The most credible advertising for a company may already be emerging in its own offices, factories and workshops.

Employees know the company better than any agency.

They know what really works.

What is difficult.

What they are proud of.

And which stories you might be better off not telling.

That is exactly why employee-generated content is becoming more interesting.

Not as an organised permanent commercial.

But as a way of bringing communication closer to reality.

An engineer shows what she is working on.

A technician takes the camera to a client.

A team tells how a project actually came about.

An apprentice shows their first day at work.

It does not have to look perfect.

It just has to be true.

For brands, that means an interesting shift:

Communication becomes less centrally controlled — and at the same time more credible.

The role of production changes too.

Not telling everything yourself.

But making the right people visible.

Because sometimes the best brand film is the one in which the brand simply shuts up for a moment.

#frischebrise|