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 project context first: If .claude/project-context.md or .cursor/project-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

• 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