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.