Marketing corporate vibes

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What started as one-off corporate HR videos morphed into dance trends a little over a decade ago, and has now evolved into a whole sub-category of content marketing. From Boomers talking like Gen Z to thirst-trapping founders, employee-generated content (EGC) has become part of the pop-culture zeitgeist.

Historically, EGC has been the work of PR teams, carefully crafting that image and narratives around it in the form of op-eds, conference appearances, and statements in press releases. This may still be the case for large/established brands, but younger businesses and startups are adopting a more organic video-first approach through EGC, by having either employees, the founder/CEO or a combination of both on-screen. 

Employee-centered content

When most people think of EGC, Duolingo comes to mind. Why does it work?

• They invest heavily in social content production, as it's a core part of their marketing strategy- they see the long-term value of brand building. This means having a dedicated team to do this work.

• They have a recognisable mascot, so the audience develops a relationship with a consistent character over time. The mascot ensures continuity regardless of the employee behind it.

Can every brand do what Duolingo does? No, because not every brand has the capacity, voice, or resources to pull it off. It would also make the Internet an unbearable place. Can you imagine every brand being that unhinged online?

Employee-centred EGC makes sense if: