The Reality Of Employee-Generated Content
Here’s what needs to happen for employee-generated video content (EGC) to make sense:
The culture is worthy of promoting
The company itself believes in employer branding
Evergreen content is already in place
Employees are clear on the company’s values
Employees agree with those values
Employer branding has the credibility to get company-wide buy-in
A large set of diverse employees volunteer to run a proper test campaign
Employees are comfortable recording themselves and sharing publicly on social
Employer branding has the marketing skills to distribute content at scale
Tools, bandwidth, and resources are in place to enable execution
Budget
Here’s the reality for most companies:
Little to no EB content in place
Employer branding has the credibility to get company-wide buy-in
Employees are unclear and/or lack alignment on the company’s values
Employees are not bought-in to being talent partners
Employer branding does not have the credibility that marketing has
Employer branding does not have the marketing skills to distribute content effectively
Little to no employer branding budget––especially now
Little to no bandwidth or resources––there’s no time or support
The company doesn’t value employer branding
In theory, EGC is not a bad idea.
It’s just unrealistic for most companies.