The news: Gap Inc. opened its creator program to employees, the company’s latest effort to amplify its brands across social media.

As of July 22, workers in Gap Inc.’s offices, stores, and distribution centers can apply to join the program and gain access to social sharing tools, content opportunities, and the ability to participate in affiliate programs across the company’s brand portfolio.

The big picture: Employee creator programs are gaining momentum as companies look to tap their workers’ expertise, enthusiasm, and creativity. As Damon Berger, Gap Inc.’s senior vice president of marketing shared services, noted in the company’s announcement, employees know the company’s brands, products, and customers better than anyone, making them a valuable resource for advocacy and education and potentially a more trusted voice on social platforms.

• 40% of consumers frequently discover a product or service through employee-generated content, according to Sprout Social.
• Roughly three-quarters (74%) consider employees more influential than traditional marketing in shaping a company’s brand, per a December Harris Poll survey.

Programs that let workers earn income for content also have ancillary benefits for brands. They could heighten worker satisfaction and reduce turnover—a particularly important consideration in the retail and restaurant industries, where turnover rates are typically higher than the norm. Employee content can also be a useful recruiting tool by giving viewers a behind-the-scenes glimpse of corporate life.

Implications for retailers: Employee-generated content can deliver significant benefits, but only if it comes across as authentic. That could raise tension: Workers need to have creative freedom to produce something that will resonate with consumers, even as companies don’t want employees veering too far from the corporate script.

Brands have to decide what balance works for them. For a company like Starbucks that is working through a turnaround and public tensions with some workers, tighter reins may be preferable. But for companies like Gap and David’s Bridal, the desire to maximize virality and engagement could outweigh mandating that employee content conform to strict corporate guidelines.

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