On the WordStream and LocaliQ social accounts, the posts that tend to perform the best (and I’m talking 10X engagement! Tons of shares!) are ones that either feature our employees or that we share from our employees.
And that’s not unique to our business.
That’s the beauty of employee-generated content (EGC). When people working for your business share their own experiences, it lands differently. And it turns them into advocates and marketers (whether they realize they’re marketing or not).
I’m going to share 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.
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What is employee-generated content?
Let’s say you’re scrolling Instagram and come across a photo of the sunset. Posted by the bartender from the tiki bar at a Hawaiian resort, the caption simply says, “My view from the office.”
That’s EGC. It’s a real moment, shared by real employees. And this type of content naturally spotlights your brand.
Employee-generated content is any content (photos, videos, blog posts, etc.) that employees create that involves their experience with their employing company. It’s usually more human and more relatable than what your company page might share (employer-created content).
People often confuse EGC with user-generated content (UGC). Here’s the difference:
- UGC comes from customers and followers. Maybe it’s a guest at that same Hawaiian resort posting a reel of the waves crashing into their feet on the beach. It’s still fun content, but from the outside looking in.
- EGC is from the inside, so to speak, but not exactly corporate. It’s an authentic perspective from your staff. Sometimes funny or unpolished, but always real.
EGC comes in different formats, like:
- A plumber posting a video from their car, talking about their day-in-a-life driving to and from house calls.
- A chef sharing an Instagram Story, showing the catch of the day being grilled.
- A blog post written by a doctor on staff titled “What to Know About Cold & Flu Season”
And here’s an example of EGC in the wild, a TikTok video from a Papa John’s employee, @d0ughjoe, having fun with pizza dough:
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Benefits of employee-generated content
People trust people, and that’s why EGC lands differently. Here are some of the benefits.
1. It improves your brand’s authenticity, trust, and reach
Know when a friend recommends a good lunch spot, and then you make a point to check it out? That’s what EGC can do.
When an employee shares a glimpse into their workday (like a selfie while prepping flower leis at that resort), it doesn’t feel like marketing. But it still builds trust and expands your brand’s reach in ways that traditional ads can’t.
In fact, employee-generated content gets 8X more engagement than content shared by official brand channels.
“The most rewarding aspect of EGC is constantly seeing it drive 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 are proud to showcase our culture, expertise, and value we offer.”
And people trust EGC more too. Employees are trusted more than CEOs when it comes to talking about a company. So, when the front desk manager posts a quick reel about their favorite beach nearby, that’s influence.
2. It turns your team into advocates
When employees are proud of where they work, they might 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 crew posts a fun behind-the-scenes photo after setting up turtles made of towels for a family returning from snorkeling. It’s genuine and it connects. This kind of content brings your brand to life and helps followers and potential guests feel they could be part of that.
You could even create an official employee advocacy program to reward your team and encourage personal growth. Companies with socially-engaged employees are 20% more likely to retain them.
And 79% of companies that have an advocacy program see higher visibility on social media.
3. It’s a cost-effective form of marketing and recruiting
You’re probably already paying for some form of online advertising. EGC can help you tap into a built-in team of storytellers who already live and breathe your brand without tapping into your budget—allowing you to stretch your marketing dollars further.
Instead of hiring a production crew to shoot a tour of your resort in Maui, encourage (and reward) a handful of team members to record a few clips of their day. The walk to the beach chairs, what it’s like by the pool, etc. These moments can be more relatable and are definitely more budget-friendly. You can even put some of your ad budget behind these images or videos for increased reach with a personalized touch.
Plus, when employees share job openings or positive work experiences, those jobs receive 30% more applications. So, that clip of your activity coordinator ziplining with guests could help bring more candidates your way.
Types and examples of employee-generated content
EGC can be short and snappy, or it can be long and in-depth. It can be visual, or it can be just 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 this Instagram Reel from a Starbucks employee, @cuppa_rosielee, about loving their job:
What makes this so effective? It’s real moments from a real person, giving Starbucks more reach and relatability. No need for a camera crew.
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 investing in employee housing.
The article features insights and quotes from employees and discusses the resort’s commitment to improving employee housing. This content helps connect the employee experience to the resort’s reputation, and it’s good for SEO.
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Video testimonials and behind-the-scenes content
Videos are great for employee testimonials and showing what your business is like behind the scenes. They build trust with future hires and customers.
As an example, this YouTube video features employee testimonials from Anchor Real Estate, a real estate company in North Carolina, sharing what they love most about their jobs.
It’s simple, with team members sharing what they like about working there. It adds credibility that a careers page probably couldn’t.
Reviews and ratings on sites like Glassdoor
Sometimes, the most powerful content is the kind you didn’t ask for. For example, take this Glassdoor review:
Reviews may not be very exciting, but they can be influential for job seekers who are doing their homework about your business.
Employee feedback drives transparency and gives potential hires the kind of real talk that a job description just won’t offer.
How to encourage employee-generated content
Encouraging EGC at your business starts with creating the kind of culture where people want to speak up.
Here’s how to make that happen without handing out scripts or being awkward about it.
Create a culture of sharing and recognition
If no one’s talking about what they do, or they’re worried about saying the wrong thing, EGC isn’t going to work for you.
Think about a San Diego HVAC company. A technician named Mike just completed a rooftop unit install during a heatwave. If his boss posts it on Instagram, saying that Mike crushed the install, guess who might share something next time? …Mike.
When employees see their contributions being recognized, they’re 82% happier and more likely to talk about those contributions. Recognition is rocket fuel for content.
Start small by shouting out wins during team meetings. Highlight standout jobs in Slack. Feature employees on the company’s 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 sheet that includes things like.
- 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, which hashtags to use, and how to get reshared.
Make it feel 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 nudge. And a reward never hurts, so consider:
- A monthly gift card drawing for anyone who posts about the business.
- Company swag, gas cards, or even a fancy coffee run on the boss.
- An “Employee Post of the Month” that’s reshared by the company social pages.
For the San Diego HVAC team? Maybe it’s a contest for the coolest jobsite pic of the week, and the prize is a Yeti water bottle or lunch from their favorite food truck.
It doesn’t have to be huge, but it should be sincere.
For example, take storyarb, a ghostwriting agency for B2B execs. In May 2025, they started a 10-week competition where every employee had the chance to win $5,000. The employee with the most LinkedIn impressions for business-related posts wins. They found that some of the employees with fewer followers than the CEO were getting substantially more impressions.
Read the full results here.
Walk the walk: Leaders should participate
Nothing kills motivation like a manager who says “We need more EGC” but never posts anything themselves.
Your team is watching. If the owner posts a photo from a job site with the caption “AC is back on in record time,” it shows that storytelling is something the company believes in. If you want your team to talk about the brand, they need to see leadership doing it too.
Ready to hand the mic to your team?
Employee-generated content is one of the most honest, relatable ways to tell your brand story. From Instagram Reels on the fly to thoughtful blog posts and behind-the-scenes videos, EGC brings your business to life in a way polished ads can’t.
And when you give your employees the clarity and recognition they need, they’ll go to bat for you.
Make these your next moves:
- Start small and don’t overthink it. Look for moments that are already happening naturally. Then celebrate and reshare them.
- Make it feel fun. Keep your guidelines light and don’t force anything.
- Highlight the storytellers. Whether it’s a new hire, a manager, or someone in between, put their voice front and center.
