LATEST DEVELOPMENT
B2B marketers increasingly leverage employee-generated content (EGC) as social algorithms prioritize individual pages over brand accounts, delivering higher engagement at lower cost.
INDUSTRY TALK
"Especially on LinkedIn, personal pages consistently outperform company pages in both reach and engagement, partly due to the authenticity and relatability that individual voices bring. This amplifies visibility beyond the limitations of corporate accounts, strengthens professional credibility and attracts potential clients, partners and talent."
BY THE NUMBERS
Performance data shows:
8x more engagement for employee-shared vs. brand content
30x higher engagement for employee videos vs. UGC at iScanner
6.2% average engagement for LinkedIn executives vs. 1-2% typical rate
31K reach for one employee post vs. 1.6K reach on company page
36% YoY growth in LinkedIn video content
STRATEGIC ADVANTAGES
EGC benefits include:
Authentic insider knowledge and product expertise
Algorithm-favored individual voices over brand pages
Cost efficiency compared to external partnerships
Targeted reach to industry decision-makers
Enhanced recruitment and retention potential
IMPLEMENTATION APPROACHES
Company strategies vary:
iScanner integrates employee content on brand pages
Omnisend leverages senior staff LinkedIn content
MG Empower develops three-pillar content strategy
Some mandate participation, others keep it voluntary
Most don't provide additional compensation
THE BOTTOM LINE
As social algorithms continue favoring individual content over brand pages, B2B companies find employee-generated content delivers superior engagement and authenticity while providing team members with professional growth opportunities and increased visibility.