“What Should My Team Post?”

A Founder’s Guide to Employee-Generated Content That Actually Works

Employee-generated content is easily one of the fastest-growing and most valuable forms of content a brand can invest in right now. So it’s natural to get this question often from founders…

 “What should my team post on LinkedIn?”

Most founders we talk to see the value, but if you’re leading a distributed, remote, or growing team, it’s easy to feel stuck between wanting more online visibility and worrying that people might post something off-brand, inconsistent, or just plain awkward.

If this sounds like the exact thoughts you’ve had yourself, you’re not alone.  We recently had a founder ask this exact question during a webinar. Her global team wanted to contribute online, but she didn’t know how much direction to give. Should she provide content? Scripts? Examples?

Here’s how we answered her question and provided a quick framework to help her start leveraging employee-generated content in her marketing strategy. 

Why Employee-Generated Content Matters

Before we dive into the how, let’s talk about why this matters. Because this isn’t just about filling up the content calendar. This style of content is all about building trust at scale.

People trust people. Not logos. Not ads. Not corporate updates.

And the data proves it:

• 92% of people trust recommendations from individuals — even strangers — more than from brands (Nielsen).
  
• Leads generated through employee social posts convert 7x more frequently than other types of leads (IBM).
  
• Employee posts reach an audience 10x larger than a company page on average (LinkedIn).
  
• 79% of people say user-generated content — including employee posts — highly impacts their purchasing decisions (Stackla).
  

So if your team isn’t posting, you’re missing a massive opportunity to extend your reach, build credibility, and attract leads in a human, cost-effective way.

How to Leverage Employee-Generated Content the Right Way

Here’s the catch…

You can’t force authenticity with a template. If your EGC strategy feels like a script, it’ll fall flat. Here are three things to think about to make sure that doesn’t happen. 

Give Parameters, Not Prompts

The #1 mistake we see is over-orchestrating what your team can say.

If you give them copy-and-paste scripts, they either 1) won’t use them 2) it won’t be effective because it’s clearly canned. If you ask them to “post something about the brand,” they’ll panic and say nothing.

The sweet spot is somewhere in between.

Start by setting clear brand values and content pillars. These are the themes that connect your team’s voice back to your mission.

Here’s an example of how we’d prompt our employees here at Breezy:

• “What’s something you’ve learned recently about helping clients communicate clearly?”
  
• “What’s one tip you’d give a small team trying to show up consistently online?”
  
• “How do you approach storytelling when working with nonprofits?”
  

The goal is to give enough structure to build confidence without killing individuality.

Create Safe, Collaborative Spaces to Explore

If you want your team to start posting, they need to feel supported.

At Breezy, we host monthly internal brainstorms for team members who want to build their personal brand on social media. These sessions are low-pressure, opt-in, and collaborative.

Here’s how they work:

• Anyone can show up from Junior Content Creator to Senior team members.
  
• They bring rough ideas, questions, or half-written drafts.
  
• Leadership offers feedback, ideas, and encouragement.
  

The result? Content that’s true to the individual and aligned with the brand.

It’s where someone might turn a Slack rant into a thoughtful post. Or where a specific insight turns into a relatable story.

We’ve had team members…

• Share what they’ve learned working with mom-and-pop businesses
  
• Create content about online reputation management for nonprofits
  
• Post reflections on remote work, creative burnout, or client communication
  

…as a few more examples. It’s all about helping the team member unlock the experience and insights they have every day and turning them into thoughtful content.

Let People Focus on What They Care About

Your people aren’t carbon copies of your brand voice, and that’s the point.

When employees share content around what they care about, within your brand’s mission, it feels real and that’s the content that gets noticed.

In fact, 88% of people trust online reviews from other consumers as much as personal recommendations (Ambassador). That same principle applies to your team. The more human their posts feel, the more your audience trusts your brand by extension.

Encourage your team to:

• Share lessons from their role
  
• Reflect on projects they’re proud of
  
• Talk about industry shifts they’re noticing
  
• Spotlight your mission through their own lens
  

That authenticity builds brand awareness and builds their credibility. It’s a win-win.

“What about executive-level participation?”

82% of consumers say they’re more likely to trust a company whose executives are active on social media (Entrepreneur).

Founders set the tone. But empowering your whole team extends the reach.

A Simple Framework to Get Started

If you’re a founder or team lead trying to put some structure in place without being overbearing, this framework will help guide you:

1. Define Your “Why”

Explain why employee content matters not just for the brand, but for their own visibility and growth.

2. Set Value-Based Guidelines

Offer content pillars (like leadership, creativity, client experience) and your brand’s core values. This gives people focus without forcing a formula.

3. Encourage Collaboration

Host monthly or quarterly brainstorms. Offer feedback. Share wins. Make it safe to experiment.

4. Make It Optional but Visible

Never force it. But celebrate team members who post by engaging with their content and highlighting it internally.

5. Support with Tools, Not Scripts

Provide starter ideas, a brand tone guide, and sample post types, but leave room for people to make it their own.

The best content doesn’t sound “branded,” it sounds real. Thoughtful. Human. That’s what makes employee-generated content so powerful.

When your team feels confident, supported, and empowered, they’ll create content that builds trust, sparks conversations, and expands your reach far beyond what your company page could ever do alone.

And the best part? It doesn’t take a big budget. Just intentional leadership and a little structure.Want help building a brand presence that your whole team feels confident contributing to? Schedule a call today.