How to build an irresistible employer brand with social media advocacy

In today’s competitive job market, employer branding isn’t optional; it’s essential. As B2B companies navigate growing skills gaps and talent shortages, standing out as a top workplace has become a strategic priority. According to SHRM, 77% of HR professionals faced challenges filling full-time roles in the past year. That statistic alone highlights a clear need: companies must build and maintain a brand that attracts and retains the right people.

Employer branding is more than a recruiting initiative. It’s a company-wide effort that reflects your culture, values, and vision, both internally and externally. And to succeed, HR and Marketing need to work together. When these teams align, they create a powerful, consistent message that resonates with prospective hires, customers, and employees alike.

At the center of this strategy are two high-impact, low-cost approaches: employee advocacy and referral-based hiring. Employees sharing their authentic experiences online and bringing in talent from their networks amplify your brand’s reach, credibility, and hiring success.

This guide breaks down exactly how to build a successful employee advocacy program, structure a referral-based hiring initiative, and maximize results through targeted social media strategies. Let’s explore how CMOs and CHROs can drive real business growth by partnering to build a brand that people want to be part of.

How employee advocacy powers your employer brand

What is employee advocacy?

Employee advocacy empowers employees to share their positive experiences and insights about working at your company. It turns employees into brand ambassadors, allowing them to promote the company’s culture, values, and career opportunities on their social media accounts.

Employee advocacy is particularly effective because it brings authenticity to employer branding efforts. Job seekers trust content current employees share far more than polished corporate messages. Additionally, employee advocacy programs expand the company’s social reach by tapping into employees’ personal and professional networks.

Why employee advocacy works

There are several reasons why employee advocacy is an essential part of employer branding:

• Authenticity: Prospective hires are more likely to trust and relate to content shared by employees, making the brand more approachable.
• Extended Reach: Each employee has their network on social media, exponentially increasing your employer brand’s visibility when they share posts.
• Boost in Referrals: Employees who already advocate for the company are more likely to refer friends and colleagues, adding value to referral-based hiring programs.

Key elements of a successful employee advocacy program

1. Incentivization: Employees need to feel motivated to participate in advocacy programs. Gamification, recognition, rewards, and small incentives—such as bonuses or exclusive opportunities—can encourage greater participation.
2. Training: Equip employees with social media guidelines, best practices, and templates. Ensure that they understand the tone, messaging, and content that align with the company’s employer brand. Provide training on using personal accounts for professional advocacy without being overly prescriptive.
3. Content Curation: While allowing employees to share personal perspectives is essential for authenticity, you should provide a variety of pre-approved content they can easily share. This could include company updates, behind-the-scenes posts, success stories, job openings, and thought leadership content. Balance is key— pre-prepared content should be editable, and try not to come across as forced.
4. Measurement: Regularly track the effectiveness of your employee advocacy program by monitoring key performance indicators (KPIs) such as engagement (likes, comments, shares), reach, referrals, and recruitment impact. Use the data you collect to fine-tune the program over time.

Referral-based hiring: A natural extension of employee advocacy

What is referral-based hiring?

Referral-based hiring is the process of incentivizing current employees to refer qualified candidates for open positions. Employees are often familiar with the company culture and the skills required for a particular role, making their recommendations highly valuable.

Benefits of referral programs

• Cost-effective: Traditional hiring methods like job boards and recruiting agencies can be costly. Referral programs significantly reduce these costs by leveraging the personal networks of current employees.
• Faster time-to-Hire: Referred candidates are often a better fit for the company and can move through the hiring process faster than candidates from other sources.
• Higher retention rates: Studies show that employees hired through referrals tend to stay longer, as they are typically a better cultural fit and more informed about the company before joining.

Integrating referral programs with employee advocacy

A well-designed referral program naturally complements employee advocacy efforts. Encourage employees to promote job openings while sharing company culture on social media. Integrating referral bonuses into the program motivates employees to share job posts and refer candidates from their networks.

Incentivize your referral program with referral bonuses, recognition, and career development opportunities for employees who successfully refer new hires. Regularly update employees on current job openings and provide them with engaging content they can share on their networks to promote these opportunities.

Using corporate social media channels for employer branding

Corporate channels vs. Employee advocacy

While employee advocacy brings authenticity and reach to employer branding efforts, corporate social media channels offer more polished and controlled messaging. The key to success is balancing both approaches—corporate channels should highlight key company achievements, values, and professional development opportunities. At the same time, employee advocates bring a personal perspective to the same themes.

