Growing teams
Your people have stories worth sharing but nobody has shown them how.
SERVICE 03 / 06
00:2103
EGCStrategy
Helping your team become your best content engine.
00:04 — Who it's for
Employer brands
You want candidates to see what it's really like to work with you.
Lean marketing teams
You need more content without hiring more people.
00:09 — What you get
- EGC playbook
- Prompt library
- Filming guide
- Review and approval flow
- Team training session
00:15 — Employee-generated content
TheContentEngine.
Tworetailers.~90employeecreators.Oneidea:letthepeopleinsidethebrandtellitsstory.
For about a year each, I built and ran employee-generated content programmes for two Australian retail brands, BIG W and BWS. Instead of relying only on polished brand content or paid creators, we turned store teams into creators: real people, real personalities, real moments from the shop floor.
Brands
Humanise the brand through real employee storiesBuild stronger organic engagement on InstagramGive employees a voice in the brand's contentCreate relatable content audiences connect withA scalable content model that doesn't rely only on external creators
The engine
Stage 01
Onboard
I introduced the programme to store teams and made content creation feel accessible, even for people who had never made a reel. The focus was confidence: making employees feel comfortable representing the brand.
Two programmes, two scales
Twoprogrammes,twoscales.
BIG W · Instagram
Teamfluencers
~15 employee creators~1 year
Built from the ground up: launched the programme, onboarded creators, set up the creation and review process.
BWS · Instagram
Employee-generated content
60–80 employee creators~1 year
Built from scratch and scaled into a framework that could support a much larger creator network, with content managed across employee and brand accounts.
Both programmes have since concluded.
The content wall · BIG W Teamfluencers
Teamfluencers:thestoreteam,oncamera.
Employee-led product featuresBehind-the-scenes retailPersonality-driven videosEveryday moments at BIG W
Store team memberCustomer skit / personality
Shopping at BIG W be like
Every retail worker has had the customer who describes a product instead of naming it. The team member plays both sides, then actually finds the thing, so it's relatable and a product showcase at the same time.
Store team memberPOV / BookTok
What goes through my head while book shopping
Taps straight into BookTok. An employee's internal monologue in the book aisle turns a store range into a genuine recommendation from someone who actually reads.
Store leaderTrend / humour store tour
Letting Gen Z write the marketing script
A store leader deadpan-reading Gen Z slang ('it's giving', 'no crumbs', 'so much rizz') while walking every department. The contrast is the joke, and the whole store range gets a tour without it feeling like one.
BWS content isn't available for the portfolio. The programme is shown here by its scale.
What I built
EGC programme document
The EGC toolkit
- Programme launch & onboarding plan
- Creator training resources
- Tone-of-voice guidelines for employees
- Prompt & format bank
- Content review & feedback process
- Distribution across employee + brand accounts
Available to walk through on a call.
Results
2
programmes built from scratch
~90
employee creators
~1 year each
programme duration
2
distribution channels: employee + brand accounts
“Employee-generated content isn't about getting people to post. It's about building a system that makes content creation accessible, repeatable and authentic.”