In today’s creator-driven economy, brands are increasingly turning to Employee-Generated Content (EGC) for a multitude of reasons. Whether it’s to amplify authenticity or to engage audiences in a cost-effective way, Employee-Generated Content is proof that, now more than ever, content is dominating the marketing and advertising spaces. But what is Employee-Generated Content? Is this something that you can participate in as a UGC Creator or Influencer? Keep on reading to find out as I share the 4 things you need to know about in-house content creators.

What is Employee-Generated Content?

Employee-Generated Content, or EGC for short, is content created by employees to promote their company’s brand, values, or products and services. This content can take various forms, including social media posts, blogs, videos, photos, and podcasts. By sharing their personal experiences and perspectives, employees provide an insider’s view that resonates with audiences seeking authenticity. 

With the emergence and efficacy of influencer marketing and UGC in advertising, it’s only natural that a new role should be created. EGC is content created by an employee of the brand, showcasing behind-the-scenes content that resonates with a brand’s audience.

EGC can highlight their workplace, culture, or experiences, all in an effort to build trust, which in turn humanizes the brand. This approach not only encourages consumers to care more deeply about the brand but it also leverages the unique insights and voices of employees to connect with audiences on a more personal level.

Why Are Brands Hiring In-House Content Creators?

Brands are increasingly hiring in-house content creators to harness the authentic voices of their employees. This strategy allows companies to produce content that is more relatable and trustworthy, as it comes directly from those who know the brand best. Additionally, developing internal talent can be more cost-effective than hiring external influencers or agencies. 

And with the serialization of original content across platforms like Instagram and TikTok, having a familiar and recurring face that audiences can associate with a brand is a great way to keep audiences engaged.

There’s a familiar adage that makes its rounds in digital marketing spaces: “People follow people, not brands.” This is especially true in 2025. And with the emergence of lackluster content, brands are wanting to hire skilled content creators to work in-house for their company on top of participating in UGC and Influencer Marketing. All of which showcases how everyday people, both in and out of the brand, interact with their products and build culture around it.

The Importance of Employee-Generated Content

There are many benefits to hiring in-house content creators, but here are the 3 main reasons why big brands and small businesses are turning to Employee-Generated Content.

Builds Trust: Audiences are more likely to trust content shared by individuals rather than corporate entities. In fact, 76% of consumers trust content shared by individuals (employees) more than branded content from companies. 

Cost-Effective Marketing: Leveraging employees as content creators can significantly reduce marketing expenses. By developing internal talent, brands save on the often-untracked expenses of hiring external mega-influencers and celebrities. This is great news for content creators, as opportunities are expanding. Plus, these in-house content creator roles often pay an average of $7k to $10k a month. 

Enhancing Brand Authenticity: Employee-Generated Content delivers authentic, relatable content that builds trust with audiences, using the credibility of real employees. This authenticity can be your differentiator in a world where consumers are increasingly skeptical of polished corporate messaging. No matter what new technology emerges, humans connect with humans. And the more that low-quality AI-generated content starts flooding social media, truly strategic, human-made content will become an invaluable asset.

Employee-Generated Content Beyond Social Media

While social media is a common platform for EGC, its applications extend further. Like UGC, EGC applies to content beyond social media, including:

• Blog Posts: Employees can share insights, experiences, and expertise through company blogs, providing valuable content that showcases the brand’s human side.
  
• Newsletters: Featuring employee stories or highlights in newsletters can engage subscribers and offer a behind-the-scenes look at the company culture.
  
• Behind-the-Scenes Content: Sharing day-in-the-life videos or behind-the-scenes videos and content allows audiences to connect with the people behind the brand, fostering a deeper relationship. It also gives consumers an insight into what the work culture at their favorite brands is like.

Wrapping Up

By embracing Employee-Generated Content, brands can create a more authentic and engaging narrative that resonates with their audience. This approach not only builds trust and authenticity but also empowers employees to be active participants in the brand’s storytelling.

On top of that, it provides more opportunities for content creators of all sizes. So whether you want to become an influencer, UGC creator, in-house Employee-Generated Content creator, or a mixture or combination of all titles – the demand for authentic content is consistently rising.