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#

DimensionEGCUGCCreator ProgramSourceEmployeesCustomersExternal creatorsTrustCompany experts (66% vs 47% for ads)Peer reviewsInfluencer reachCostLow; leverage workforceIncentives, curationCredits, paymentBest forB2B, SaaS, professional servicesSocial proof, reviewsContent 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#

FormatUsePlatformDay-in-the-lifeCulture, behind-the-scenesLinkedIn, TikTok, InstagramIndustry insightsThought leadership, expertiseLinkedInShort-form videoQuick tips, demosTikTok, LinkedIn, InstagramTestimonialsProduct experienceWebsite, case studiesSerialized contentConsistent presencePersonal + 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.

PracticePurposeTiered frameworkMap employees by engagement (nano, micro, macro); treat like internal influencer tiersBrief templatesContent objectives, brand voice, mandatory disclosures (FTC/ASA)Advocacy platformsSociabble, EveryoneSocial for brief distribution and trackingIncentivesLeaderboards, recognition; avoid heavy-handed quotasTrainingImprove quality and consistency; keep approval simpleCentralized hubBranded 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