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In a job market where candidates are invaded by job offers and ads from all sides, standing out is becoming a challenge for companies that aspire to maintain their competitiveness. Among the many techniques used to attract top talent, Employee Generated Content (EGC) is distinguished by its effectiveness and authenticity.
This content, created directly by your employees, offers an authentic and unfiltered perspective on the life of your business. EGC values your employer brand and builds a strong brand image that naturally attracts candidates who are aligned with your company's values.
What is Employee Generated Content?
Employee Generated Content (EGC), also called “employee advocacy” is a form of content created directly by your employees. Similar to theUser Generated Content (UGC), where content is produced by users, theEGC captures your corporate culture in an authentic way, your values and the daily life of your employees.
This type of content can take many forms: social media posts, blog posts, videos, written or visual testimonies, etc.
By humanizing the brand and presenting a true image of your business, EGC not only helps to fill positions, but also at attracting candidates who truly identify with your company values.
The different types of Employee Generated Content
Whether through social media, blogs, videos, or interactive content, each format has its own impact and offers different opportunities to communicate your corporate culture. We can therefore separate content generated by employees into the following categories:
- Social media posts.
- Blog posts.
- The testimonies.
- The videos.
- The photos.
- Interactive content.
Social media posts
Your employees share their professional life on a daily basis through posts, stories, or tweets that reflect their work and their environment. This spontaneous content increases the reach of your ads and reaches candidates where they spend most of their time, making your brand more visible and accessible, and promoting recruitment on social networks.
Blog posts and testimonials
These texts provide a detailed overview of projects, successes or simply the daily life of your company. More informative than posts published on social networks, these articles strengthen your credibility and attract candidates who are looking for a more complete understanding of your culture and values.
The videos
Whether it's about vlogs, event videos or guided tours of your offices, these visual contents effectively capture attention. Videos are very easy to share and can humanize your business by showing the dynamics and energy of your teams, which is often more persuasive than words alone for attracting top talent.
The photos
Images that capture moments of collaboration, special events, or everyday snapshots can show what makes your workplace unique. Photos can quickly convey emotions and atmospheres, helping candidates visualize their future work environment and feel connected to your brand even before the first interview.
Interactive content
Participation in webinars, live Q&A sessions, or virtual event facilitation allow your employees to share their experiences directly. These interactive formats engage candidates actively and allow for discussions in real time.
Why integrate Employee Generated Content into your recruitment strategy: advantages and interests
Employee Generated Content (EGC) offers numerous benefits that make it an essential part of any recruitment strategy :
Authenticity
Unlike corporate content, which can be scripted, EGCs present a true and unfiltered image of your corporate culture. By allowing your employees to freely share their work experiences, their testimonies are perceived as more credible and reliable by potential candidates. This level of authenticity favors a best appreciation of your corporate culture and allows your candidates to judge whether they can easily integrate into your company.
Strengthening your employer brand
The use of content generated by employees is decisive for strengthen the image of your company as an attractive place to work. It helps to build a employer brand solid and engaging, essential to attract potential candidates looking for a work environment that meets their professional aspirations and expectations.
Commitment of your employees
Encouraging your employees to create content improves their engagement by giving them a voice within your organization. That makes them feeling valued and important, which can increase their level of satisfaction and therefore their retention. A committed employee is more likely to become an ambassador for your brand and thus attract other talent through their personal and professional network.
Improving recruitment
Integrating Employee Generated Content into your recruitment process serves as social proof and makes your job offers more attractive. By exhibiting authentic testimonies from all of your employees, you attract candidates who are better informed and in line with the culture of your company. Candidates are also more likely to engage with an employer that values the voice of its employees and shows a genuine commitment to their well-being. The result: a decrease in turnover, a better quality of hires and an increase in talent retention.
Maximizing your engagement on social networks
EGCs can easily be disseminated on social media, websites, and online platforms. These types of content receive eight times more engagement than content shared by the company. This high level of interaction allows these types of content to be used as a lever to expand the reach of your employer brand and attract potential candidates.
5 tips for effectively developing employee generated content
Define your goals and guidelines
Before asking your collaborators to create content, clearly define the goals you want to achieve. Do you want to improve the visibility of your employer brand, attract specific talent, or highlight your company culture? Once these goals are set, develop clear guidelines to help your employees understand what types of content are expected, while giving them the freedom to express themselves genuinely.
Provide resources and training
Encouraging your employees to create content may require some support. Offer training on content creation best practices, including how to use content creation tools, copyright basics, and how to align with corporate branding. Providing resources like cameras, video editing tools, or access to graphics platforms can also help them produce higher-quality content more easily.
Creating a culture of sharing
For EGC to be truly effective, it must become an integral part of corporate culture. Encourage a culture of sharing by rewarding employees who regularly produce content. This can include internal awards, incentives, or even content contests with rewards for the best contributions.
Use brand ambassadors
Identify and use brand ambassadors within your company, i.e. employees who are naturally enthusiastic and influential. They can play a key role in motivating other employees to participate and share their own experiences. Brand ambassadors can also be trained to produce content in a more professional way to become the faces of your employer brand.
Measure and adjust
Like any marketing strategy, the effectiveness of EGC should be measured. Use tools to track the engagement, reach, and impact of employee generated content on your recruitment and your employer brand. Also, gather feedback from your employees and candidates on content to understand what is working well and what could be improved.
In summary
Integrate theEmployee Generated Content in your recruitment strategy opens new doors for you to attract your talent. Instead of simply advertising your job offers, you are giving your candidates an authentic insight into life in your company. In addition, by allowing your employees to share their experiences, you are building a strong and engaging employer brand that reinforces the sense of belonging of your teams.
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