Employer Brand Content Pull
Editorial calendar updated with scheduled posts per channel. Drafted content reviewed and consented. Engagement metrics tracked. Quarterly content effectiveness report.
Before you start
- Editorial calendar for employer brand content
- Approved channels (LinkedIn, careers page, Glassdoor responses)
- Source content library (employee stories, team updates, awards)
- Recent company news, team milestones, employee features
- Channel-specific format guidelines
- Quarter's employer brand themes
The steps
- Scan internal sources for stories — Pull from: kudos channels, all-hands recaps, team-building posts, recent hires' first-week impressions, anniversary announcements, internal awards. Identify 5-7 candidate stories for the next 2 weeks.
- Filter for theme and freshness — Match stories to the quarter's themes (e.g., 'remote culture', 'engineering depth', 'shipped 3 customer-driven launches'). Avoid stale content (>30 days old). Avoid over-indexing on the same team or region.
- Get explicit consent from featured employees — Always ask before featuring an employee externally. Send a short message: 'Want to highlight your [story] on LinkedIn — okay if I share with the standard format? You can review the draft.' Never publish without consent.
- Draft channel-specific posts — LinkedIn post: 200-300 words, image, employee tag, 3-5 hashtags. Careers page story: 600-800 words, photo, quotes, structured headers. Glassdoor response: 100-200 words, addresses specific feedback. Match format to channel — copy-paste across channels reads as low-effort.
- Schedule and tag — Schedule posts via the social tool. Tag relevant teams and employees. Add UTM parameters for careers page traffic. Time posts for high-engagement windows (Tuesday-Thursday morning recipient timezone).
- Engage with comments and amplify — Within 4 hours of posting, recruiter or marketing manager responds to comments. Amplify by asking employees to share — provide a pre-written share blurb so it's frictionless. Track engagement metrics per post.
- Quarterly review of what worked — Aggregate engagement, careers-page traffic, and applications attributed. Identify which content types and themes drove the most qualified applicants. Reinvest accordingly. Drop themes that don't move the needle.
If it goes wrong
Employees feel publicized without their say
Hard-fail: no publishing without explicit recorded consent. If a slip happens, take the post down immediately and apologize.
Content feels promotional and gets low engagement
Lead with employee voice, not company voice. 'Sara on her shift to engineering management' beats 'We're hiring engineering managers'. Authentic > polished.
Content amplification falls flat — no one shares
Ask employees one at a time, with personalized pre-written share copy. Don't broadcast 'please share this'. Personal asks convert.
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