What question do we get asked the most about employee-generated content (EGC)?
How do we pay employees to create content?
It’s a big topic in the industry right now, so let’s talk about it.
Employees want to know they’re not creating for free (fair), while marketers want clarity on the legal, tax, and operational side. But payment is just one piece. Real success comes from keeping employee creators engaged, recognised, and supported.
It’s not as complicated as it sounds. In fact, done well, rewarding employee creators can boost culture, content quality, and marketing performance. The key is moving from one-off participation to a strategic, structured program.
That’s why TRIBE Unlocked exists. We build EGC programs for major brands and retailers that give structure and strategy to what would otherwise be a scramble.
In this blog, we’ll cover everything from payments to gamification and long-term motivation strategies to help you build a program people want to be part of.
Payments & rewards: how to incentivise with intention
In the world of influencer and creator marketing, rates can vary dramatically. On TRIBE, for example, creators can set their own fee, typically determined by their audience size, number of deliverables and overall quality of their content.
One of the many benefits of EGC is that you can set terms early on, with a reward system that truly incentivises creators AND gives your team clarity on your budget.
Our partners choose the payment systems that are most relevant, compliant and effective for their needs. When deciding what’s best for your team, here are some thought starters.
The key to the right payment system is that it’s sustainable and genuinely attractive. After all, employee creators are behind some of the highest-performing content on social right now, so make sure your team feel valued.
Payment is one piece of the puzzle. Let’s discuss keeping your employees engaged in creating content and developing their skills.
Three ways to keep employee creators engaged in an EGC program
1. CHALLENGES & GAMIFICATION
Gamification isn’t just for fitness apps or Candy Crush. Challenges ignite friendly competition and give employees motivation to keep showing up.
1. Performance leaderboard: Give points for every post, like and comment and share each employee creator racks up. Then, reward the winner with an extra prize or recognition.
2. Tiering system: Implement a simple ‘Bronze, Silver, Gold’ system based on engagement milestones, with strong incentives to reach the top tier.
3. Team challenges: Pair experienced creators with newbies to boost their confidence and foster internal education.
2. RECOGNITION
Money and freebies aren’t everything; they also want to feel proud and recognised, both externally and internally. Here’s how you can show them love.
1. Feature their top post on company social pages.
2. Shout them out in team meetings, internal comms or spotlight channels.
3. Nominate standout creators for career development opportunities like brand ambassadorships, social takeovers, or collabs with the content team. We recently saw one of our Big W Teamfluencers earn a trip to Sydney to shoot an ad with the marketing team!
3. ASK THEM FOR FEEDBACK
A great program is a two-way street, so now and then, check in with your creator crew and ask how they’re feeling. If participation drops, they might just be feeling a little uninspired or unconfident in their skills. Here’s how to combat fatigue:
✅ Launch monthly or quarterly pulse checks to gauge what’s driving them and holding them back
✅ If inspiration or knowledge is lacking, address their challenges in tailored training sessions
✅ If they’re feeling undervalued, up your recognition tactics.
The bottom line
Let’s be honest, not everyone’s a natural in front of the camera. Don’t force creating content on your employees, just make it as easy, fun and rewarding as possible.
A great EGC program isn’t easy to implement. TRIBE Unlocked is designed to bring calm to the chaos, with structured programs that make EGC sustainable, not stressful.
We'll work with you to design the most effective reward system and handle everything from recruiting creators to join your program, training them on content creation and keeping them engaged and inspired.
Want to learn more? Hit the button below!
