Employer Branding Content
Here's an uncomfortable truth about recruitment: the best candidates aren't applying to your jobs. They're being headhunted, referred, or — and this is the key — they're gravitating toward companies whose employer brand makes them think "I want to work there" long before a role opens up.
Employer branding is the reason some companies get 500 qualified applicants and others struggle to fill the same role for 6 months. And most recruiters know it matters — they just never have time to create the content.
Today, AI gives you that time back. You're going to build a library of employer branding content that makes your company (or your client's company) irresistible to top talent.
Why employer brand drives hiring
The numbers are stark:
75% of candidates research a company's culture and reputation before applying. If your careers page says nothing compelling, they move on.
Companies with strong employer brands see 50% more qualified applicants and reduce cost-per-hire by up to 43%. That's not marketing fluff — it's a direct impact on your recruitment metrics.
Passive candidates make decisions based on perception. When you reach out to a senior engineer, the first thing they do is check your company's LinkedIn page, careers site, and Glassdoor. If they see a vibrant culture, clear mission, and people who seem genuinely happy — they respond to your InMail. If they see a generic corporate page with stock photos — they don't.
As a recruiter, you might not own the employer brand. But you can absolutely create the content that builds it.
The content that matters most
You don't need a massive content strategy. You need five key pieces of employer branding content that cover the bases:
1. The "Why work here" page — Not a list of perks, but a genuine articulation of what makes working at this company different. Mission, culture, growth opportunities, and the type of people who thrive here.
2. Team spotlight posts — Short profiles of real team members. Who they are, what they do, what they love about working there, and a fun personal detail. These perform brilliantly on LinkedIn.
3. "Day in the life" content — What does a typical day look like for someone in this role? Not a job description — a narrative that helps candidates picture themselves in the seat.
4. Values in action stories — Not "our values are integrity, innovation, and collaboration" — but specific stories of how those values play out in real decisions. "When we had to choose between shipping fast and getting it right, here's what happened..."
5. Employee value proposition (EVP) — The core promise to employees: what you offer in exchange for their talent and commitment. Compensation, growth, flexibility, impact, culture.
AI prompt templates for employer branding
Here are templates for each content type. Feed in the relevant details and AI does the heavy lifting:
"Why work here" careers page:
"Write a 'Why work here' section for our careers page. Company: [name and what you do]. Stage: [startup/scaleup/enterprise]. Team size: [number]. Key selling points: [list 3-5 — e.g., remote-first, 4-day week, equity for all, mission-driven, rapid growth]. Culture highlights: [what's it actually like to work here]. Tone: authentic and engaging, not corporate. Avoid buzzwords. Write 200-300 words that would make a Senior [target role] think 'I want to learn more.'"
Team spotlight post:
"Write a LinkedIn team spotlight post about [person's name], who works as a [role] at [company]. Key details: [background, what they work on, what they enjoy, a fun personal fact]. Format: 150-200 words, conversational tone, ends with 'Want to join the team? We're hiring — link in comments.' Include relevant emojis but don't overdo it."
Day in the life:
"Write a 'Day in the life' narrative for a [role] at [company]. Typical day includes: [list activities — stand-up, deep work, team lunch, 1:1 with manager, etc.]. Work setup: [office/remote/hybrid]. Culture details: [what makes it feel different]. Write it as a first-person narrative, 200-250 words, authentic and conversational."
Building a content calendar
You don't need to publish daily. Here's a sustainable cadence:
Weekly (pick one):
- Team spotlight post (rotate through different team members)
- "We're hiring" post with a compelling angle
- Industry insight or thought leadership from a team member
Monthly:
- "Day in the life" narrative for a key role you're hiring for
- Company update that shows growth, milestones, or culture moments
Quarterly:
- Refresh the careers page "Why work here" section
- Update the EVP based on recent employee feedback
The AI shortcut: Set aside 30 minutes on Monday morning. Generate the week's employer branding content in one sitting. Schedule it across the week. Total monthly time: 2 hours. Impact on your hiring pipeline: significant.
For agency recruiters
If you're agency-side, employer branding might seem like a client problem. But here's the strategic advantage: offer employer branding content as part of your service.
When you pitch a new client, don't just offer to fill roles. Offer to create a careers page draft, write team spotlight posts, and build a content calendar. Use AI to generate it in 30 minutes. Present it as part of your proposal.
This positions you as a talent partner, not just a CV sender. It differentiates you from every other agency. And it actually helps your placements — because better employer branding means better candidate engagement, which means faster fills.