7 Best Examples of Employee Generated Content

Many businesses are already familiar with user-generated content (UGC), but not enough pay attention to employee generated content (EGC). And that’s a missed opportunity.

EGC is one of the most impactful and cost-effective ways to build your brand long-term. When employees share their experiences, expertise, and insights, it creates content that feels more authentic and credible than anything a brand could say about itself. It boosts brand trust, strengthens company culture, and even attracts top talent — all without a massive marketing budget.

In this guide, we’ll break down what EGC is, why it works, and how to implement it effectively, with real-world examples of companies using it to their advantage.

What is employee generated content? 

Employee generated content (EGC) is a type of user-generated content in which employees share their firsthand experiences, knowledge, and perspectives about your organization. Unlike traditional UGC, which comes from customers, EGC is created by your team and can focus on your product, industry insights, or employer brand — but it is always from a first-person point of view.

EGC takes many forms, including social media posts, blog articles, videos, testimonials, and behind-the-scenes content, to name a few. It’s a powerful way for employees to showcase their expertise, provide an authentic look at company culture, and highlight what it’s really like to work on your product.

Because it comes directly from employees, EGC feels more genuine, builds trust, and helps humanize your brand.

7 examples of successful employee generated content 

Looking for inspiration for your next EGC campaign? Here are seven employee generated content examples to inspire you. 

1. Buffer

Industry: Marketing 

Transparency is one of Buffer’s core values, and they stay true to it. That includes encouraging employees to build their personal brands and share their experiences in an authentic, unfiltered way.

Why this video is a perfect example: It gives a glimpse into Buffer’s four-day workweek, not by listing perks but by showing how it actually improves employees’ lives. The message is clear: Work shouldn’t take over your life. At Buffer, flexibility means designing work around life, not the other way around.

It’s a natural, engaging way to showcase company culture without feeling like a corporate promo. Instead of telling people what makes Buffer great, they let employees show it themselves. 

2. Asana 

Industry: Productivity

With more companies pushing for a return to the office, top talent is looking for workplaces that actually support flexible and remote work. But they don’t just want to hear it from the company — after all, policies can change. Instead, they want real and unfiltered experiences from your employees. 

Why this post from Asana works so well: Instead of a corporate statement, we hear directly from an employee who’s been there for six years. And that tenure says a lot. Someone watching might think, if they’ve stuck around that long, something great must be happening!

For job seekers, this kind of content is way more convincing than a careers page promise. It’s not Asana saying they value flexibility. Rather, it’s an employee showing how it plays out in real life. And that’s the kind of proof that makes people stop and think, Could this be the right place for me?

3.  Ahrefs

Industry: Marketing 

Most people won’t take the time to read a full event recap on a brand’s page—it often feels too corporate. But when an employee shares their firsthand experience, it feels more real, engaging, and likely to spark conversation. Ahrefs understands this, which is why they encouraged employees to share personal recaps of their 2024 Evolve conference.

Why it’s a great example: We enjoyed reading this one from Ryan Law, the Director of Content Marketing at Ahrefs, because it relies heavily on his credibility.

Ryan has spent 14 years in content marketing, attended countless industry events, and still walked away from Evolve with pages of notes. That’s a powerful endorsement. For anyone who didn’t attend, it creates a strong impression: “If someone with this level of experience found it valuable, maybe I should pay attention too.”

This is a perfect example of how to leverage employee credibility to boost brand authority. Instead of the company saying, “This event was amazing,” a respected industry expert is saying it for them. And that kind of endorsement carries real weight.

4. tl;dv

Industry: Artificial Intelligence

Why it works so well: This video from tl;dv is a perfect example of letting employees bring their own style and personality into branded content while still aligning with the company’s messaging.

Too many companies over-script EGC, pushing employees into stiff corporate messaging or a polished brand voice. But the second content starts feeling staged, it loses its authenticity. And if it doesn’t feel real, people won’t connect with it.

tl;dv takes the opposite approach. This video is funny and laid-back and feels like something the employee would post on their own. Their audience expects this kind of content from them, so it doesn’t feel like a forced promo.

That’s the key to great EGC. When employees are free to be themselves, the content resonates more. If companies want content that stands out, they need to stop filtering everything through a corporate lens and let employees create in their own voice. That’s what makes people stop scrolling and actually pay attention. 

5. PlayPlay 

Industry: Video Marketing 

Too many organizations make their EGC campaigns all about the company, forgetting to consider what’s in it for the employees. PlayPlay takes a different approach.

Why it’s a great example: In this video, Content Marketing Manager Brittany Du Bois speaks at a Content Marketing Institute event. It’s a great opportunity to showcase PlayPlay’s brand and product, but just as importantly, it helps Brittany build her personal brand and establish herself as an expert in video marketing.

