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 organisation’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.
- 72% of consumers report feeling more connected when employees share information about a brand online. (SproutSocial)
- Employees are subject matter experts. 86% of brands use user-generated content as part of their marketing strategy. (Forbes)
- Video content helps highlight diversity in the workplace. 62% believe social media can unify people of different backgrounds and beliefs. (SproutSocial)
- 75% of job seekers consider an employer’s brand before even applying for a job. (LinkedIn)
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.
2. Sanofi brings rare stories to life
At our recent Social Business Exchange in-person, Anne Adam, Global Employer Brand Manager at Sanofi, shared how their employee advocacy program has evolved over the last two years, along with the impressive results they’ve seen.
One remarkable story stood out: a video featuring Lana, a Product Manager at Sanofi, sharing a powerful story about a boy with Pompe disease whose life was transformed by early diagnosis and access to treatment. She spoke about how stories like his motivate and inspire her.
“When I face challenges, I remember Vladimir and realise it’s not only about spreadsheets or figures. It’s about seeing the bigger picture through the patient’s eyes.”
Her self-shot video was later edited and shared by Sanofi’s employer brand team, but it was the raw honesty that made it stand out.
Stories like Lana’s turn employee voice into something unforgettable.
Employee storytelling has helped Sanofi reach over 14 million people and contributed to a 66% increase in career site visits.
3. Qlik sparked a culture of advocacy
When Qlik first launched its advocacy program, social media wasn't a priority. But that soon changed. Ruthann Wry is a great example of one of their visible voices on LinkedIn, and it’s been great to see the wider team embracing advocacy in a big way.
Chief People Officer, Ruthann Wry, posts frequently with great results!
At their Florida event, Qlik Connect, employees, partners and media ambassadors created over 300 posts in one week, reaching 57.6 million people. A standout moment was Project Brian, a partner turned media ambassador who brought energy and executive access to life through his content.
Across the business, Qlik has seen a +200% increase in influencers creating content, and +80% more social activity from ambassadors.
As Sally Jacobs shared at the Social Business Exchange, giving people space to share their own stories has made all the difference.
4. IBM taps into their Buzz Squad to create timely, expert content
IBM’s approach to employee-generated content is all about working with experts on the ground and making it easy for them to show up on social media. They’ve built a Buzz Squad of IBMers who attend key events and get quick, on-the-day support from the social media team to create content. Nada Alkutbi, Geo Social Media Lead at IBM, and her team to create short, impactful videos.
It’s a brilliant way to bring IBM’s voice into trending moments. From Adobe Summit to Wimbledon, they’ve helped employees react fast and share relevant content.
One standout example came from Hind Arekat, who posted about her trip to the Saudi Arabian F1 Grand Prix, blending personal passion with IBM’s role as Scuderia Ferrari HP’s Official Fan Engagement and Data Analytics Partner. It’s a smart mix of planning and agility, and the results speak for themselves.
IBM works with employees on the ground with content support advice
5. 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.
Want to get started or scale up your employee advocacy program? At Tribal, we can help create the strategy around who to include, fully backed up with training support from 121 coaching with senior executives through to bespoke bootcamps, masterclasses and online training.
Editor's Note: This blog was originally published in 2023 and has been completely refreshed and updated to be relevant for 2025.
