The rise of Employee Generated Content

EGC involves your team sharing their work experiences, knowledge and content on their own social channels. From LinkedIn posts about career growth to Facebook engaging with community groups, this content is trusted and relatable.

Why it works: People trust people. Your employees are seen as more genuine than a faceless brand account (particularly in service led businesses). Their content gets higher engagement, feels more human, and can enhance your brand’s reach without extra ad spend.

At Katie Thomson Marketing, we offer LinkedIn training for teams within businesses, all based around the power of EGC. While a business account certainly has its place, users often scroll past brand posts without much thought. But when an employee shares the same content on their own profile—adding their voice, insights, or even just a short comment—it becomes more relatable and reaches a much wider audience.

Not only does this promote your business to potential customers or clients, but it also helps attract new talent. People want to work where people love to work—and nothing says that better than your team sharing your brand content.

EGC can be especially impactful for professional, service-led businesses on LinkedIn. Meanwhile, product-based businesses might find more success through EGC on Facebook or Instagram. And let’s not forget the power of local: a recommendation from an employee in a Facebook community group can be incredibly persuasive for small, local businesses.

To make the most of EGC, you need to provide guidance on brand values, tone of voice, and content ideas—but don’t be overly prescriptive. The magic of EGC lies in its authenticity.

That said, EGC still needs to be managed like any other part of your marketing strategy. Whether it's a clear set of brand guidelines, a simple approval process, or monthly content themes, it’s important that all employees understand the rules and feel confident contributing.

Most importantly keep it simple and ensure it is right for your business. If your team might benefit from Linkedin training or you would like to understand whether Employee Generated Content is right for you get in touch touch with our expert Katie Thomson - katie@ktmarketing.uk