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:
- Goal: Brand trust, thought leadership, recruitment, or conversion
- Platform: LinkedIn (B2B primary), X, Instagram, TikTok
- 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
1---2name: channels-egc3description: 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."4---5
6# Channels: EGC (Employee-Generated Content)
7
8Guides 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.
9
10**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.
11
12## Initial Assessment
13
14**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.
15
16Identify:
171. **Goal**: Brand trust, thought leadership, recruitment, or conversion
182. **Platform**: LinkedIn (B2B primary), X, Instagram, TikTok
193. **Employee base**: Size, roles, existing social presence
20
21## EGC vs. UGC vs. Creator Program
22
23| Dimension | EGC | UGC | Creator Program |
24|-----------|-----|-----|-----------------|
25| **Source** | Employees | Customers | External creators |
26| **Trust** | Company experts (66% vs 47% for ads) | Peer reviews | Influencer reach |
27| **Cost** | Low; leverage workforce | Incentives, curation | Credits, payment |
28| **Best for** | B2B, SaaS, professional services | Social proof, reviews | Content scale, tutorials |
29
30## Why EGC Works
31
32- **Algorithm favor**: Social platforms prioritize personal accounts over brand pages
33- **Authenticity**: 92% trust recommendations from individuals over branded content; 81% need to trust before buying
34- **B2B fit**: LinkedIn is primary; employees share industry expertise and product insights
35- **Results**: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content
36
37## Content Formats
38
39| Format | Use | Platform |
40|-------|-----|----------|
41| **Day-in-the-life** | Culture, behind-the-scenes | LinkedIn, TikTok, Instagram |
42| **Industry insights** | Thought leadership, expertise | LinkedIn |
43| **Short-form video** | Quick tips, demos | TikTok, LinkedIn, Instagram |
44| **Testimonials** | Product experience | Website, case studies |
45| **Serialized content** | Consistent presence | Personal + brand accounts |
46
47## Implementation Best Practices
48
49**Do not force participation.** Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs.
50
51| Practice | Purpose |
52|----------|---------|
53| **Tiered framework** | Map employees by engagement (nano, micro, macro); treat like internal influencer tiers |
54| **Brief templates** | Content objectives, brand voice, mandatory disclosures (FTC/ASA) |
55| **Advocacy platforms** | Sociabble, EveryoneSocial for brief distribution and tracking |
56| **Incentives** | Leaderboards, recognition; avoid heavy-handed quotas |
57| **Training** | Improve quality and consistency; keep approval simple |
58| **Centralized hub** | Branded hashtags, content library, approval workflow |
59
60## B2B / SaaS Specifics
61
62- **LinkedIn first**: Algorithm favors personal posts; employees as thought leaders
63- **Cost-effective**: Leverage existing workforce vs hiring external creators
64- **Diverse perspectives**: Sales, support, dev create varied content for different segments
65- **Recruitment**: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost
66
67## Output Format
68
69- **Platform** and content format selection
70- **Employee** identification and tier approach
71- **Content** strategy and brief template
72- **Governance** (approval, disclosure, brand guidelines)
73- **Measurement** plan (engagement, reach, conversions)
74
75## Related Skills
76
77- **channels-influencer**: External influencers; EGC is internal
78- **channels-creator-program**: External creators; EGC is employee-driven
79- **platforms-linkedin**: Primary EGC platform for B2B
80- **strategies-integrated-marketing**: EGC as part of PESO shared/earned media
81- **analytics-traffic**: UTM tagging for employee-shared links
82
83## References
84
85- [Complete Guide to Employee-Generated Content](https://nogood.io/2025/03/03/employee-generated-content/)
86- [Employee-Generated Content: 8X Higher Engagement](https://www.singlegrain.com/blog-posts/content-marketing/employee-generated-content/)
87- [EGC for B2B SaaS - UserJot](https://userjot.com/blog/employee-generated-content-saas-marketing)
88- [EGC vs UGC in B2B - Oktopost](https://oktopost.com/blog/user-generated-content-ugc-vs-employee-generated-content-egc)
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