003 Name Skill E6af6d81

---
name: channels-egc
description: When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," or "employee social media."
metadata:
  version: 1.0.0
---

# Channels: EGC (Employee-Generated Content)

Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees (social posts, videos, blogs, testimonials) that reflects authentic workplace and product insights. Employee-shared content generates ~8x more engagement than brand posts; LinkedIn employee posts reach ~561% more than brand content.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for product marketing context first:** If `.claude/product-marketing-context.md` or `.cursor/product-marketing-context.md` exists, read it for product, audience, and brand voice.

Identify:
1. **Goal**: Brand trust, thought leadership, recruitment, or conversion
2. **Platform**: LinkedIn (B2B primary), X, Instagram, TikTok
3. **Employee base**: Size, roles, existing social presence

## EGC vs. UGC vs. Creator Program

| Dimension | EGC | UGC | Creator Program |
|-----------|-----|-----|-----------------|
| **Source** | Employees | Customers | External creators |
| **Trust** | Company experts (66% vs 47% for ads) | Peer reviews | Influencer reach |
| **Cost** | Low; leverage workforce | Incentives, curation | Credits, payment |
| **Best for** | B2B, SaaS, professional services | Social proof, reviews | Content scale, tutorials |

## Why EGC Works

- **Algorithm favor**: Social platforms prioritize personal accounts over brand pages
- **Authenticity**: 92% trust recommendations from individuals over branded content; 81% need to trust before buying
- **B2B fit**: LinkedIn is primary; employees share industry expertise and product insights
- **Results**: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content

## Content Formats

| Format | Use | Platform |
|-------|-----|----------|
| **Day-in-the-life** | Culture, behind-the-scenes | LinkedIn, TikTok, Instagram |
| **Industry insights** | Thought leadership, expertise | LinkedIn |
| **Short-form video** | Quick tips, demos | TikTok, LinkedIn, Instagram |
| **Testimonials** | Product experience | Website, case studies |
| **Serialized content** | Consistent presence | Personal + brand accounts |

## Implementation Best Practices

**Do not force participation.** Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs.

| Practice | Purpose |
|----------|---------|
| **Tiered framework** | Map employees by engagement (nano, micro, macro); treat like internal influencer tiers |
| **Brief templates** | Content objectives, brand voice, mandatory disclosures (FTC/ASA) |
| **Advocacy platforms** | Sociabble, EveryoneSocial for brief distribution and tracking |
| **Incentives** | Leaderboards, recognition; avoid heavy-handed quotas |
| **Training** | Improve quality and consistency; keep approval simple |
| **Centralized hub** | Branded hashtags, content library, approval workflow |

## B2B / SaaS Specifics

- **LinkedIn first**: Algorithm favors personal posts; employees as thought leaders
- **Cost-effective**: Leverage existing workforce vs hiring external creators
- **Diverse perspectives**: Sales, support, dev create varied content for different segments
- **Recruitment**: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost

## Output Format

- **Platform** and content format selection
- **Employee** identification and tier approach
- **Content** strategy and brief template
- **Governance** (approval, disclosure, brand guidelines)
- **Measurement** plan (engagement, reach, conversions)

## Related Skills

- **channels-influencer**: External influencers; EGC is internal
- **channels-creator-program**: External creators; EGC is employee-driven
- **platforms-linkedin**: Primary EGC platform for B2B
- **strategies-integrated-marketing**: EGC as part of PESO shared/earned media
- **analytics-traffic**: UTM tagging for employee-shared links

## References

- [Complete Guide to Employee-Generated Content](https://nogood.io/2025/03/03/employee-generated-content/)
- [Employee-Generated Content: 8X Higher Engagement](https://www.singlegrain.com/blog-posts/content-marketing/employee-generated-content/)
- [EGC for B2B SaaS - UserJot](https://userjot.com/blog/employee-generated-content-saas-marketing)
- [EGC vs UGC in B2B - Oktopost](https://oktopost.com/blog/user-generated-content-ugc-vs-employee-generated-content-egc)