Service & Project Type

Digital strategy and employee engagement.

Introduction

In today’s digital world, employees are powerful brand advocates. HSBC recognised this opportunity, but knew that unleashing thousands of voices across social media required clear guidelines, strategic support and the right infrastructure.

They partnered with Organic to launch a responsible, engaging and scalable employee-generated content (EGC) program on a global scale.

The Challenge

HSBC wanted to:

• Encourage employees worldwide to share positive stories about the brand
• Maintain control and consistency across social media platforms
• Prevent reputational risks from unmanaged posts

A major innovation in this strategy was NOW Share, HSBC’s first internal app dedicated to empowering employees to create and share user-generated content (UGC).

The challenge? Ensuring the platform launch was smooth, compliant and embraced across a global workforce.

Our Solution: Building a UGC & Staff Engagement Framework

Organic worked closely with HSBC’s Global Communications and HR teams to build a robust framework for employee-led social media engagement.

Key actions included:

• Social media policy and guidelines development
• NOW Share app launch consultancy
• Supporting collateral creation (toolkits, marketing wrapper, project request process)

By combining governance with empowerment, we helped HSBC turn employees into confident brand storytellers.

Results

The partnership produced key outcomes:

• Successful publication and rollout of progressive, accessible social media guidelines
• Smooth launch and adoption of the NOW Share app across global teams
• High-quality, brand-aligned user-generated video content at scale
• Stronger internal culture of brand advocacy and responsible social sharing

Through strategic enablement, HSBC equipped its employees to amplify the brand voice authentically and safely.

Final Thoughts

Employee-generated content is one of the most powerful tools for building trust and authenticity online, but it must be supported with clear strategy and governance.

At Organic, we help global brands like HSBC build employee engagement frameworks that drive real impact while protecting brand reputation.