In today’s world, employees are no longer just workers, they’re becoming the brand ambassadors of their companies. Through their social media posts, they’re creating authentic content that resonates far more with audiences than traditional corporate marketing ever could. This trend, known as Employee-Generated Content (EGC) or Employee Advocacy, is booming as audiences seek real human connections over polished, scripted corporate messages.
At Purple Giraffe, we’re seeing it firsthand. More and more of our clients are embracing the idea that employees should share content just as much as the company itself. And the results speak for themselves: employee-generated content works.
So, let’s break down the key trends shaping EGC and why it is only getting more popular.
Key Trends Shaping EGC
- “WorkTok” and Unfiltered Content: Social media platforms like TikTok, Instagram, and LinkedIn are seeing an increase in employees posting more spontaneous, behind-the-scenes content. From day-in-the-life stories to office humour and candid insights, employees are moving away from rigid, formal messaging in favour of more relatable, personal content that resonates with audiences.
- The Shift on LinkedIn: LinkedIn, once solely a space for professional networking, is evolving into a platform for more personal storytelling. Employees are using it to share their career journeys, personal experiences, and even light-hearted takes on work life, creating a space for both professional and personal branding to flourish.
- Personal Branding Over Corporate Messaging: With growing distrust towards large corporations, employees are taking matters into their own hands. Also, by posting content on platforms like LinkedIn, employees not only promote their company but also build their personal brands, which strengthens their professional presence and credibility.
- Changing Motivations for Content Creation: Employees are no longer just posting for the sake of their employer. They’re driven by a desire to build their own influence and grow their careers. This shift means that employee-generated content is often more compelling and genuine, as it’s motivated by personal growth rather than corporate directives.
Why This Trend is Growing Stronger
- Wider Reach and Increased Visibility: Social media algorithms favour personal content, meaning employee-generated posts are more likely to reach a larger audience. In fact, employee advocacy can increase a brand’s visibility by up to 561% more than corporate accounts alone. This expanded reach is a game-changer for brand exposure.
- Relatable and Personal Content: Audiences are more inclined to engage with content that feels authentic and personal. Employees sharing their real experiences create a stronger connection with their audience, allowing the brand to be seen in a more approachable light.
- Trust and Authenticity: Consumers trust individuals more than businesses, making content shared by employees more credible. In a world where transparency is valued, authentic content from real people resonates more than polished corporate messages.
- Showcasing Company Culture: Employee-generated content offers a behind-the-scenes look into the daily life at a company. This not only humanises the brand but also gives potential employees a chance to see the company culture in action, making it easier to attract talent that aligns with the organisation’s values.
Final Thoughts
Employee-Generated Content is much more than a passing trend, it’s a strategic shift in how brands communicate with their audiences. By empowering employees to take an active role in content creation, businesses can show a more authentic side of themselves. This approach helps brands expand their reach, build stronger loyalty, and create meaningful connections.
If your organisation isn’t yet harnessing the power of EGC, now’s the time to start.
Get in touch with Purple Giraffe, and let’s chat about how we can help you bring EGC into your marketing strategy.
