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
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Initial Assessment
Check for product marketing context first:
If
.claude/product-marketing-context.md
or
.cursor/product-marketing-context.md
exists, read it for product, audience, and brand voice.
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
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
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)