Hiring top talent and empowering them to be themselves is the simplest yet most effective way of scaling your business. Period.
But it’s more challenging than it sounds.
Are you looking to attract and retain top talent? Are you also looking to build a structured and effective talent pipeline?
Well, here’s some good news! You can now enhance your company’s employer brand by leveraging LinkedIn. Although, how exactly can your company reap the benefits of the world’s largest professional network with over 830 million users in more than 200 countries to attract the ideal employees?
The solution lies here – in employer branding, or as LinkedIn calls it, “talent branding.”
Improve Your Employer Brand in 2025 with LinkedIn
1. Optimize Your LinkedIn Company Page
You can start by filling in the necessary details and information about your company on your LinkedIn company page – be it the company page logo, ‘About’ section, tagline, office locations, background image, LinkedIn public URL, preferred language, etc.
Reviewing and optimizing your company profile on LinkedIn can boost your employer brand quickly.
Don’t forget to add the “Contact Us” button (CTA) that links back to your company’s website.
2. Keep Your LinkedIn Page Up-To-Date – Always!
When did you last publish something on your company’s LinkedIn profile?
Updated company profiles can attract almost twice as many visitors as those with little activity. Something as simple as checking and regularly updating your profile can boost your employer’s brand.
3. Share Your Company’s Beliefs
Believe us: LinkedIn users genuinely want to learn more about your company. It’s the ideal platform for highlighting your company’s culture, mission, vision, workforce, etc.
Strike a balance between educational business posts and those that showcase your company’s culture – content that gives users a sneak peek at what goes on “behind the scenes.”
Here are a few helpful tips –
- Office and employee workspace
- Awards and recognitions
- Employee onboarding process
- Birthdays and work anniversaries
- Webinars
- Company and industry events participation
- Games, tournaments, and competitions
- Share media from important meetings, office parties, workplaces, and events.
- Leverage branded hashtags to posts and make them easier to find on the website.
- You can even publish employee testimonials on your LinkedIn Profile.
When your employees put in the effort, acknowledge, appreciate, and share it publically. This will make them feel recognized, encourage them to stay longer, and contribute to the company’s growth.
4. Employee-Generated Content
User-generated content (UGC) is created by employees themselves and shared on social media platforms. These can be employee testimonials, reviews about the company, comments, BTS videos, blog posts, photos, etc.
Companies are actively leveraging UGC as it results in better engagement than the creative departments’ content.
You can also look at utilizing the content created by your employees to gain credibility as a reliable positive employer in an unstable job market.
You could even find employees who are social media influencers and leverage their skills to promote your company.
5. Include Your Employees in the Recruitment Process
Your employees can be a part of the recruitment process, by becoming culture ambassadors, thereby boosting your talent acquisition and significantly reducing its costs.
Share information regarding job openings and make your employees aware of the hiring process. They will then share it on their respective LinkedIn networks and social media profiles.
Create a culture book and share it internally. Make sure that your employees understand your Employer Brand pillars and correctly and respectfully respond to the queries put forth by job seekers. You can also encourage the involvement of your employees in the recruitment process by conducting employee referral programs. You can also find top talent through LinkedIn referrals.
6. Utilize LinkedIn Ads
LinkedIn Ads are a powerful tool for businesses looking to reach a professional audience. Whether you’re aiming to boost brand awareness, generate leads, or drive website traffic, LinkedIn offers a variety of ad formats to help you achieve your goals.
- Sponsored Content: Sponsored Content appears directly in the LinkedIn feed, blending seamlessly with organic posts. Use it to promote articles, videos, or infographics that showcase your brand’s expertise and engage your target audience.
- Sponsored Messaging: Sponsored Messaging allows you to send personalized messages directly to LinkedIn users’ inboxes. It’s ideal for lead generation, event promotion, and personalized offers.
- Text Ads: Text Ads are simple but effective. They appear on the sidebar of LinkedIn pages and are a cost-effective way to drive traffic to your website or landing page.
- Dynamic Ads: Dynamic Ads are personalized to each user, featuring their profile photo, name, and job title. They’re perfect for attracting attention and increasing engagement with your content.
- Video Ads: Video Ads capture attention with rich, visual content. Use them to tell your brand story, demonstrate products, or share customer testimonials.
7. Enhance Candidate Experience by Requesting Feedback
A negative candidate experience can harm your employer’s brand. According to a study, 35% of candidates share bad experiences on digital platforms.
Improve your reputation by asking candidates for feedback throughout the hiring process with brief, automated surveys. This lets you quickly address issues and show candidates you value their input, enhancing their perception of your company.
FAQs
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What is employer brand, and why is it important?
Employer brand is a company’s reputation and image as an employer. It is essential because it can help a company attract top talent and retain its current employees.
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How can LinkedIn help improve employer brand?
LinkedIn is a powerful tool for improving employer brand because it allows companies to showcase their brand, share valuable content, engage with their audience, and promote their company culture. Leverage recruiting tools to attract top talent.
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What should a company include on its LinkedIn company page?
A LinkedIn company page should include information about the company and its culture, products and services, and job opportunities. It should also include engaging content that showcases the company’s culture, work environment, expertise, successes in its industry, and all new developments in the workplace.
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How can a company engage with its audience on LinkedIn?
Companies can engage with their audience on LinkedIn by responding to comments and messages, sharing informative content along with engaging content about their company culture, new development within the office, and media of what goes on “behind the scenes,” and information related to their participation in industry-specific groups and discussions, etc.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
