Employee-led Content's Covert Influence in Corporate Communications
Kelly Ehlers helms The Evoke Agency, a renowned organization that specializes in social media, content creation, and PR, securing spots on the Inc 500 and 5000 lists for four consecutive years. As social media platforms prioritize original content, brands seek innovative avenues for content development. Enter employee-generated content (EGC), a cost-effective and impactful solution to amplify a company's social media presence.
EGC offers numerous benefits, chief among them being the opportunity to present an authentic glimpse into the individuals that breathe life into a brand. In today's consumer-driven market, authenticity holds significant sway. One study reveals that an astonishing 88% of consumers consider authenticity a crucial factor in their brand selection. Moreover, TikTok reports that half of social/video platform users are drawn to content that mirrors their lives. Emotional connections formed through EGC not only bolster social media engagement but also spur increased spending from loyal customers – 57% of consumers choose to spend more with brands they feel connected to – and incline them to buy from said brands over competitors.
EGC is more than just an effective marketing tool; it is also a resource-conscious strategy. By leveraging internal expertise, content creation becomes markedly more economical and streamlined compared to reliance on external partners. Furthermore, collaborative content creation fosters a stronger sense of belonging within the organization and boosts productivity among its members.
Recruitment efforts further benefit from EGC. As a 2021 survey on recruitment future trends indicates, 86% of job seekers use social media to explore job opportunities.
Activating an EGC strategy begins with establishing clear guidelines, such as tone, messaging, and visual identity. Offering branded templates, video creation tools, and training sessions ensures a seamless content creation process for employees.
To incentivize employee involvement, consider offering rewards for outstanding contributions or organizing monthly or quarterly content challenges. Recognize and appreciate contributions with shoutouts, small gifts, or professional development opportunities. Leadership should also participate, setting a positive example and demonstrating the importance of EGC.
By tapping into employees' voices, companies generate authentic, relatable, and engaging content that resonates with audiences while fostering a thriving internal culture. As consumers continue to demand authenticity, EGC represents a potent, scalable solution for brands to differentiate themselves and develop enduring connections with their clientele.
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- At The Evoke Agency, led by Kelly Ehlers, executives have leveraged employee-generated content (EGC) as a cost-effective and impactful strategy, securing creditlines for original content creation.
- Brandwatch, a leading social intelligence platform, has identified a significant trend in the market, revealing that 88% of consumers prioritize brand authenticity in their selection process.
- Traditional marketing methods have evolved, and executives now recognize the value of EGC in building strong emotional connections with consumers, driving increased spending and loyalty to their brands.
