Employee Generated Content
Plan and run an employee advocacy program so staff LinkedIn and social posts amplify your AI or SaaS brand with authentic reach.
Overview
Employee-generated-content is an agent skill most often used in Grow (also Launch distribution, Validate scope) that plans and optimizes employee advocacy and EGC for AI/SaaS products.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill employee-generated-contentWhat is this skill?
- Maps EGC goals (trust, thought leadership, recruitment, conversion) to platform mix with LinkedIn as B2B primary
- Contrasts EGC vs UGC vs creator programs so you pick the right amplification model
- Uses project-context files when present for product, audience, and brand voice alignment
- Frames strategy around engagement lift vs brand-only posts (documented ~8x and ~561% LinkedIn reach patterns)
- Initial assessment covers employee base size, roles, and existing social presence
- Employee-shared content is documented at roughly 8x more engagement than brand posts in the skill framing
- LinkedIn employee posts are cited at roughly 561% more reach than brand content
Adoption & trust: 742 installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
Brand-owned posts underperform and feel inauthentic, but you lack a repeatable plan for employees to share product and culture insights safely and effectively.
Who is it for?
B2B SaaS or AI founders with a small team who want LinkedIn-led advocacy without hiring a full comms agency.
Skip if: Solo builders with no employees to mobilize, or teams that only need one-off founder LinkedIn posts (use linkedin-posts instead).
When should I use this skill?
User mentions EGC, employee advocacy, employee content, internal brand ambassadors, employee social media, staff advocacy, LinkedIn employee posts, or brand ambassador programs.
What do I get? / Deliverables
You get a goal- and platform-aligned EGC strategy with clear positioning versus UGC and creator programs, ready to operationalize with LinkedIn and other channel tactics.
- EGC strategy outline aligned to goal, platform, and employee base assessment
- Positioning guidance versus UGC and creator programs
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
EGC compounds trust and reach over time, so the canonical shelf is Grow where content and lifecycle programs live—even though setup often starts at launch. Employee posts, advocacy playbooks, and ambassador workflows are content-and-distribution programs, not one-off launch assets.
Where it fits
Design ambassador talking points before a product launch so employees amplify release news on LinkedIn.
Turn recurring customer wins into an employee post playbook with approved themes and compliance guardrails.
Use advocacy to nurture enterprise prospects with authentic practitioner stories from CS and engineering.
Frame recruitment-focused EGC when hiring your first GTM hires to signal culture and technical depth.
Decide whether employee voices match your ICP’s trust model before committing to a creator-heavy GTM.
How it compares
Program-level advocacy strategy—not a single-post copywriter or paid creator brief.
Common Questions / FAQ
Who is employee-generated-content for?
Indie and small-team SaaS or AI operators who have employees (or contractors acting as ambassadors) and want a structured EGC or employee advocacy program rather than random reshare requests.
When should I use employee-generated-content?
At launch when you need distribution beyond the founder account; during grow when scaling thought leadership and lifecycle trust; or during validate when employer brand supports hiring and early credibility—with LinkedIn as the default B2B channel.
Is employee-generated-content safe to install?
Treat it as strategy guidance only; review the Security Audits panel on this Prism page and avoid pasting credentials or employee PII into agent chats when defining programs.
SKILL.md
READMESKILL.md - Employee Generated Content
# 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 - **Plat