What are the success factors for implementing employee-generated content
To what extent does employee-generated content contribute to the success of internal knowledge transfer? And what factors need to be taken into consideration in order to align successful content creation with corporate guidelines?
From our customers’ experience and various best practices, which are mostly empirically validated, we have learned that companies are much faster and more successful in knowledge transfer when they are committed to remove fixed structures, especially in specifications of content, design and processes.
At its core, successful knowledge transfer and Employee-Generated Content (EGC) is primarily a question of corporate culture, same as with other digitization processes.
Employees wish to be encouraged for sharing their knowledge.
The management can show this appreciation by being an example to others, e.g. by sharing authentic content themselves – and not only publishing video productions shot with three cameras in perfect shape. Or at least if they accept and reward the quality that can be achieved by employees (with SlidePresenter normaly very high). Thereby the management should focus on effectiveness instead of perfection.
In addition, the appreciation results from minimizing the hurdles for sharing knowledge.
Company learning curve
Not everyone focuses on reducing restrictive requirements right from the start. Companies often start their employee-generated content projects with various requirements – including recordings with specified technology in a specific setting, actors as speakers, and mandatory jingles in the videos.
However, companies are moving at different speeds compared to the society. Companies hesitate, ask for professionally edited content, demand videos with a certain corporate design. But more than 30% of employees have already created, commented on and rated content themselves – at least in their free time. In the younger generation, this number is even higher. So they are already used to creating content on their own.
As so often, it later became clear that as the experience curve increases, the company’s internal guidelines are reduced more and more. This is because companies learn that EGC works better and better as guidelines are reduced. The risks and demands of compliance were previously overestimated.
 Statista 2021 – https://de.statista.com/statistik/daten/studie/72063/umfrage/verfassen-von-user-generated-content-nach-ausgewaehlten-themen/
The most successful companies are those who have fewer requirements and provide more freedom. The sooner you keep the hurdles low, the faster you generate successful results for employees who share their knowledge. And the more employees will participate in knowledge transfer with their employee-generated content.
The success of employee-generated content is affected in particular by:
Empowerment to create content quickly and easily
Spontaneity should be supported for the decision to record a content
Technical requirements delay the publication of content
Guidelines hinder the decision to create content at all
Authenticity – viewers perceive that the knowledge they receive comes from within the company, from their peers
Content specifications, such as strict corporate identity regulations, can influence the behavior of speakers in front of the camera and lead to a non-authentic appearance
“Imperfect” content increases memorability among viewers.
(e.g. when someone walks through the picture or the speaker makes a slip of the tongue)
Diversity and creativity have a positive effect on the corporate culture. Mobile phone videos as well as professional videos should be allowed and coexist. The diversity of layouts encourages other presenters to contribute themselves without fear of having chosen the wrong format.
Corporate design specifications can even have an undesirable effect. Formalized content acts as a top-to-bottom announcement and does not develop the expected effect of peer-to-peer learning, or learning on the job.
These insights were gathered from SlidePresenter customers who have employee-generated content strategies. The most successful 90% of these companies encourage employee-generated content without restrictive guidelines.
In a few cases, accompanying, non-mandatory guidelines are provided. These provide guidance on how content should ideally be produced. However, this does not necessarily prove to be conducive.
In order to nevertheless ensure that the corporate design is recognizable in the content produced by a company, SlidePresenter offers a “White Label / Corporate Design Package”. This function can be used to ensure a high degree of uniformity even without the employee’s intervention.
In all cases, SlidePresenter’s Customer Success Team ensures in their regular exchanges with the presenters that the quality of the content is constantly increasing or that the standards requested by the customer are being maintained more and more effectively.
To what extent are your colleagues and employees currently empowered to efficiently and effectively create employee-generated content? We prepared a checklist for you – test it yourself!