On the WordStream and LocaliQ social accounts, the posts that perform best (and I’m talking 10X engagement! Lots of shares!) are posts that either feature our employees or that we share with our employees.
And this is not unique to our business.
That’s the beauty of employee-generated content (EGC). When people who work for your business share their experiences, it makes a difference. And it turns them into advocates and marketers (whether they realize they’re marketing or not).
I’m going to explain why EGC is so powerful, some real-world examples to highlight how well it works, and show you how you can encourage more employee-generated content from your team.
Contents
What is employee-generated content?
Let’s say you’re scrolling through Instagram and see a picture of a sunset. Posted by a bartender from a tiki bar at a Hawaiian resort, the caption simply says, “My view from the office.”
This is EGC. This is a real moment, shared by real employees. And this type of content naturally makes your brand stand out.
Employee-generated content is any content (images, videos, blog posts, etc.) that employees create that includes their experience with the company that employs them. This is usually more human and more relevant than what your company page can share (employer-generated content).
People often confuse EGC. UserDeveloped Content (UGC). Here is the difference:
- UGC comes from users and followers. Maybe it’s a guest at the same Hawaiian resort as a train of waves lapping at their feet on the beach. It’s still entertaining content, but from the outside looking in.
- EGC is on the inside, so to speak, but not exactly corporate. This is an authentic approach from your staff. Sometimes funny or unpolished, but always real.
EGC comes in different formats, such as:
- A plumber is posting a video from his car, talking about his lifetime of driving and making house calls.
- A chef shares an Instagram story, grilling the catch of the day.
- A blog post written by a doctor on staff titled “What to Know About Cold and Flu Season”
And here’s an example of EGC in the wild, a TikTok video from a Papa John’s employee. @d0ughjoeFun with Pizza Dough:
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The benefits of employee-generated content
People trust people, and that’s why EGC lands differently. Here are some benefits.
1. It improves your brand’s authenticity, trust and reach.
Know when a friend recommends a good lunch spot, and then you make it a point to check it out? This is what EGC can do.
When an employee shares a glimpse of their workday (like a selfie of them preparing a bouquet of flowers at this resort), it doesn’t feel like marketing. But it still builds trust and increases your brand’s reach in ways traditional advertising can’t.
in fact, Get employee-generated content. 8X Greater engagement from content shared by official brand channels.
“The most rewarding aspect of EGC is that it consistently drives our highest levels of engagement and reach,” said Alexandra Howard, Brand Manager at LocaliQ. “Much of the performance is driven by our own employees, who take pride in demonstrating their culture, expertise and the value we offer.”
And people also trust EGC more. There are employees. Trusted more than CEOs. When it comes to talking about the company. So, when the front desk manager posts a quick reel about his favorite beach nearby, it has an impact.
2. It turns your team into advocates.
When employees are proud of where they work, they will naturally want to tell others about it. And when they do, it humanizes your brand. It creates a sense of community that you just can’t manufacture.
The housekeeping staff posts a fun behind-the-scenes photo after setting up turtles made of towels for a family returning from snorkeling. It’s real and it connects. This type of content brings your brand to life and helps followers and potential visitors feel like they can be a part of it.
You can also create an employee advocacy program to reward your team and encourage personal growth. There are companies with socially engaged employees 20% They are more likely to be retained.
And 79% Companies that have an advocacy program see more visibility on social media.
3. It is a cost-effective form of marketing and recruitment.
You’re probably already paying for some kind of online advertising. EGC can help you tap into a built-in team of storytellers who already live and breathe your brand without tapping your budget.
Instead of hiring a production crew to shoot your resort tour in Maui, encourage (and reward) a handful of team members to record a few clips of their day. How about a walk to the beach chairs, by the pool, etc. These moments can be more relevant and Definitely More budget friendly. You can even put a portion of your ad budget behind these photos or videos to increase reach with a personalized touch.
Plus, When employees share job opportunities or positive work experiences, those jobs are received. 30% More applications. So, that clip of your activities coordinator zip-lining with guests can help bring more candidates your way.
Types and examples of employee-generated content.
EGC can be short and sharp, or it can be long and deep. It can be visual, or it can just be text.
Here are some of the most common (and most effective) formats, and some real-life examples.
