Employee Generated Content

Read on to find out why you should be considering Employee Generated Content as part of your marketing mix.

You’ve been in marketing long enough to know that people buy from people.

That’s why we spend so much time injecting personality into brands and building relationships with audiences.

It’s also why Employee Generated Content is on the rise, particularly on LinkedIn. If you want people to care, you need real people telling real stories. Sometimes the best brand storytellers are your employees. And when they share their stories, you get something influencers can’t always deliver: authenticity and trust, without the invoice attached.

What is Employee Generated Content?

Employee Generated Content (often referred to as EGC) is content created by the employees of an organisation, that gives their unique insights on topics related to their workplace or industry, whilst showcasing their individual personality.

Why your colleagues’ voices matter

Your colleagues are walking, talking credibility machines. Here’s why their voices  matter:

Talent: When people like your people, they want to be part of your story, they want to join your organisation. Heroes attract heroes.

Reach: Every employee post extends your audience, creating a ripple effect.

Campaign boost: Personal brands often outperform official channels.

Authenticity: Imagine your fundraiser, buzzing with energy, telling campaign stories from behind the scenes. Magic.

Relatability: People engage with those who share their values. Shared values = stronger support.

“But won’t legal have kittens?”

Yes, encouraging staff to build personal brands comes with risk. They might say the wrong thing. They might go off-message. But you’ve already trusted them to represent your organisation offline. Why not online too? With simple guidelines, a disclaimer (“views are my own”), training, and a crisis plan in the bag, you can mitigate risks. Most of the time, trust pays off.

Who’s doing it well?

Mark Funnell (National Trust): Weekly climate and nature posts that spark real conversation.

Eleshea Williams (Amnesty International): Smart, snappy “edutainment” content with a Gen Z edge.

Nick Wright (Alzheimer’s Society): Honest storytelling around dementia and how to effectively build awareness around sensitive issues.

Give them a follow if you don’t already. Your life will be richer for it.

How to measure success

Wondering if Employee Generated Content is working?

Look at:

Engagement: Are staff posts getting likes, comments, shares?

Reach: Are your charity’s stories being seen by new audiences?

Connections: Are team members growing their networks with relevant people (supporters, partners, funders)?

LinkedIn SSI: Want a single number that tracks your progress? Check out my blog post on the LinkedIn Social Selling Index. It shows how effective you are at building your personal brand, engaging with insights, and nurturing relationships. You can view your free SSI score right here 👉 LinkedIn Social Selling Index

Tiny steps, big impact

I honestly believe that employee generated content is becoming key for brand growth. You can start small. Ask interested members of your team to share just one story a week. Celebrate it internally. Track engagement, reach, and SSI scores. 

So what do you reckon? Will you be encouraging Employee Generated Content at your organisation?

If you’re interested in converting your employee voices into your marketing superpower, get in touch. I’d love to help you to train your team.