What to post on corporate social channels for employer branding

1. Company Culture: Share photos and videos of office events, behind-the-scenes activities, or team-building outings. Showcase your workplace as an exciting and rewarding environment.
2. Thought Leadership: Your leadership team should regularly post content reinforcing the company’s values, vision, and industry expertise. This demonstrates that the company is an industry leader and a place where employees can grow.
3. Employee Recognition: Highlight employees who have achieved significant milestones, such as promotions, work anniversaries, or noteworthy accomplishments. This builds morale internally and shows potential candidates how much the company values its employees.
4. Open Positions: Share job openings, but do so in a way that highlights the unique benefits of working for your company. Instead of just listing responsibilities, focus on career development opportunities, company culture, and the impact the new hire can make.

Social network-specific strategies for building employer brand

Different social media platforms serve different purposes, each with strengths regarding employer branding. Below is a breakdown of how to use LinkedIn, X, Instagram, TikTok, and Facebook to build and promote your employer brand.

1. LinkedIn

Best suited for:
LinkedIn is the most professional platform, making it ideal for sharing detailed job openings, industry thought leadership and professional development stories. It is especially effective for targeting experienced professionals and passive job seekers.

Content focus:

• Employee stories: Share employee testimonials and personal experiences to give the company a more human face.
• Industry insights: Position your leadership as industry thought leaders through articles and posts about key trends, innovations, and challenges.
• Detailed job postings: Provide a comprehensive overview of open positions, focusing on your company’s career growth opportunities.

Employee advocacy tips:
Encourage employees to share their own career progression stories or offer professional insights. LinkedIn recommendations and testimonials from employees about their experience can significantly enhance credibility.

2. Instagram

Best suited for:
Instagram is a visual platform that showcases your company’s culture through photos and videos. It’s especially effective for showing off your work environment, team spirit, and community involvement.

Content focus:

• Behind-the-scenes: Use Instagram Stories or posts to show casual, fun, and engaging moments inside the office.
• Employee spotlights: Highlight individual employees and their achievements through visually compelling content.
• Team events: Post photos or videos of team-building exercises, community service projects, or company celebrations.

Employee advocacy tips:
Encourage employees to post their behind-the-scenes moments, team selfies, or photos of their workspaces. Use branded hashtags and highlight employee posts on the company account for extra visibility.

3. TikTok

Best suited for:
TikTok is ideal for creative and fun content that appeals to younger audiences, particularly if your company has a modern, innovative culture. Short-form video content showcasing the company in a lighthearted or creative way can significantly boost your employer’s brand.

Content focus:

• Employee takeovers: Give employees control of the TikTok account for a day to show what a day in their life looks like.
• Fun challenges: Participate in or create fun TikTok challenges that align with your company culture.
• Behind-the-scenes: Short videos give viewers a quick, authentic look at your company’s day-to-day life.

Employee advocacy tips:
Encourage employees to create and share short TikTok videos highlighting their experiences or participate in TikTok trends that reflect the company’s culture. Make it fun, engaging, and aligned with popular content trends on TikTok.

4. Facebook

Best suited for:
Facebook is great for building community and engaging with longer-form content. It’s especially useful for companies that want to share updates on corporate social responsibility (CSR) initiatives or employee-centered content.

Content focus:

• Community involvement: Share stories and posts about the company’s involvement in community service, charitable events, or employee volunteer work.
• Event recaps: Post photos and videos from company events, conferences, or team activities.
• Job postings: Share job openings with more detailed explanations of the roles and expectations, allowing for a more personal touch.

Employee advocacy tips:
Encourage employees to share their involvement in company-sponsored activities, post about their experiences working at the company, or tag friends in job postings.

Best practices for collaborating between Marketing and HR

Joint strategy development

Marketing and HR must collaborate to create a consistent and powerful employer brand. The employer branding strategy should align with marketing objectives (brand awareness, external communication) and HR (talent acquisition, retention).

Create a shared employer branding plan that outlines goals, key messaging, and the platforms you’ll use. Ensure both teams understand how they will contribute to content creation, employee advocacy management, and referral program promotion.

Content collaboration

Develop a shared content calendar that includes posts from corporate channels and employee advocates. Plan the type of content each department will be responsible for and ensure a mix of company-driven and employee-generated content. Marketing can assist HR in crafting job posts that highlight culture, and HR can provide employee testimonials and behind-the-scenes content that marketing can amplify.

Cross-functional teams

Form a cross-functional task force consisting of representatives from both HR and marketing. This team can oversee employee advocacy, referral programs, and social media engagement, ensuring that HR and marketing goals are aligned and the strategy is implemented consistently across departments.

