How to Promote and Amplify Your Employer Brand

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Talented professionals evaluate opportunities based on many different factors. Some candidates prioritize finding an organization that aligns with their personal values, while others will prioritize opportunities with a solid compensation package. Some prefer work-life balance, while others prefer challenging work — even if it means putting in extra hours.

Employer branding can help you communicate what your organization offers candidates, allowing them to self-select whether your opportunity is a good fit. Strategically promote and amplify your employer brand across multiple channels to ensure that candidates find the information they need to make decisions.

Build an enticing careers site

Nearly a third of candidates (31%) say career sites are one of the most valuable channels for researching employers. This presents a tremendous opportunity to promote your employer brand and improve hiring outcomes. A well-designed careers site can significantly increase application rates and attract higher-quality candidates.

Here are some key elements that can help your organization stand out:

Tell your authentic story. Share your company mission, values, and what makes working at your organization unique through compelling narratives and real team member testimonials.
Show, don’t just tell. Include photos and videos of your actual workspace, team events, and day-to-day activities so candidates can imagine themselves as part of your team.
Write job descriptions that sell. Lead with the impact the role will have and growth opportunities it provides, rather than just listing job requirements.
Get specific about culture and benefits. Explain how flexible work arrangements improve work-life balance or detail your conference budgets and mentorship programs.
Simplify your application process. Allow candidates to apply with their LinkedIn profile or uploaded resume instead of lengthy manual forms.

Pro tip:

Include a talent network on your careers site to capture candidates who are interested in joining your team, but don’t see the right opportunity.

Turn your team members into brand ambassadors

Current team members serve as your most credible employer brand ambassadors. When they share positive experiences about working at your company, their networks pay attention because the endorsement comes from a trusted source. Employee advocacy programs can significantly expand your reach without requiring a large investment.

Here are proven ways to activate and enable your team members as brand advocates:

Make job sharing effortless. Encourage team members to share job openings on their personal social media accounts and professional networks. Provide them with pre-written posts they can customize, making it easy for them to help spread the word.
Spotlight individual achievements. Create opportunities for team members to naturally talk about their work experiences. This might include highlighting individual achievements on your company blog, featuring team members in case studies, or sharing behind-the-scenes content on social media.
Create a structured referral program. Implement a structured employee referral program that rewards team members for successful hires. Make sure your referral process is simple and track results so you can recognize and reward successful referrers.
Support personal brand building. Support team members who want to build their personal brands by speaking at industry events, writing thought leadership articles, or participating in professional organizations. When your team members gain recognition in their fields, it reflects positively on your company and attracts other high-performers who want to work alongside respected professionals.
Celebrate wins internally and externally. Consider creating an internal newsletter or communication channel where team members can share personal and professional wins. This builds pride and gives people positive stories to share externally. When someone receives a professional certification, completes a challenging project, or achieves a personal milestone, celebrate these moments publicly.

Master your social media presence

Social media platforms offer powerful opportunities to showcase your company culture and connect with potential candidates. In fact, 26% of candidates use LinkedIn career pages to research jobs, while 22% use Facebook and LinkedIn groups.

Here are some ways you can use social media to promote your employer brand and engage job seekers:

Publish content to your LinkedIn company page. Your LinkedIn company page should tell your story through regular posts about team achievements, company news, industry insights, and workplace culture. Share photos from team events, office celebrations, volunteer activities, and day-to-day work moments. These authentic glimpses into your workplace help candidates understand what it’s like to be part of your team.
Activate executive leaders. Encourage leadership team members to maintain active LinkedIn profiles and share content that reflects your company values. When executives post thoughtful industry commentary or share team accomplishments, it builds credibility and demonstrates thought leadership. Candidates often research company leaders before accepting positions, so executive presence on LinkedIn can influence their decisions.
Publish thought leadership content. Use LinkedIn’s publishing platform to share longer-form content about your industry expertise, company growth, or team member spotlights. These articles can improve your search visibility and position your organization as an employer of choice within your field.
Choose the right additional platforms. Beyond LinkedIn, consider which other social media platforms make sense for your industry and target candidates. Instagram works well for showcasing company culture through visual content, while Threads can be effective for sharing industry news and engaging in professional conversations.
Respond quickly and thoughtfully. Respond promptly to comments and messages on your social media accounts. When someone asks about job opportunities or company culture, your response time and quality demonstrate how you treat people. These interactions can influence whether someone applies for current or future openings.

Remember that social media employer branding is about building relationships and sharing information, not just posting job openings. The goal is to stay top-of-mind and stand out when talented professionals are ready to make their next career move.

Monitor employer reviews

Employer review sites like Glassdoor, Indeed, and Comparably can significantly influence candidate perceptions. One in five candidates (21%) cite employer review sites as a top channel for researching employers. Further, review sites often show up in online search engines, which 41% of candidates are using to research employers.

