employee-generated-content
npx machina-cli add skill kostja94/marketing-skills/egc --openclawChannels: 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 product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for product, audience, and brand voice.
Identify:
- Goal: Brand trust, thought leadership, recruitment, or conversion
- Platform: LinkedIn (B2B primary), X, Instagram, TikTok
- 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 | |
| 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
Source
git clone https://github.com/kostja94/marketing-skills/blob/main/skills/channels/egc/SKILL.mdView on GitHub Overview
Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees—social posts, videos, blogs, and testimonials—that reflects authentic workplace and product insights. Employee-shared content can deliver ~8x more engagement than brand posts, and LinkedIn employee posts reach ~561% more than brand content.
How This Skill Works
Begin with a product marketing context (check for .claude/product-marketing-context.md or .cursor/product-marketing-context.md), then define the goal, platform, and eligible employee base. Use the EGC vs UGC vs Creator Program framework to structure sourcing and trust, and deploy via advocacy platforms with a centralized hub to track content and disclosures for compliance.
When to Use It
- You want to build brand trust and thought leadership through authentic employee voices (LinkedIn-focused).
- You aim to recruit or improve talent branding using employee-generated stories and insights.
- You need cost-effective content scale by leveraging existing employees rather than external creators.
- You are setting up or optimizing an employee advocacy program across platforms and teams.
- You want diverse perspectives from sales, support, and engineering content across LinkedIn, X, Instagram, and TikTok.
Quick Start
- Step 1: Check for product marketing context files (.claude/product-marketing-context.md or .cursor/product-marketing-context.md).
- Step 2: Define goal, platform, and employee base; distinguish EGC from UGC and Creator Program.
- Step 3: Set up a centralized hub, select advocacy tools, create templates, and begin phased rollout.
Best Practices
- Do not force participation; prioritize organic content from willing employees.
- Use a tiered framework to categorize participation (nano, micro, macro influencers).
- Create brief templates with objectives, brand voice, and disclosures (FTC/ASA).
- Leverage advocacy platforms (Sociabble, EveryoneSocial) for distribution and tracking.
- Offer incentives and training while keeping approvals simple.
Example Use Cases
- LinkedIn-first EGC strategy where employees share industry insights and product knowledge to build thought leadership.
- Day-in-the-life and industry insights formats used to showcase culture and expertise across LinkedIn, TikTok, and Instagram.
- Serialized content across personal and brand accounts to maintain a consistent presence.
- Using Sociabble or EveryoneSocial to distribute posts and track engagement.
- Measurable outcomes: 27% engagement lift and 19% lift in sales in the first year; 24% higher conversions vs traditional content; recruitment boosts (58% more top talent, 20% retention).
