Forget the corporate newsletter no one reads — the real culture builders are already on your payroll, and they’ve got ring lights. Welcome to the era of employee-generated content (EGC) and the rise of the workfluencer — where authentic voices, behind-the-scenes clips, and “day in the life” posts might do more for your employer brand than any paid campaign.
Let’s unpack what this means for engagement, retention, and culture (and yes, how to keep it all from going off the rails).
- Your people are your most powerful marketers. Employee-generated content (EGC) and “workfluencers” has the possibility to drive more authentic engagement than branded posts — people trust people, not polished logos.
- Authenticity = Influence. From LinkedIn wins to TikTok “day-in-the-life” clips, workfluencers build trust, attract talent, and can even impact revenue.
- HR and L&D, this is your cue. Empower employees to create and share — not by forcing it, but by offering micro-trainings, templates, and shoutouts for great posts. Bonus: content creation builds real skills like storytelling, digital literacy, and leadership presence.
- Don’t let EGC go rogue. Create clear, human social media guidelines, show examples of what “good” looks like, and have a calm plan in place for if — or when — something goes viral for the wrong reasons.
- Trust sparks creativity — and retention. Companies that celebrate authentic voices build stronger cultures and more loyal teams. When employees feel safe to share their stories, they don’t just post about your brand — they become your brand.
What Is Employee-Generated Content (EGC)?
Employee-generated content is exactly what it sounds like — content created and shared by employees rather than the marketing or comms team. This can look like:
- LinkedIn posts about professional wins
- TikToks showing off “a day in the life” at the company
- Instagram stories from team events
- Blog posts or podcasts about industry insights
- Internal how-to videos or learning content shared among peers
It’s organic, relatable, and — when done right — builds massive trust with both current and future employees. As any marketer would tell you - people trust people, not logos. Employee generated content can give viewers a more authentic feel than corporately shared content.
Meet the “Workfluencer”: Your Secret Weapon for Culture and Retention
A workfluencer is an employee who naturally becomes a mini thought leader or brand ambassador by sharing authentic content about their work life. They’re the ones posting career tips, celebrating milestones, or talking about what they’re learning — not because someone told them to, but because they genuinely care.
Workfluencers = Influencers, but with “real jobs.”
They don’t sell detox teas; they sell trust. They build credibility for your company while growing their own personal brands — and in the process, they boost engagement and make your organization look like somewhere people actually want to work.
What Kind of Content Do Workfluencers Create?
Workfluencer content thrives on transparency, storytelling, and a bit of personality. Here’s what that usually looks like:
- “A day in my life” videos: Showcasing real work environments, projects, and people.
- Learning journeys: Posts about upskilling, certifications, or lessons learned.
- Company culture moments: From volunteering days to goofy team traditions.
- Career advice: Especially from employees who’ve grown internally.
- Thought leadership: Hot takes or deep dives on industry topics.
Pro tip: The best workfluencers don’t read from a corporate script. (Or if they do – you certainly can’t tell!) They use their own words and experiences. That authenticity is gold.
Where Workfluencers Shine: The Top Platforms
Not every platform is right for every personality (or industry), but here’s where employee-generated content tends to perform best:
- LinkedIn: For professional storytelling, thought leadership, and employer brand building.
- TikTok & Instagram Reels: For behind-the-scenes content, culture, and authenticity.
- YouTube: For long-form storytelling, tutorials, or team spotlights.
- Internal social platforms (like Workplace, Viva Engage, or Slack): For internal engagement and community building.
The goal isn’t to turn everyone into an influencer — it’s to make it easy and safe for employees to share their work stories where they’re most comfortable.
Why HR and L&D Should Care About EGC
Because it’s free engagement magic. Not only that, but it can have a serious impact overall, with some studies suggesting that a more positive social presence can have an increase on revenue.
Employee-generated content and workfluencer programs drive impact across key HR and talent metrics:
- Boost engagement: When employees have a voice, they feel seen and valued.
- Strengthen culture: Real stories make your values tangible.
- Improve retention: People stick around when they’re proud of where they work.
- Enhance employer branding: Prospective hires trust authentic employee voices more than polished recruitment videos.
- Upskill employees: Content creation builds communication, storytelling, and digital literacy — all high-value skills.
In short: your best brand storytellers are already on payroll. You just need to hand them the mic.
How to Turn Employees Into Workfluencers (Without Forcing It)
You can’t fake authenticity, but you can create an environment that encourages it. Here’s how:
- Start with trust. Make sure employees know what’s encouraged (and what’s not). Clear social media guidelines = confidence.
- Spot your natural storytellers. Every company has them — those employees who are already active online or love mentoring others.
- Offer micro-training. Help employees learn how to post professionally, protect confidentiality, and use brand tags effectively.
- Celebrate creators. Highlight top posts internally, feature them in newsletters, or shout them out on company channels.