Social media posts and stories
Whether it’s a quick TikTok or a 30-second Instagram reel, social media is where EGC really shines. And especially when it’s authentic (and not part of a campaign).
take it This Instagram Reel From a Starbucks employee, @cuppa_rosielee, about loving her job:
What makes it so effective? These are real moments from a real person, giving Starbucks greater reach and connection. No camera crew required.
Blog posts and thought leadership
Not all EGC is bite-sized though. Some stories need room to breathe, like a blog post about Big Sky Resort in Montana. Investment in employee housing.
The article includes insights and quotes from employees and discusses the resort’s commitment to improving employee accommodations. This content helps connect the employee experience to the resort’s reputation, and is good for SEO.
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Video testimonials and behind-the-scenes content
Videos are great for employee testimonials and a behind-the-scenes look at your business. They build trust with future employees and customers.
For example, This YouTube video Anchor Real Estate, a North Carolina real estate company, shares testimonials from employees about what they love most about their jobs.
It’s simple, with team members sharing what they love about working there. This adds credibility that a career page might not.
Reviews and ratings on sites like Glassdoor
Sometimes, the most powerful content is the one you didn’t ask for. For example, check out this Glassdoor review:
Reviews may not be very exciting, but they can be impressive to job seekers who are doing their homework on your business.
Employee feedback promotes transparency and gives potential employers the kind of real conversation that a job description won’t.
How to encourage employee-generated content
Encouraging EGC in your business starts with creating the kind of culture where people want to talk
How to make it without referring to scripts or being weird about it.
Create a culture of sharing and recognition
If someone isn’t talking about what they do, or they’re worried about saying the wrong thing, EGC won’t work for you.
Think about a San Diego HVAC company. A technician named Mike completes the installation of a ceiling unit during a heat wave. If his boss posts it on Instagram saying Mike screwed up the install, guess who might share something next? …Mike.
When employees see that their contributions are being recognized, they are. 82% Happier and more likely to talk about these partnerships. Identity is the rocket fuel for content.
Start small by chanting victory during team meetings. Highlight standout jobs in Slack. Feature employees on company social media pages.
Provide clear guidelines.
Many people want To help, but they don’t know what to post or what’s safe to talk about. Help them out with a simple cheat that includes items.
- What you can post – for example, before/after shots of projects, team selfies, etc.
- What to avoid – for example, customer addresses, pricing, and complaints.
- Where to tag the company, what hashtag to use, and how to reshare.
Think of it more like a style guide and less like a legal document. Include some real employee examples.
Offer incentives.
Some people are intrinsically motivated, while others need a jolt. And a reward never hurts, so consider:
- Monthly gift card drawing for everyone who posts about the business.
- Company swag, gas cards, or even a fancy coffee run on the boss.
- An “Employee Post of the Month” reshared by the company’s social pages.
For the San Diego HVAC team? Maybe it’s a contest for the best jobsite photo of the week, and the prize is a bottle of Yeti water or lunch from their favorite food truck.
It doesn’t have to be huge, but it should be sincere.
Take StoryOrb, a ghostwriting agency for B2B execs, for example. In May 2025, they launched a 10-week contest where each employee had a chance to win $5,000. The employee with the most LinkedIn impressions for business-related posts wins. They found that some employees with fewer followers were getting significantly more feedback than the CEO.
Read full results Here.
Walk the Walk: Leaders must participate.
Nothing kills motivation like a manager who says “we need more EGC” but never actually posts anything.
Your team is watching. If an owner posts a photo from a job site with the caption “AC is back in record time,” it shows that the company believes in telling the story.
Ready to give your team the mic?
Employee-generated content is one of the most honest, relevant ways to tell your brand’s story. From Instagram reels to thought-provoking blog posts and behind-the-scenes videos, EGC brings your business to life in a way that flashy ads can’t.
And when you give your employees the clarity and recognition they need, they’ll be batting for you.
Make these your next moves:
- Start small and don’t overthink it. Look for the moments that are already happening naturally. Then celebrate and share them again.
- Make it feel fun. Keep your guidelines light and don’t force anything.
- Feature storytellers. Whether it’s a new hire, a manager, or someone in between, put your voice front and center.