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Employee Generated Content (EGC) is the Holy Grail of talent attraction. (Or recruitment marketing. Or employer brand. Whatever the hell the kids are calling it these days).
If the outside world sees your employees are happy and excited, it blows away any other damn thing you can cook up.
But I can count on one hand how many companies figured out how to do it.
The first reason not to is always an irrational fear of “The Rogue Employee” blowing up your company.
Someone is going to say the wrong thing and your entire org gets cancelled.
Or short of that, saying something...a little off from the 'Approved Marketing Message' and it ruins hiring.
<Read this 👇 in the most sarcastic way possible>
“If there isn’t full consistency across the org that matches the Employer Value Proposition, your image is toast.”
The common solution? Guardrails.
Approved topics. Tone. And permission.
👉Which kills the entire thing before it even starts.
Employee interest in parroting the message you want them to say is zero.
Here’s the thing: how often does a rogue employee scenario actually happen? I can’t recall a single time someone accidentally blew their company up by being off-brand.
Blew themselves up? Yes.
Blew the whistle (intentionally) and gave the org a black eye? Or course.
But guess what: you can’t stop that from happening anyway. Anyone who outs you for bad behavior is breaking whatever rules you have in place anyway.
👉"No rules" doesn’t mean lawlessness. Because there’s a counterplan.
Set the tone collaboratively.
Host regular discussions and brainstorming sessions. Give everyone a voice. Understand your team's interests and what they want to say.
And interject your 2 cents on what maximizes the impact for hiring.
And just get used to saying yes to things. It’s content. The world isn’t going to end.
You can follow me on LinkedIn here. Join the discussion on this LinkedIn post (or give it a 👍) here.