In an era where consumers are increasingly skeptical of traditional advertising, Employee-Generated Content (EGC) has emerged as a powerful tool for building trust and authenticity. EGC is any content—photos, videos, blog posts, or social media updates—created and shared by a company’s employees. It offers a genuine, behind-the-scenes look at a brand, humanizing the company in a way that polished marketing materials often cannot [1].
The effectiveness of EGC stems from its credibility. Consumers are more likely to trust a message coming from an employee than from the brand’s official account. This is particularly true on professional platforms like LinkedIn, where employee advocacy programs can significantly amplify a company’s reach and authority. EGC helps to:
•Build Trust and Transparency: Showcasing real people and real stories fosters a sense of transparency, which 94% of consumers say makes them more loyal to a brand [1].
•Improve Recruitment: Authentic content about company culture is a massive draw for top talent, effectively turning employees into brand ambassadors and recruiters.
•Increase Engagement: EGC often performs better than corporate content because it is more relatable and personal. It sparks conversations and drives higher engagement rates.
To successfully implement an EGC strategy, companies must empower their employees. This involves providing clear guidelines, offering training on social media best practices, and, most importantly, giving employees the freedom to be authentic. The content should feel natural and unscripted, avoiding the overly polished look of traditional marketing.
By embracing EGC, digital marketers can tap into a vast, credible network of voices, transforming their workforce into a powerful, authentic marketing channel that resonates deeply with modern consumers.
References: [1]: # “Digital Marketing Institute. What are the Digital Marketing Trends for 2025? (https://digitalmarketinginstitute.com/blog/digital-marketing-trends-2025 )” [2]: # “DSMN8. 5 Ways to Encourage Employee-Generated Content. (https://www.dsmn8.com/blog/5-ways-to-encourage-employee-generated-content/ )”