Employee Generated Content
Employee generated content (EGC) is user-generated content but in the workplace. This ‘but’ is crucial. While people have become increasingly comfortable with sharing intimate details of their lives through photos and videos on social media - otherwise known as “user generated content” - the same cannot be said for the workplace.
This isn’t news to anyone, the way we conduct ourselves at home versus at work is typically different, and there are a wide number of reasons for this. However, the concept of user generated content, which marketing teams have been taking advantage of for years now, also applies in the workplace.
Savvy comms teams know this and are starting to explore ways they can leverage EGC to present more authentic, inclusive, and engaging environments both internally and externally. However, believing in the power of EGC is one thing, actually getting your employees on board with sharing content with you is another.
Below are some of the most common challenges when starting out with EGC and some of the tactics you can use to inspire your colleagues to pick up their phones and start sharing great content!
Make the purpose clear
- Who’s it for?
- What is the purpose of this project?
- Why is this important at a business level?
- Why is it important for those people you’re asking to contribute?
The answers to these questions will help you define how you position the project to your film crew and make them feel excited to take part.
How you communicate this is also important. Why not try organising a briefing meeting where you can share details of the project and answer any questions or concerns in the room?
Give your employees confidence
Getting on camera is tough, especially for the first time. It’s easy to feel overwhelmed when asked to answer even a simple question.
One of the best ways to give your employees confidence is to film yourself. No-one wants to be the first so showing that you’re willing to put yourself out there will show your employees that this is a collaborative effort, it doesn’t need to be perfect and it really isn’t that scary! You could film a welcome video or example answers to the questions you’re asking them to film - if possible ask close members of your team to do the same.
Another thing you can recommend is to film in groups of two or three. Whoever is filming can ask the question before they start filming so it feels more like a conversation.
Teach basic camera skills
There are some basics on what to film and what to avoid. Check out the 5 fundamentals of filming on your smartphone and 5 Things to Avoid When Filming on Your Phone videos on our Academy YouTube playlist. Don’t be afraid to take this a step further and give them some creative control - here’s a video with some tricks they can try out.
Help them manage their time
So you’ve done a great job communicating the purpose of your project, giving your employees the confidence they need to get started, shared over skills to boost the quality of what’s being created, now you need to think about managing their time. Everyone is very busy and it’s super easy to deprioritise something like this - especially when it feels like something extra.
Why not set up “filming sessions” - 30 minutes once or twice a week where you can either get together or film separately but at the same time. During this time you can let everyone know that you’re free for support and they can feel happy in the fact that other people are also filming at the same time.