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Dec 10, 2024 Donna Spencer

5 Examples Of Employee-Generated Content (With Great Results!)

Listen to this blog: 5 examples of employee-generated content
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Employee-generated content (EGC) is a win-win for businesses and their employees.

For companies, EGC amplifies the brand voice, attracts top talent, and builds trust with audiences.

For employees, it offers a platform to share their expertise, grow their personal brands, and feel more connected to their organization’s mission. 

Because EGC is authentic, coming directly from the employees, it makes it more relatable and trustworthy. In fact, there are multiple benefits to incorporating employee advocacy into your employee branding strategy.

  1. Employees have 10x (on average) more followers than a brand’s account (PostBeyond).
  2. Employees are subject matter experts. They are doing the job and can share first-hand knowledge and experience.
  3. Video content helps highlight diversity in the workplace. One in three employees and jobseekers (32%) would not apply to a job at companies with a lack of diversity among their workforces (Wilson HCG).
  4. 92% of consumers turn to people they know for referrals above any other source (PostBeyond).

When employees share their experiences and expertise, it not only boosts the company's brand but also enhances employees' personal brands. 

Recognising their contributions through EGC leads to greater engagement, satisfaction, and opportunities for professional growth. As stakeholders see the impact on both the business and the employees, they are more likely to support the initiative. 

Customers have recently asked us for examples of employee advocacy in action. We presented them with examples of good, genuine EGC at all levels, which excited them about the possibilities of employee advocacy.  
 
We thought we’d share these examples to help you understand the power of employee advocacy and what it could look like for your organisation

1. ServiceNow Uses The Power Of YouTube To Showcase Company Culture And Drive Engagement

As mentioned above, video is a great way to showcase life in an organisation. ServiceNow’s YouTube Channel does exactly this.   
 
Their channel has helped increase engagement and awareness of the ServiceNow brand to an audience of over 50,000 subscribers!  
 
Additionally, Bill McDermott, Chairman and CEO of ServiceNow, creates excellent content on his LinkedIn profile, which has resulted in significant engagement and followership with over 290,000 followers. This is a wonderful example of EGC at all levels. 

ServiceNow ECG

 

2. Microsoft showcases Diversity and Inclusion through Employee Advocacy 

Microsoft employee Lee Welch is an excellent example of how to create engaging content on LinkedIn. With over 4,000 followers, he’s reaching a large audience that Microsoft may otherwise not have reached. 

This particular post of Lee’s is a great example of how employee-generated content can amplify Microsoft’s employer brand and attract top talent.

The campaign, which also features creative visuals, highlights Microsoft's goal of empowering underrepresented groups in tech, making it a standout example of how companies can use employee voices to reinforce their values. Posts like these resonate with job seekers, particularly those looking to align their careers with companies that prioritise inclusivity. 

Microsoft EGC

 

3. SAP Tech Influencers Use Subject Matter Expertise To Create Engaging Content

Trond Røvang and John Oxenby at SAP, who have dubbed themselves the "Grumpy Old Men", have become successful tech influencers on LinkedIn. 

They create engaging content around SAP's products and services and have attracted a significant following on the platform, with over 22,000 followers between them. 

Their success demonstrates how EGC can help companies establish their thought leadership and influence in their industry by harnessing the power of their subject matter experts.

We interviewed Trond and John about their journey to social media success. You can read that interview here.

 

4. IBM Employee Brings Company Event To The Eyes Of Many Through TikTok

Nada Alkutbi, Geo Social Media Lead at IBM, is a great example of an employee who has leveraged TikTok to showcase her experience at a recent company event. 

Her TikTok video received significant engagement and shares. She also shared this to her LinkedIn profile, extending the reach and receiving great engagement in the comments section.

Nada Alkutbi IBM

 

5. Co-hosted Podcast Series Highlights EGC’s Role In Diversity And Inclusion

During our LinkedIn Live with Emmanuel Delvaux, he mentioned two employees from SLB and Baker Hughes who set up a podcast about women in engineering, and it’s taken on a life of its own!

"Flipping the Barrel" is a co-hosted podcast series by Jamie Elrod and Massiel Diez, highlighting a woman's perspective in the oil and gas industry. 

Flipping the barrel podcast

The podcast hosts female employees in the industry, bringing a unique and authentic perspective to the topic, which has resonated with listeners. 

The podcast's success demonstrates how EGC can help companies showcase their diversity and inclusion initiatives.

Get started with employee advocacy.

If these real-life examples have inspired you, get in touch to learn how Tribal Impact can help you activate your employees.

Other content from Tribal Impact you may be interested in. 

The importance of aligning marketing and sales LinkedIn Live. Register here

Editor's Note: This blog was originally published in 2023 and has been completely refreshed and updated to be relevant for 2024.

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About Tribal Impact

Tribal Impact is a B2B social selling and employee branding consultancy.

We're a team of social media strategists, trainers, coaches, content creators and data analysts who are passionate about helping our B2B customers develop and scale their social selling and employee advocacy programs.

Learn more about us here.

Published by Donna Spencer December 10, 2024
Donna Spencer