy-to-use content creation software to make the process as smooth as possible. Or, just simply help each other out. If one of your team is great at snapping pics, allocate some time for them to get some workplace shots!
Lead by Example
Leadership should be involved in creating and sharing content as well. When employees see their managers and executives participating in EGC, they’ll be more inclined to join in.
Celebrate Successes
When an employee’s content performs well, make sure to celebrate it! Share the content across your official channels, give the employee a shoutout in a team meeting, or feature them in a company newsletter. Recognising their efforts will encourage more participation from the team.
So, What Kind of Content?
EGC isn’t just limited to blog posts or social media updates. Here are some fun and creative types of content you can encourage:
Day-in-the-Life Videos
Have employees film a day in their work life, showing off what they do and the culture of your company. This not only highlights different roles within the company but also gives potential recruits a peek into what it’s like to work there. This is also a great way to highlight the morals and mission of your brand!
Employee Takeovers
Let employees take over the company’s social media accounts for a day. They can share behind-the-scenes content, host Q&A sessions, or showcase their projects to your audience from a personal perspective.
Testimonials and Stories
Encourage employees to share personal stories about why they love working for your company. These testimonials can be incredibly powerful to potential customers and brand followers, creating a sense of connection to the company.
Blog Contributions
Invite employees to write blog posts on topics they’re passionate about. Whether it’s a technical 'how to' on a topic, a thought leadership piece, or a personal story, these posts can add valuable personal content to your company’s blog.
How to Measure The Impact of EGC?
Like any marketing effort, it’s important track the impact of your EGC by keeping an eye on metrics such as:
- Engagement Rates: How many likes, shares, and comments is the content getting?
- Reach: How many people are seeing the content?
- Employee Participation: How many employees are creating content?
- Brand Perception: Are you seeing a positive shift in how people perceive your brand?
Employee-Generated Content is more than just a marketing tactic; it’s a way to infuse your brand with authenticity, diversity, and creativity. By empowering your employees to share their stories, you’re not only boosting your brand’s image by creating a personal level to it, you're also fostering a more engaged, motivated workforce.
EGC brings an authentic vibe that resonates with audiences, making your brand feel more real and relatable—without costing you a fortune! So, what are you waiting for? Start encouraging EGC in your organisation today, and watch as your brand comes to life in ways you had never imagined!
And reach out to us for marketing support!
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