Social media isn’t just for engaging with your customers. It can also be a powerful tool for your company’s HR goals, more particularly, for attracting & retaining young talent.

Gen-Zs (born between 1997-2012) practically live online, and they factor in a brand’s digital presence when they’re looking for a new place to join.

Youngsters want to be associated with a company that they can feel proud of. Work is a big part of their personal identity, more so in a post-COVID era where the lines between personal & professional lives have been blurred.

So a savvy brand would use digital platforms to showcase its company culture, reward current employees, and advertise training/development opportunities. Hopefully, the content would motivate professionals to fill up the new roles and ultimately contribute to the company’s growth.

On the flip side, a company that isn’t actively in control of online conversations surrounding its brand may be losing out on opportunities to build a team that truly cares about its mission.

Bottom line, you need to have an active “employer marketing” strategy that covers these basic functions:

• Announcing new openings on socials (and not just job hunting portals)
• Recognizing achievements & hard work of employees
• Engaging with current employees & being a part of their celebrations
• Updating stakeholders on internal training & culture-building initiatives
• Encouraging employees to become “brand ambassadors”

For obvious reasons, LinkedIn will take the center stage when you go about executing content to fulfill the above objectives. With 810 million registered active users as of 2022, we’re looking at the Facebook of the professional world.

It’s where people go for their next big break. It’s also where your existing employees talk about their careers.

So what exactly can you post on your company’s LinkedIn page to keep both the groups happy & excited for your brand? This brings us to the focus of this article.

I’m going to list some examples of “employer branding” content done right. If you pick up the ideas shared below, it should keep your content calendar full for the next whole month (provided you’re already reposting some of the content from other channels).

This list will be useful for anyone who manages a LinkedIn company page, whether you’re the CEO at a small startup who handles the social part themselves, or a social media executive representing a big MNC.

Let’s begin!

Quick Checklist for your Page

Before we dive into the examples, here are a few basic pointers to keep in mind so that your Company’s handle looks well-rounded on LinkedIn.

• Logo on profile picture & cover image showing employees (1128*191px)
• Tagline (appears below the company name, max 120 chars.)
• Custom Button (Visit Website, Contact Us, Register)
• Brief description (max 2000 chars.)
• Website URL & phone number
• Industry
• Company size & type
• Employee strength
• Year founded
• Specialties tag (vital for SEO)
• Workplace Module (Policies, Featured WFH Benefits, Location-based Payscales)
• Office & other locations
• Related or brand-owned Hashtags (eg. #lifeatswiggy, #swiggybirthdays)
• Related groups (eg. Food Startups, Bengaluru Entrepreneurs, e-commerce in India)
• Add info in new languages (if your audience isn’t predominantly English-speaking)

1. Creatively Announce Openings

If you have a new job opportunity, don’t just restrict it to Naukri or Monster. You can use your company’s own handle to attract applicants, too.

Even if your current followers don’t find the posting relevant, they may have connections or friends who might be a suitable match for the role. This will lead to tagging them in the comments, which also helps your page’s organic reach.

So announce the opening with the following details mentioned in the caption:

• Designation
• Core functions & responsibilities
• Qualifications & requirements (experience, education)
• Brief info about the company
• Location/remote
• Where to apply? (if via email, state the ID)
• What should applicants attach? (CV, Cover Letter, Work Samples/Portfolio)
• Any preferences? (immediate joiners, fresh grads)

Try to be quirky & creative in your copy. For example, here’s a post I made a few years ago when my company was hiring a QA engineer. Notice how I use lingo from that specific field (404 error, bug, etc.) to make it relatable for the role in question.

2. Celebrate New Hires

This is kinda a follow-up to the previous post type. You can welcome new hires to the team by publicly congratulating them.

If you don’t have a big group, and only 2-3 people on the new joiners list, then you can make the post more personal by sharing a bit of their background, hobbies, or personalities – basically, what made them worthy of joining your team.

Here’s how StriveCloud introduced its new Expert in Consumer Behaviour.

Going one step further, you may check if they’re comfortable sharing a personal intro video where they talk about how excited they are to work with you. They may also describe their experience with the team in their first week.

This will act as a testimonial of your positive & supportive work culture!

3. Congratulate current employees

Did Megha from sales complete her 3rd year with your company? Is it Raunak’s birthday today? Was one of your co-founders blessed with a baby, and has already publicly shared the announcement? Just join the celebration.

But you don’t need a birthday to thank your employees. Did you spot your interns working hard even after office hours? Did one of your teams succeed at an impossible or very tough challenge recently? Then it’s time to clap for their innovation & efforts.

Recognizing & congratulating your employees is the digital equivalent of featuring them in the newspaper: it feels just awesome to be publicly acknowledged. So do make sure you’re showing some love for each of your loyal & hard working team members.

Some milestones to keep in mind are:

• Birthdays
• Work anniversaries
• Personal achievements
• Promotions & progress
• Kind gestures for other employees
• Going above & beyond for customers
• Extra-ordinary work
• Guest posts & media features

Here’s how the SoCheers ad agency wished one of their employees on her fifth anniversary with the geeks. Getting to hear her journey shows us how she has grown alongside the company, which would make any applicant eager to join.

