Employee-generated content (EGC) shifts the focus from consumers to the employees who work behind the scenes, offering a window into the company culture, values, and everyday life. This content is inherently authentic because it is created by individuals who are intimately familiar with the brand’s ethos. The result is content that feels genuine and relatable, a stark contrast to the polished perfection of traditional marketing.

Why EGC Resonates in 2024

The success of EGC lies in its ability to convey authenticity at a time when consumers are increasingly sceptical of overt marketing. In 2024, audiences crave transparency and a connection with the brands they support. They want to know the people behind the products—their stories, personalities, and day-to-day lives. EGC offers a unique way to satisfy this desire by bringing employees to the forefront, transforming them into the brand's storytellers.

Furthermore, EGC aligns perfectly with the current trend of decentralised content creation. Social media platforms like TikTok and Instagram have democratised content production, enabling anyone with a smartphone to become a creator. This shift has led to the rise of more casual, spontaneous content that feels more genuine than traditional, highly produced marketing videos. EGC taps into this trend by encouraging employees to share their own, unfiltered perspectives, whether it’s through a quick video captured on their phone or a candid photo from the office.

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Sisters and Seekers: A Blueprint for EGC Success

One brand that has embraced EGC with remarkable success is Sisters and Seekers, a British fashion label known for its minimalist yet edgy aesthetic. Founded by sisters Alice and Maisie Jones in 2017, the brand has grown from a small startup into a cult favourite, particularly among Gen Z and millennial consumers. A significant part of their success can be attributed to their savvy use of social media, where they’ve implemented an EGC strategy that feels both fresh and authentic.

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Sisters and Seekers’ content on platforms like TikTok and Instagram stands out for its raw, behind-the-scenes appeal. Instead of relying on professional models and stylised photo shoots, they feature their own employees—young, relatable women who embody the brand’s ethos. These employees create content that ranges from day-in-the-life vlogs to humorous takes on office life, all while showcasing the brand’s latest collections.

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For instance, a typical TikTok video might feature an employee showing off her outfit of the day (OOTD) while giving a tour of the brand’s office, or sharing a funny moment from a team meeting. This type of content not only highlights the brand’s products in a natural, unforced way, but it also gives viewers a sense of the personalities behind the brand. The result is a strong sense of community and loyalty among their followers, who feel like they are part of the brand’s journey.

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The Strategic Advantage of EGC

The success of Sisters and Seekers with EGC is not just about the content itself, but also about the strategy behind it. By leveraging their employees to create content, the brand benefits in several ways:

1. Authenticity and Trust: EGC allows the brand to present itself in a more authentic light. When consumers see real employees talking about their experiences and sharing their lives, it builds trust. This is particularly important in an era where consumers are increasingly wary of traditional advertising.
2. Cost-Effective Content Creation: Creating high-quality, professional content can be expensive and time-consuming. EGC, on the other hand, can be produced with minimal resources. Employees can create content using their own devices, and because it’s not expected to be highly polished, it can be produced quickly and at a lower cost.
3. Increased Engagement: Content that features real employees tends to generate higher levels of engagement. Consumers are more likely to interact with content that feels personal and relatable. This engagement can also extend to the employees themselves, who feel more connected to the brand and invested in its success when they are involved in its storytelling.
4. Humanising the Brand: EGC humanises the brand by putting faces to the company name. It shows that the brand is more than just a faceless entity—it’s made up of real people with their own stories and experiences. This can be particularly powerful for brands looking to build deeper connections with their audience.

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Is EGC Right for Every Brand?

While EGC has proven to be a powerful tool for brands like Sisters and Seekers, it’s not a one-size-fits-all solution. Brands considering this strategy need to carefully evaluate whether it aligns with their overall brand identity and audience expectations.

Audience Fit: EGC tends to resonate more with younger, digitally-savvy audiences who are active on platforms like TikTok and Instagram. If a brand’s target audience is older or more traditional, EGC might not have the same impact.

Company Culture: EGC requires a company culture that is open and supportive of employee creativity. Employees need to feel comfortable sharing their experiences and personalities, and there must be a level of trust between the company and its staff. Without this, EGC can come off as forced or inauthentic.

Content Strategy: Brands need to consider what type of content would be most effective. For example, a fashion brand like Sisters and Seekers can leverage EGC to showcase their products in a lifestyle context, while a B2B company might focus on sharing industry insights or behind-the-scenes looks at their operations.

Potential Risks: There are risks associated with EGC, including the potential for inconsistent messaging or content that doesn’t align with the brand’s values. Brands need to establish clear guidelines and provide training to ensure that the content remains on-brand and appropriate.

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The Future of EGC

As the digital landscape continues to evolve, it’s likely that EGC will become an increasingly important part of brand strategy. Consumers are demanding more transparency and authenticity from the brands they support, and EGC offers a way to meet those demands. For brands that can successfully implement this strategy, the rewards can be significant—ranging from increased engagement and loyalty to a stronger, more humanised brand image.

Sisters and Seekers have demonstrated how effective EGC can be when done right. By focusing on authenticity, community, and relatability, they’ve built a brand that feels both aspirational and approachable. As more brands begin to explore the possibilities of EGC, it will be fascinating to see how this trend evolves and what new forms it takes in the years to come.