employee-generated-content

Original：🇺🇸 English

Translated

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," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program."

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Sourcekostja94/marketing-skills

Added on2026-03-07

NPX Install

npx skill4agent add kostja94/marketing-skills employee-generated-content

SKILL.md Content

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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

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