Employee-generated content (EGC) strategy & activation
Get your people posting without making it another job for marketing
You know your people have interesting things to say. The challenge is getting them comfortable enough to actually say them.
I help organisations build employee-generated content (EGC) programmes that make it easier for employees to share their expertise, experiences and ideas on LinkedIn.
Not copied-and-pasted company messaging or asking everyone to:
“Please share our latest post.”
And definitely not expecting your whole team to suddenly become content creators.
Instead, we start with the right people, give them the confidence and support they need, and build from there. You connect the dots between strategy, visibility, and confidence to make your presence more purposeful.
Your company page can’t do everything
Your company page still matters, but there are lots of people inside your organisation with their own networks, expertise and perspectives too:
The fundraiser who can tell the story behind a campaign.
The subject-matter expert who knows far more than could ever fit into a corporate post.
The leader who has a useful perspective on what is changing in your sector.
The person attending an event who can share what they're actually hearing and learning.
That's where employee-generated content comes in.
It gives your organisation more voices without trying to turn personal profiles into smaller versions of the Company Page.
So, what actually counts as EGC?
Employee-generated content, or EGC, is content employees create from their own knowledge, experience or point of view:
A LinkedIn post about something they learned
A take on an industry topic
A story from a campaign or event
Behind-the-scenes insight
Advice based on their role or expertise
A leader sharing a point of view
The important part is that it sounds like them.
Employee advocacy can include employees liking, sharing or amplifying company content. EGC goes a step further: you're helping people contribute their own voice.
My approach
Make the habit stick
Training can create the initial confidence; follow-up helps people keep going. Through clinics, coaching, feedback and accountability, I support employees as the real questions start coming up, while helping marketing build something they can continue internally.
Get the team involved
Turn the strategy into action with practical, tailored training and activation. I help people find their own voice, spot content opportunities and start creating posts so they leave thinking, “I know what I could post”, not just “that was a useful session”.
Get clear on the strategy
Work out what EGC should actually look like for your organisation: who to involve, what they could talk about and how it connects to your campaigns and wider social strategy. We create a practical starting point that works for employees and is manageable for marketing.
Start small, see what works - example
One of my favourite examples started with around 10 people at Sightsavers who were attending a conference and wanted to feel more comfortable sharing their thoughts on LinkedIn.
We started with practical training and support around that specific moment. It worked and it grew. Over the following year, I trained 100+ employees, supporting Sightsavers as an external EGC and LinkedIn consultant to build confidence and encourage more people across the organisation to get involved.
“We have worked with Tereza a number of times this year to deliver LinkedIn training to staff across our organisation. We have been so impressed with both the quality and quantity of posts from staff members after each session. It’s really inspired people and given them the confidence to post.”
Natasha Hunt, Social Media Community Manager, Sightsavers
EGC strategy + team activation
For organisations that want to turn employee-generated content into something more structured than the occasional “please share this” message.
I help you work out who to involve, what they could talk about, how EGC fits with your campaigns and social strategy, and what support people actually need to participate. Then we turn that into practical activation through training, live follow-up and support that helps employees start posting without marketing having to write everything for them.
Best for: teams starting EGC from scratch, activating employees around a campaign or event, or trying to give an existing programme more structure and momentum.
Two ways I can help
Thought leadership training and coaching
For senior leaders, founders and subject-matter experts who have the expertise and influence but need a clearer way to make it visible online.
I help turn existing ideas, conversations, media activity and experience into a thought leadership approach that works for each person. That can include positioning, LinkedIn strategy, content planning, coaching, accountability and writing support. From helping someone build the habit themselves to more hands-on support where needed.
Best for: leaders who want to become more visible and better known for what they know, without turning LinkedIn into a full-time job.
Not sure what you need?
EGC can go further than organic social
I also run LinkedIn Thought Leader Ads for organisations and leaders, using strong individual posts as a paid extension of the organic strategy.
I’ve used this approach to help amplify leader content that was already working organically. I strongly believe that paid works best when it gives good content more reach, rather than trying to rescue weak content.
I look at EGC as part of a bigger LinkedIn visibility picture:
Company Page
Your organisation’s official voice.
↓
Employee-generated content
More people, perspectives and networks.
↓
Leadership thought leadership
Deeper expertise from the people you want to make more visible.
↓
Thought Leader Ads
Paid amplification for strong individual posts that deserve to travel further.
You don’t need all four from day one. The value is in understanding how they can work together and when it makes sense to move from organic visibility into paid amplification.
Already have a campaign coming up?
Even better. A campaign, conference, launch or big organisational moment can be one of the easiest ways to get EGC started.
Why? Nobody has to stare at a blank page wondering what to talk about. There's already something happening.
We can use it as a reason to:
Pick a small group → prepare them → help them post → learn what works → build from there.
Your end-of-year campaign could be the starting point. So could your next conference.
You don't need to wait until you've designed the perfect employee advocacy programme.
About me
I've delivered 30+ LinkedIn training sessions for organisations and trained 700+ people over the past few years.
I've supported:
Organisation-wide EGC programmes
Senior leadership teams
Individual leaders through ongoing coaching
CEOs through strategy and ghostwriting
Marketing teams trying to make employee advocacy easier to run internally
I worked with SCVO's senior leadership team on a mix of LinkedIn strategy, training, planning and accountability.
“This has helped staff to feel more confident and planned about using their personal profiles as well as supporting the marcomms team to improve use of the corporate page too.”
Ann Rowe, SCVO
