The end-of-year crunch is here, and if your brand isn’t running a year-end marketing campaign, let me reassure you—you’re not alone. Between supply chain issues, stretched-thin teams, and a calendar that never seems to slow down, launching a full-blown influencer campaign can feel like one thing too many.
But here’s the thing: You don’t need an elaborate strategy to show up and make an impact. In fact, you’re already sitting on one of the most authentic, effective, and completely underrated marketing tools available—your team. Employee-generated content (EGC) taps into the creativity and enthusiasm of the people who know your brand better than anyone, offering a direct line to audiences hungry for real, human connections.
And the best part? You can put EGC strategies to work right now, without weeks of planning or additional stress. Below, we’ll walk you through six actionable ideas to get your team involved and help your brand shine during the holiday rush.
What is Employee-Generated Content (EGC)?
If you’ve been around marketing long enough, you’re familiar with user-generated content (UGC)—photos, videos, and posts from customers that highlight your brand in the wild. Now, imagine that same energy, but coming from the people behind the scenes. That’s employee-generated content (EGC): authentic, relatable content created by your team, showcasing your brand’s products, culture, or values.
EGC gives audiences an insider’s view of your brand, stripping away the polish of a corporate campaign and replacing it with authenticity. Think of it as the perfect antidote to glossy promotional posts or overly scripted influencer ads (which should never, ever happen, by the way, but time and again, we see brands scripting influencer posts).
And this trend is growing fast. As consumers shift toward valuing transparency and realness, EGC is stepping into the spotlight. A recent study from Sprout Social revealed that 48 percent of consumers want to see brands feature more of their employees in their social content, and 76 percent trust content shared by employees more than content shared by brands themselves. That’s a stat worth remembering, especially as we head into 2025.
Why UGC (and EGC) Matters for Brands
UGC is already a powerhouse for brands. It’s authentic, cost-effective, and highly engaging. For smaller or emerging brands, UGC levels the playing field by creating a sense of community and trust without the need for a massive ad budget.
EGC amplifies these benefits:
- It humanizes the brand: Audiences see employees as relatable, trustworthy voices.
- It boosts credibility: Content from employees feels less salesy and more genuine than branded ads.
- It expands reach: Employees often share content within their personal networks, extending the brand’s visibility.
Framework for Quick Holiday Implementation
To implement EGC successfully, you need a simple, repeatable process. Here’s a three-step framework:
1. Engage the Team
- Incentivize Participation: Frame EGC as an opportunity for employees to showcase their creativity and connect with the brand. Offer rewards like gift cards, recognition, or extra PTO for high-performing content.
- Provide Clear Expectations: Set guidelines for what kind of content you’re looking for (e.g., product recommendations, holiday traditions, or fun workplace moments).
2. Simplify Execution
- Use Templates and Tools: Create social media templates, caption prompts, and visual guides to make content creation easy for employees.
- Provide Resources: Host a quick training session or offer examples to inspire ideas.
- Make It Mobile-Friendly: Use tools like Slack, WhatsApp, or email to allow employees to submit content on the go.
3. Amplify the Content
- Repurpose Across Channels: Use EGC on Instagram, Facebook, TikTok, email campaigns, and even website features.
- Tag and Credit Employees: When sharing their content, tag them to make their contributions visible and boost engagement.
- Leverage Paid Ads: High-performing EGC can be turned into targeted ads, blending authenticity with reach.
This framework ensures that EGC feels collaborative and seamless, maximizing impact without overburdening your team.
6 Hyper-Actionable EGC Ideas
1. Employee Holiday Favorites Campaign
Turn your team into brand ambassadors by having them share their favorite products and why they love them.
How to Implement:
- Ask employees to pick one or two favorite products.
- Provide a simple template or prompt for creating captions (e.g., “I love using [Product] for [holiday occasion]. It’s my go-to gift this season!”).
- Feature their posts on your brand’s social channels, tagging them for authenticity.
Pro Tip: Repurpose this content into a carousel post or holiday-themed email.
Related Resource: 28 Influencer Marketing Ideas to Boost Your Holiday Sales
2. “From Our Team to Yours” Video Messages
Compile short video clips of employees wishing your audience happy holidays.
