Unlocking Trust: The Power of Employee-Generated Content in B2B
Social media is going through a profound transformation—and so must the way companies communicate. According to recent research, today’s audience is hyper-connected yet increasingly distracted. They use social platforms as search engines, but approach content with growing skepticism.
So how can businesses earn their attention and trust?
By giving the mic to their employees. Especially in B2B communication.
Recent trends confirm it: in 2025, content created by employees will remain one of the most powerful tools for building credibility and engagement. And in the B2B world—where trust and authority heavily influence purchasing decisions—that’s not just a bonus. It’s a necessity.
Let’s explore how companies can make the most of Employee-Generated Content (EGC) on platforms like Instagram, Facebook and LinkedIn.
What is Employee-Generated Content?
Employee-Generated Content (EGC) refers to any content created and/or shared by a company’s employees on social media.
That could be a LinkedIn post, an Instagram story, a Facebook video, or even a behind-the-scenes reel showing daily work life, company culture, or customer success stories. It’s authentic, relatable, and uniquely powerful—because it comes straight from the people who live and breathe your brand every day.
Why EGC Works in B2B communication
In 2025, social media will increasingly favor authentic, person-to-person interactions over polished corporate messaging. That’s where EGC naturally fits.
Here’s why it matters:
The benefits of EGC (in short):
-
Authenticity: People trust people. Content from employees feels more genuine than traditional brand messaging.
-
Higher engagement: EGC consistently drives more reactions, comments and shares than corporate posts.
-
Extended reach: Employees act as brand ambassadors, expanding your visibility beyond company channels.
-
Employer branding: Showcasing your team’s voice reinforces your image as a great place to work.
The rise of Person-to-Person content
Social algorithms are shifting. Content generated by individuals is favored over branded content, meaning a post from an employee is more likely to show up in feeds than a corporate one.
EGC doesn’t replace your brand voice—it amplifies it with human credibility.
Strategic ideas to activate EGC on Instagram, Facebook and LinkedIn
Here are some straightforward, practical ways to activate EGC—tailored to each platform:
-
Stories from the inside: Encourage employees to share stories during events or work moments using branded tags.
-
Campaign participation: Invite team members to engage with campaigns through personal, authentic comments—remember, even a comment is content on Instagram.
-
Live sessions: Host live Q&As or topic-specific sessions featuring knowledgeable employees.
-
Behind-the-scenes posts: Share employee success stories, day-in-the-life snapshots, and team-building moments.
-
Community groups: If resources allow, create employee-moderated Facebook Groups around industry topics to build authority and expand your B2B network.
-
Personal posts and articles: Support key employees in writing posts or articles on topics related to their expertise.
-
Case studies and testimonials: Highlight employee experiences, routines, and insights to boost your brand’s credibility—something we’ve done successfully for years with Motor Power Company.
How to measure the impact of EGC
-
Engagement rate: Track likes, shares, and comments on employee-created posts.
-
Reach growth: Monitor how much your visibility increases thanks to your team’s contributions.
Final thoughts
Employee-Generated Content isn’t just a trend—it’s a strategic opportunity for B2B brands in 2025. Empowering your people to share their stories builds real community, boosts engagement, and strengthens long-term relationships with clients and stakeholders.
Sources:
We Are Social – Digital 2025 Report
Dentsu Creative – 2025 Trends Report
