employee-generated-content

When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.

313 stars

Best use case

employee-generated-content is best used when you need a repeatable AI agent workflow instead of a one-off prompt.

When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.

Teams using employee-generated-content should expect a more consistent output, faster repeated execution, less prompt rewriting.

When to use this skill

  • You want a reusable workflow that can be run more than once with consistent structure.

When not to use this skill

  • You only need a quick one-off answer and do not need a reusable workflow.
  • You cannot install or maintain the underlying files, dependencies, or repository context.

Installation

Claude Code / Cursor / Codex

$curl -o ~/.claude/skills/employee-generated-content/SKILL.md --create-dirs "https://raw.githubusercontent.com/kostja94/marketing-skills/main/skills/channels/owned/employee-generated-content/SKILL.md"

Manual Installation

  1. Download SKILL.md from GitHub
  2. Place it in .claude/skills/employee-generated-content/SKILL.md inside your project
  3. Restart your AI agent — it will auto-discover the skill

How employee-generated-content Compares

Feature / Agentemployee-generated-contentStandard Approach
Platform SupportNot specifiedLimited / Varies
Context Awareness High Baseline
Installation ComplexityUnknownN/A

Frequently Asked Questions

What does this skill do?

When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.

Where can I find the source code?

You can find the source code on GitHub using the link provided at the top of the page.

Related Guides

SKILL.md Source

# Channels: EGC (Employee-Generated Content)

Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees (social posts, videos, blogs, testimonials) that reflects authentic workplace and product insights. Employee-shared content generates ~8x more engagement than brand posts; LinkedIn employee posts reach ~561% more than brand content.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and brand voice.

Identify:
1. **Goal**: Brand trust, thought leadership, recruitment, or conversion
2. **Platform**: LinkedIn (B2B primary), X, Instagram, TikTok
3. **Employee base**: Size, roles, existing social presence

## EGC vs. UGC vs. Creator Program

| 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 | LinkedIn |
| **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

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