That’s what makes great EGC. It creates value for both the employee and the company. Brittany gets a platform to share her insights while PlayPlay gains credibility and visibility in the industry. This isn’t forced promotion; it’s real expertise on display, making the brand more trustworthy and engaging.

But the impact doesn’t stop at the event. The employee shares their talk on social media, sparking conversations and engaging their audience. That means more eyes on PlayPlay and more people seeing them as a go-to resource. When EGC is done right, it builds influence, trust, and a stronger connection with the audience.

6. Spotify 

Industry: Entertainment 

Why it works: This is a classic “day in the life” video showcasing what it’s like to work at Spotify. It gives viewers a glimpse into the company culture and how Spotify’s values translate into a fulfilling work experience.

There’s also some subtle product placement. For example, the employee listens to a podcast on Spotify during his commute — an effortless way to reinforce the brand without making it feel like an ad. He also highlights perks like free breakfast and lunch, a stunning office space, and the flexibility of hybrid work.

It’s no surprise that the comments are full of people asking how they can land a job at Spotify. This kind of content doesn’t just showcase culture; it makes people want to be part of it.

7. Google 

Industry: Technology 

Google has a solid Employee-Generated Content (EGC) program, and its Life at Google page is a great example of how to do it right. It showcases employee experiences from their perspective, making the brand feel more human and relatable.

Why it’s a great example: Two Googlers share their experience at an event, but there’s more to it than just behind-the-scenes storytelling. The video also doubles as a product teaser, as they casually mention new features coming to Gemini, Google’s AI product. It doesn’t feel like a sales pitch; it feels like an authentic conversation, which is exactly why it works.

This is a smart way to leverage EGC for marketing. Instead of pushing out traditional promotional content, Google lets real employees do the talking. The result? People actually pay attention because the information is delivered in a relaxed, human-to-human way.

What are the benefits of employee generated content? 

Investing in employee generated content will: 

1. Boost your brand reach and visibility

A Refine Labs study found that personal LinkedIn posts receive 2.75 times more impressions and five times more engagement than information shared on company pages. Employee-generated content taps into this increased reach and engagement to get your brand in front of more people without investing in expensive ads. 

When employees share their experiences, insights, or company updates from their own profiles, their posts don’t just reach their immediate network — they also have the potential to reach second and third-degree connections. As more people engage, comment, and reshare, the content keeps spreading, creating a viral visibility loop that extends far beyond your brand’s existing followers. 

The more employees share, the more your brand appears in others’ feeds, increasing organic awareness and amplifying your presence at little or no cost.

2. Build brand trust 

About 9 in 10 consumers in a 2023 Edelman survey said that trust is an important consideration when choosing which brand to buy from. One of the most effective ways to build that trust is through employee-generated content.

Employee-generated content humanizes your brand, giving customers direct access to the people who build, support, and believe in the product. Instead of polished marketing, employees share unfiltered experiences, answer questions, address concerns, and engage authentically with customers. They might even offer behind-the-scenes glimpses or a day-in-the-life perspective on building the product.

This transparency builds trust, making it easier for potential buyers to connect with your brand, feel confident in your product, and ultimately buy from you.

3. Strengthen your employer brand 

About 75% of people who are looking for a new role will only apply to companies with an impressive employer brand. A strong employer brand, shaped by real employee stories, helps you stand out in a competitive job market and attract A-list clients at scale. 

Employee generated content shows what it’s like to work at your organization — through employees’ lenses. When employees share their experiences, culture, and day-to-day work, it gives job seekers an unfiltered look at what it’s like to work at your company. 
 

Instead of corporate buzzwords, they see real people who are engaged, valued, and proud of what they do. That kind of authenticity stands out, especially to top talent who want more than just a paycheck. When your team is excited to share their work, it sends a strong signal that your company is a great place to work.

What are the best platforms for EGC?

The best places to share employee generated content are social media platforms that your team members already use and love, such as LinkedIn, Instagram, TikTo, and YouTube. 

Employees are active on these platforms, so they don’t have to start from scratch or deal with a learning curve. Plus, some of them might already have a solid following, which means your brand gets extra visibility right from the start.

You don’t have to be everywhere at once. Instead, encourage employees to share content on the platforms they’re already comfortable with. As you see what works and gains traction, you can expand your employee generated content strategy and build from there.

