How to Boost Your Employer Brand on TikTok with Employee-Generated Content (EGC)

Today, TikTok is no longer just a platform for dances and fun challenges. It has become a powerful tool for brands looking to connect with their audience in an authentic way. Among the most effective strategies to achieve this, employee-generated content (EGC) stands out as an innovative and human-centered approach. Discover how EGC can transform your presence on TikTok and strengthen your employer brand.

If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we are here to help!

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Why is TikTok the Ideal Platform for EGC?

TikTok is a platform where authenticity and creativity reign supreme. Users are drawn to spontaneous, entertaining, and above all, human content. This is exactly what EGC delivers: an inside look at your company, shared directly by the people who bring it to life every day, your employees.

Unlike traditional advertisements, which can feel impersonal, EGC showcases the true personality of your business. It’s a powerful way to stand out in a digital world saturated with promotional content.

What is EGC?

Employee-Generated Content (EGC) is a strategy that involves your employees in creating content for social media. This content can take various forms:

• Videos: Moments from office life, testimonials, or job-related tutorials.

• Photos: Snapshots of the work environment or company events.

• Testimonials: Stories of professional experiences or career achievements.

EGC highlights your company culture, values, and work environment while boosting employee engagement and attracting new talent.

EGC vs. UGC: What’s the Difference?

While both EGC and UGC (User-Generated Content) rely on content created by third parties, they have distinct goals and origins:

• UGC: Content produced by external users, such as customers or influencers. It’s often spontaneous and aims to promote a brand or product independently.

• EGC: Created by employees, this type of content showcases the company from the inside. It humanizes the brand and strengthens its appeal as an employer.

These two approaches can complement each other. For example, UGC can be used to reach a broad audience, while EGC targets potential talent and reinforces the employer brand.

The Benefits of EGC for Your Brand

Authenticity and Credibility

Content created by employees is perceived as more authentic and trustworthy. It shows the reality of the company, which builds trust among consumers and future employees.

Strengthening Your Employer Brand

EGC highlights your company culture and work environment, attracting qualified talent and retaining current employees.

Increased Organic Reach

TikTok’s algorithms favor authentic and engaging content. By leveraging trends and viral formats, EGC can boost the organic visibility of your posts.

Employee Engagement

Involving your employees in content creation strengthens their sense of belonging and motivation.

How to Implement an EGC Strategy on TikTok

Encourage Participation

To motivate your employees to create content, organize internal challenges, contests, or training workshops. Recognize and reward the best contributions to keep your team engaged.

Provide Clear Guidelines

While EGC relies on employee creativity, it’s important to establish a clear framework. This includes the tone to use, key messages to convey, and hashtags to prioritize.

Leverage TikTok Trends

To maximize engagement, align your content with current trends. Incorporate popular music, viral challenges, or creative formats to capture your audience’s attention.

Create a Safe Space

Ensure your employees feel comfortable sharing their content. Encourage them to express their creativity while respecting the company’s values.

Examples of EGC Content for TikTok

• Employee Testimonials: Short videos where team members share their experiences working at the company.

• A Day in the Life: Showcase a typical workday to give a glimpse into life at your company.

• Internal Challenges: Launch fun team challenges and share the results on TikTok.

• Company Events: Highlight key moments from seminars, after-work events, or team-building activities.

Why EGC is the Future of Communication on TikTok

In a world where consumers and talent increasingly seek authenticity, EGC offers a unique opportunity to showcase the true personality of your company. On TikTok, where spontaneous and creative content is king, this strategy helps build a strong emotional connection with your audience.

In addition to strengthening your employer brand, EGC can boost your organic reach and help you attract qualified talent. It’s a win-win investment for your business and your employees.

Employee-Generated Content (EGC) is more than just a trend: it’s a powerful strategy to humanize your brand, enhance your appeal as an employer, and maximize your presence on TikTok. By involving your employees and leveraging the platform’s unique features, you can create authentic and engaging content that resonates with your audience.

Ready to get started? A well-thought-out EGC strategy might just be the lever you need to transform your communication on TikTok.

If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we're here to help!

Book an Appointment !

Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.