I recently tuned into a fascinating segment on the BBC World Service about the rise and impact of employee-generated content (EGC). As someone who is passionate about authentic communication and meaningful branding, I found the conversation super insightful and wanted to relay the main points here.
In today’s digital world, audiences are increasingly drawn to authenticity. They want real voices, real experiences, and real stories. This is where employee-generated content can make a powerful difference.
The Power of Employee-Generated Content
When employees share their own stories and experiences as themselves, it creates a level of trust and relatability that traditional marketing often cannot achieve. It humanises a brand and gives a true glimpse into the day-to-day culture of a business.
Some of the key benefits of employee-generated content include:
- Authenticity: Content created by employees tends to be more relatable and trustworthy because it is less polished and more genuine.
- Higher Engagement: Audiences respond well to real stories, often leading to increased interactions and broader reach.
- Recruitment Appeal: Future employees can gain a realistic insight into company culture, making recruitment messaging stronger and more believable.
Why Businesses Are Moving Away from Influencers?
One of the major trends highlighted in the BBC discussion was the growing shift away from relying heavily on influencers. While influencer marketing was once seen as the gold standard for reaching audiences, there is now increasing scepticism among consumers. Many audiences feel that influencer promotions can seem staged, overly polished, or insincere, particularly when endorsements are tied to large payments.
Businesses are recognising that genuine, unfiltered voices, such as their employees, can often deliver more meaningful engagement than paid influencer campaigns. Employees are seen as credible ambassadors who can share authentic experiences without the suspicion of being ‘paid to say it’. In an era where trust is a crucial currency, brands are wisely looking inward to find their most powerful advocates.
Important Considerations
However, it is not simply a case of letting employees post whatever they like. One of the important points raised in the BBC discussion was that employees need to be clear about the company’s tone of voice, values, and brand message. Without this, there is a risk that well-intentioned content could do more harm than good.
To make the most of employee-generated content, businesses should:
- Provide Clear Guidelines: Set out the tone, topics, and types of content that are appropriate, without stifling authenticity.
- Encourage Participation: Create a culture where employees feel supported and valued when they share their experiences.
- Offer Training and Support: Not every employee will be confident in creating content, so simple training sessions or templates can help.
- Highlight a Range of Voices: Celebrate the diversity within your organisation by encouraging a wide variety of stories and perspectives.
The BBC World Service segment highlighted that employee-generated content is not just a passing trend. It reflects a deeper shift towards trust, openness, and connection in business communication. When handled thoughtfully, it can bring huge benefits to a brand’s reputation, both internally and externally.
As someone who is always exploring ways to blend authenticity with strong branding, this topic really resonated with me. I will definitely be thinking more about how genuine stories and real voices can play a part in modern brand-building strategies.
Sarah