Marketing and SEO termsUpdated
Employer branding
Also called: employer brand, talent brand
Definition
Employer branding is how an organization presents itself as a place to work: its culture, values, people and the experience of working there. It influences whether candidates notice the company, apply for roles and accept offers.
Where candidates form an impression
An employer brand is the sum of these, so a polished careers page can't make up for a Page that hasn't posted in a year.
- The careers page and individual job descriptions.
- The company's LinkedIn Page: its posts, follower count and how active it looks.
- Posts by current employees about their work.
- The application and interview process itself.
- What former employees and review sites say.
- Search results for the company's name.
LinkedIn features involved
Keep job postings and the Page's About section in step with your careers site, since candidates often compare them side by side.
| Feature | Role in employer branding |
|---|---|
| Company Page | The public home for company updates and open jobs |
| Career Page | A paid add-on for culture content and open roles |
| Job postings | Attached to the Company Page; Showcase Pages can't have jobs |
| Employee posts | First-hand accounts that carry more weight than company copy |
Carrying it onto your careers site
Candidates often move between LinkedIn and your site, so the two should tell the same story. A careers page can show the open roles, the Page's latest posts and the people a candidate would work with, without HR editing the site each week. The careers page use case lists what to place where, and the jobs widget keeps the role list in step with LinkedIn.
Common mistakes
- Generic claims like “great culture” with nothing to show for them.
- Sharing employees' posts or photos without asking them.
- Content that disappears when the recruiter who ran it leaves.
- A careers page with no open roles, or roles that closed weeks ago.
- Measuring only follower growth instead of applications and accepted offers.
Sources
Related terms
- LinkedIn Page
- A LinkedIn Page is an organization's presence on LinkedIn, such as a company, school or brand. Members follow a Page rather than connect with it, and the Page's admins publish posts, manage job listings and view analytics for the organization.
- Social proof
- Social proof is evidence that other people trust, use or recommend you, such as testimonials, reviews, client logos, follower counts or endorsements. Visitors lean on it as a shortcut when deciding whether a business or person is credible.
- User-generated content (UGC)
- User-generated content (UGC) is content about a brand created by people outside its marketing team, such as customers, employees, partners or fans. Reviews, social posts, photos and testimonials all count when someone other than the brand made them.
- LinkedIn Showcase Page
- A LinkedIn Showcase Page is a Page attached to a parent LinkedIn Page that represents one brand, business unit or initiative. It has its own name, posts and followers, so people can follow that part of an organization on its own.
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