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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.