How Employer Branding content really impacts jobseekers

We all know attracting the right candidates is tougher than ever. It’s not just about salary, perks, or even the job title anymore, it’s about how your company feels. And that’s where employer branding content comes into its own.

Whether it’s a behind the scenes video, a spotlight on a team member, or a post about what a ‘day in the life’ looks like at your company. It all plays a part in shaping how people perceive your business as a place to work.

Why it matters

From the moment a candidate sees your job ad, they’re checking you out. Not just on your careers page, but on LinkedIn, Instagram, Glassdoor, anywhere they can get a feel for your culture. Good employer branding content gives them confidence. It tells them who you are, what you stand for, and what they can expect if they join you.

It humanizes your brand. And in a market where talent has options, that human connection is a big deal.

It filters the right people in (and the wrong people out)

Employer branding content doesn’t just attract attention, it attracts the right attention.

By showing the reality of life in your business (not the polished, corporate version), you’re helping candidates figure out whether they’d be a good fit. And that means you’re more likely to end up with people who actually want to be there, not just people who tick a few boxes on paper.

So, what should you be posting?

• Real voices – Let your team do the talking. Candid interviews, quick-fire Q&As, or even a selfie-style intro from a new starter can work wonders.
• Culture snapshots – What’s your version of ‘fun’? Whether it’s Friday beers, team hikes, or charity days – show us what life looks like!
• Growth stories – Shine a light on someone who’s progressed internally. It’s a great way to show your commitment to development.
• Behind the scenes – Give a sneak peek into your workspace, your values, or how you run your onboarding. These are things that often get asked in interviews.

When it’s done well, it shortens time to hire, improves candidate quality, and gives you a competitive edge. And it doesn’t have to be polished or high-budget – it just has to be you.

So, if you’re struggling to attract the right people (or just want to make sure your next great hire doesn’t scroll past your job ad) take a look at your content. Chances are, it could be doing a lot more for you.