What is employee-generated content?
EGC, similar in principle to user-generated content (UGC), is being harnessed by corporations across the world seeking to use their employees’ voices to help authentically and organically grow their brands and businesses.
User-generated content is unpaid and unsponsored – everything from photos and videos to blog and social media posts – created by everyday consumers, sharing their genuine love of a brand or product. Companies often contact these customers and secure the rights to use their content in their marketing efforts to good effect.
This approach has been widely used by companies for many years, taking advantage of the ever-increasing number of people sharing their personal lives on social media platforms like TikTok and Instagram. In consequence, the use of UGC strategies continues to grow at a rapid rate.
In today’s world, individuals are bombarded with competing messages and polished marketing materials, resulting in a growing inclination to disengage. Brands are aware of this and are increasingly turning to UGC to re-capture attention and increase credibility.
And it seems to be working.
According to a survey conducted by Entribe, a digital community activation platform, 84% of people are more likely to trust a brand if they use UGC in their marketing campaigns. The same survey showed that 77% of people’s purchasing decisions are influenced if a brand uses UGC.
In a more recent development, companies have also been turning to their employees for additional content production and alternative distribution outlets. This content forms the foundation of an EGC strategy.
Why do EGC strategies work?
As with UGC, employee-generated content is effective because it feels authentic. Unlike professionally created content, which can come across as more crafted than credible, this type of original content, created by engaged individuals, humanises the brand or product.
EGC has certain advantages over user-generated content. Companies are able to leverage the expertise of their employees to tell compelling brand stories. Through EGC, organisations are able to share how their products or services were produced, and give insights into the intention behind them – humanising the brand and making it more relatable.
Employee-generated content usefully combines the authenticity component of UGC with the brand messaging component of traditional marketing content. Companies are able to guide the narrative that their employees are creating and sharing, while its more organic look and feel maintains credibility.
EGC can also increase the reach of the content. ViralNation, a social-first marketing and talent agency, found that brand messages are re-shared up to 24 times more when distributed by employees instead of a company. LinkedIn, meanwhile, found that, on average, a company’s employees have access to a network which is 10 times larger than the organisation itself. In consequence, a well-orchestrated strategy can drastically amplify the distribution of their messaging.
Software companies like Gong, Chili Piper and Clari have all successfully applied a social media content strategy that involves both their executives and employees to promote product launches and their brands. Nehal Tenany, Content Marketing Lead at Clari, claims that she was able to generate over 3 million impressions for the company on LinkedIn, in just one month, using this strategy.
As with UGC and EGC, content generated by real, active members is more likely to resonate with others within their networks, and those in similar professional positions, because it comes across as authentic and reliable.
What Associations Can Learn from EGC
There is no doubt that associations can follow a similar model, deploying their members as content creators to help drive awareness of their organisation, promote events, as well as to retain and grow their membership base.
As with UGC and EGC, content generated by real, active members is more likely to resonate with others within their networks, and those in similar professional positions, because it comes across as authentic and reliable. By promoting the perspectives, achievements and work of existing members it provides an opportunity to celebrate them, thus assisting with retention and fostering goodwill toward the organisation.
Steps for Success
Ideally, associations should aim to recruit as many members as possible to assist with these efforts. To achieve this, they should make it as easy as possible for members to get involved, thereby maximising participation in content marketing efforts and creating positive outcomes.
Providing members with education on these initiatives can go a long way. Why are they being undertaken? What are the objectives? What does compelling content look like? Incentivising participation in some way, be this financially or otherwise, can also help motivate participation.
Rather than asking members to produce “evergreen content” (content that is continually relevant and not tied to a specific moment or event), it may be prudent to begin tackling content creation around a specific initiative or event. This gives a focus and makes it easier for less marketing-minded members to produce engaging materials, as their message is clearly targeted.
Creating content around an event or program will also make it easier for association staff to produce enablement materials that support members in their content creation. These materials should include things like: objectives, key messages, example copy or scripts, together with guidance on recommended best practices that participating members should adhere to. Such support makes it easier for members to get involved, increasing the likelihood that they will.
In terms of the types of content that associations should be encouraging their members to produce, video content continues to drive strong results for marketers. According to a survey conducted by HubSpot, a leading platform for marketing and sales tools, 39% of marketers reported that short-form video generated the largest return-on-investment. And given that practically everyone has a camera phone in their pocket, this is a good place to start.
Associations should, however, remind participating members that they are not trying to replicate branded content and that a simple selfie video – where the featured member speaks to camera authentically about their perspective on the event or initiative – is ideal for their purposes.
The Importance of Authenticity
In today’s digital world, individuals are confronted with a tidal wave of offers on how to grow their network and develop professionally. If associations want to win in this battle for attention, they need to be distinctive and stand out by being authentic and trustworthy.
By leveraging current members as online ambassadors for their organisation in this way, associations can provide a real and honest insight into their professional body, current membership base and what they can offer prospective members.