Workplace influencers: How employee-generated content is changing the game

Social media has woven itself into the fabric of our daily lives. Often, we find ourselves glued to our screens, consuming content for hours on end. Among the memes, dances, and vlogs we see online, a new format has emerged: employee-generated content (or EGC). Yes, even employees are now stepping into the role of content creators for their companies, and this shift offers significant benefits for businesses and individuals alike.

This behind-the-scenes approach—where employees share glimpses of their day-to-day activities, team camaraderie, and personal insights—builds trust and fosters authentic connections. It also serves as a powerful tool for attracting new talent, as potential applicants are drawn to workplaces that showcase a positive and engaging environment.

But what happens if you’re asked to participate? What are the benefits, challenges, and potential gains of contributing to this kind of marketing strategy? Before you decide if EGC is for you, it’s important to understand exactly what it is and how it works.

The trusted voices building EGC

Personal branding and business growth expert Svenja Maltzahn explains that “employee influencers are people within a company who share genuine insights about their work, culture, and values on social media. They’re trusted voices that bridge the gap between the brand and the outside world, creating an authentic connection.”

Maltzahn also highlights the distinction between corporate influence and employee branding, noting that “corporate influence focuses on building the company’s authority and aligning with business objectives—often for B2B impact. Employee branding, meanwhile, highlights individuals, often more relatable for consumer trust and engagement.”

Trust has become one of the most important values, with 81% of customers valuing authenticity as a crucial factor in their decision to support a brand, according to a 2020 survey by Edelman. According to LinkedIn, a strong employer brand can lead to a 50% increase in the number of qualified candidates, proving its direct effect on talent acquisition.

The benefits and challenges for employees

For employees, becoming an influencer for their company can unlock several benefits. Maltzahn highlights, “Increased visibility, stronger networks, and often a faster track to being seen as a thought leader.” However, the journey isn’t always straightforward. “Sometimes it’s hard to know where to start or how best to position yourself, and that’s where an expert consultant can help,” says Maltzahn

“Employees should never feel obligated to like or engage with brand content unless they genuinely want to,” Maltzahn explains, even as social media becomes a central focus for many businesses. Privacy remains a key concern, and Maltzahn notes that companies should ensure EGC programs remain voluntary, unforced, and respectful of personal boundaries. “A clear agreement about what’s encouraged versus expected goes a long way in keeping it fair.”

When done right, EGC creates a win-win. Employees feel valued, customers connect with authentic voices, and the brand gains trust and credibility.

People follow people

“People want to follow people, not faceless brands,” Maltzahn states. She explains that the most impactful type of EGC comes from personal stories. “Customers relate to the human side of employees,” she explains, noting that behind-the-scenes moments, challenges, and personal learnings resonate deeply, showcasing a brand’s culture and building genuine trust.

Looking ahead, Maltzahn sees EGC as poised to become a cornerstone of marketing strategies, with a growing focus on corporate influence, especially on platforms like LinkedIn.

For employees new to creating this type of content, Maltzahn advises, “Start small, be yourself, and focus on adding value. Don’t overthink it. Share moments that inspire you, and let your personality shine through.” She also suggests experimenting with video, as it’s currently one of the best-performing formats on social media.

Key takeaways for employees

EGC can be a fun and rewarding way to share your story, connect with others, and even advance your career—but it should always be authentic. Here’s what to keep in mind if you want to explore this new way of working:

• Voluntary and transparent participation: Employees should never feel pressured to create or engage with content. Keep it optional and set clear boundaries to protect your privacy and individuality.
• Start small: Be authentic and focus on moments that resonate with you. Experiment when it feels right, but don’t overthink it.
• Employee empowerment: Sharing experiences can enhance personal brands, build stronger networks, and even accelerate pathways to thought leadership

Photo: Welcome to the Jungle
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