State of HR: Employer Branding
Today's HR teams are becoming the architects of how companies present themselves to both current and future employees.
Social media has completely changed how we search for jobs. According to recent data, 24% of consumers now use social platforms as their primary search engine, with Gen Z leading the charge at 46% choosing social media over traditional search engines. This shift means HR departments have had to become social media savvy whether they wanted to or not.
The best HR teams feature some serious marketing skills. They're crafting employee stories, managing social media presence, and building the employer brand. They're selling the company, they're selling careers they offer, and they’re selling their culture.
75% of Millennials and Gen Zs say they're more likely to work for a company that's socially engaged. That means HR teams can’t just post job openings anymore. They have to showcase company culture, highlight employee experiences, and manage the company's reputation on platforms like Glassdoor and Indeed.
The smartest HR departments are turning their employees into brand ambassadors because authentic stories from real employees carry way more weight than any corporate messaging ever could. Half of consumers believe brands should be more relatable on social media. Modern HR teams are getting creative, showing the human side of their companies, and engaging in real-time conversations with potential talent. They're analyzing applicant feedback, monitoring social media conversations, and adjusting their strategies in real-time
HR departments that don't evolve with these trends risk becoming irrelevant. Talent has more choices than ever, your employer brand might be the difference between landing that perfect candidate and watching them join your competitor.
So here's my challenge to my HR colleagues: embrace this evolution. Learn from your marketing teams. Get comfortable with being uncomfortable. Because at the end of the day, we're not just building HR departments anymore - we're building brands that attract and retain the best talent out there. And remember, like any good brand, authenticity is key. You can polish your social media presence all you want, but if it doesn't reflect your true company culture, people will see right through it. Keep it real, keep it human, and keep evolving.
This article is part of a 12 article series I’m doing in anticipation of the Cleveland SHRM State of Human Resources event. Please join us on January 22nd, as I discuss the state of Human Resources with Cleveland SHRM’s President, Jared Daly. Registration: https://www.clevelandshrm.com/events/EventDetails.aspx?id=1890209
Data From These Sources
https://www.thundertech.com/blog-news/december-2024/2025-social-media-field-guide-calendar
https://www.wiggli.io/blog/essential-employer-branding-trends-in-2024/
https://brandonhall.com/building-a-standout-employer-brandstrategies-for-hr-teams/
