Employer branding it’s the backbone of how you attract and retain top talent. And when it comes to showcasing your company to the world, one platform reigns supreme—LinkedIn. With over 900 million professionals actively networking and job hunting, LinkedIn is the stage where your employer brand plays a starring role.

But here's the catch—doing it well isn’t as simple as posting generic job ads. It requires strategy, authenticity, and understanding what resonates. This blog dives deep into what works, what doesn’t, and how to leverage LinkedIn to build a brand that attracts A-players to your team.

Whether you're part of HR, recruitment, or marketing, this is your playbook to crush employer branding on LinkedIn.

What Works

Showcasing Company Culture

Your company culture is your superpower. The more you spotlight it, the more likely you are to draw candidates who share your values and vision. Think beyond the office coffee machine marketing shots; show the authentic side of your workplace.

Here’s how to do it right:

• Behind-the-Scenes Content

Share pictures or videos of team outings, celebrations, or just a day in the office. Think about showcasing initiatives like Mental Health Awareness Week or CSR activities. This aligns your brand with purpose-driven talent.

• Values in Action

Post about specific ways your team lives the company’s mission, whether it’s through sustainability programs or innovation projects. Don’t just say you ‘value people’; show your managers mentoring or your team collaborating on breakthrough ideas.

👉 Quick Tip: Posts with photos or videos of real employees performing real tasks tend to see 38% more engagement than stock-style, overly polished content.

Employee Testimonials

Real voices, real stories. There’s an 83% higher likelihood that candidates trust insights from employees over leadership messaging. Spotlights on team members sharing why they love working for your company—and how they’ve grown—deliver authenticity and credibility.

Here’s an idea to experiment with:

• Video Testimonials

Keep them short (30–60 seconds). Ask employees to share their proudest achievements, team dynamics, or why they joined and stayed. Tag them in your posts to add warmth and visibility.

Real Example? A global tech firm created a series titled “Why I Work Here” featuring rotating employee stories from different departments. The result? A 25% spike in candidate applications.

Engaging Thought Leadership Content

You want your talent pipeline to also view your company as an innovative leader in your industry. Share posts that reflect insights into trends, company initiatives, or future-focused solutions. Being a thought leader positions your organization as the workplace where forward-thinking talent thrives.

Pro Tip: Posts on LinkedIn that are conversational and relatable (think “here’s what we’ve learned” vs. “look how great we are”) generate the most traction.

What Doesn’t Work

Generic, Overused Content

If your posts sound like they could belong to any company, you’re doing it wrong. Describing yourself as having “a great company culture,” or “exceeding employee expectations” is bland—and it’s something that 60% of companies already do. Be specific. How is your culture different? Why should anyone care?

Examples to avoid:

• Logistic-only job announcements (”We’re hiring for X role at Y location! Apply now!” without context or emotion).

• Cookie-cutter descriptions of perks—Great pay and PTO!

Think why someone would care, then post that.

Lack of Engagement

Posting and ghosting doesn’t cut it. Your audience is actively engaging with their favorite brands and organizations. Ignoring their comments or failing to reply to questions on LinkedIn signals disengagement.

Solution? Allocate specific times in your workday or even assign team members to engage consistently with your LinkedIn community. Think likes, replies, and thoughtful follow-ups.

Ignoring Visuals

Text-heavy content can fall flat on LinkedIn, where visuals rule. Posts with images receive 2x more engagement, while video content scores a significant 5x boost in interaction.

Case Studies: Brands Nailing Employer Branding on LinkedIn

Case Study 1: HubSpot

HubSpot thrives on authenticity and employee advocacy. Their posts often showcase employee stories, such as “Meet Jane, who pivoted her career trajectory at HubSpot, and here’s how our team supported her.”

Key takeaway? Tie employee development to your employer branding.

Case Study 2: Canva

Canva celebrates diversity beautifully by highlighting its people and initiatives. Through a mix of employee testimonials, sneak peeks into team dynamics, and relatable content, they’ve positioned themselves as a dream workplace for both creatives and tech talent.

Case Study 3: Microsoft

Microsoft strikes a balance between thought leadership and culture. Their posts celebrate employee impact—whether through groundbreaking achievements or community efforts—crafting a sense of purpose and belonging.

Tools and Resources for Employer Branding

LinkedIn offers an incredible suite of tools to optimize your employer branding strategy. Here are some must-try features:

LinkedIn Career Pages

Curate your company profile to showcase your culture, employee highlights, and job openings.

Pro Tip: Companies using Career Pages report 2x higher engagement from candidates.

Employee Advocacy Tools

Encourage your employees to share authentic posts about their work experiences. Use tools like LinkedIn Elevate to track engagement and measure impact.

Data Analytics

LinkedIn Talent Insights offers reports about who’s engaging with your brand, including demographics and job titles. Use this data to refine your messaging for your ideal candidate personas.

Interactive Polls

Use LinkedIn Polls to spark engagement while gaining valuable insights. Ask current or aspiring candidates meaningful questions like, “What makes a company culture great?”.

Stand Out, Stay Engaged, Attract A-Players

Your employer brand is a reflection of your company’s heart and soul—and LinkedIn is where that brand lives and breathes. It’s your platform to tell your story, celebrate your wins, and connect authentically with the talent you want.

Start experimenting. Be bold. Post with purpose. And watch as your LinkedIn strategy turns passive viewers into active candidates who can’t wait to work for your company.

Want to unlock even more potential for attracting top-tier talent? Start by analyzing your profile’s engagement metrics—and continue refining based on what resonates most.

Remember, employer branding is an ongoing process, not a set-and-forget strategy. The best results come to those willing to adapt, innovate, and listen to their network.