Measuring success

Key metrics to track

Measuring the effectiveness of your employer branding efforts is crucial for optimizing your strategy over time. Key metrics include:

• Engagement rates: Track likes, comments, and shares on employee and corporate posts to measure how much traction your content is gaining. Employee-generated content should show higher engagement as it is seen as more authentic.
• Referral metrics: Measure the number of candidates coming through your referral program, time-to-hire, and retention rates of referred employees.
• Brand perception: Use surveys or sentiment analysis tools to assess how your employer brand is perceived by employees, candidates, and the general public.

Optimizing your strategy

Regularly review the data to see what’s working and what’s not. For example, if you notice certain employee posts consistently outperform corporate ones, adjust your content strategy to encourage more of that content. Likewise, if one platform generates more engagement than others, focus more resources on that channel.

The synergy between employee advocacy, referrals, and social media

In conclusion, strategic employee advocacy, referral-based hiring, and targeted social media efforts build a strong employer brand. CMOs and CHROs must collaborate closely to create a unified strategy that integrates these elements, ensuring that employees are engaged in the company’s mission and eager to share their experiences.

By encouraging employees to share authentic, personal stories and leveraging their networks for referrals, your company can significantly enhance its employer brand, attract top talent, and improve retention.

Employer branding shoutouts for best practices

Examples of companies excelling in employer branding on social media

Employer branding on social media is critical to attracting top talent and showcasing a company’s culture, values, and opportunities. Many companies are using different platforms to convey their unique workplaces, and below are examples of organizations that are doing an exceptional job across X, TikTok, Instagram, Facebook, and LinkedIn.

These examples show how mid-sized companies in law, finance, and tech are leveraging various social media platforms to enhance their employer brand, build a strong company culture, and attract top talent. By understanding how each platform can be used effectively, CMOs and CHROs can implement tailored strategies that resonate with their desired audiences.

Below are company examples across various social networks (LinkedIn, X, TikTok, Instagram, Facebook) for three key industries: law firms, financial services firms, and tech firms. These examples showcase how mid-sized organizations can effectively build their employer brand on social media by highlighting culture, employee advocacy, and more.

LinkedIn: 

As the leading professional network, LinkedIn is a go-to platform for employer branding, especially for organizations looking to attract experienced professionals, showcase thought leadership, and communicate corporate culture.

Tech Firms 

Elastic –What they do well: Through employee stories and blog posts, Elastic highlights its distributed workforce and work-life balance. It emphasizes its flexible work culture and frequently posts about employee growth, tech innovation, and company values.

Splunk  –What they do well: Splunk’s LinkedIn page features employee success stories, tech industry insights, and diversity initiatives. It showcases how its technology is transforming businesses and highlights employee engagement in community service and internal mentorship programs.

Law Firms

BakerHostetler –What they do well: BakerHostetler focuses on professional development and career growth, often highlighting new hires, employee achievements, and internal initiatives related to diversity, equity, and inclusion (DEI). They also feature case studies and legal insights, reinforcing their expertise while giving followers insight into their team’s talent.

Goodwin Procter LLP –What they do well: Goodwin Procter uses LinkedIn to highlight its employees’ experiences, company culture, and firm values. Its focus is on diversity, sustainability, and philanthropy, and it often showcases stories of employees contributing to pro bono cases or participating in community service.

Financial Services Firms 

Silicon Valley Bank –What they do well: SVB emphasizes its focus on innovation and client success while promoting an inclusive, growth-oriented work environment. Its LinkedIn feed is filled with employee spotlights, leadership content, and industry insights that attract talent interested in fintech and financial services.

Charles Schwab –What they do well: Charles Schwab uses LinkedIn to share career stories from its employees, promote its referral program, and spotlight internal diversity initiatives. They also post regularly about their corporate culture, particularly focusing on work-life balance and career development.

TikTok: 

With its short-form video format, TikTok is ideal for creating fun, engaging, and relatable content that resonates with younger audiences. Here are two companies excelling at using TikTok for employer branding.

Tech Firms

GitLab–What they do well: GitLab is a fully remote company that leverages TikTok to show how it fosters an inclusive, productive remote work culture. It posts videos about remote work hacks, employee stories, and fun behind-the-scenes content from its virtual events.

Asana–What they do well: Asana focuses on workplace productivity and employee well-being. Its TikTok videos showcase its office space, team activities, and informal content, highlighting its focus on creating a positive, supportive work environment.

Law Firms

Morrison & Foerster LLP–What they do well: Known for embracing new trends, Morrison & Foerster uses TikTok to showcase legal practice’s more fun and relatable side. They create behind-the-scenes videos, share tips for law students, and highlight stories of their junior attorneys navigating their early careers.

Sidley Austin LLP –What they do well: Sidley Austin posts short, engaging videos that focus on its workplace culture, office tours, and personal employee stories. Their TikTok strategy humanizes the firm by showing the people behind the legal work.