- Provide tools and templates. A content library, Canva templates, or photo/video assets can help employees create quickly and confidently.
- Align with L&D goals. Encourage employees to share learning takeaways, training experiences, and success stories.
When you frame content creation as a professional growth opportunity — not a marketing assignment — everyone wins.
The Risks: When EGC Goes Rogue
Of course, not every post is a win. Without clear guidance, employee content can accidentally cross lines around confidentiality, compliance, or brand tone. Common pitfalls include:
- Oversharing proprietary or sensitive info
- Posting unapproved brand assets or logos
- Inadvertently violating regulations (especially in finance, healthcare, or legal sectors)
- Creating internal drama if someone’s post goes viral for the wrong reasons
- Content or circumstances unrelated to work begins to impact the brand’s reputation
Examples of Workfluencing Gone Wrong
Organizations that aren’t prepared for employee-generated content or don’t understand its benefits run the risk of creating a disaster while they’re trying to avoid one – like these brands who faced public backlash for the way they handled EGC.
Sherwin Williams
TikTok natives may remember the ultraviral account @tonesterpaints – a paintmixing account run by a young Ohio University graduate named Tony Piloseno. Tony began working at Sherwin-Williams part time in 2020 and told Buzzfeed News that “I loved the job immediately," he said. "I love how colors blend together, what goes with what... It’s hard to explain, but I really enjoy mixing paint. I like showing what stuff it can do.”
Tony’s genuine passion for the product and the process naturally lent itself to videos that almost consistently went viral on the video platform – to the point where Tony reached out to Sherwin William’s corporate marketing team to pitch is content as part of the brand strategy. Tony waited months to hear back, and finally got a rejection. Then, Sherwin Williams accused him of stealing, and fired him, citing “gross misconduct policies” that included the offenses of "wasting properties [and] facilities," and "seriously embarrass[ing] the Company or its products."
Marketing Dive reported on the backlash that Sherwin Williams faced on social media as a result and noted that “While the facts presented in BuzzFeed News’ story indicate that Sherwin-Williams had legal grounds to fire Piloseno for alleged violations of company policy, the company missed an opportunity to leverage the popularity of his viral videos into developing an organic following on social media. Amid the negative publicity, Sherwin-Williams runs the risk of being perceived as a backward-looking, uninspiring and humorless brand that’s out of touch with Generation Z consumers who in the next decade will become the biggest demographic group in the U.S.”
Fast-forward to five years later – Tony Piloseno is still doing what he loves, mixing paint with his bespoke paint and design company Tonester Paints.
Chick-Fil-A
TikTok user Miriam Webb @mirithesiren began making videos about her employee meals at the Chick-fil-a where she worked. She’d post reviews and ‘menu hacks’ to create secret menu items or maximize your dollar at the restaurant. After a video went viral at 3.6 million views, corporate stepped in and asked that Webb no longer post videos in her uniform or at her work location. While Webb noted that she did feel like that was completely reasonable, she also felt that the videos being posted in real-time added to their authenticity. She handed in her notice – and picked up a sponsored content slot with competitor Shake Shack.
Marketing Brew covered Webb’s story and the power of employee generated content. Liz Cole, the chief social officer at creative agency VML emphasized the authenticity that can be conveyed through employee social ambassadors: “It comes across with some legitimacy, for one,” she said. “You get the sense that these people are real, actual brand advocates and not just a network of paid spokespeople.”
Where Chick-fil-a's story broadly diverges from Sherwin Williams (the lack of widespread public backlash, although there were definitely some disgruntled members of the public) is that members of the corporate Chick-fil-a team spoke with Miriam personally, walked her through their policies, encouraged her to make videos at home and out of uniform, and didn’t fire her.
How to Keep EGC Safe, Fun, and On-Brand
So you don’t want to squash the spark but you don’t want to lose control. Here’s how HR and Talent teams can keep the creativity flowing and still have a leg to stand on if action needs to be taken.
- Create a simple, friendly social media policy. No legal jargon — just clear, human guidelines.
- Offer “what good looks like” examples. Show model posts that inspire rather than restrict.
- Educate, don’t police. Training beats micromanagement every time.
- Have an escalation plan. Just in case a post sparks unwanted attention, know who handles it.
- Reward responsibly. Recognition, not pressure, keeps participation healthy.
With the right mix of trust, training, and tone, employee-generated content can be a powerful engagement tool — not a PR nightmare.
Final Thoughts: Your Employees Are Your Brand’s Best Storytellers
Workfluencers aren’t a passing trend — they’re a cultural shift. Today’s employees want to work for companies they’re proud of and with leaders who trust them to share that pride.
So if your HR, L&D, or internal comms strategy doesn’t yet include employee-generated content, now’s the time to change that. Give your people a voice — and watch your culture, retention, and employer brand thrive.
If you’re looking for common sense social media training, compliance, or any other kind of upskilling content – give BizLibrary a shout!
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