Employer brand and talent acquisition leaders are looking for ways to cut through the noise with content that’s relatable, scalable and real. And right now, not much delivers on that better than employee-generated content (EGC).
Emily Forbes, the CEO and Founder of Seenit, has spent the last decade transforming how brands tell their stories, by giving employees the tools to create their own. In an age where audiences crave authenticity, and social-first storytelling, employee-generated content offers just that, and without the cost or complexity of traditional production.
In this Wiser Expert feature, Emily walks us through the journey of EGC and Seenit, from why it matters, to how it works, to where it’s going, and offers tactical advice for employer brand and talent leaders ready to make it part of their everyday strategy.
The beginning of Seenit:
Emily’s background in film and advertising gave her a front-row seat to the inefficiencies of traditional content production. It’s costly, time-consuming, and ultimately ineffective at keeping up with the ever-growing content demands of digital platforms.
"If you're just relying on traditional production, it's going to be an insane cost."
A pivotal moment came when she was filming a public event, and noticed everyone around her capturing their own point of view on their phones. That shift in perspective, realising there were millions of storytellers all around us, was the spark that would become Seenit.
From ‘why’ to ‘how’ the maturing of EGC:
Seenit’s early years were focused on convincing businesses that EGC was worth exploring. It was a new concept. Raw, unfiltered, and often misunderstood. But the landscape has changed dramatically. The question is no longer why brands should leverage EGC, but how they can embed it into their strategy in a way that’s both safe and scalable.
"It’s no longer: why do I need employee-generated content? It’s now: how do I make it happen?"
Whether it’s creating content at a rapid pace, personalising messaging for local markets, or responding to cultural moments in real-time, the demands on employer brand teams are growing. EGC offers the agility and authenticity needed to meet those demands.
Empowering without losing control:
For many organisations, the fear of giving employees a platform is still real… what if something goes wrong? But Emily argues that the real risk lies in saying nothing. Brands that are afraid of missteps are often the ones that miss out on the huge benefits of employee advocacy: reach, engagement, and cultural credibility.
"The pendulum swung from anything goes into controlled , and now it's about finding the balance between empowered and responsible participation."
To meet that balance, Seenit are helping to increase building safe structures, brand templates, approval flows, and AI-powered tools that allow for genuine employee expression while protecting the brand.
Inclusion means everyone, not just Gen-Z:
While younger employees might be more comfortable on camera, the most impactful EGC often comes from voices across the business. Emily emphasises that it’s essential to include non-digital natives in your approach to storytelling.
"There is a huge amount of wealth of knowledge and experience and personal journeys that are so powerful to unlock in non-digital natives."
That starts with explaining the why to those less familiar with content creation—what’s in it for them, how it supports the business, and how the right tools can make the process less intimidating.
"If you can get senior leadership, CEOs creating this type of content, the ripple of advocacy through the business is massive."
EGC as a lifecycle strategy:
Crucially, EGC isn’t just about attraction anymore. As internal and external brand functions begin to converge, it’s becoming a core part of the entire employee journey—from recruitment and onboarding to internal mobility and engagement.
"We’re seeing a deeper, genuine... movement of integration between employer brand, talent attraction and internal communications."
Emily notes that companies are beginning to unlock real value by joining the dots between functions, enabling teams to share assets, save costs and stay consistent across the full employee lifecycle.
Start small, scale smart:
For those just getting started, there’s no need to launch with hundreds of voices. A small pilot group across diverse roles and regions is enough to build momentum and prove value.
"You can start small. You can have five people, ten people that you're creating with."
She also challenges the idea that you constantly need fresh faces in your content. Repeat characters and repeat faces is really, really good. It builds trust. It builds familiarity.
Video-first strategy always:
Looking ahead, Emily sees video taking centre stage. With the rise of short-form platforms and AI tools that enhance production quality, video content is not only more achievable, it’s more powerful than ever. Within video, you've got text, you've got image, you've got audio... you’re looking at 10, 20, 30 assets from a single clip.
Seenit’s platform is already leaning into this with features that guide users through short, structured responses, live recording capabilities, teleprompters, and automatic lighting and audio correction.
But Emily is clear: tech is only one half of the equation.
"You can't just work with technology and expect that to mean you will succeed. You've got to have the strategy, the advice and the support."
How employee advocacy is the competitive advantage:
In the end, the most forward-thinking companies are reframing how they see their people, not just as participants in a branding strategy, but as genuine co-creators.
"Organisations that are winning and will continue to win are treating employees as strategic co-creators and amplifiers of their brand, not just participants."
When brands invest in their people—helping them build personal brands, create meaningful content and feel empowered to speak up—they don't just tell better stories. They become better businesses.
Want to unlock employee-generated content at scale?
Start small. Be strategic. Empower everyone. And don’t let fear hold your brand back.
