Get your local business on board with employee generated content!
It’s time for brands and businesses to realise the value of their employees as content creators! Local businesses can hop on board with employee generated content by encouraging their people to come out in front of the camera, get creative and create some content.
When your employees speak, people will listen. Why? Because 92% of consumers trust online content from friends, colleagues and family members more than any other form of content.
Another type of content? What is this one?
You’ve heard of user-generated content, now let’s chat about employee-generated content. EGC allows your employees to make content whilst representing your company on social media. This content can be shared on both their social media, and on yours, as the business. The most popular type of content is usually photos and videos fit for social media, but you can also branch out into podcasts and blog posts too.
What is so good about employee generated content?
We’re all sick of this word, but with lack of a better one - employee generated content feels a lot more authentic than some other types of content, it comes across as a very reliable source of information for your audience because your employees are providing genuine perspectives. Reliability and trustworthiness are key points in any business marketing strategy.
Your employees are living and breathing your business and product - they are experts on their own subject matter. Is there anyone better to create content about it? Your employees are able to create content that isn’t just the same old sales pitch. The algorithm is constantly offering up sponsored ads and influencer marketing - this type of content feels like a breath of fresh air because it is more of a conversation than a sales pitch.
Why does employee generated content work?
People are influenced by people. That is why influencers exist, in employee generated content your employee is a type of influencer. EGC shifts the spotlight from your business, to the employee, a person. The stories that your employee shares are able to create an emotional connection with your audience and showcase the human side of your business. Turn your workforce into brand ambassadors.
People connect with culture. Through employee generated content you can effectively showcase your brand values, build trust and foster emotional connections. This, in turn, can positively influence purhcasing decisions and brand loyalty.
Any other benefits?
They might not be involved in the general marketing of your business, but that doesn’t mean they don’t have great ideas and perspectives. Employee generated content will allow you to showcase your workplace culture, including fostering innovation and valuing diverse perspectives.
Employees perform better when they genuinely feel valued and engaged in their work - EGC can help with that! Allow your employees to have a voice, let them feel like they belong and are an essential part of the business (because they are.)
Marketing can cost you the big bucks if you let it. Employee generated content is organic and won’t cost you the earth because it’s a cost your already paying for!
You’re going to get noticed. Someone looking for a new job is going to notice that employees are sharing their love for their employers and the business they work in. Showcasing your work culture will help you attract high quality employees.
Setting some guidelines
You might find some employees are not interested in participating in this content, and that is totally okay! BUT for those that are, setting some guidelines for being involved is a great idea.
Don’t force participation - everyone has their own strengths and it might not be in front of the camera.
Ensure everyone is aware of your businesses mission statement, brand values and policies.
Create and distribute resources such as ‘social media best practices’ and tips for creating great content. You will also want to include style guides, brand personas and content tools.
Acknowledge and reward employees who actively contribute.
My biggest tip: make sure you include diverse personalities in your content, you’ll be able to connect with different audience segments and highlight company culture.
