In today's digital landscape, the significance of user-generated content (UGC) in social strategies cannot be overstated. Studies show that UGC has 4.5 times higher engagement than brand-created content, infusing authenticity into a brand and spotlighting the individuals who form the heart of your employer branding. It's no wonder businesses recognise UGC as an invaluable and powerful tool for cultivating a strong employer brand.

However, despite this realisation, many organisations face a daunting challenge: persuading their people to generate content.

Tonic's Social and Activation team often hear clients express their frustration, saying, "We understand the importance of UGC for our employer brand, but motivating our employees to create content feels nearly impossible." If you find yourself nodding in agreement, fret not! We've identified the top six common obstacles that hinder the sourcing of outstanding UGC, and better yet, we've prepared quick-win solutions to help you conquer them. By the end of this post, you will be equipped with the knowledge and tactics necessary to unlock the full potential of UGC and create great posts.

Problem #1: Limited Quantity

One of the most common issues when sourcing UGC is the lack of enough content available on internal comms platforms to meet business needs. With UGC often being the top-performing content on social media, you might need 3-4 pieces of UGC per week to keep a channel like Instagram working to the best of its ability.

Solution: Encourage followers to share content and offer incentives for doing so. Running a social media contest or offering discounts can effectively increase the quantity of UGC. Alternatively, highlight how colleagues’ content helps the individual, such as by sharing authentic stories that attract more job applicants, ultimately alleviating team workloads.

Problem #2: Poor Quality

Another problem with UGC is that it may not meet quality standards. For example, photos might be overexposed or not sized correctly for the latest social media platforms.

Solution: Provide guides and toolkits on how to take good photos. Offer tips on lighting, composition, and using the right dimensions. This not only improves content quality but also empowers employees to create visually appealing posts.

Problem #3: Lack of Storytelling

While getting a great photo of colleagues is half the battle, that photo is only useful if accompanied by an intriguing story.

Solution: Send out questionnaires with open-ended questions for colleagues to answer. Ask for more details about the context of the photo, why it was taken, and what it represents. This approach adds depth to your posts and makes them more engaging.

Problem #4: Lack of Interest

One main issue is that colleagues may not be interested in creating UGC or may not see its value.

Solution: Communicate the benefits of UGC and how it aligns with business goals, such as building brand awareness or engaging with customers. Highlight success stories where UGC made a significant impact, and consider recognizing contributors to motivate participation.

Problem #5: Time Constraints

Another problem is that colleagues may be too busy to create content or prefer not to spend their time on it over their usual work.

Solution: Provide guidance on how to create UGC quickly and efficiently, such as using pre-designed templates or offering tips on content creation during spare moments. Making UGC part of KPIs or job descriptions can also motivate colleagues to contribute.

Problem #6: Trusting AI

As AI tools for content creation become more prevalent, many clients are intrigued but hesitant due to high costs and uncertain benefits.

Solution: Conduct pilot programs or trials with a select group of users to assess the effectiveness and reliability of AI systems in real-world scenarios. Highlight benefits like time savings through automated content ideas and response collation. Ensure there is buy-in from participants to maximize the potential of these tools.

At Tonic, we understand the challenges you face in sourcing exceptional UGC. We've listened attentively to our clients' struggles and developed our own content-farming service. If you've exhausted all the strategies outlined in this article and still find yourself in a content drought, it might be time to call in the big guns – our expert team is here to help.

Our dedicated content farming team possesses the expertise and resources needed to navigate even the trickiest of content creation landscapes. We'll work closely with you to understand your unique requirements and uncover the untapped potential within your organization. If the stories won’t come to you, we’ll go to the stories!

Don't let the frustration of elusive UGC hinder your employer branding success. Let us assist you in uncovering the hidden gems of great UGC that lie within your workforce.