We dig into how employee-generated content turns everyday work into trust-building stories that outperform brand posts and lead to real pipeline.
Xandrina Allday shares frameworks, examples, and a clear mantra to build a successful EGC (employee-generated content)strategy: empower, don’t enforce.
“You can’t enforce EGC. You can only empower people, right? You’re going to have your early adopters, the people who absolutely want to be in content or want to take part or are happy to share their thoughts, their opinions, their ideas.”
Xandrina Allday
ABOUT YOUR TEACHER 💛
Xandrina is a Social Media Consultant, Trainer, UGC Creator, Author and Speaker with over a decade of experience helping brands turn scrolls into action. As founder of Allday Marketing, she works with businesses to build standout social strategies, train in-house teams, and create social-first content that connects. She’s led global social teams, delivered workshops worldwide, and produced UGC for lifestyle, food & drink, travel, and family-friendly brands.
Connect with Xandrina: LinkedIn | EGC quiz: click here
Unlike user-generated content (UGC), which is typically created by your customers or external fans, EGC is created by the people who actually work for or with the company.
EGC is about “the people that work with you or for you.” This content often shows a more genuine, behind-the-scenes look at company culture, employee achievements, or everyday work life, giving a human face to the brand.
How You Can Empower Employees
Forget forcing every team member in front of the camera. Xandrina Allday reminded us that authentic content is built by empowering, not enforcing.
The most memorable EGC springs from employees who naturally want to share, celebrate milestones, and offer behind-the-scenes glimpses. Every business has hidden “raving fans” who’ll shine when given creative freedom and recognition.
- Identify early adopters so you can spot the employees who already share naturally.
- Offer training & support for hesitant team members (think low-pressure, easy video tutorials).
- Celebrate those who step up: public recognition builds trust and encourages others.
Systems Make EGC Scalable
A winning EGC strategy needs more than spontaneous selfies. Whether it’s curating images from a giant media kit launch (props included!) or mapping out five key steps from creation to celebration, just a dash of structure unlocks consistent, scalable results.
- Map out your EGC process (create, curate, adapt, amplify, celebrate).
- Set themes and content pillars, so employees know what’s “on-brand.”
- Use short forms and simple checklists to make participation easy, not intimidating.
Tracking Impact from Engagement to Sale
The proof is in the metrics! EGC can drive up to eight times more engagement versus typical brand-led posts.
But don’t stop at likes: Xandrina explained why it’s crucial to track both top-of-funnel activity (reach, impressions) and bottom-of-funnel results (leads, sales). Plus, keep an eye on how many people willingly join in as empowered fans are marketing gold.
- Compare employee-led post performance to your brand account’s reach.
- Track the growth of leads/pipeline directly linked to EGC campaigns.
- Regularly review who participates, and tune up your program to support more “raving fans.”