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Building a Strong Employer Brand Through Social Recruiting 

Updated: May 30

I’m sure you are well aware that today’s employment market is very competitive. One of the best ways to lure and keep top talent is with employer branding. 

Due to the growth of social media, businesses now have a rare chance to present their company culture and communicate authentically with potential employees. In this blog post, I’ll explain how you can build your own employer brand with social media. If you read to the end, you’ll see how three major companies used social recruitment to develop a strong employer brand.

What is Employer Branding?

Employer branding is essentially how a company is seen both internally and internationally as an employer of choice. It covers a range of topics, including the company’s beliefs, culture, working conditions, and benefits for employees. Increased employee engagement, improved retention rates, and a more varied talent pool are all benefits of having a good employer brand.

The phrase “employer branding” describes the business’s standing as a wonderful place to work. Top talent is drawn to organizations with excellent employer brands, and retention rates rise.

Essential elements that contribute to a successful employer brand include having well-defined company values and mission, fostering a positive work environment and culture, offering competitive employee benefits and perks, and providing opportunities for growth and development within the organization.

Employer Branding and Company Culture

A strong employer brand is a reflection of healthy company culture, and company culture plays a crucial role in shaping the overall employer brand. In the digital age, social media has become a powerful tool for employer branding, as companies can use various platforms to share updates, showcase their work environment, and engage with potential candidates in a more personal way.

Social media matters in recruitment because it allows companies to reach a wider audience and provides an opportunity to showcase company culture and values in an engaging, interactive manner. Some of the top social media platforms for employer branding include LinkedIn, a professional networking site ideal for sharing company updates and job postings; Facebook, a versatile platform for sharing company news, events, and employee stories; Instagram, a visual platform perfect for showcasing your company culture through photos and videos; and Twitter, a real-time communication tool useful for engaging with potential candidates and sharing industry news.

To showcase your company culture on social media, consider sharing stories of employee success and recognition, posting photos and videos of company events and team-building activities, and highlighting unique employee benefits and perks.

Developing a Social Recruiting Strategy

Building a strong employer brand through social recruiting requires companies to develop a comprehensive strategy. This includes setting clear objectives, identifying their target audience, and creating engaging content to attract top talent.

To set goals and objectives for your social recruiting campaign, start by defining the primary goals, such as increasing brand awareness, attracting top talent, or promoting diversity and inclusion. Then, determine key performance indicators (KPIs) to measure the success of your campaign.

When identifying your target audience, it’s important to understand the demographics, interests, and online behaviors of your ideal candidates. Customize your content and messaging to appeal to your target audience.

Creating engaging content to attract top talent involves showcasing your company’s culture and values through photos, videos, and employee testimonials. Share industry news and insights to establish your company as a thought leader, and post regular job openings and career opportunities.

Promoting employee advocacy on social media is another crucial aspect of social recruiting. Encourage employees to share their experiences working at your company, and provide guidelines and resources to help employees create and share content on their personal social media accounts.

Best Practices for Social Recruiting

To ensure the maximum impact of your social recruiting efforts, it’s crucial to adhere to best practices. These include optimizing your company’s social media profiles, utilizing hashtags and keywords for increased visibility, engaging with potential candidates via social media, and evaluating the success of your efforts.

Optimizing your company’s social media profiles involves maintaining a consistent brand identity across all platforms, incorporating relevant keywords and phrases in your profile descriptions and posts, and using high-quality images and visuals that highlight your company culture.

Increasing visibility with hashtags and keywords requires researching industry-specific hashtags and keywords that your target audience is likely to search for and incorporating them in your social media posts to enhance discoverability.

Engaging with potential candidates through social media entails responding promptly to questions and comments, sharing content from industry influencers, participating in relevant online discussions, and proactively reaching out to potential candidates by liking and commenting on their content.

To measure the success of your social recruiting efforts, monitor your KPIs and adjust your strategy based on the results. Analyze the engagement and reach of your social media posts and track the number of quality candidates applying for positions through social media channels.

Incorporate Diversity With Your Social Recruiting 

Social recruiting can significantly contribute to promoting diversity and inclusion within a company. Showcasing an inclusive company culture and addressing unconscious bias in social recruiting enables businesses to attract a more diverse talent pool.

Social recruiting can support diverse hiring initiatives by sharing content that highlights a company’s commitment to diversity and inclusion, showcasing diverse employee stories and perspectives on social media, and using inclusive language and imagery in social media posts and job descriptions.

To promote an inclusive company culture on social media, businesses can highlight employee resource groups and diversity initiatives, share updates on diversity training and workshops, and celebrate cultural events and observances from various backgrounds.

Addressing unconscious bias in social recruiting involves training hiring managers and recruiters to recognize and minimize unconscious bias, implementing blind recruitment practices to reduce bias in the hiring process, and regularly reviewing and updating social media content to ensure inclusivity.

3 Case Studies of Successful Social Recruiting Campaigns

Gaining insights from successful social recruiting campaigns can be valuable for companies aiming to build a strong employer brand. A few examples of companies that have effectively used social media to showcase their employer brand include:

Google is known for its innovative work culture and unique employee benefits, consistently ranking as one of the top employers worldwide. They use social media platforms like LinkedIn, Twitter, and their own Life at Google Instagram account to share stories, events, and employee experiences, which highlight their employer brand.

Salesforce has effectively utilized social media for recruitment, promoting its inclusive company culture and engaging with potential candidates on platforms like LinkedIn, Twitter, and Instagram. Their #SalesforceOhana hashtag showcases their commitment to inclusivity.

HubSpot has built a strong employer brand through its social media presence, highlighting its work culture, employee stories, and dedication to diversity and inclusion. They use LinkedIn, Twitter, Facebook, and Instagram to engage with potential candidates and provide insights into life at HubSpot.


Building a strong employer brand through social recruiting not only helps companies attract and retain top talent, but it also leads to long-term benefits such as improved employee engagement and a more diverse workforce. 

By implementing the strategies and best practices discussed in this blog post, businesses can leverage social media to create a compelling employer brand that sets them apart from the competition.

If you need to recruit employees for your company, reach out to us and we can help you!

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