You probably already know that promoting your employer brand is important in today’s job market. What you may not know is where you should actually be sharing your employer brand content.
There are lots of options to consider, including dozens of popular social media platforms and job sites. Below, we’ll walk you through which platforms are worth your time (and which aren’t) and how to tailor your employer branding content to the platform.
1. LinkedIn
As the go-to site for all things career, it’s no surprise that LinkedIn is first on the list. LinkedIn is typically the best place for employer branding content for a few reasons: you can fill out (and post to) your own company page, you can lean on your employee advocacy network to share your posts, and job seekers are spending time on LinkedIn looking for companies to engage with.
When you create content for LinkedIn, use these tools to your advantage. Make sure to fill out your company page thoroughly, and post content that employees will want to share. Each time they repost your content, you get an invaluable chance to reach their networks as well as your own. It’s a great way to grow your employer brand and reach passive candidates who may not be looking for your content.
2. Facebook
Next, Facebook is another great option that tends to have a broader audience than LinkedIn, especially for non-corporate jobs. Generally speaking,, the content you post on Facebook should be similar to the content you post on LinkedIn. Don’t overthink it! You don’t have to reinvent the wheel for each platform—they’re similar for a reason.
The one tool you may want to leverage that’s specific to Facebook is Facebook Groups. Facebook Groups can help you tap into industry-specific audiences or niche talent pools that may be more receptive to your messaging. If you’re in a smaller industry or looking for a unicorn hire, consider using Facebook Groups to help narrow your targeting.
3. Instagram
Also in the Meta family, Instagram is our next recommended platform for employer brand content. It’s especially effective at showing visual content (like photos or videos that show your company culture) and engaging with the younger members of the workforce. (The most common age group for Instagram users is between 18 and 29 years old, while on Facebook it’s 30 to 39 years old).
On Instagram, every post will need a visual, so your content is all about telling the story of why you’re a great place to work. Lean into real-life photos, behind-the-scenes snippets of day-to-day life, interviews with team members, or employee spotlights.. The more visually pleasing, the better!
4. X (formerly Twitter)
Next, there’s a lot of debate about whether X is worth your time for employer branding, especially after the transition from Twitter to X. The good news is that it’s still a useful platform when you have the right strategy.
Part of the “right strategy” is knowing your audience. Some industries are more active on X than others, so use that to your advantage. For example, journalists are still especially active on X compared to other job functions. If you’ll be hiring from a talent pool that has a heavy X presence, you may want to prioritize this platform above others.
Another X benefit: 79% of X users follow at least one corporate account. This gives you a great opportunity to build a following if you’re sharing relevant, interesting content.
X lends itself to lighthearted, silly content and more serious, professional content, so don’t feel the need to pick a lane. Your employer branding content can do both, helping you connect with your audience in a variety of formats.
Finally, don’t forget hashtags! X (as Twitter) was the first platform to use the hashtag in the first place, so it makes sense that hashtags are still a major part of the X experience. Use hashtags that relate to your industry, company, or location to help find your ideal employees.
5. Review sites, like Glassdoor
Last but not least, Glassdoor may not be a social media site, but it’s another platform where potential employees may expect to interact with your brand and check-in on your reputation.
Here, you’ll want to really focus on sharing what makes your company a great place to work. Why? On social media sites like the four mentioned above, you’re casting a wide net to get more people to know about your organization. Candidates on social are less likely to be seeking you out, so your goal is to start building a relationship over time.
On Glassdoor, you’re likely engaging with people who already know about you. They’re further along in the talent acquisition funnel, so they’re ready for more targeted information about why they should join the team.
With that in mind, use Glassdoor to share big picture information about your team and culture, but make sure to also share more specific information about benefits and work practices that may help someone decide whether they’re a good fit. Think about what you’d want to tell someone who was on the fence about joining your team, and lean into those themes for your recruitment strategy.
On Glassdoor, make sure to also respond to reviews—the good and the bad. Prospective employees like to see engaged employers that take employee feedback seriously. As a bonus, monitoring these reviews can help you understand how current employees perceive your company. They may give you ideas of benefits and culture wins you hadn’t considered!
Using CareerArc for employer branding
At this point, you might be thinking, “Great, but I don’t have the resources to post on five different platforms consistently.” We hope we’ve given you a toolkit to pick the right platforms for your team, but if your dream outcome includes more than one platform and a bit more automation, CareerArc is here to help!
CareerArc lets you post to social platforms like LinkedIn, Facebook, Instagram, and X all from one centralized platform. You can develop your social media marketing content on the platform, then schedule your posts to go out on the platform(s) of your choosing. This holistic approach saves you time in managing social media campaigns while following best practices.
You can even post to employees’ accounts to help spread the word!
Interested in learning more? Click here for a demo.
