employee-generated-content
When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/kostja94/marketing-skills --skill employee-generated-content- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads employee-generated-content automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
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
Project context: Read root contextus.md when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.
Identify:
- Goal: Brand trust, thought leadership, recruitment, or conversion
- Platform: LinkedIn (B2B primary), X, Instagram, TikTok
- 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 | |
| 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
FAQ
What does the employee-generated-content skill do?
When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.
How do I install employee-generated-content?
Run npx skills add https://github.com/kostja94/marketing-skills --skill employee-generated-content in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/employee-generated-content/ (personal) or .claude/skills/employee-generated-content/ (project).
Which AI agents can use employee-generated-content?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is employee-generated-content safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains employee-generated-content?
It is published by kostja94 in kostja94/marketing-skills. It has 1,050 recorded installs.
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