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Employee Creators Are the Next Big Thing in Brand Marketing

Employees can be brands’ most efficient and trusted content creators, according to Gen Z…

Written and Edited by the YPulse Editorial Team

Jul 28 2025
North America

KEY TAKEAWAYS

Employees posting content about the brand they work for on their own social media accounts, not just the brand account, is a positive to Gen Z
Brands should support and encourage employee creators—ignoring or discouraging them could do more harm than good
Employees are increasingly becoming the most relatable creators, and brands like Aerie and Ulta have already embraced the trend with success

“Employees as influencers” content—also known as employee-generated content (EGC)—is the latest trend reshaping how brands connect with young consumers online. While traditional influencers are still useful for reach, brands are starting to realize that their own employees offer something even more valuable: insider knowledge and a lived experience that earns them real trust from Gen Z shoppers. EGC allows employees to pull back the curtain—sharing product tips, behind-the-scenes moments, or just what it’s like to work at a brand—in ways that feel authentic and entertaining to young viewers. In fact, according to YPulse’s Nano-Creators 101 trend report, 65% of 13-39-year-olds...