What Happens When Your Employees Become Influencers?

In today's social landscape, being real is key. People want to connect with brands on a genuine level. That's typically where influencers and content creators come in - they've got serious sway in shaping how we see brands and keeping us engaged. And guess what? Companies are catching on, now increasingly tapping into a trusted resource: their own employees.?

Enter: Employee Generated Content (EGC).

EGC is just what it sounds like: social content created by a company’s employees, for consumers. It encompasses a wide range of formats, from social media posts and blogs to videos and testimonials.?

Some recent examples of EGC include Coach, LTK and Abercrombie. This style of content is generally cost-efficient and easy to produce. Inherently social. It not only humanizes a brand but also fosters a sense of community and trust among employees and consumers alike.?

Here’s why it works:

1. It’s Rooted in Creator Trends: Culture is social and social is driven by content creators. By leveraging their employees to star in social content, brands can quickly jump on the latest creator trend, putting their own unique spin on it as a means of contributing to the social conversations (not to mention the potential to pick up some viral magic).?
2. It Spotlights Company Culture: EGC provides an authentic perspective on the company's culture, values, and products. Unlike some of that polished marketing stuff, EGC feels genuine and relatable, resonating with audiences on a personal level.?
3. It Fosters Brand Advocacy: Just as creators advocate for brands they believe in, employees can serve as powerful advocates for their own company. When employees share this kind of content, it's like having an army of brand ambassadors. Their friends, family, and work buddies are more likely to take notice and engage with posts from someone they trust. That means more eyeballs on the company and products.
4. It Increases Collaboration: When employees are involved in the content creation process and can share their ideas, insights, and successes, it can break down inter-departmental silos and fosters a culture of collaboration. When teams are working together and thinking outside the box, it can lead to fresh ideas, new platforms, and unexpected creative that captures the attention of consumers.

Content creators are changing the game in marketing, and their influence isn't just external. By taking a page from the influencer book and letting employees get creative, brands can build stronger connections with their communities.

So, give your employees the reins, let their creativity flow, and watch as your brand story gets a whole lot more real.

Corey Smock

Cycle is a full-service creator marketing agency. If you'd like to explore or chat with us about how we help brands craft breakthrough creator marketing campaigns you can email us directly at [email protected].