Why Your Next Marketing Star Might Be Sitting at the Desk Next to You

In the ever-evolving world of marketing, where every brand is vying for the top spot in the consumer’s mind, one trend is gaining momentum - and no, it’s not another TikTok dance. It’s called Employee Generated Content (EGC), and it’s about time we talked about it.

“Employee Generated Content is like User Generated Content, but with an internal twist - your employees,” says Oriana Somoza-Medina , Social Media Specialist at 4Time. “They already understand the brand deeply because they work with it every day. If you create the right culture, they can become your most authentic content creators, sharing insights that truly resonate with your audience.”

The Power and Key Benefits of EGC

Authenticity Wins:

Traditional marketing often feels like shouting into the void. Consumers are growing tired of glossy, overly polished endorsements and crave authenticity. EGC allows for genuine content created by those who know your brand best - your employees. People also value real voices, and employees sharing their insights and experiences creates a sense of transparency that resonates deeply with customers.

Leveraging Employee Networks:

Employees typically have 10 times more followers on social media than their employer’s official accounts. By collaborating with their social presence, your brand’s reach can expand exponentially. Employee-generated content is also 24 times more likely to be reshared than brand-generated content, amplifying your brand’s visibility. This increased reach translates to more opportunities for customer engagement.

Employee Engagement:

EGC also helps foster a sense of ownership and pride among employees. When employees see their contributions recognized and shared, it boosts morale and loyalty, leading to higher productivity.

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Why EGC Works?

“Consumers are becoming increasingly skeptical of influencers, and paid promotions often feel disconnected,” Oriana Somoza-Medina adds. “Instead, why not leverage your own team? Employees already understand the brand and can communicate more naturally. It’s a time-efficient and resource-saving strategy that feels more genuine to your audience."

1. Cost-Effective: Instead of paying influencers to promote your product, empower someone who lives and breathes your brand to share their experience. It’s like having your own in-house ambassador.
2. Humanizes Your Brand: When employees create content, it naturally reflects their day-to-day experiences. This makes the content more relatable and trustworthy, humanizing your brand in a way that traditional marketing often fails to achieve.
3. Boosts Recruitment: EGC isn’t just about marketing - it’s also a powerful recruitment tool. When potential employees see the authentic, engaging content your current team is putting out, they’re more likely to want to join the fun.

“At 4Time, we’ve integrated EGC into the core of our marketing strategy,” Kate de Wet explains. “The content our team produces is authentic and engaging, which is why it works so well. We’ve also helped many of our clients embrace this approach, collaborating with their employees to create content that truly reflects their brand identity. Companies like Pineapple and Galetti Corporate Real Estate have seen incredible success by empowering their teams to share their stories.”?

How to Implement EGC Successfully

• Strategise & Train: Align EGC with your brand’s objectives. Guide your employees through the process to ensure the content they create fits your brand’s voice and goals.
• Choose the Right Employees: Select employees who are competitive, open to learning, and well-versed in social media trends. Their content will be more engaging and informative.
• Avoid Forced Participation: Encourage, but don’t push employees to create content. Content should be free-flowing, thought-provoking, and creative—not a chore.
• Keep Employees Informed: Regularly update your employees on company happenings. The more informed they are, the more valuable their content will be.

With EGC, you’ve got the crown jewels right at your fingertips. It’s time to let your employees tell your brand’s story and watch as your audience starts to listen.