Making your brand stand out in today’s ultra-competitive (and crowded) environment is no easy task. While your marketing team does a great job, they need every advantage you can give them. But let’s face it—you’ve got a budget to stick to. That’s where employee-generated content (EGC) comes into play.
81% of consumers view trust as an essential component in their decision to make a purchase. EGC provides a means of building trust with consumers by building on the reputations and advocacy of your employees.
An employee influencer program can also help you connect with the 58% of job seekers who search for information about prospective employers on social networks. When employees spread the good word about job opportunities at your brand, you’re more likely to attract potential candidates.
So, how can you encourage employees to share content about your company? More importantly, what benefits can you unlock with EGC? Here’s what you need to know.
What Is Employee-Generated Content?
Employee-generated content refers to content that your employees create to promote the company’s brand, values, or products and services. EGC leverages the authenticity of your workforce to resonate more deeply with audiences. Some examples of this type of content include the following:
- Behind-the-scenes videos
- Day-in-the-life content
- Social media posts
- Employee spotlights
While EGC is similar to user-generated content (UGC), employee-generated content comes from internal sources. Your employees can incorporate a similar level of authenticity as everyday users might, while also speaking knowledgeably about the company and its culture.
Why Does Employee-Generated Content Matter Now More Than Ever?
Trust and transparency are non-negotiables when it comes to acquiring consumers in today’s landscape. If people don’t trust your brand and its products, they aren’t going to buy from you. Content made by your employees provides a unique opportunity to humanize your brand, while also engaging audiences authentically. Let’s explore the key benefits of employee-generated content.
1. Expands Brand Visibility
When employees share your content, they amplify your brand’s reach exponentially. Imagine your workforce as a network of micro-influencers, each of whom has their own unique connections.
A tool like Discover Content from Clearview Social makes it easy to find and share relevant content. Your team members can use it to consistently post engaging content and stay top-of-mind with audiences.
2. Opens the Door to New Markets
Every one of your employees probably has hundreds of social media followers. There’s a good chance that many of those followers are in untapped markets. By encouraging employees to create content about your brand, you can accelerate your journey into adjacent markets and generate high-quality leads for your sales team.
3. Enhances Employee Engagement and Retention
Creating and sharing content about the company they work for makes employees feel like they are a part of something bigger than themselves. When employees feel valued as ambassadors, they are going to be more engaged in their day-to-day work.
Find Your Next Superstar Employee With Clearview Social
Clearview Social is an excellent tool for boosting your job posts through social media. Share openings, connect with prospective employees, and generate buzz about your company to fill vacancies faster.
4. Positively Impacts Brand Reputation
People tend to trust others’ assessments, so consumers are more likely to trust content shared or created by your employees as compared to paid ads. If a person happens to know the employee who is sharing the content, the odds that they will trust the messaging are even higher.
5. Reduces Marketing Costs
Producing professional-grade content can be expensive, and running never-ending social media ads can wreck your marketing budget. Employee-generated content reduces this burden by empowering your employees to share content organically.
Clearview Social offers simple sharing tools that allow you to tap into your workforce’s creativity with just one click.
6. Fosters More Authentic Connections with Audiences
Just 12% of older consumers and only 22% of younger consumers trust social media ads. However, authentic, user-generated content is viewed as the most trustworthy.
Employee-generated content isn’t exactly the same as UGC, but it has a similar feel and level of authenticity. As a result, it can help you connect with your audience and build trust. In fact, researchers have found that consumers trust company experts 66% of the time.
7. Attracts Top Talent
Want to make your company irresistible to job seekers? Showcase the workplace culture through your employees’ eyes. Highlight top achievers and post day-in-the-life content to show just how fun it is to be part of your company.
Find Your Next Superstar Employee With Clearview Social
Clearview Social is an excellent tool for boosting your job posts through social media. Share openings, connect with prospective employees, and generate buzz about your company to fill vacancies faster.
8. Benefits Employees
An active employee social network creates an environment for connection and collaboration. While working with members of other departments to create engaging content, employees can share exciting news and job opportunities with peers outside the company.
Sharing insights and achievements positions your employees as thought leaders in their networks and enhances career growth, while giving them an opportunity to build their personal brand.
Integrate EGC into Your Marketing Mix with Clearview Social
Employee-generated content sounds great on paper. But how do you implement it at scale? That’s where Clearview Social comes in. Our platform facilitates one-click content sharing and simplifies the process of making EGC a part of your marketing strategy.
Clearview Social allows your team to track and measure EGC efforts easily. Our platform also includes tools for finding content, gamifying EGC creation, and plenty of resources for maximizing your reach.
Team up with Clearview Social and unleash the potential of employee-generated content.
Revitalize Your Marketing Strategy With Employee-Generated Content
Clearview Social makes integrating EGC into your marketing mix easier than ever before. Encourage your team to create and share content at scale with the suite of employee advocacy tools provided by Clearview Social.