How to Build Successful Employee Generated Content Programmes | Employer Content Club Special Episode
Following our successful Employer Content Club event in London, we invited Vouch back to reveal the secrets behind building employee-generated content that works.
Picture this: It's May in East London. Chris Murdoch and I are standing in front of a room packed with employer content creators, all hungry for insights that go beyond the usual surface-level advice.
As the hosts of Employer Content Marketing and Employer Bland, we joined forces to create something different: the first event of Employer Content Club.
The energy was inspiring. Real practitioners sharing real challenges. No corporate fluff, just honest conversations about what actually moves the needle in employer content creation.
One topic particularly stood out: Employee Generated Content.
That's why we brought Vouch back for a deeper dive into what it takes to run successful employee generated content programmes. We chatted with Gary Zurnamer, Co-founder of Vouch.
The answer? It’s not all about technology.
Even platforms like Vouch would struggle to help an organisation that doesn’t get some fundamentals right.
Here are some of the things we covered.
The Hidden Psychology Behind Employee Content Failure
Gary dropped a truth that may well be stopping employee generated content programmes before they get started:
"Any bit of friction you introduced into video, we found was a real non-starter for the person recording."
When you ask employees to create content, you're asking them to be vulnerable in front of potentially thousands of strangers. The last thing they need is a complicated process that amplifies their anxiety.
But the friction runs deeper than technology. Most companies are sabotaging themselves before they even start because they don’t keep it simple.
Start with Clarity: The Power of Strategy
Think about your current content strategy. Are you asking people to create random videos about their experience, hoping something will stick? That's not strategy - that's hoping for miracles.
The companies winning this game start with clarity. They know exactly what story they're telling and why it matters. Every piece of content ladders up to a bigger narrative about who they are and what makes them different.
The Participation Paradox
Here's something counterintuitive: the most successful organisations don't try to get everyone involved from day one.
"It's about starting quite small with a group of internal advocates who are good on camera."
This flies in the face of conventional wisdom: Most organisations think success means getting maximum participation.
But would you rather have 60 employees creating forgettable content because they feel pressured, or 10 employees creating compelling stories because they're genuinely excited to share?
Start small. Repeat. Scale.
The AI Revolution You're Not Seeing
While everyone else panics about AI replacing human creativity, it should be used to amplify human authenticity. It’s about AI-enhanced (not AI-generated) content.
Watch The Full Episode
This article barely scratches the surface of what we discussed. In our full conversation, you'll discover:
The 3-step framework that separates successful programs from failures
How Clorox scientists created compelling lab content
Why traditional industries are using employee content to attract Gen Z talent
The common pitfalls that derail even well-intentioned initiatives
How employee content is becoming crucial for customer acquisition, not just recruiting
Connect with Gary: LinkedIn | Vouch Platform
About Employer Content Club
Employer Content Club represents something special: a partnership between Employer Content Marketing and Employer Brand that prioritises substance over surface-level insights.
Our London event, supported by Vouch, brought together practitioners who are actually doing the work, not just talking about it.
Your Turn: What's your biggest employee content challenge right now? Tell us - we read every message and it may become the topic of our next event!
If this resonated with you, share it with someone who's struggling with their employee content strategy. The best insights are meant to be shared, not hoarded.
Thanks for you time.
Chris
Chris Le’cand-Harwood
Workplace Content Strategist & Producer
Struggling to get the best out of your employer content productions? Let’s chat and I’ll give you some pointers.