A new type of social media content is knocking big-name influencers off their pedestal and putting an unexpected group at the center of attention. Employee-generated content (EGC) is taking over social media.

Audiences no longer want staged, over-produced content. In response, forward-thinking companies are looking to their greatest and most accessible resource: their employees.

Local talent

This new approach involves companies actively collaborating with their team members to create short-form videos, which are then shared on the organization’s social media profiles, like Instagram, TikTok and LinkedIn.

Leading brands with deep pockets like Microsoft, which can most definitely afford some of the world’s biggest influencers, are instead choosing to work with their employees to create EGC.

Systems are in place behind the scenes to make sure every EGC video is subject to a review and approval process, similar to any other piece of content – and as a result, EGC is growing in popularity as one of the most effective marketing tools today.

When EGC is deployed effectively, companies reap what we call the Triple A Effect. These are its benefits:

• Activate culture: EGC makes employees feel like they have a voice worth listening to. They feel seen and valued at the company which in turn has a profound impact on how engaged they are at work. This is especially important in today’s hybrid workplace where employees have fewer opportunities to bond with each other in person.
• Amplify products: When employees talk about your company’s products and services, it creates the kind of social proof audiences pay attention to. When employees’ faces light up on camera over something meaningful they are sharing with the audience, it has a powerful effect.
• Attract talent: Data shows that 77 percent of job seekers will check out companies on social media before deciding to apply for a role. EGC acts as a talent magnet for better quality candidates, boosts brand reputation and reduces recruitment costs.

EGC is not about forcing Gen Z into filming content. The volunteer basis takes pressure off employees to perform while supporting those who are interested to do their best work.

The personal touch

Companies must provide the right training and ongoing support to reap the benefits of EGC. More often than not, a lack of confidence on camera is the main reason people hesitate to film themselves. So a successful EGC program is all about creating opportunities for employees to take part with plenty of training and support.

While it might seem like a lot of work, the payoff is well worth it when you’re using people who know your company best to advocate for you. Ultimately, this investment of time, resources and finances will help you reach new audiences and improve the bottom line.

There’s a reason why organizations and businesses from RMIT University to PwC, Woolworths to Sephora are putting their people front and center on social media. No other type of content has a more human touch than day-in-the-life videos, employee Q&As and trending challenges. And neither can it be replicated by AI or paid influencers.

Employees will always have the advantage because they live and breathe the brand.

But a piece of advice: chopping down a long-form office video with a talking head is not going to cut it. Audiences are not easily fooled and they will see it for what it is – just another corporate video disguised as EGC.

Plan for success

So how do companies do EGC the right way?

Start on the basis that planning and support is needed to get the right people to film. Content that looks effortless isn’t necessarily effortless to produce.

We believe in a three-step process: plan, produce, progress.

Start by defining your goals and EGC content pillars, then look at ways to equip your team with the knowledge they need – whether that’s professional training, a workshop, or a session with someone internal with EGC experience. Companies should also provide ongoing support paired with incentives to keep the momentum going.

Finally, employees need guidance to master what we call the ‘Oysterly Media magic touches of video editing’. This involves knowing what style of video to choose for EGC, how to speak to the camera without sounding like a robot, how to incorporate proven script formulas with keywords for social search and much more.

Done well, EGC humanizes the workplace, highlights talent, strengthens culture and makes employees excited to go to work. With such a litany of rewards on offer, companies can no longer deny its importance.

Opinions expressed by The CEO Magazine contributors are their own.