Employee Generated Content: The New Authenticity Trend in Marketing
Before diving into the details of employee generated content, quick question —When did you last trust a brand’s polished advertising campaign over a candid behind-the-scenes post from one of their employees? If you’re at a loss, you are not alone!
Humans, not logos, are trusted these days. That’s exactly why employee-generated content (EGC) rules the marketing world. Today, consumers aren’t stuck on photos and rehearsed testimonials posted by brands. Instead, they are looking for something real. And what could be more authentic than hearing directly from the individuals that drive a business?
That’s the magic of EGC—it’s genuine, relatable, and oh-so-effective. Let’s break down why employee-generated content is the new authenticity trend brands can’t afford to ignore.
So, what exactly is Employee Generated Content?
Employee generated content is exactly what it sounds like—content created by a company’s employees instead of its marketing team. We’re talking about selfies from the office, daily casual videos, blog posts about projects, and even behind-the-scenes peeks at how products are made or services delivered.
It’s raw. It’s real. And, best of all, it doesn’t scream “ad.” That’s exactly why employee-generated content (EGC) hits differently—especially with younger audiences who are totally over being bombarded with polished, salesy posts and videos. Gen Z and Millennials can spot a hard sell a mile away, and they’re not having it.
Think of EGC as user-generated content’s cooler, more authentic sibling. But instead of customers talking, it’s your employees stepping up as brand storytellers. They’re giving people an insider’s look at what makes your company tick—and that unfiltered, human perspective. That’s what audiences are craving right now.
Why is everyone obsessed with authenticity right now
We live in an era when trusting any brand is challenging. According to Edelman’s 2024 Trust Barometer, people trust other people way more than they trust businesses. It’s no wonder—audiences today are savvy. They can smell an ad from a mile away and know when something feels scripted.
That’s where employee-generated content comes in. It’s authentic by nature because employees share their own experiences in their voices. And it works because people relate to people. A behind-the-scenes TikTok from Sarah in customer service? It’s more believable (and likable!) than a polished brand video.
It builds trust when employees talk about their work, share their passion, and give outsiders a glimpse into company culture. And trust is the new currency in marketing. Here are some terrific reasons to look for the effectiveness of employee generated content-
Authenticity that can’t be faked: Employees aren’t actors reading scripts. They’re sharing genuine experiences. Whether it’s a post about a team volunteer day or a video showing how they collaborate remotely, it’s the kind of content that feels real—and that resonates.
Humanizes your brand: People don’t connect with faceless corporations. They connect with humans. EGC lets your audience meet the people behind your brand, making your business more approachable and relatable.
Boosts employer branding: Want to attract top talent? Let your employees show off why your company is a great place to work. EGC isn’t just great for marketing to customers—it’s also a magnet for future hires. If someone sees happy employees sharing positive experiences, they’ll be more inclined to want in on the fun.
Expands reach (organically): When employees share content on their personal social media, it reaches their networks—people who might never have interacted with your brand otherwise. It’s like having an army of micro-influencers who are already passionate about your company.
Brands that have nailed employee generated content
With such a big impact of EGC, many brands are already reaping the rewards. They’re not just talking the talk—they’re letting their employees walk the walk, post the post, and show the world what their company is about. Here are a few standout examples:
Starbucks: If you’ve ever seen a Starbucks barista showing off their latte art or giving a glimpse into their morning routine on TikTok, you’ve seen EGC in action. Starbucks encourages its employees to share content, and it helps reinforce the company’s image as fun, welcoming, and authentic.
Salesforce: Salesforce’s #LifeAtSalesforce hashtag on LinkedIn and Instagram is full of employee stories. From charity work to work-from-home setups, employees are constantly sharing content that showcases the company culture and values.
Zappos: Known for its quirky, people-first brand, Zappos empowers employees to create and share content that reflects their offbeat and customer-obsessed culture. And guess what? It works. Customers feel like they know the people behind the company.
How to get started with employee generated content (without it feeling forced)
If you’re thinking, “This sounds awesome, but where do we start?”—you’re not alone. The good news? EGC doesn’t require a huge budget or fancy equipment.
You just need to create an environment where employees feel excited (and safe) to share their experiences.
Lead by example: If your leadership team is posting behind-the-scenes content or showing off their workdays, others will feel encouraged to join in.
Create a safe space: Make it clear that employees can share their thoughts and experiences without fear of being “off-brand.” The more genuine, the better. Of course, you’ll want some basic guidelines (no spilling secrets!), but keep it light.
Celebrate employee stories: Feature standout employee posts on your brand’s main accounts. Give shout-outs in company newsletters. The more you celebrate your team’s content, the more others want to join.
Provide tools and training (If needed): Not everyone is a natural content creator. Offer workshops or resources to help employees feel confident creating and sharing posts.
Common mistakes to avoid (because nobody likes cringe content)
One common mistake with employee-generated content is forcing it. If employees feel pressured to post about how much they love their job or follow overly scripted guidelines, it quickly comes across as inauthentic.
People can tell when anything is staged, and content that looks phony destroys trust more rapidly than anything else. Since the authenticity and unadulterated character of EGC make it so powerful, it’s critical to maintain voluntary engagement and allow employees to express their actual experiences in their own words.
Another pitfall is ignoring privacy concerns or failing to promote diverse voices. Not every employee wants to be front and center on social media, and that’s okay—respecting personal boundaries is crucial. At the same time, avoid spotlighting the same small group of people repeatedly.
To keep EGC fresh and representative, encourage participation from different departments, teams, locations, and roles. A variety of perspectives helps paint a richer, more authentic picture of your company culture.
The future of employee generated content: authenticity wins
Here’s the deal: employee-generated content isn’t going anywhere. As audiences demand authenticity, EGC is becoming one of the most effective (and budget-friendly) ways to build trust and humanize your brand.
It’s not about chasing trends or racking up views (though that’s a bonus). It’s about letting the people who know your brand best—your employees—tell the story. And in a world where realness matters more than ever, that’s exactly what consumers want to hear.
So, if you’re not already tapping into the power of your team’s voices, what are you waiting for? The era of employee-generated content is here, changing marketing for the better.
Cut to the chase
Employee-generated content is the authenticity trend winning hearts (and followers). By empowering employees to share their real stories, brands build trust, humanize their image, and create content that connects. And the best part? It’s real, relatable, and refreshingly human.
