Especially in times of a shortage of skilled labour and high staff turnover, companies are looking for new ways to attract and retain talent in the long term. Employer branding is no longer a marginal issue, but a key factor in the competition for the best minds. More and more companies are turning to social media to present their employer brand in an authentic and approachable way, because traditional career portals alone are no longer enough. The digital presence - with images, videos and stories - is becoming the centrepiece of modern employer branding strategies. And this is exactly where our approach comes in: We help companies to rethink their attractiveness as an employer and use social media as a central platform.
Why employer branding is so important on the social web
Nowadays, talented people no longer just look at the official website, but also scour social media channels to gain real insights into the corporate culture. They want to know what everyday life really looks like, what values are practised and how colleagues work together. Authenticity is required - and that's exactly what social media offers. Here, a company can show how it supports its employees, why it is worth being part of the team or how new ideas are created. This strengthens the employer brand and makes it tangible for applicants.
Many companies that iRoi-Coaching works with report similar challenges: They are looking for ways to place their employer branding measures specifically on social media because they feel that traditional recruiting channels are no longer sufficient. The target group wants real stories and personal contact - as direct and immediate as possible. This is not just about filling vacancies, but about building a lasting relationship with potential employees.
A practical example: a medium-sized IT service provider from southern Germany uses Instagram to showcase its agile working methods and lively team culture. To do this, they regularly have various employees document their day-to-day work via takeovers on the company channel - sometimes in the office, sometimes working from home, sometimes at team events. The success: the number of applicants increases because applicants can immediately see whether they are a good fit for the company.
A second example: An international consultancy uses LinkedIn to provide insights into internal leadership programmes and further training. It publishes videos in which managers share their experiences and employees report on their development paths. This creates transparency and makes the benefits of the employer visible - even for passive talents who are not actively applying.
And a third example: a family business from the manufacturing industry shares short clips on TikTok that show the innovative spirit and practical work behind the scenes. The clips are filmed by trainees and thus offer an unbiased view of the company. The result: more young applicants who perceive the company as a modern and open employer.
How to successfully implement your employer branding on social media
The first step is to clearly define your employer brand. Ask yourself: What really characterises us as an employer? What values, benefits and development opportunities do we offer? The answers form the foundation of your employer branding strategy and should be authentic and comprehensible[1][3]. It is advisable to actively involve employees because their voices are particularly credible.
The next step is to select the right social media channels. Not every platform is suitable for every target audience. LinkedIn is ideal for specialists and managers, Instagram for visual insights into everyday working life, and TikTok reaches young target groups in particular[4][6]. Think about where your ideal candidates are active and align your content accordingly.
Make sure your messages are consistent and lively. Storytelling helps to bring the employer brand to life emotionally. Show real people, real stories and real successes. Use employee interviews, behind-the-scenes insights or takeover campaigns to do this. This creates closeness and trust - and makes your employer branding credible[2][4].
Focus on interaction. Respond to comments, answer questions and invite people to share their thoughts. This creates a sense of community and shows that you are genuinely interested. You can also use the opportunity to address specific target groups - for example via targeted social media advertising or specific hashtag campaigns.
BEST PRACTICE with one customer (name hidden due to NDA contract) A global technology group focussed on a comprehensive social media campaign with iROI coaching to strengthen its employer branding. The focus was on the visibility of employees: Internal success stories were published regularly, development paths were portrayed and flexible working models were presented. The campaign was accompanied by a well thought-out editorial plan that served various target groups - from interns and young professionals to experienced managers. In addition, open positions were specifically promoted in stories and career highlights. The result: more qualified applications, a higher quality of recruitment and an improved reputation in the industry.
Practical tips for more visibility in employer branding
Utilise user-generated content: Encourage your employees to share their own content about the company. This is more authentic than any advert and strengthens the credibility of your employer brand[2]. You can also provide insights into internal processes, for example via „day-in-the-life“ videos or virtual office tours.
Focus on diversity: show that your company is diverse and inclusive. Share stories of people with different backgrounds, career paths and life plans. This appeals to talented people who value an open corporate culture.
Involve managers: Have the CEO, department heads or team leads regularly share their views. This creates transparency and at the same time demonstrates leadership quality - an important factor for many applicants.
Measure your success: Track key performance indicators (KPIs) such as applicant numbers, social media reach, engagement rate and employee net promoter score. This will help you recognise which content is working particularly well and allow you to make targeted adjustments to your employer branding strategy[1].
Lessons from practice - what really works
Experience shows that successful employer branding on social media requires staying power, a clear focus and the willingness to engage in genuine communication. Companies that build their employer brand authentically and strategically benefit from greater visibility, more qualified applications and higher employee loyalty.
One example of this is an international bank that regularly shows its diversity initiatives and team events on Instagram. It uses stories to communicate quickly and directly and relies on highlights to ensure that content remains permanently visible. The result: stronger employee identification and greater attractiveness for new talent.
Another example is a software manufacturer that organises live Q&A sessions with development teams on LinkedIn and YouTube. The sessions are used by applicants to ask questions and gain insights into the work culture. This creates trust and helps to break down reservations.
A large industrial company also has its own TikTok channel on which trainees show their everyday lives. The clips are relaxed, humorous and give an honest look behind the scenes. In this way, the company appeals specifically to young talent and establishes itself as a modern employer.
My analysis
Employer branding has changed fundamentally. It is no longer just about publishing an attractive job advert, but about building a lively, authentic employer brand that inspires and retains people. Social media offers the perfect platform for this because real encounters, personal stories and direct communication take centre stage.
The examples show: Those who pursue employer branding strategically, place content in a targeted manner and actively involve employees will win the competition for talent. It is important to reflect regularly, obtain feedback and continuously develop the employer branding strategy. This is the only way for companies to remain attractive to applicants and differentiate themselves from the tough competition.
iROI-Coaching supports you in all matters relating to your employer branding - from strategy development and implementation on social media to measuring success. Together, we sharpen your employer profile, develop suitable content formats and accompany you step by step on the way to an attractive social media presence.
Further links from the text above:
The Complete Employer Branding Guide [1]
Employer Branding on Social Media: Tips and Benefits [2]
Employer branding: definition, goals & tasks [3]
Employer Brand Social Media Strategy [4]
Employer branding strategy: A complete guide [5]
Employer branding strategy on social media: A checklist [6]
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