How to create effective employee generated content 

Effective employee generated content is authentic, engaging, and aligned with the brand. Here’s a quick guide to help your employees create it:  

• Set a specific goal: Define what you want to achieve with EGC. Do you want to attract talent or use it as a channel for marketing your products? Having a clear goal helps guide the content and makes it easier for employees to work towards the same objective. 
• Make it optional: Not everyone wants to create content, and that’s fine. Encourage employees to share, but don’t pressure them. Authenticity matters more than participation rates.
• Give them a reason to share: Show employees how EGC benefits them, whether it’s growing their personal brand, showcasing their expertise, or contributing to the company’s success. Your team members are more likely to participate in EGC when they understand how it benefits them, not only the company. 
• Organize training: Help employees feel confident by providing training on best practices, content ideas, and platform tips. Share content prompts and video templates so employees don’t have to start from scratch. The easier it is, the more likely they are to share.
• Encourage authenticity: The best EGC feels real, not scripted. Let employees share in their own voice and in a style they are most comfortable with.
• Provide feedback: A little guidance can go a long way. Offer constructive feedback, highlight strong examples, and even consider peer reviews so employees can learn from each other. 
• Recognize and amplify: Engage with employee posts, reshare them on company channels, and celebrate their contributions. Seeing their content make an impact will keep them motivated.
• Lead by example: If leadership and key team members actively share content, others will follow. A strong culture of sharing starts at the top.
• Track results: Closely monitor content performance to know what’s working and identify opportunities for improvement. But don’t be metric-obsessed: EGC is a long game. 

There’s no one-size-fits-all approach to employee-generated content. Every company has a different culture, team dynamic, and brand voice. The key to success is finding a strategy that works for your business. 

Legal considerations for employee generated content

In 2009, two Domino's employees posted a prank video of themselves violating food safety rules — sneezing on sandwiches, stuffing cheese up their noses, and laughing about it. The video went viral overnight, racking up millions of views and triggering a public outrage that tanked Domino’s reputation. The company had to scramble to regain trust, fire the employees, and overhaul its policies.

This is the dark side of employee-generated content. While EGC can be a powerful tool for building trust, it also comes with legal risks. Without clear guidelines, a single post can lead to public backlash, lawsuits, or even regulatory penalties. To protect both employees and your brand, here are some key legal considerations to keep in mind.

1. Clarify who owns the content

If an employee creates content related to their job — like behind-the-scenes footage or product insights — who owns it? If it’s posted on company channels, the company likely does. But what about personal LinkedIn or TikTok posts? It’s a gray area. 

To avoid confusion, make it clear whether employees retain rights to their content or if the company can reuse it. A quick policy upfront can prevent awkward conversations later.

2. Set clear social media and content guidelines

Employees should know what’s fair game and what’s off-limits, such as confidential projects, financial details, or competitor bashing. A simple set of guidelines helps everyone understand where the line is so they can post confidently without putting the company (or themselves) in a tricky situation.

3. Be transparent about brand representation

If employees are talking about the company online, they should be upfront about their connection. The Federal Trade Commission (FTC) requires employees to disclose if they’re promoting their workplace, especially if they’re getting paid, rewarded, or encouraged to do so. A simple #employee or “Proud to work at [Company]” in a post does the trick and keeps everything a bit safer. 

4. Keep it professional (even on personal accounts)

Employees don’t have to be super formal, but posts should align with the company’s code of conduct. That means avoiding discriminatory jokes, offensive language, or anything that could create legal issues. Just like in the workplace, respectful and inclusive behavior applies online, too.

5. Get permission before posting people

Snapping a fun team picture at an event seems cool. But before posting it, ask if everyone’s okay with it. The same goes for customer interactions, behind-the-scenes footage, or anything involving other people. 

No one wants to find out they’re all over social media without agreeing to it first. In addition, before using or repurposing EGC, get a written permit and approval from the employee first. 

6. Have a plan for off-brand or risky content

Consider setting up a pre-approval process for employees who want their content reshared on official channels. It doesn’t need to be a big, bureaucratic hassle. A quick review can ensure everything stays on-brand and legally sound.

Get started with EGC with PlayPlay

If you’re thinking, “Okay, EGC sounds great, but how do I actually make it happen?” PlayPlay’s got you covered.

Our online video software makes it super easy for employees to create content about your brand. No need for fancy video skills or complicated editing. Employees can simply pick a template, customize it to fit their style, and share engaging content about your brand in minutes. And if you’re the sole video editor, you can simply use our QR code sharing feature, where employees can upload their own recorded videos directly to your project (great for remote teams!) so you can do the editing yourself!

The best part is that everything stays on brand. With PlayPlay, you can save brand elements like colors, fonts, and logos, making sure every video aligns with your company’s visual identity without feeling rigid or scripted.

It’s an effortless way to turn your team into brand advocates while keeping content fresh and authentic. Try PlayPlay free for seven days and see how easy it is.