Strengthening Employer Branding With Employee Advocacy

The challenge: vacancy posts do not reach the right talent

A corporate vacancy post is often barely noticed. Your target audience experiences it as advertising and scrolls past. The result is low visibility and too few qualified applications.

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The solution: authentic stories from employees

When employees share why they are proud of their work, it feels credible and personal. Their networks also contain many potential candidates who might never see a standard job ad.

With employee advocacy for employer branding you show:

• Culture, what makes working at your organisation unique
• Experiences, how colleagues describe a typical working day
• Growth, which development opportunities are available
• Impact, how employees contribute to success and meaningful projects

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Why this works

Authentic employee stories connect on a different level than official vacancy posts. They show real faces, real situations and real opinions.

A study on employee referrals found that candidates referred by existing employees have a higher conversion rate, meaning they are more likely to accept job offers than candidates who apply through conventional channels. This supports the idea that people are more open to apply when they hear about a role from someone who already works there, instead of only reading a corporate vacancy text.

• Authenticity, because stories from real employees are more persuasive than corporate posts
• Greater reach, because employees often reach many more people than company accounts
• Stronger image, because you show that your organisation is open, proud and people focused
• Faster talent attraction, because candidates respond more quickly to stories from peers they know or trust

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Practical tips

• Ask employees to share their work experience in text, photo or video
• Use simple formats such as “a day in the life of” or “why I work here”
• Involve managers as well to add credibility and show leadership support
• Track applications and referrals using UTM tracking so you can see which stories drive results

With employee advocacy you turn vacancy posts into stories that real talent wants to read and respond to. You bring your culture to life and strengthen your employer brand in a way that traditional job ads rarely achieve.

Visit our employer branding page to see how employee advocacy can strengthen your recruitment, and download our ready to use post formats to start turning vacancies into powerful employee stories right away.

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