Running a small business is tough—building trust, managing tight budgets, and standing out in a crowded market can feel overwhelming. Today’s consumers want real connections, not polished ads, making traditional marketing feel outdated.
That’s where Employee-Generated Content (EGC) comes in—a simple, authentic way to engage your audience, humanise your brand, and stay competitive without blowing your budget.
Let’s explore why EGC is a game-changer for your small business!
What Is Employee-Generated Content?
Employee-Generated Content is content created by your team members rather than your official marketing team. It could be:
- Videos showing “a day in the life” of an employee.
- Behind-the-scenes glimpses of your workplace.
- Personal stories, tips, or insights shared by your staff.
Unlike traditional marketing, EGC thrives on being authentic and relatable. It shifts the focus from polished brand messaging to showcasing the real people who make your business tick.
Why EGC Works for Small Businesses
1. Builds Trust and Authenticity
Today’s customers are tired of being “sold to.” They’re looking for honesty and human connection. When your employees share their experiences, insights, or even fun moments from the workplace, it makes your business feel genuine and approachable.
For example, a local café could post a video of a barista sharing their favourite drink or a construction company might showcase their team celebrating the completion of a project. These moments don’t just highlight your products or services—they make people feel connected to your team.
2. Cost-Effective Marketing
Producing high-quality content can be expensive, especially for small businesses with limited budgets. EGC eliminates the need for professional influencers or pricey production teams. Your employees already have the tools they need—a smartphone, their unique perspectives, and the stories they experience daily.
A small landscaping company, for instance, can ask team members to record short clips of their favourite transformations or client success stories. These personal touches create content that’s engaging without the hefty price tag.
3. Humanises Your Brand
When people see the faces behind your brand, they’re more likely to trust and support you. EGC showcases your team’s personalities and values, turning your business into more than just a logo.
Think about it—would you rather buy from a faceless corporation or a business whose team shares relatable, behind-the-scenes moments? For small businesses, this human touch can be the key to standing out in a competitive market.
4. Increases Employee Engagement
EGC doesn’t just benefit your marketing efforts; it also strengthens your team. Encouraging employees to share their experiences gives them a sense of ownership and pride in your business. When they see their content resonate with customers, it fosters a sense of accomplishment and belonging.
This is especially important for small businesses, where a strong, motivated team can make all the difference. A trades company, for example, could ask staff to record their tips for maintaining a home’s plumbing or electrical system. Not only does this create valuable content, but it also empowers employees to feel like experts in their field.
5. Boosts Organic Reach
Social media platforms like TikTok and Instagram reward authentic, engaging content. EGC often performs better than traditional marketing because it feels personal, not promotional. Employees can also share the content with their own networks, expanding your reach organically.
For example, a hair salon could feature a stylist sharing a quick tutorial or their favourite haircare tips. When employees post these clips to their personal accounts, your business is introduced to an entirely new audience.
How to Start Leveraging EGC
1. Set Clear Guidelines
While EGC thrives on authenticity, it’s important to provide employees with some direction. Share guidelines on what to post, how to represent the brand, and any confidentiality boundaries.
2. Provide Tools and Training
Not everyone is a natural content creator, and that’s okay! Offer simple tips on filming, lighting, and using social media platforms. You could also run workshops to help your team feel more confident in sharing their stories.
3. Lead by Example
If you want your employees to get involved, lead the way. Business owners and managers can kick off the initiative by posting their own behind-the-scenes content or stories. This sets the tone and encourages others to participate.
4. Celebrate Contributions
Recognise and celebrate employees whose content performs well. Whether it’s a shoutout in a team meeting or sharing their post on the company’s official channels, these small gestures can go a long way in motivating your team.
5. Stay Consistent
To make the most of EGC, consistency is key. Plan regular content ideas, such as “Team Member Tuesday” or “Behind-the-Scenes Fridays,” to keep the momentum going.
Examples of EGC in Action
1. A Carpentry Business
Imagine a chippy filming a quick TikTok showing how they transform raw timber into a custom table. Customers love seeing the skill, creativity, and personality behind the craftsmanship, making the business feel approachable and relatable.
2. A Plumbing Business
A plumber could record a quick clip sharing tips to prevent clogged drains during the holidays. This positions the business as helpful, trustworthy, and knowledgeable.
3. A Local Café
Imagine a barista filming a short TikTok about how they create the perfect latte art. Customers love seeing the craftsmanship and personality behind their favourite drinks.
Why 2025 is the Perfect Time to Embrace EGC
As consumer expectations evolve, businesses must keep up. In 2025, authenticity will be the gold standard in marketing. Customers will continue to value genuine connections and transparent storytelling over polished, impersonal campaigns. For small businesses, EGC is the perfect strategy to stay relevant, build trust, and stand out without stretching your budget.
Ready to Take Your Content Strategy to the Next Level?
At In The Willow, we specialise in helping small businesses craft authentic, engaging content strategies that work. If you’re looking to kickstart an EGC initiative or refine your digital marketing, our team is here to help you shine in 2025.
Let’s create something extraordinary together—get in touch today!