EGC | Employee-Generated Content | Colibri Digital Marketing

In a digital world where consumers are constantly bombarded with ads, curated posts, brand messages, collaborations, trends, and news, trust has become the currency that matters most. Credibility isn’t just about polished messaging anymore; it’s also about brand authenticity. One of the most powerful (yet underutilized) ways to earn that trust is through employee-generated content (EGC).

Picture this: Who can highlight your company culture and values better than those who live and breathe your brand every day?

Scroll down to learn more about employee-generated content: 

1. Why it works.
2. How to encourage it.
3. How it can become your secret weapon for building brand trust.

What Is Employee-Generated Content (EGC)?

Employee-generated content is any content created and shared by employees about their company. This can include:

• Behind-the-scenes photos or videos from the office or company events.
• Personal stories or experiences related to their role or team.
• Social media posts about work milestones or company wins.
• Blog articles or LinkedIn updates reflecting their industry expertise.

Unlike influencer marketing or user-generated content, EGC comes from the inside. It’s not paid, staged, or controlled. It’s real people sharing their genuine perspectives — that’s precisely why audiences trust it.

Why EGC Is So Powerful for Building Brand Trust

People trust people more than they trust logos. According to Sprout Social’s #BrandsGetReal report, 70% of consumers feel more connected to a brand when its CEO is active on social media. Even more compelling, 72% of consumers feel similarly when employees share information about a brand online.

Here’s why EGC hits different:

• Authenticity: It’s not a marketing script — it’s someone’s lived experience.
• Relatability: Potential customers see themselves in your employees.
• Credibility: Employee voices feel unbiased and genuine.
• Transparency: EGC gives a “peek behind the curtain,” which fosters trust.

It resonates when an employee shares their excitement about a project or pride in being part of a team. It sends the message: This company is the real deal.

The Psychology Behind EGC and Trust

EGC taps into powerful psychological drivers that influence trust and perception:

Social Proof

People are more likely to trust and engage with a brand when they see others doing the same, especially if those others are insiders.

Humanization

Employees make a brand feel personal. Instead of faceless marketing, customers connect with real stories, real people, and authentic experiences.

Reciprocity

When employees openly support their company, it provides valuable insights. Audiences often reciprocate with loyalty or support.

And here’s a bonus: EGC doesn’t just build external trust. It can also boost internal trust by making employees feel heard, valued, and empowered.

Real-World Examples of Brands Using EGC Effectively

Let’s look at how a couple of brands are using employee voices to grow trust and engagement:

ClickUp

A productivity and project management company has built a vibrant internal culture that spills over into its external content. Employees regularly share behind-the-scenes comedy glimpses, celebrate product launches, and spotlight team wins. This genuine content helps reinforce ClickUp’s brand as innovative, fast-paced, and people-first, all while deepening trust with potential users and job seekers.

Utah Department of Transportation (UDOT)

UDOT is a standout example of how public sector organizations can harness employee-generated content to humanize their work. Team members across departments share real-time updates, safety campaigns, and “day in the life.” By showcasing the people behind the infrastructure, UDOT builds community trust and helps the public better understand and appreciate the work being done, especially during large-scale projects or weather events.

How to Encourage Employee-Generated Content (Without Forcing It)

The magic of EGC lies in its authenticity, so participation must be voluntary and organic. Here’s how to create an environment where it can thrive:

• Lead by example: Have leadership share their own content first.
• Offer inspiration, not instructions: Provide examples and ideas, but don’t script posts.
• Celebrate contributions: Highlight employee posts on your company’s channels and recognize contributors.
• Create a hashtag: A unique, branded hashtag can unify content and make employees feel part of a bigger mission.
• Make it easy: Give access to content creation tools or templates for those who want to participate but need support.

Remember, EGC works best from a place of pride and enthusiasm, not obligation.

Measuring the Impact of EGC

So, how do you know if your employee-generated content strategy is actually building trust? Here are a few metrics to track:

• Engagement: Likes, shares, and comments on employee posts.
• Reach: How far the content spreads beyond your immediate audience.
• Sentiment: Are people responding positively to the tone and message?
• Conversions: Are people clicking through to your site or signing up?
• Employee participation: Is your team increasingly engaged and involved?

Tools like Flick, Hootsuite, Planable, or even basic analytics such as Meta Business Suite can help you measure impact and refine your approach over time.

Common Pitfalls to Avoid

Not all EGC is created equal. Avoid these common mistakes:

• Forcing participation: If employees feel pressured, the content will feel fake, defeating the purpose.
• Ignoring your brand voice: While EGC should feel personal, it must align with your company’s values and guidelines.
• Over-policing employee content: Employees won’t feel safe or excited to share if there are too many restrictions.

Create a supportive framework, but don’t micromanage. Trust your team — they’re the ones you’re trying to highlight, after all.

The Win-Win: Brand Trust + Employee Empowerment

When done right, employee-generated content becomes a mutual benefit:

• Your brand gains authenticity, trust, and reach.
• Your employees feel seen, valued, and part of the brand story.

And that’s where the real magic happens — trust that flows from the inside out.

Ready to Build Trust That Starts from Within?

Want to turn your team into your brand’s best ambassadors? We can help you design a content strategy that empowers your employees and builds real trust with your audience. Schedule a complimentary call with us today — let’s elevate your brand from the inside out.