The social media user is cynical and suspicious. We see examples of fraud and fake news in the media every week. It can therefore take quite some effort to convince consumers that you are a sincere, authentic and reliable organization. Let your employees tell their own, sincere story. We still want to see and read what your organization does and what you sell. But we do not want to see a censored, perfected and filtered version. Show the face behind the organization. People like to do business with people. Employee generated content increases the trust of (potential) customers.
For example, Adobe shares global stories under the hashtag #adobelife. This way, employees show what a great and reliable employer Adobe is.
KLM does this in its own way by letting their employees share their own experiences and stories with the #KLMcrew. And who c level executive list isn't curious about the stories of the cabin crew?
2. It allows for more interaction and wider distribution of content
You often see that companies and organizations prefer to create content themselves that their employees can share. Authentic and own content that is created by employees themselves quickly outperforms anything that the marketing department shares via official channels. If your colleagues write their own messages and then discuss that content with their network, that message quickly has much more interaction. And why would you only share content via your organization's channels? As a company, you increase your reach because your message is shared in a new network. This ensures that you reach people that you cannot reach yourself via your own channels - unless you advertise.