Between authenticity and reputational risk: Employee Generated Content as an employer brand asset

Jane Anderson
Jane Anderson
Between authenticity and reputational risk: Employee Generated Content as an employer brand asset

In a world saturated with advertising, content creation has become an essential lever for brands when it comes to connecting with users. However, beyond the possibilities it offers for marketing and communication, many companies are applying this practice to improve their employer branding and boost their talent acquisition, which has generated the growth of the so-called employee generated content (EGC).

What is employee generated content?

This is a trend that has gained traction in recent years and calls for companies to take advantage of the creative potential and authenticity of their own workers. It arises as a natural evolution of user generated content (UGC)but seeks to capitalize on the value that employees can contribute to storytelling and brand narrative.

The practice has gained followers in a context of increasing use of social networks in relation to the work environment. According to research by the firm CareerArc among American adults, 58% of job seekers search for information about their potential employers on social networks and 48% of Generation Z and Millennials with work experience have applied to offers they found on these platforms.

That is why companies have begun to grant prominence to their teams as a formula, not only to communicate and create community, but also to awaken the interest of the new generation of workers. Thus, hashtags such as #workilife, #officelife or #officecontent accumulate thousands of published videos and millions of views. Most of them are videos orchestrated and/or starring the social media departments of the organizations.

For example, a video from the consulting firm PwC’s office in Luxembourg has accumulated more than 5.5 million views. In it, in a humorous way, it portrays the friendly relationship between two employees and their passion for doing all the tasks together.

@pwc_luxembourg Everything is a two-person job when your work bestie is around… ✨🫶 Teamwork makes the dreamwork! No headphones were harmed during the recording 🎧 #teamwork #workbestie #officelife #corporatehumor #coworkers ♬ Better Off Alone – Alice DJ

Most of the companies that publish this type of content are those with a strong corporate content, as consultants, agencies or technology companies. Although there is also a considerable presence of fashion or cosmetic brands. Deloitte, Salesforce, Cisco or Zenif are some of the companies that are committed to this type of content.

Most of it is humorous content that drinks in addition to other prevailing trends on social networks. For example, instead of “what’s in my purse” videos, many companies create videos “what’s on my desk?” (what’s on my desk?). You can also include content about the styles of dress in the office, the food each employee brings, or the idiosyncrasies of the office and the company.

@theorchardofficial

What’s On My Desk?! ft. The Orchard’s CRM Manager, Jackie Petrillo 📧

♬ original sound – The Orchard

In a lighthearted and humorous tone, companies also choose to show employees transmitting the advantages and benefits of working in the company. Others also cThey share the experiences of their employees. Cisco, for example, released a video about a marketing intern’s work day.

@cisco Happy #NationalInternDay! 🌟 Let’s follow along with #MarketingIntern Gabrielle to see what her #hybridwork day looks like at our Atlanta office. 💻 #Cisco #Networking #IT #TechTok ♬ original sound – Cisco

The Advantages of Employee-Generated Content

The main objective is convey authenticity and generate trust, Because content created or starring employees is perceived as genuine and credible. At a time when many consumers are resistant to traditional advertising and crave real connections with brands, employee generated content can provide a window to show the company through those who live it every day.

@appletreeagency And you, what kind of person are you? 🔎 #office #agencylife #work ♬ The Office (Main Theme) – TV Sounds Unlimited

Furthermore, the EGC provides diversity of voices and perspectives that enrich the brand narrative. Each employee has their own story, their own experience and their own way of seeing the company, which will help it resonate with different segments of the audience, expanding the reach and impact of the brand message.
It is also an option for strengthen involvement and internal culture.

But the main point of impact of this trend is the employer branding. In a context in which attracting and retaining talent is increasingly challenging, employee generated content acts as a letter of introduction to potential candidates. By showcasing company culture through real-life experiences, organizations can offer an authentic view of what it means to be part of their team.

In addition to the content created within the framework of the companies’ communication strategy, employee generated content also includes the content that workers publish publicly. spontaneous and organic. Many users share their work routines or their daily lives in the office, the result of either an authentic emotional bond with the company or its integration into their lives.

@louscorporatelife A day in the life at KPMG #dayinmylife #corporatefinance #corporatetiktok #big4 #corporatelife ♬ Collide (sped up) – Justine Skye

The challenges of employee generated content

However, the EGC can be a double-edged sword, precisely with regard to spontaneously published content. The lack of control over the message by companies can generate situations that put people at risk. jeopardize the reputation of the brand or generate communication crises.

In recent months, in line with the rreview that many employees are doing of corporate workespecially among young people, content has proliferated in which, for example, layoffs are shared or working conditions are criticized.

@huesoperro_ Thanks, I hate it!! #job #fastfoodworkers #employee #fastfood #fyp #foryoupage ♬ Heaven Knows I’m Miserable Now (2011 Remaster) – The Smiths

The management of this type of publications by companies is a real challenge. Dismissal is, in many cases, the route chosen especially by large organizations, which usually leads to public complaints by those affected and a supportive reaction from users, which ends up clouding the pbrand perception.

That is why many companies already consider publishing content in their company policieseither prohibiting it or limiting it in some way. Others, who understand the practice as a means of self-expression for employees, choose to manage it through planning or training their teams, so that they communicate the brand effectively and responsibly.

In a delicate balance between its value contribution and its challenges, employee generated content is gaining presence on social networks. Betting on this can provide visibility, employer branding and authenticity, and become one of the main levers for brand differentiation.