What are the latest trends and innovations in employee generated content marketing?

I managed a team of introverts who did not see themselves as “sales people” . They wanted to support the company, but were reluctant to go to networking events and hand out business cards. Creating and sharing content about what they were doing at work and how they felt about the company was an excellent way to introduce the company to their network. We provided guidelines, light editing, and graphic design support. The result was relevant and individual content that told the whole company story.

In my experience, Employee generated content (EGC) is vital to the success of companies. Employees sharing their stories with their network is what drives others to become curious. More A-ha moments. Challenge your day to track how much time you spend reading emails and crafting emails. Then measure the ROI of this time. Next, take the time to craft a post on LinkedIn. Review which one returns higher impressions and engagements.

Our fantastic social and content teams run regular Facebook Lives on key questions our learners have. Our team members are engaged and truly care about learners, and you can tell in the videos! The content is repurposed across YouTube, Instagram, and TikTok to reach our learners and potential learners where they are.

Personalized & authentic EGC is where I’ve witnessed the most virality, especially in social media. This method holds the widest opportunity to make the process feel like play, as it should! It gives employees a chance to express their unique essence, which not only humanizes the brand as a multidimensional living whole, but also showcases diversity of unique individual personalities being a culture ADD & not just a culture “fit”.

Often the people with the most expertise on your team are also the busiest! To help, I love setting up regular twenty-minute interviews with key experts in the org, and asking insightful questions that get them talking. Later, I'll transcribe the interview and pull quotes (especially anecdotes) that I know will be really helpful to readers, and include them in blog content. I always make sure to share the published article back to the expert, along with anecdotal evidence of how it helped. It's a great way to get buy-in from executives and up the quality of an article, while paving the way for even more EGC.

Employee generated content in authentic way is really what is cutting through. If you see what works on two of biggest platforms for organic reach and growth (TikTok and Instagram) it’s Reels. Brand content when not a super brand doesn’t cut through in these formats. Employee content, real to life and genuine is what gets people tuned in.