How to Implement:
- Provide a festive script or prompt for employees to use (e.g., “Happy holidays from [Name] and everyone at [Brand]!”).
- Edit the clips into a montage for use on social media or in email campaigns.
Pro Tip: Include subtle product placement in the background for a natural promotional boost.
3. Branded Social Media Challenges
Encourage employees to participate in a low-lift challenge featuring your products.
How to Implement:
- Choose a simple theme like “Holiday Styling with [Product Name]” or “Best Gift Ideas Under $50.”
- Share the best submissions on your brand’s Instagram Stories or TikTok.
Pro Tip: Use a unique hashtag to track entries and extend visibility.
Related Resource: How to Leverage User-Generated Content to Drive Sales
4. Employee-Hosted Live Streams
Let your team take center stage in a live shopping event or Q&A.
How to Implement:
- Select charismatic employees to host a casual live session showcasing your products.
- Promote the live stream with email and social teasers, offering exclusive discounts for viewers.
Pro Tip: Focus on relatable storytelling—what makes the product a must-have for their own holiday celebrations?
5. Internal UGC Contest
Gamify content creation by running an internal contest.
How to Implement:
- Ask employees to create holiday-themed content featuring your products.
- Offer prizes for the most creative, engaging, or heartfelt submissions.
- Repurpose the best entries across your marketing channels.
Pro Tip: Include a “People’s Choice” category to let followers vote on their favorite submission.
6. Spotlight Team Traditions
Share your employees’ unique holiday traditions to humanize your brand.
How to Implement:
- Ask employees to submit a short blurb about their favorite holiday traditions and how your product fits into the season.
- Pair these stories with candid photos for an Instagram series or blog post.
Pro Tip: This strategy doubles as a culture-building exercise for your team.
ROI and Benefits of EGC
Impact on Employee Sentiment
EGC isn’t just about marketing; it’s about building internal pride and engagement. Employees who feel recognized as contributors are more likely to feel connected to the company’s success.
Here’s what you gain:
- Increased buy-in: Employees who create content often feel more invested in the brand.
- Stronger culture: Sharing personal stories or creative ideas fosters camaraderie and mutual appreciation.
Pro Tip: Keep participation voluntary. Employees are more likely to shine when they feel excited, not coerced.
Brand Safety Considerations
EGC is authentic, but that doesn’t mean it’s without risks. Here’s how to protect your brand while keeping creativity intact:
- Guidelines, not rules: Provide guardrails for content (e.g., avoid controversial topics, maintain professionalism) without stifling creativity.
- Review workflow: Build in a quick content approval process to catch potential issues before publication.
- Transparency: Communicate to employees that EGC should align with the brand’s tone and values.
EGC in Holiday Marketing
During the holiday season, EGC is your secret weapon for breaking through the noise.
- Authenticity matters: Audiences want real, heartfelt messages during the holidays, not another sales pitch.
- Quick execution: Unlike influencer campaigns, EGC can be turned around quickly, making it perfect for last-minute promotions.
- Built-in momentum for 2025: By fostering employee engagement now, you’re laying the groundwork for future campaigns that feel natural and impactful.
Employee-generated content connects your brand, your employees, and your audience in a way that’s real, human, and unforgettable.
Conclusion: A Holiday Strategy That Works Now—and Later
The holidays are a time for connection, not just transactions. Employee-generated content brings that connection to life in a way that’s authentic, human, and completely unique to your brand.
By involving your team, you’re not just creating content—you’re building a bridge between your brand and its audience. You’re showing the world the people and values behind the products. And in doing so, you’re setting the stage for more than just holiday sales. You’re creating trust, fostering loyalty, and turning casual shoppers into lifelong customers.
The best part? EGC doesn’t stop working after the holidays. It’s a strategy you can refine and scale into 2025, helping your team become ongoing ambassadors for your brand.
Now it’s your turn. Choose one idea, engage your team, and start small. Whether it’s a quick video, a heartfelt product highlight, or a behind-the-scenes snapshot, every piece of EGC is a step toward building a stronger, more connected brand.
