Employees Are Becoming Brands’ New Creators; 40% of Consumers Discover New Products and Services Each Month Through Employee-Generated Content
The role of employees inside companies is gradually changing. Employees are no longer simply people working behind the scenes for a brand. At some companies, they are becoming content creators and voices for the brand on social media.
A report from Sprout Social shows that 40% of consumers discover new products or services each month through content created by company employees. Among Gen Z, that figure rises to 61%.
This trend is known as Employee-Generated Content (EGC), meaning content created by a company’s own employees about its products, services, workplace, or their personal experiences with the brand.
For example, instead of a restaurant relying solely on polished advertising, one of its chefs could create a video showing how a dish is prepared. Similarly, an employee at a clothing store could demonstrate, in their own style, how new products can be worn or used.
The reason this type of content can be so powerful is simple: people want to see real people. Sprout Social’s findings suggest that consumers can perceive employee voices as more authentic and relatable than highly polished content published through official brand accounts.
Major brands are already embracing this strategy. Gap Inc. has opened creator programs to employees across Gap, Old Navy, Athleta, and Banana Republic, allowing them to create content and earn commissions through affiliate links. Starbucks also supports employee creators through its Green Apron Creators program.
The results are striking. Gap says its creator program generated nearly 30,000 pieces of content in its first year, collectively achieving a reach of 154 million.
But this trend is about more than simply encouraging employees to make videos. When companies formally use employees to promote their brands, questions around compensation and employee rights also emerge. According to Sprout Social, 61% of consumers believe companies should provide additional compensation to employees who create promotional content for their brands.
For marketers, the bigger message is clear: the best creator for your brand may not always be someone with a million followers. It could be the employee who works with your product every day and can tell its story to customers in a genuine and convincing way.
