SKILL.md
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Dimension
EGC
UGC
Creator Program
Source
Employees
Customers
External creators
Trust
Company experts (66% vs 47% for ads)
Peer reviews
Influencer reach
Cost
Low; leverage workforce
Incentives, curation
Credits, payment
Best for
B2B, SaaS, professional services
Social proof, reviews
Content scale, tutorials
Why EGC Works
- Algorithm favor: Social platforms prioritize personal accounts over brand pages
- Authenticity: 92% trust recommendations from individuals over branded content; 81% need to trust before buying
- B2B fit: LinkedIn is primary; employees share industry expertise and product insights
- Results: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content
Content Formats
Format
Use
Platform
Day-in-the-life
Culture, behind-the-scenes
LinkedIn, TikTok, Instagram
Industry insights
Thought leadership, expertise
Short-form video
Quick tips, demos
TikTok, LinkedIn, Instagram
Testimonials
Product experience
Website, case studies
Serialized content
Consistent presence
Personal + brand accounts
Implementation Best Practices
Do not force participation. Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs.
Practice
Purpose
Tiered framework
Map employees by engagement (nano, micro, macro); treat like internal influencer tiers
Brief templates
Content objectives, brand voice, mandatory disclosures (FTC/ASA)
Advocacy platforms
Sociabble, EveryoneSocial for brief distribution and tracking
Incentives
Leaderboards, recognition; avoid heavy-handed quotas
Training
Improve quality and consistency; keep approval simple
Centralized hub
Branded hashtags, content library, approval workflow
B2B / SaaS Specifics
- LinkedIn first: Algorithm favors personal posts; employees as thought leaders
- Cost-effective: Leverage existing workforce vs hiring external creators
- Diverse perspectives: Sales, support, dev create varied content for different segments
- Recruitment: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost
Output Format
- Platform and content format selection
- Employee identification and tier approach
- Content strategy and brief template
- Governance (approval, disclosure, brand guidelines)
- Measurement plan (engagement, reach, conversions)
Related Skills
- influencer-marketing: External influencers; EGC is internal
- creator-program: External creators; EGC is employee-driven
- linkedin-posts: Primary EGC platform for B2B
- integrated-marketing: EGC as part of PESO shared/earned media
- traffic-analysis: UTM tagging for employee-shared links