Channels: 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 project context first: If .claude/project-context.md or .cursor/project-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 LinkedIn

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