The Power of Employee-Generated Content (EGC) in Marketing (2025 Trend)

Employee-Generated Content (EGC) is a marketing trend that is growing quickly in all kinds of businesses, from tech to fashion to hospitality. Employees today are sharing their experiences, projects, and company culture on TikTok, Instagram, LinkedIn, and even YouTube, rather than just in internal newsletters or on the company intranet. And you know what? People like it.

What does EGC mean?

EGC is any content, like photos, videos, blogs, or posts, that employees make and share that shows what it's really like to work there. This content is real, raw, and easy to relate to, unlike paid ads or influencer marketing. EGC stands out like a voice note among press releases in a world where people are bombarded with ads.

Why EGC Will Work in 2025

1. People trust other people, not logos: Edelman's 2025 Trust Barometer says that employees are twice as trustworthy as corporate spokespeople or executives when it comes to company information.

   
   

2. Low Cost, High Engagement: Brand-led campaigns don't always do as well as EGC campaigns. For instance, Microsoft's #MicrosoftLife campaign got employees to talk about the culture at work and boosted their Instagram engagement by more than 150%.

   · Sephora's team regularly posts beauty trend articles, behind-the-scenes store moments, and workshop information written by staff. These get a lot more views than ads for brands.

   · Employees at Salesforce use LinkedIn to talk about their careers and projects. The hashtag #SalesforceOhana has become a movement around the world.

   
   

3. Helps with hiring and keeping employees: EGC shows you what it's really like to work there. A short video of a morning team meeting or a TikTok showing how a design team generates ideas is much more convincing than a job ad. This authentic portrayal of the company culture and work environment can significantly enhance employer branding, making the company more attractive to potential employees.

   
   

   HubSpot, Airbnb, and Zappos have all said that content made by employees has helped them find great workers.

   
   

4. It makes the brand more human: People don't want things to be perfect; they want them to have personality. When a Starbucks barista shows off their latte art or a Canva tech team member shows how they prototype, the company feels like a real person, creative, and easy to reach.

   
   

EGC in Different Fields

Hospitality: Hotel staff making TikToks of room tours or chefs showing off their kitchens. Think of Marriott Bonvoy's behind-the-scenes Reels.

Fashion: Designers showing "what's on my desk" or production teams showing how the runway looks are put together.

Tech: Engineers at companies like Google or Shopify casually vlog their day or share "code with me" content.

Retail: Employees at Target or Uniqlo often make content about visual merchandising and product drops that go viral!

In short, employees are the new influencers.

Join a Team That Values Your Opinion

We think that people are the best storytellers at Raffles Jakarta. Through working together, coming up with new ideas, and being honest, we are changing the future of creative and business education in Indonesia. Come work with people who value your ideas, creativity, and experience, and who will inspire others.

An expert in your field, a professional in your field, or talented administrator

Here, you'll find a place to grow, shine, and make a name for yourself.

Are you ready to join our creative team?

Check out our Job Vacancy section to see what jobs are available right now. We're growing quickly, and you could be just the person we need. Click here to see our open positions.

Want to see EGC work?

Follow us on Instagram, TikTok, and LinkedIn to see real people, real stories, and real moments that have shaped our journey. And if you're already working somewhere that encourages you to be you, start sharing. Your unique perspective and experiences can contribute to the EGC movement and inspire others.

EGC is more than just a trend. It's a movement.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Microsoft. (2025, April 23). 2025 Work Trend Index Annual Report: 2025—The year the Frontier Firm is born. Microsoft WorkLab. https://www.microsoft.com/en-us/worklab/work-trend-index

Single Grain. (2025, April 28). Employee-generated content: Unlock 8× higher engagement. Single Grain. https://www.singlegrain.com/blog-posts/content-marketing/employee-generated-content

SocialInsider. (2025, February 25). Employee-generated content: Tips on how to approach it. SocialInsider. https://www.socialinsider.io/blog/employee-generated-content

Vogue Business. (2025, February 14). Are brand employees the new influencers? Vogue Business. https://www.voguebusiness.com/story/fashion/are-brand-employees-the-new-influencers

Webnus. (2025, June 7). Content marketing strategy needs employee-generated content. Webnus. https://webnus.net/content-marketing-strategy-needs-employee-generated-content

Metricool. (2025, January 24). Employee-generated content: A game-changer for brands. Metricool. https://metricool.com/employee-generated-content

Oktopost. (2024, December 17). Examples of employee-generated content that works. Oktopost. https://www.oktopost.com/blog/what-is-employee-generated-content