“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 agree, “Brands are more appealing if they have employee influencers making content for them.” These days, employees from interns to C-suite execs are becoming the unexpected stars of their companies’ social media feeds. Some of the most engaging posts have little to do with the products themselves but everything to do with the brand’s vibe. This includes everything from LOEWE’s creative director rating viral moments, Fenty Beauty’s IT team...
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