In an era of marketing budget cuts, a new digital strategy is taking hold: leveraging Employee Generated Content (EGC). Let’s take a closer look at this emerging trend.
During the recent Fall Recruitment segment, HR consultant Leila Senoussi shared her insights on the current challenges of attracting candidates, especially given the economic slowdown.
“The same job posting that brought me fifty résumés last year only gets me about ten now,” she observed. “Posting alone is no longer enough. Employer branding needs attention.”
One of her key recommendations is that companies bolster their presence on social media.
“Social media shouldn’t just be a place to share job postings,” she warned. “It should showcase company life. This can include employee photos—with their consent. You need to show why it’s worth working at your company. Businesses are often likened to a second family—so show it!”
When employees themselves create and star in social media content, we step into the world of Employee Generated Content (EGC). Think of it as shining the spotlight on employees—affordably.
Unlike polished content produced by external agencies or high-level production teams, EGC involves minimal expense, notes Katie Salcius, a content creation consultant, in Forbes:
“It’s the latest form of content sweeping the web. And it’s no longer confined to professional networks like LinkedIn. EGC grabs attention on Instagram, TikTok, and YouTube.”
A clear example is the flood of workplace TikTok videos, from traditional #officepranks (7,638 posts) to the recent wave under #genzmarketing, where employees describe their workplaces using Gen Z jargon. This trend has been dubbed “Let Gen Z Write Your Marketing Script.”
Not Just Fun and Games
While EGC often features lighthearted content, Katie Salcius emphasizes its deeper potential:
“Employee-generated content is much more than goofy dances on TikTok or pranks on your boss. It highlights the daily work of your team, builds trust, and fosters stronger connections with your audience.”
It’s a format businesses are already familiar with. According to a Semrush analysis, 86% of brands already incorporate User Generated Content (UGC) into their marketing strategies. The idea is to provide a behind-the-scenes look: a lunchtime conversation captured on the fly, an employee reacting to achieving their goals, Halloween costumes on display, and so on.
A Human Connection Worth Investing In
The strategy is worth exploring. As Caroline Boyce pointed out during a recent HR conference, nurturing a “human connection” with candidates is essential. Employee-generated content isn’t just marketing; it’s an authentic way to show potential hires the heart of your organization.
