employee-generated-content
The employee-generated-content skill guides strategy for implementing and optimizing employee advocacy programs where staff create authentic content like social posts, videos, and testimonials across platforms such as LinkedIn and TikTok. Use this skill when planning EGC initiatives, optimizing existing employee advocacy programs, or when users reference employee advocacy, brand ambassadors, or staff-created content, as employee-shared posts generate significantly higher engagement than brand-published content.
git clone --depth 1 https://github.com/kostja94/marketing-skills /tmp/employee-generated-content && cp -r /tmp/employee-generated-content/skills/channels/owned/employee-generated-content ~/.claude/skills/employee-generated-contentSKILL.md
# Channels: EGC (Employee-Generated Content) Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees (social posts, videos, blogs, testimonials) that reflects authentic workplace and product insights. Employee-shared content generates ~8x more engagement than brand posts; LinkedIn employee posts reach ~561% more than brand content. **When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Initial Assessment **Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and brand voice. Identify: 1. **Goal**: Brand trust, thought leadership, recruitment, or conversion 2. **Platform**: LinkedIn (B2B primary), X, Instagram, TikTok 3. **Employee base**: Size, roles, existing social presence ## EGC vs. UGC vs. Creator Program | Dimension | EGC | UGC | Creator Program | |-----------|-----|-----|-----------------| | **Source** | Employees | Customers | External creators | | **Trust** | Company experts (66% vs 47% for ads) | Peer reviews | Influencer reach | | **Cost** | Low; leverage workforce | Incentives, curation | Credits, payment | | **Best for** | B2B, SaaS, professional services | Social proof, reviews | Content scale, tutorials | ## Why EGC Works - **Algorithm favor**: Social platforms prioritize personal accounts over brand pages - **Authenticity**: 92% trust recommendations from individuals over branded content; 81% need to trust before buying - **B2B fit**: LinkedIn is primary; employees share industry expertise and product insights - **Results**: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content ## Content Formats | Format | Use | Platform | |-------|-----|----------| | **Day-in-the-life** | Culture, behind-the-scenes | LinkedIn, TikTok, Instagram | | **Industry insights** | Thought leadership, expertise | LinkedIn | | **Short-form video** | Quick tips, demos | TikTok, LinkedIn, Instagram | | **Testimonials** | Product experience | Website, case studies | | **Serialized content** | Consistent presence | Personal + brand accounts | ## Implementation Best Practices **Do not force participation.** Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs. | Practice | Purpose | |----------|---------| | **Tiered framework** | Map employees by engagement (nano, micro, macro); treat like internal influencer tiers | | **Brief templates** | Content objectives, brand voice, mandatory disclosures (FTC/ASA) | | **Advocacy platforms** | Sociabble, EveryoneSocial for brief distribution and tracking | | **Incentives** | Leaderboards, recognition; avoid heavy-handed quotas | | **Training** | Improve quality and consistency; keep approval simple | | **Centralized hub** | Branded hashtags, content library, approval workflow | ## B2B / SaaS Specifics - **LinkedIn first**: Algorithm favors personal posts; employees as thought leaders - **Cost-effective**: Leverage existing workforce vs hiring external creators - **Diverse perspectives**: Sales, support, dev create varied content for different segments - **Recruitment**: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost ## Output Format - **Platform** and content format selection - **Employee** identification and tier approach - **Content** strategy and brief template - **Governance** (approval, disclosure, brand guidelines) - **Measurement** plan (engagement, reach, conversions) ## Related Skills - **influencer-marketing**: External influencers; EGC is internal - **creator-program**: External creators; EGC is employee-driven - **linkedin-posts**: Primary EGC platform for B2B - **integrated-marketing**: EGC as part of PESO shared/earned media - **traffic-analysis**: UTM tagging for employee-shared links
When the user wants to create, optimize, or audit About page content. Also use when the user mentions "about page," "about us," "company story," "our team," "about section," "company overview," "brand story," "team page," or "who we are." For sitewide page planning, use website-structure.
When the user wants to plan, implement, or optimize affiliate marketing strategy. Also use when the user mentions "affiliate marketing," "affiliate program strategy," "CPS model," "affiliate recruitment," "commission structure," "affiliate partners," "affiliate network," "affiliate tracking," "affiliate commission," or "partner marketing." For affiliate page, use affiliate-page-generator.
When the user wants to create, optimize, or audit affiliate program page content. Also use when the user mentions "affiliate program," "affiliate page," "partner program," "referral program page," "affiliate landing," "partner landing," "commission page," or "affiliate signup." For affiliate program strategy, use affiliate-marketing.
When the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
When the user wants to create, optimize, or audit alternatives or comparison content (page or blog article). Also use when the user mentions "alternatives page," "alternatives listicle," "X alternatives," "competitor comparison," "vs page," "compare page," "best alternatives to X," "switch from X," "competitor brand traffic," "brand keyword ads," or "intercept competitor search." For competitor research, use competitor-research.
When the user wants to set up, audit, or optimize analytics tracking (GA4, events, conversions). Also use when the user mentions "Google Analytics," "GA4," "event tracking," "conversions," "attribution model," "gtag," "data layer," "GA4 setup," "conversion tracking," "event setup," "User ID tracking," or "CTA attribution." For traffic insights, use traffic-analysis.
When the user wants to create, optimize, or audit the API introduction/overview page. Also use when the user mentions "API page," "API landing page," "/api page," "API overview," "developer landing," "API marketing," or "API for developers." Note: API documentation (endpoint reference) lives in docs; use docs-page-generator.
When the user wants to write, generate, or create article body content—blog post body, long-form content, how-to guide, listicle. Also use when the user mentions "write article," "article content," "blog post content," "article body," "long-form content creation," "generate article," "article draft," "how-to guide content," "listicle content," "information gain," or "content density." For single post page structure, schema, and SEO metadata, use article-page-generator. For blog index/listing page, use blog-page-generator. For short ad, landing, or email copy, use copywriting.