4. Share Work Highlights

If you’re selling something new/limited-edition, or recently created a fun content piece for your clients, feel free to show off the merchandise here because it proves your expertise in the domain.

Nothing is more genuine than damn good work, so showing your finished products turns on the excitement value for new & potential customers, pushing them one step closer to buy from you.

For example, this smart home automation company shows a demo of a product installation they did for one of their client’s rotating TV. Anyone who watches the video will be instantly tempted to ask them for more info.

5. Publish Case Studies

Case studies are the lifeblood of agencies or B2B service businesses.

They are a subtle but effective way to show off your prowess as a leader in your industry. If you did something right, compile a PowerPoint that outlines how you executed a strategy to achieve certain goals for yourself or your clients.

Case Studies go one step beyond plain work samples because they involve a lot of storytelling. They not only prove your team’s ability to deliver results, but also offer some insights into how exactly you approach, plan for, and go about tackling an assigned problem or project.

When uploading your Case Study, make sure it’s not a bunch of images but in a PDF document form because that’s how you’ll get the “Instagram-like swipe effect.”

Your case study should include:

• Client or product background (eg. Plum Skincare brand)
• Challenge or mission/objective (eg. To increase Instagram followers)
• Target audience (eg. Women)
• Tools & techniques used (eg. Memes about makeup)
• Step-by-step strategy (eg. post every Monday)
• Results/KPIs (eg. 500 new follows in a week)
• Insights (eg. Memes work well for young fans)
• CTA (eg. If you’d like us to manage your social media, book a meeting now)

Here’s how Schbang, a digital marketing agency in Mumbai, walked their followers through a recent viral campaign they did for their client, Domino’s Pizza.

6. Put up BTS & Event Photos

It doesn’t always have to be all serious. In fact, showing the fun you guys have at the office can go a long way in attracting youngsters who are looking for a laidback non-corporate culture.

Share photos of the weekend getaway you had, or click a screenshot of the remote Zoom Drinks Party Call you put together to help members from different cities bond.

Initiatives like these brighten the mood and help your employees rejuvenate, so sharing the memories online is bound to have the same effect on your fans.

For example, see how Swiggy creatively showcases glimpses from its startup office by using its name as an acronym to describe the feelings you’ll experience when you’re in the place yourself.

7. Let Employees Take Over

Your senior team members can run this show, too. Let them take over the Live Stream, hop on an interview call with you, or put together an article/carousel talking about their area of expertise. They can also share a useful hack or tip for working better.

This instructional content creates value for juniors who may be aspiring to grow into such leadership positions.

For example, look at how Fave (an epayment startup in Malaysia) invited Joanne, one of their successful Product Managers, to talk on the topic of navigating emotional attachment while building your products. The video is short but has some useful takeaways.

You can create a weekly series of posts in which you invite one member to share one habit that helps them be productive at work. This will not only portray the diversity of your team but also provide something interesting for the listeners.

8. Run a Poll

Use the polling feature to gauge the pulse of your fans on certain important topics. While doing so, it’s important to have an objective on your mind, and also communicate that clearly on the post.

Are you running this poll just for fun? Or will there be a follow-up action taken based on the data you receive from your audience?

Coming back to Swiggy, watch them open up the conversation on mental health with this poll asking their employees & followers about the contributing factors to their wellbeing.

Note how they clearly convey in the post that they’ll soon be sharing the initiatives they take for their employees, lovingly called “Swigsters.”

9. Show off Recent Milestones

If your team bagged a prestigious award or raised a new round of funding, this is the place to tout your horn. Update the stakeholders with a roundup of your monthly milestones, or celebrate over a single major one anyhow you want.

You can also simply repost or share if any of your employees appeared in the news or popular media outlets.

Here’s how Dunzo announced fresh funding by thanking their workforce & fans for the constant support.

10. Have Fun with an Inside Joke

Unlike FB or Instagram, your audience on LinkedIn will be primarily those who are internally invested in your company in one way or the other.

So it’s fine to get a bit personal & share an insider story or internal reference, as long as it does not damage any particular person’s reputation or puts the company’s brand at risk.

Watch how Oyo’s admin quirkily throws shade (probably on their boss) for arranging a arranging a 9 AM call on a breezy lazy morning. It’s hilarious &relatable for all of us who are suffering from the same fate.

Reminder: Don’t forget to Care for Real

So those were some ideas for you regarding what to post on your LinkedIn company page. To round them all up:

• Celebrating company & employee milestones
• Appreciating good honest work
• Work Highlights & Case Studies
• Poll with a specific purpose/just for fun
• BTS, Event Pics, or Office/Team Life Glimpses
• Inside joke or team/internal reference

Have you tried all of them? Did I miss any cool ones? Let me know in the comments, and I’ll try to add your ideas.

Now before you run off to create your cool content, remember that fostering a good employer culture starts way before you get to post about it.

As a core member of the team, it’s your responsibility to keep the workforce engaged & bonded internally. When that happens, the positive vibe will show up automatically in your content, too…