How to Use AI to Ramp Up Employee Generated Content at Scale and Transform your Employer Branding
- Jay Kipps
- Apr 12
- 2 min read
Updated: Apr 15
Writer: Jay Kipps, Flint & Steel Inc.
Date: February 26, 2024 | 3 min read
Employer branding teams everywhere are being asked to do more—with less. More content, more channels, more personalization… and fewer resources.
According to the AI in Employer Branding Benchmark Study we co-developed with The Martec in 2024, 93% of employer brand teams said they plan to increase content output this year—but 80% said they lack the internal capacity to scale.
The need is clear. The model? Employee-generated content (EGC) at scale, powered by AI. Here’s how forward-looking employer brand teams are using AI and EGC together to activate their EVP, elevate credibility, and influence talent.
93% of employer brand teams said they plan to increase content output this year—but 80% said they lack the internal capacity to scale.
Employee Generated Content at scale starts with systems, and intention
The old model—chasing testimonials, waiting for employee videos, or trying to coax hiring managers into LinkedIn posts—isn’t scalable. The new model starts with infrastructure.
Action: Build a centralized, AI-powered system for EGC using The Martec AI Content Cloud. It helps your teams auto-generate content ideas, structure stories, and edit drafts—so real employees can become real advocates, without needing to be writers.
2. Don’t Just Tell Stories—Map Them to Your EVP
EGC works best when it’s aligned to the moments that matter. That means mapping content to your EVP pillars, candidate journey, and talent personas.
Action: We work with clients to create structured EGC programs where each story type—first-day experience, mentorship, team wins, DEI moments—supports a specific brand message and funnel stage. AI helps you organize, deploy, and measure that impact at scale.
3. Use AI to Lower the Barriers, Not the Standards
AI doesn’t write the story—it supports it. The best programs use AI to make content creation accessible for employees, not to replace their voice.
Action: Use Martec’s workflow to auto-suggest content prompts based on career stage, location, or campaign need. Then provide light-touch editorial support to polish and protect your brand voice.
5. Use Benchmark Data to Set Priorities
Not sure where to start? Our benchmark research shows that the most effective teams focus first on volume, then on personalization, then on campaign alignment. But every org is different.
Action: Download the full AI in Employer Branding Benchmark Report to see how your content strategy compares—and where AI can help you scale without losing authenticity.
👉 Contact us to receive a copy of the report @ info@flintandsteelinc.com
Final Thought
AI won’t replace your employer brand team—but it will give you the structure, speed, and scale you need to meet today’s content demands. When paired with a strong EVP and real employee stories, it becomes your most powerful amplifier.
🎯 Want to scale authentic content without burning out your team?
We help brands build structured, AI-enabled employee-generated content and advocacy programs that actually work—grounded in data, aligned to EVP, and ready to scale.
👉 Book a complimentary consultation ahead of the competition.
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