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Employee Creators Are the Next Big Thing in Brand Marketing

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

TL;DR

  • 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...

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