Digital transformation has completely changed the B2B buyer journey. With 70% of adults trusting the recommendations of their peers and networks on social media, compared to only 15% who trust brands, we now live in a Trust Economy - where transparency and digital word of mouth is key to company success.
According to the Roper Public Affairs survey, 80% of business decision-makers prefer to find the information they need via articles, not advertisements. Buyers are seeking high quality content and helpful communication to build trusting relationships before making a purchase. To achieve this, you need the most authentic content you can generate in your organisation; content generated by your employees.
What is Employee Generated Content (EGC)?
Employee Generated Content (EGC) is a variant of User Generated Content (UGC) - and it means exactly what it says; content created by your employees.
EGC is content generated by employees in the form of blogs, videos, social media posts and images communicating your brand values, benefits of the business they work for and helpful information to support prospects and customers at each stage of the buyer journey.
Researchers have found that up to 80% of social media posts are announcements about people’s own immediate experiences - if employee social media posts are taking place already - why not enable company-centric social media announcements in your organisation? By nature, we connect with people we relate to. Employee Generated Content humanises the corporate brand, making it easier for prospects and customer to relate to and forging meaningful relationships with the ‘real people’ behind the logo.
Here are 7 reasons why Employee Generated Content (EGC) will boost growth…
Employee Generated Content Supports Your Inbound Marketing Strategy
Inbound marketing is focussed on attracting customers through helpful content and adding value at every stage in your prospects buyer journey. Unlike outbound marketing, prospects connect with you through blog posts, social media posts, digital word of mouth and search engines. By creating expert employee content, you can build trust with your target audience.
Activating your employees allows you to create high-quality content for your inbound marketing strategy at a lower cost than allocating additional marketing budget.
Instantly Filling Gaps in Your Editorial Calendar with Content
According to research from the Content Marketing Institute and MarketingProfs, 50% of B2B content marketers say they struggle to create content consistently.
Activating Employee Generated Content will create a consistent supply of high quality content to fill the missing gaps in your content marketing strategy.
Activating the Authentic Employee Voice
Trust, relevancy and authenticity are vital to the success of your public perception.
There are no better people to share knowledge about your products and services than your employees. They work on the frontline everyday, hearing questions and understanding how your products and services work. This positions your employees as credible, go-to experts in your industry.
What’s more - your target audience will relate to the authenticity of your employees’ real stories and personal experiences.
Engaging and Showcasing Your Employee Influencers
A recent study commissioned by Experticity showed that micro-influencers have 22.2 times more conversations than typical users. When brands activate their own micro-influencers, employee influencers establish credibility and trust at a huge scale and a lower cost than investing in external influencers to advocate your brand.
Improving Employee Engagement
In a study by Altimeter & LinkedIn Relationship Economics, employees were asked how they felt about sharing work-related content. The most common response was “I feel more connected and enthusiastic about the company I work for.”
When employees are given a ‘voice’ in a large corporation, they feel valued, become more invested in the business and provide essential feedback that improves organisational growth.
Employee Generated Content can transform the traditional employee newsletter - sharing announcements from employee to employee and support a thriving internal culture.
Attracting Top Talent to Your Organisation
Digital transformation has not only changed the buyer journey, it has changed talent acquisition too. Thinking of recruitment in the context of a sales funnel, we can start to identify at what point talent is disengaging with the employer brand and can use employee content to nurture potential applicants.
Your employees’ voices are a huge asset when it comes to sharing positive experiences of your company culture. Encouraging employees to share fun in the office and company events with a brand-specific hashtag will give potential candidates a view of how it feels to work in your company.
Supporting Employee Advocacyin Your Organisation
The success of your Employee Advocacy Program relies on interesting, trusted content. By feeding your Employee Advocacy tool with Employee Generated Content, you will keep your tool topped up with engaging content to share on your employee social media channels.
In summary - Employee Generated Content (EGC) has unparalleled potential to contribute to your marketing strategy. Not only benefiting the marketing team but also empowering every employee in your organisation - reducing the cost of disengaged employees and improving your bottom line.