What if your most powerful brand influencers aren’t outside your company — but already working in it?

In this episode of Talent X Tech, our host, I sit down with Melissa Laurie, CEO of Oysterly Media, to explore how Employee-Generated Content (EGC) is transforming employer branding and redefining trust in an AI-enabled world.

As short-form video explodes across social platforms, audiences are turning away from polished corporate content and toward authentic human stories. Melissa explains how User-Generated Content (UGC) and Influencer Marketing have evolved - and why Employee-Generated Content is the next big wave shaping how brands connect, hire, and inspire.

In this episode, you’ll learn:

* Why Employee-Generated Content (EGC) is redefining employer branding in the age of AI

* How leading brands like PwC, Cisco, and Hilton Hotels use EGC to build credibility and culture

* The difference between UGC, Influencer Marketing, and EGC

* How to get started: ideation, training, and the “3 Es” - Education, Emotion, Entertainment

* What metrics matter - reach, engagement, and trust signals

* Practical advice for leaders and creators navigating the future of social media

🎙️ About the Guest

Melissa Laurie is a keynote speaker and the CEO of Oysterly Media, one of Asia’s fastest-growing social video agencies. The firm helps brands like Hilton, UPS, 3M, and Microsoft humanise their content through diverse, unfiltered storytelling.

Chapters

(0:00) Introductions & Building Oysterly Media

(7:03) User-Generated Content (UGC) & Authentic Storytelling

(10:16) Influencer Marketing & Long-Term Partnerships

(12:33) Employee-Generated Content (EGC)

(14:32) Companies Leading in EGC

(16:12) Benefits of EGC on Employer Branding

(21:57) The How - Strategy & Steps for EGC

(34:28) Handling Employee Fear & Resistance to EGC

(38:42) EGC Return on Investment & Metrics to Track

(42:32) Melissa’s Favourite EGC Videos & Campaigns

(47:30) Melissa’s Upcoming Book on Employee-Generated Content

(49:20) Career Advice for Those Passionate About Social Media

(50:52) Big-Picture Social Media Trends

(52:10) How AI Will Impact Social Media

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