The ongoing debate around how Gen Z is an inherently cynical generation is far from over. This generation finds itself trapped in a perpetual cycle of distrust and skepticism, driving them to be fearless and express themselves in their most unfiltered forms, particularly evident in their presence and engagement across social media platforms. Recent research emphasizes their distinct approach to information consumption. As Gen Z emerges as a formidable force in the global economy, it’s imperative that brands and advertisers gather insights from their mindset, while placing a premium on authenticity above all else.
When it comes to talent acquisition, understanding this generation's values becomes paramount. To further decode these values and their significance, we sat down with Sina Port, Head of Communications at Adidas United Voices and Founder of the UK-based purpose marketing agency - Shared Diversity. As a brand strategist and consultant, she works with brands to build purpose-driven strategies. Additionally, Port specializes in training marketing teams on personal branding, content innovation, and Gen-Z marketing. Our discussion delves into how embracing authenticity — a very specific characteristic of Gen Z's ethos which can help brands drive more visibility and, essentially, attract, retain, and nurture talent. The approach? UGC—User-Generated Content. But, UGC through EGC, in which the ‘E' stands for Employee.
Why do organizations today need to consider the art of personal branding? How can it help them forefront their purpose and values?
We are all vying for attention, employing various techniques as brands to capture it. Personal branding takes a different approach. Instead of chasing, we aim to attract. I learned this the hard way after spending a decade in branding. The reality hit me, no one really cares about how good I am, my track record, or how amazing and different my product or service is. It’s similar to how we catch butterflies — you don't chase them; you build a garden and let them come to you. Your personal brand is that garden. It's not about shouting to be heard; it's about creating a space that your audience can't help but be drawn to. While everyone competes based on years of experience and niche knowledge, your branding strategy should involve telling stories. These aren't just any stories — they're everyday narratives from your work and interactions with clients, turning-point anecdotes that reshaped your perspective on your work or industry, and stories that reveal why you do what you do (your purpose). Think of your stories as puzzles. Instead of giving the entire puzzle, for instance, in one post, tweet, or video - share a piece of the puzzle in each post. Ideally, make it something one can consume in under twenty seconds or five sentences.
UGC has taken various forms, and EGC - Employee Generated Content has emerged to be one of them. So, what is it?
Employee Generated Content (EGC) is an innovative strategy that brands have yet to fully embrace. Unlike User Generated Content (UGC), which encourages customers to create content, EGC features employees as content creators. Content that provides insight into their work life, behind-the-scenes, and personal stories tied to the brand. It's the ultimate way to infuse humanity into your marketing, and easily a goldmine for personal storytelling and brand representation.
Why, today more than ever, can EGC become a game-changer for brands?
People no longer trust conventional marketing, whether it's for products, brands, or recruitment. They know it's scripted and planned. However, they do trust the individuals who work day in and day out for the brand. They want to know: who are the humans behind the brand?
EGC is like having your own influencer marketing rolling at a reasonable cost, and it's effective for both boosting profits and market research. If you specifically observe the engagement patterns of EGC creators on social media, you discover followers wanting them to try something, improve something, or create something new. Why? Because they feel a personal connection to the inner world of the brand. Followers share exactly what they want to see next and the solutions they would want the brand to provide. We often see comments like, “I love seeing the behind-the-scenes; you made me spend $1k in your shop last month!”
What can brands use EGC for, and what are the different types of it?
EGC serves various purposes for brands. It can function as a form of marketing, where employees share their work approach and interactions with clients or customers. Additionally, it proves to be a powerful tool for recruitment, providing glimpses into company culture and attracting new talent. Evidently, there's often a surge in job applications after EGC posts go viral. I received over 50 direct messages inquiring about open positions after sharing a “Day in the Life at the Adidas HQ” on LinkedIn, reaching over 3 million impressions. Different types of EGC can take the form of blog posts, social media content, videos, or even podcasts. Consider formats such as “day in a life,” “the other day a customer asked me about X,” or “yesterday I was reminded why I do this work.”
Does EGC have any effect on an organization’s workplace culture? If so, how?
Absolutely. EGC significantly impacts workplace culture, going beyond enhancing the company's image; it taps into two of the top three motivators for us humans: purpose and self-expression. Firstly, purpose: Creating content around their work reminds employees of why they joined your brand initially — the purpose and impact they have. A study on the strength of purpose revealed that purpose is twice as important as a higher salary for employee retention.
Secondly, self-expression: When employees share their stories and experiences, it makes them feel important and heard. They're not just working for the brand; they're actively shaping how the world sees it. This, in turn, boosts morale and creates a happier workplace energy.
How can brands and advertisers struggling to attract, retain, and nurture top-tier talent leverage EGC? Where can they start, and how can they build a long-term strategy for the same?
Experienced, skilled individuals and Gen Z, recognize the importance of their personal brands and will not compromise self-expression for ‘just another job.' Offering a way to integrate this into their work context provides a distinct advantage in the talent market. A good starting point is to find ways to incorporate it into talent development programs. For marketers or business development managers, it can also serve as a performance indicator within their everyday marketing responsibilities. EGC, at its best, functions as a form of talent nurturing with long-term benefits for promotional avenues.
How can organizations incorporate EGC into their holistic marketing strategies?
The essence of EGC lies in the fact that it can seamlessly be integrated into your existing schedules, further enhancing what you're already doing. This might involve having employees share their stories on social media, providing behind-the-scenes glimpses of a launch or product development. It's crucial to maintain authenticity and provide employees with the right amount of creative freedom to stay motivated. Unlike UGC, you're not spending time explaining your brand vision, values, or purpose because your employees intimately know your brand. With effective onboarding, training, and a simple 3-step approval process, you can implement an evergreen content strategy without adding extra cost or workload. This approach is far more feasible and economical than traditional marketing tactics or influencer collaborations. Both your consumers and potential talent will connect better with your existing employees when they narrate their own stories. Finding ways to incorporate revenue share, performance metrics, or talent development into the process can offset many costs usually associated with the reach you'll achieve. It will prompt you to reconsider your ad budget. Just think about it: what would you rather click on — a fancy ad about a product or an exclusive behind-the-scenes look at how it was made?
This piece was first published in Communicate's inaugural Best Places to Work 2023 issue.
