Key takeaways
- An employer brand that sounds the same every time loses attention
- Work with a fixed 60-40 rhythm between recognisable formats and innovation
- Use clear content pillars
- Measure call starts and throughput above all, rather than just reach and likes
- Make innovation small, visible and repeatable
Many organisations are building hard on their employer brand. The house style is correct and the message is the same everywhere. Yet it generates few new conversations with candidates. In this blog, you will read how to get more effect from your content with a simple rhythm and clear pillars.
Where it often goes wrong
On many channels, you see the same picture:
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same photo
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same text
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same colleague in the picture
This gives recognition but little curiosity. Candidates see your post, recognise the format and scroll on.
Your brand is there but it is not producing enough intake interviews and concrete candidates. The energy goes into filling the calendar, not starting interviews.
You can recognise a strong employer brand by the conversations it generates not by the number of likes.
A workable 60-40 rhythm
A simple rhythm helps keep a balance between recognition and renewal.
Work with:
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60 per cent recognition
These are your regular sections, such as-
colleaguequote
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day in the role
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mini case around a project or client
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40 per cent renewal
These are formats that give extra excitement and evidence, such as-
short quizzes
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quick audio clips with a question and answer
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a conversation with two colleagues
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This way, your brand remains recognisable to candidates and yet you regularly add something new. You don't have to mount a big campaign, just adjust your distribution.
Content pillars that really drive
Instead of loose ideas, work with clear pillars. Choose three pillars and link them to functions. For example:
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Work content
What do you do in an ordinary working day, what tools do you work with, who do you work with -
Growth
What training is available, what does a growth path look like, what examples do you have of employees who have progressed -
Impact
What does your client notice about your work, what results do you achieve together, what changes are visible
Let each pillar recur in three variations:
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junior
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medior
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senior
You build recognition among different potential candidates instead of one general message for everyone.
Renew without big campaigns
Renewal does not have to be heavy or expensive. You can work with small experiments each quarter. For example, choose two tests, such as:
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a 20-second recruitment video shot on site or on the shop floor
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a short reel in which a colleague shares one mistake and one lesson
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a mini carousel with before and after for a customer case
Give each experiment:
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one permanent owner
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a clear goal
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a moment when you decide whether to stop or scale up
After a few weeks, look at the results. Does it work. Then you make it a regular column. Does it not work. Then you stop and try something else.
What you do measure
Likes and reach are useful as signals but say little about real inflows. Better to measure what is closer to the conversation. Think about:
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the number of intake interviews in which someone refers to a post or video
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flow from click to call
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the number of comments or messages you receive on social media
Split these figures by role and channel. Then you can quickly see which content and channel mainly gives visibility and which content really generates conversations.
A falling like says little when you are simultaneously having more conversations with the right profiles.
Light calendar for four weeks
You can get started quickly with a simple monthly structure:
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Week 1
Choose three content pillars and establish the 60-40 rhythm. -
Week 2
Devise six repeatable rubrics for the 60 per cent recognition and two experiments for the 40 per cent innovation. -
Week 3
Publish at least three posts based on your pillars. For each conversation that refers to a post, note what content that was. -
Week 4
Look at conversation starters and flow. Decide which experiments to repeat and which to replace.
By maintaining this rhythm, you build step by step an employer brand that candidates not only recognise but that actually invites conversation.
Book a meeting with Tarquin, founder of MediaGuru, to solve your challenges.
