Employee-generated content (EGC) isn't new. From the early-to-mid 2010s, businesses have used employees to offer a more personal view of working life, from internal newsletters to testimonials. The launch of LinkedIn in 2003 saw the ‘rise of business networks’ where individuals could openly link their personal identity and work life to corporate brands. 

Businesses then moved into employee advocacy, where companies developed platforms to manage how staff shared brand material. And now, in the last six years, we’ve seen a huge shift into user-generated content and employee-generated content. 

So rather than simply sharing corporate links, this creator-led content has become behind-the-scenes content, dance skits, office chats, and employee fit checks on TikTok and Instagram. Retailers such as M&S and Asda have paved the way with funny, relatable content that connects with their audience. They showcase their talented, real staff, who use their product knowledge and personalities to connect with customers.

While working with external content creators can involve significant fees, employee content offers another way for brands to produce social-first material. But it isn't simply a cheaper alternative to influencer marketing. Its value lies in giving audiences first-hand access to the people who know the business, its products, and its culture. Again, and importantly, the conversation is always about creating authentic content. Because it will always win.

For PR and internal communications teams, the challenge is to help employees create content that feels natural while supporting the organisation's wider objectives. That means finding the right people, giving them the skills and confidence to create content, and setting clear boundaries without scripting every post.

Turning employees into content creators takes more than a phone camera

The first step is finding people who have something worth saying. They don’t need a large social media following or experience in front of a camera. They need to know their subject, understand what matters to customers and be willing to share their knowledge.

Lucie Cave, media and entertainment leader and former chief creative officer at Bauer Media, says, “Look for people who have real energy and passion for what they do, know the product or job inside out, and can explain why it matters to customers.”

Charlotte Harvey, managing director of Hotwire UK, agrees that brands should look beyond follower counts and performance skills. “The goal isn't to find the loudest voices. It's to find people with valuable insights and a genuine point of view,” she says. "Employees often have highly engaged niche audiences that trust their expertise, making them incredibly effective messengers even if they aren't experienced content creators."

An existing social media presence can help identify potential contributors, but it shouldn’t be a requirement. Internal communications teams can invite staff to suggest ideas, nominate colleagues or volunteer for a pilot piece. The key is that people want to take part, rather than feel they have been handed another task.

Before asking employees to create content, brands need to be clear about what they want it to achieve. That might mean explaining how a product works, showcasing specialist knowledge, or giving customers a behind-the-scenes view. The purpose should be to guide the stories employees tell, without dictating how they tell them.

As Cave points out, employees bring “expertise, personality and a behind-the-scenes view that makes a brand feel more human”. That advantage disappears if every post sounds like it came from the corporate communications team.

The best stories often come from everyday work. A fashion stylist might show customers how to wear a new collection; a supermarket employee could explain what makes a product worth trying. A short video answering a question customers regularly ask can be more useful than a carefully staged brand video.

Communications teams can help employees find these stories by sharing business updates, suggesting topics and encouraging staff to pitch their own ideas. The aim is to provide a starting point. Employees should be able to draw on their own experience and personality, while keeping the audience in mind.

Knowing what to say is only part of the job. Employees who are new to content creation may need help with the practicalities: framing a shot, finding good lighting, recording clear audio and writing an effective caption. Training can also cover how to understand the differences between LinkedIn and TikTok, and look at appropriate tone and format for each platform.

This support does not have to mean taking control of every post. IBM, for example, has used an employee “Buzz Squad” to help staff create content around events, with its social media team offering advice on the ground. It is a practical model for communications teams: give employees a clear point of contact and help when they need it, while allowing them to respond to what is happening in their own way.

How to guide employees to be confident and on-brand

It doesn’t have to be complicated. A short session, supported by examples and opportunities to practise, can give employees the confidence to start. Employee content can come with risks as well as opportunities, which is why guidance really matters. Staff need to understand what they can share, when posts need reviewing, who to contact and what must remain confidential. Customer information, unreleased products, commercially sensitive details and workplace privacy should all be covered before anyone starts filming. 

“The organisation’s job is to give them a clear purpose, useful support and sensible boundaries, then trust them to sound like themselves,” adds Cave. “If every word feels scripted, you lose the thing that makes employee content appealing.”

Harvey makes a similar point, arguing that PR teams should create “guardrails rather than scripts”.  

“Clear guidance around disclosure, confidential information, regulatory requirements and sensitive issues gives employees confidence to participate while protecting the organisation. I often describe it as ‘freedom within a framework’,” she adds.

A clear approval process can help that balance. For example, a product demonstration may need little intervention, while content involving a sensitive subject or a major announcement may require more eyes on it.

The process should also set out where content can be published and whether the brand can reuse it on other channels. These questions are easier to resolve early in production, or even before that, than after a post goes live.

Supporting employees and reviewing content

Once EGC is running, brands need to assess whether it is achieving its purpose. Views, shares and engagement can indicate whether content is attracting attention, but they are not the only measures worth tracking. Website visits and product-page traffic may matter more for some campaigns, while audience feedback can indicate whether the content is building trust.

Harvey argues that employee-generated content should be part of the wider communications strategy, rather than a standalone initiative. When a business launches research, announces a product or responds to an industry issue, employees can help extend the story. As she explains, “the company provides the headline narrative, while employees add context, expertise and personal insight”.

The experience of the employees involved matters hugely. If their participation becomes a burden or they feel uncomfortable, then the EGC should be reviewed immediately. Internal communications teams should always check in with contributors and ask what is working, what support they need and whether the time required is manageable.

Cave recommends starting small, choosing a format that can be repeated and learning from the results. “Consistency matters more than waiting for everything to be perfect,” she says.

There is no need to launch with a large group or a super-detailed production plan. Find willing contributors, give them the tools and guidance they need, and make room for them to tell stories in their own way.

Maria Martin is a digital editor, freelance writer specialising in travel features, wellness and business. 

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Further reading

Engage your workforce to make collaborative content

Reddit: the platform PR professionals can no longer ignore

PR agency or in-house: can brand reputation be left in the hands of strangers?