In 2025, employer branding is no longer limited to a polished LinkedIn page or a well-designed careers site. Today’s job seekers, especially Millennials and Gen Z spend hours daily on TikTok, Instagram Reels, and YouTube Shorts. They consume bite-sized, engaging content at lightning speed, and they expect employers to show up where they are.
I’m going to be honest, I’ve not taken the leap on to TikTok and don’t use Instagram so I really need to implement what I’m about to discuss, however from the research I’ve done and the feedback I get from candidates, from an employer perspective it really is a fantastic way to enhance your brand and your offering as part of your wider marketing strategy to give an insight into your business and attract top talent.
Here’s how employers can creatively use social media, especially short-form platforms to stand out:
Show, Don’t Tell: Give a Real Look Inside
Candidates want authenticity. Instead of a slick corporate video, think behind-the-scenes tours, employee spotlights, or “a day in the life” clips.
- Show your workspace, team interactions, and company events.
- Let employees record short clips themselves, it’s more authentic and relatable.
- Use trending sounds and challenges in a way that fits your culture.
Example: A 15-second clip of your marketing team celebrating a small win, or your tech team collaborating on a project, can make your workplace feel approachable and dynamic.
Let Your Employees Be the Stars
People trust people more than brands. Employee advocacy is powerful, especially when it’s genuine.
- Encourage employees to share their experiences through their own social channels.
- Feature team members in “Meet the Team” reels.
- Highlight diverse voices across different roles and seniority levels.
Tip: Avoid scripting it too tightly. Authenticity matters more than perfection.
Educate and Entertain
Not every post should be “We’re hiring!” Instead, offer value to potential candidates.
- Share career tips, leadership advice, or industry insights in quick, punchy videos.
- Post “What I Wish I Knew Before Joining [Your company/industry]” clips featuring your team.
- Use humour carefully to make your content more shareable and human.
Pro Tip: Educational content positions your brand as a thought leader and candidates feel like they’re already learning from you before they even apply.
Tap Into Trends, Carefully
Short-form platforms thrive on trends, viral dances, challenges, memes but it’s important to stay authentic.
- Participate in trends that align naturally with your brand voice.
- Don’t jump on every trend; it can seem forced if it doesn’t fit your culture.
- Add your own twist to trending topics to highlight your unique culture.
Example: Instead of a generic “office dance challenge,” maybe your finance team does a “budgeting tips” challenge with humour woven in.
Make the Application Process Part of the Content
People are often intimidated by long job ads. Use short videos to explain:
- How to apply.
- What the interview process looks like.
- FAQs for applicants (e.g., “Do I need previous experience?” or “Can I work remotely?”).
Idea: A 30-second “How to apply in 3 easy steps” reel could lower barriers and increase applications dramatically.
Measure, Adapt, and Keep it Fresh
Social media moves fast. What worked three months ago might feel outdated now.
- Track which posts drive engagement and applications.
- Listen to candidate feedback.
- Keep testing new formats, ideas, and storytelling styles.
The companies that win at employer branding in the short-form content age are the ones that evolve quickly and stay human at the core.
Remember…
Employer branding in 2025 isn’t about corporate gloss, it’s about creativity, transparency, and connection. TikTok, Instagram Reels, and YouTube Shorts offer employers an incredible chance to show what makes them different and to do it in a way that feels real and exciting.
If you want to attract today’s best talent, it’s probably time to stop thinking like a traditional marketer and start thinking like a content creator.
Start small, stay genuine, and have fun! Your next star employee might just be one scroll away.
