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.