People power: How your employees can bolster your brand

Your company's best spokesperson might be sitting right next to you.

Content from employees consistently outperforms what their company’s official channels produce, with 8x more engagement. On LinkedIn, users that share advocacy content see a 600% boost in profile views and grow their own networks three times faster. Why does this happen? Because people trust people more than brands. This form of advocacy not only enhances authenticity but transforms employees into trusted brand ambassadors who can elevate an organization’s employer brand.

Consumers and potential employees alike are seeking genuine voices and real experiences. Employee-generated content (EGC) is more relatable, more trustworthy, and ultimately more engaging. 

Here are four ideas for employee-generated content to promote brands.

1. A day in the life

One of the most compelling forms of employee-generated content is the “day in the life” format, where employees document their daily routines on social platforms. This type of content resonates because it’s personal and unpolished. It’s not just another marketing video but a real employee, in their own words, sharing their experience. Need some inspiration? Check out Indeed’s “A Day in the Life” series on YouTube. 

2. Celebrating big wins and lessons learned

Every milestone in the life of an employee or the company is an opportunity to tell a story and build community. Introspective, behind-the-scenes content, especially following a major milestone or company success, offers employees a chance to celebrate — and share their pride. Salesforce employees, for example, frequently post reflections after their annual Dreamforce event. They share photos, videos, and personal insights into how the event has impacted their teams and customers, while also showcasing the energy that made it possible.

3. Promoting job opportunities

When it comes to recruiting, no one knows better why someone should join a company than its employees. Encouraging employees to share job openings on their personal social platforms — paired with messages about why they love working there — can significantly enhance hiring campaigns. LinkedIn is the biggest platform where we commonly see this, with users sharing posts about open roles and providing their unique perspective on what makes their company a great place to work.

4. Employee profiles

Colleagues already talk with each other about what it’s like working at their place of employment, so why not take that conversation online? Employees can drive employer brands with profiles, blog posts, and Q&A interviews conducted by their peers. Such content is usually among the first things that job candidates seek out when they want to learn about their prospective employers. And leaders can and should get involved this way too! Anyone that wants to understand how a company works, what its values are, and generally what’s going on there will value any content that comes from the people within that organization.

Why this content matters and how to get started

The success of EGC boils down to trust, authenticity, and expanded reach. Audiences are increasingly skeptical of polished corporate messaging, preferring transparency and genuine voices. Employees are uniquely positioned to provide that in a way that traditional marketing cannot. Content created by employees humanizes the company and makes it more approachable, fostering a connection with audiences that goes beyond mere brand awareness.

Building a successful EGC strategy requires thoughtful planning and clear guidance. Here are four ways to kick off your initiative:

• Create a culture of advocacy — Fostering a culture that encourages sharing positive experiences is key. Empower employees by highlighting the value of their voices in shaping the company’s brand.
• Provide clear guidelines — While authenticity is crucial, companies should provide clear guidelines to ensure consistency and protect the brand’s image. Providing examples of what successful EGC looks like helps employees and employers alike feel confident in their content creation.
• Use tools and platforms — Make creating and sharing content for employees by partnering with user-friendly platforms. We think we do this pretty well at Vouch!
• Recognize and reward advocacy — Encourage long-term participation by recognizing employees who actively engage in sharing content. Whether through internal shout-outs, rewards, or even small incentives, positive reinforcement goes a long way in building a sustainable employee advocacy program.

Your people are gold

Employee-generated content offers brands a novel opportunity to connect with audiences that respond best to authenticity and derive their trust from it. From promoting job openings to celebrating company wins, empowering employees to share their experiences can significantly elevate your employer brand. By fostering a culture of advocacy and providing the necessary tools and guidance, companies can turn their workforce into powerful storytellers who amplify trust, engagement, and community.