Starbucks just officially backed employee generated content in a big way. Here's what you need to know:

Employee Generated content is different from 'User Generated Content' in two ways:

1) it builds trust and authority authentically

2) it leads to 8x more engagement and often a 78% increase in pipeline growth

While UGC is all about social proof and the 'bandwagon effect', EGC is all about building trust and authority by leveraging stories and expertise from those with day-to-day access to the company itself.

One of the biggest challenges for modern businesses is how to scale their employee generated content without losing their brand positioning.

And honestly, it's a fair challenge to have. It can be nerve wracking to hand over the camera when you're afraid of ruining the very foundation you've built.

One way to fix this early is with an Internal Brand Guide.

Think of it as a sister-document to the official company wide brand guide. It's similar, only it's for those chosen employees who are generating content specifically for the business.