Many job seekers read company reviews before applying, and negative reviews can deter qualified candidates from considering your opportunities.

Here are some ways you can leverage employer reviews to attract the right candidates:

Monitor actively and consistently. Monitor your company’s presence on major review sites regularly. Understanding what people say about your organization helps you address concerns and highlight strengths.
Encourage authentic reviews. Encourage satisfied team members to leave honest reviews about their experiences. Don’t ask for fake positive reviews, but you can remind people that their authentic feedback helps others understand what it’s like to work at your company. Many team members don’t realize the impact their reviews can have on recruiting efforts.
Respond to feedback. Thank reviewers for their feedback, whether it’s positive or negative. When you receive negative reviews, acknowledge concerns, explain any changes you’ve made to address issues, and invite the reviewer to discuss their experience further offline. Your public response shows potential candidates that you take feedback seriously and work to improve.
Use reviews to drive improvements. Use review feedback to identify areas for improvement in your actual workplace experience. If multiple reviews mention the same issue, such as poor communication or limited growth opportunities, address these problems rather than just managing the online narrative.
Amplify positive feedback. Share positive reviews and ratings on your careers page and social media accounts. When team members leave glowing reviews, thank them publicly and use their feedback as testimonials in your recruiting materials. This creates a positive cycle where good reviews generate more good reviews.
Create content addressing concerns. Consider creating content on your careers site or social media chennels that address common concerns raised in reviews. For example, if reviews mention work-life balance concerns, write about your flexible work policies or how you support team member wellbeing. This proactive approach demonstrates your commitment to addressing feedback.

Use interviews to sell candidates on your opportunity

Interviews aren’t just an opportunity for you to evaluate candidates — they’re an opportunity for your candidates to evaluate you. Take time during the interview process to sell candidates on your role, team, and organization, further promoting your employer brand.

Turn every interview into a compelling recruitment pitch with these strategies:

Train all interviewers as brand ambassadors. Prepare every interviewer to represent your employer brand effectively. They should understand your company’s mission, values, growth plans, and what makes your organization an attractive place to work. Provide talking points about career development opportunities, company culture, and unique benefits.
Structure interviews with dedicated selling time. Create interview guides that explicitly instruct interviewers to leave time to sell the role and answer candidate questions. For example, discuss specific growth opportunities the role offers, interesting projects they’d work on, and how their skills would contribute to company success.
Design experiences that reflect your culture. Include team members in interviews if collaboration matters, or use creative spaces and problem-solving exercises if innovation drives your business.
Follow up promptly. Follow up with all candidates, regardless of whether you plan to extend an offer. Send personalized messages that reference specific conversation points and reiterate your interest in qualified candidates. This attention to detail reinforces your employer brand even with candidates you don’t hire.

Leverage awards and media coverage

Recognition from third parties adds credibility to your employer brand and provides valuable content for your recruiting efforts. The 41% of candidates who use online search engines as their primary employer research channel may come upon awards, media coverage, and industry recognition in their search. These serve as external validation that can influence candidate decisions.

Build third-party credibility that attracts top talent:

Actively pursue relevant recognition. Research and apply for employer awards, “best places to work” programs, and industry-specific recognitions in your local market and national publications.
Maximize recognition impact across all channels. Add award logos to careers pages, include mentions in job descriptions, share on social media, and create dedicated blog posts explaining what the recognition means.
Seek media coverage strategically. Pursue media coverage for company milestones, product launches, or industry expertise. When your company appears in business publications, trade magazines, or local news outlets, it builds credibility and awareness among potential candidates. Media coverage often ranks well in search results when people research your company.
Support individual team member recognition. Encourage team members to apply for individual industry awards and recognition programs. When your people receive accolades, it reflects positively on your organization and demonstrates that you employ top talent. Share these individual achievements as part of your employer brand story.
Document achievements for easy reference. Document and organize your achievements for easy reference during candidate conversations. Create a simple database or document that tracks awards, press mentions, client testimonials, and other recognition. This resource helps interviewers share specific examples of company success.

Final thoughts on promoting and amplifying your employer brand

Your employer brand represents an investment in your company’s future growth and success. By systematically promoting your organization across multiple channels, you can attract higher-quality candidates while reducing recruiting costs and time.

Start with the areas where you can make the biggest impact quickly, then build on your success to create a comprehensive employer brand strategy that supports your long-term hiring goals.

An applicant tracking system like JobScore can help you promote your employer brand through an engaging careers site, consistent postings on job boards, and powerful communication tools. It can also help you track key metrics to measure and optimize your hiring outcomes. Start your free trial to see for yourself!