Financial Services

Betterment –What they do well: Betterment focuses on financial education and company culture. Its TikToks mix helpful financial planning tips, employee day-in-the-life content, and fun, informal videos that highlight its flexible, modern workplace environment.

SoFi –What they do well: SoFi uses TikTok to engage younger audiences by promoting financial literacy and showcasing its culture of innovation. They often highlight their employees in short, lighthearted clips, providing a behind-the-scenes look into life at SoFi.

Extra Shoutouts

Ryanair –What they do well: Ryanair has gone viral multiple times for its witty, meme-filled, and humorous TikTok content, which gives a glimpse into the company’s personality. Their TikToks are often humorous takes on customer service and the behind-the-scenes lives of employees.

Example: Ryanair frequently posts humorous skits featuring its cabin crew, showcasing the company’s sense of humor and creativity.

Duolingo -What they do well: Duolingo’s TikTok account has become famous for its lighthearted and humorous approach to branding. The company’s mascot, the Duolingo owl, has become a recurring star. Their TikToks often involve playful, engaging content that highlights their corporate culture in a fun way.

Example: Duolingo uses its mascot to interact with pop culture trends, creating TikToks that subtly promote its brand while focusing on entertainment.

Instagram

Instagram’s visual nature makes it ideal for companies to showcase their culture, people, and workspaces. These companies use Instagram to attract talent and display their employer brand.

Tech Firms

Datadog –What they do well: Datadog shares behind-the-scenes photos of its offices and teams, employee spotlights, and snapshots from conferences or company events. It highlights its diverse and collaborative culture, often using Instagram Stories for quick team updates. They also have a specific section about their outstanding interns.

Twili –What they do well: Twilio posts about its employees’ involvement in meaningful projects and commitment to a positive workplace culture. It uses Instagram to showcase its team’s creativity and commitment to community outreach and volunteerism.

Law Firms

Fenwick –What they do well: Fenwick uses Instagram to visualize its offices and team events. It shares content around employee milestones, DEI initiatives, and firm-sponsored charity work. It also uses Instagram Stories to feature employee takeovers, giving insights into a day in the life of its legal teams.

Wilson Sonsini –What they do well: Wilson Sonsini shares photos and videos of firm events, employee gatherings, and pro bono activities, emphasizing its commitment to community involvement and a collaborative culture. It frequently posts about its mentorship programs and internal employee development opportunities.

Financial Services

Robinhood –What they do well: Robinhood shares content about its office culture, focusing on innovation, collaboration, and growth. They highlight employee stories, photos of their fun, modern offices, and visual content from their corporate events and outreach programs.

Fidelity Investments –What they do well: Fidelity uses Instagram to highlight its corporate values, including diversity and inclusion, through photos and videos of employee resource groups (ERGs), community involvement, and team-building activities. Their posts focus on employee experiences and their professional journeys within the company.

Facebook 

Facebook allows companies to build communities and share longer-form updates about company culture, events, and employee achievements. Here are two companies that are using Facebook effectively for employer branding.

Tech Firms

Cloudera–What they do well: Cloudera uses Facebook to share in-depth updates on corporate news, tech innovations, and employee success stories. They also feature posts about their involvement in diversity programs and community service initiatives.

Appian Corporation –What they do well: Appian shares employee recognition, highlights from corporate events, and content about its internal career development programs. It also uses Facebook to build community by posting about team-building exercises and client success stories.

Law Firms

Holland & Knight LLP –What they do well: Holland & Knight uses Facebook to highlight community involvement, charity work, and employee success stories. They post long-form content about the firm’s corporate social responsibility initiatives and showcase team-building activities demonstrating their workplace culture.

Troutman Pepper –What they do well: Troutman Pepper shares firm news, client success stories, and employee recognition on Facebook. They frequently spotlight their DEI efforts and pro bono work, offering followers a deeper understanding of their firm’s values and mission.

Financial Firms

Edward Jones–What they do well: Edward Jones uses Facebook to share company milestones, employee recognition, and community impact stories. They frequently post about their support for employees through professional development programs and emphasize their family-friendly culture.

Stifel Financial Corp.–What they do well: Stifel shares content about client success stories and employee engagement. Their Facebook page highlights corporate social responsibility efforts, financial education events, and employee achievements, fostering a sense of community among employees and clients.

In a talent-driven market, employer branding is key to attracting and retaining top B2B talent. This guide explores how marketing and HR leaders can align to amplify their employer brand through authentic employee advocacy, referral-based hiring, and strategic social media use. Discover platform-specific tactics, collaboration best practices, and metrics that tie your employer branding efforts to real business outcomes.