Tell us a bit about your background? 

I single-handedly grew Attwells Solicitors' following on TikTok from zero to 25,000 organically, generating 4.8 million likes. My top-performing video reached 19 million views, and the account has gone viral 15 times.

This led to a surge in apprenticeship applications, new business enquiries and a refreshed, modern image for the firm. Major publications like NBC News and UniLad have requested to feature my content. 

The recruitment campaign I developed attracted unprecedented interest from top talent, earning two short-listings for the 'Best Early Talent Recruitment Campaign' at the People in Law Awards. 

My work has been featured as a case study on employee-generated content by multiple brands. I've also delivered talks on the power of employee-generated content and have been featured in the Digital Marketing Institute for my expertise. 

How has the world of Employee Generated Content changed over the last few years? How do you think that could impact employers?

Employee-generated content (EGC) has shifted from being a minor part of brand strategy to being a huge focus. EGC used to be very trend-focused and as platforms have matured, content that companies are putting out is much more organic and original.

I think we’ll see more and more employers start to implement EGC as a major part of their marketing strategy both in terms of recruitment and new business - it’s one of the easiest ways to increase brand awareness, humanise the company and stand out.

It seems things are changing quicker than ever, how do you keep up yourself?

If you want to keep up it's essential to be actively consuming content, observing what other brands are doing, and analysing why certain posts succeed while others don’t perform so well. It’s also important to experiment with creating different types of content to understand what resonates with consumers.

What are your predictions for Employee Generated Content into 2025?

I think we’ll see a lot of brands start to rely less on trends and more on storytelling through original content. By showing glimpses of behind-the-scenes content or interviewing employees for example, brands can create content that sticks.

More companies will prioritise featuring their founders in content if they are not already. Viewers want to feel connected to a brand before taking action, whether it’s applying to work for them or buying their product or service. They are more likely to trust a brand if they feel like they know the people behind it. I also think brands will start to focus on longer form content as time goes on.

Who is really setting the standards in Employee Generated Content? Who should we be keeping an eye out for?

Sheer Luxe are paving the way with their Employee Generated Content. They interview different employees about their opinions on anything from food to fashion to lifestyle. They’ve organically built up their account to 566k followers.

Other great brands are The Attention Seeker with (843k followers) - a marketing agency who gives glimpses into behind the scenes of their office and Semrush (47k followers) - the marketing key word research platform who are a great example of targeting your niche effectively with relatable content.