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In this age of social media and digital marketing, the power of user-generated content (UGC) is undeniable. It's the stuff that comes from real people, not from a polished marketing team, and it's what makes brands relatable and authentic. But there's a curious gap in the way companies use this tool. While they're quick to harness the might of UGC to market their products, they're not as eager to encourage their employees to do the same for their employer brand. Let's talk about why that's a missed opportunity.
User-generated content, whether it's a glowing review or an honest testimonial, is like a breath of fresh air in the marketing world. It's raw, real, and often unfiltered, and it paints a genuine picture of what a brand represents. It's compelling because it doesn't come from the company itself but from those who've experienced it firsthand.
When it comes to employer branding, many companies follow a one-sided narrative. They're the ones who talk about their work culture, values, and how happy their employees are. But let's be honest – that's a bit like self-praise, and not everyone takes it at face value.
Now, picture this: employees taking the stage and dropping their stories, insights, and real-life experiences about their workplace. That's the magic of employee-generated content, my friends.
But are you brave enough to encourage your employees to speak? Why do they even need encouragement? Aren't they your raving fans? Why not?
Why Employee-Generated Content Should be Considered?
1. Authenticity: It's real, unfiltered, and sincere. When an employee talks about their workplace, it's like getting a peek behind the corporate curtain. It's genuine, and people recognise that. We believe in that but we don't believe the polished ones from the marketing team. We see right through them.
2. Diversity of Perspectives: Companies are a mix of diverse individuals, each with their unique experiences. Employee-generated content reflects this diversity and showcases a multi-dimensional view of the employer brand.
3. Engagement and Community Building: When employees share their stories, it builds a sense of community within the organisation. It's a great way to foster team spirit and engagement.
4. Recruitment Magic: In a world where finding top talent is as hard as ever, employee-generated content can be a secret weapon in the recruitment arsenal. It shows the world that your company isn't just talking the talk – it's walking the walk, according to its own employees.
Maybe it is time to get real and allow your employees to talk about their experiences instead of companies doing the self-polishing. That is the real deal but it takes courage, humility, trust, and a specific type of leadership to do that. Have you got these?
If you want to read about other modern practices here it is:
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