We recently asked our LinkedIn community: Which source do you think young talent trusts most when evaluating an employer?
The results were telling. Current employees came out on top at 38%, followed closely by online company reviews at 36%, social media content at 26%, and employer awards, which received no votes.
The results point to a clear takeaway: Job seekers want to hear from the people who experience an organization’s culture firsthand.
Today’s job seekers, particularly those early in their careers, are accustomed to seeing highly curated content. As a result, they may be more skeptical of polished corporate messaging and more interested in hearing directly from employees.
They want to understand what it is actually like to work for an organization, whether employees have opportunities to grow, and whether the company’s stated culture aligns with the employee experience.
When current employees share their perspectives authentically, it can carry more weight than a corporate campaign or award badge. It is word-of-mouth on a digital scale.
The Rise of Employee-Generated Content
Platforms like TikTok, Instagram, and LinkedIn have made it easier than ever for employees to share their day-to-day experiences at work.
A post celebrating a team win, a behind-the-scenes look at company culture, or a reflection on career growth can strengthen an employer’s credibility and expand its reach beyond a traditional job posting.
This employee-generated content, often referred to as EGC, is reshaping how organizations attract talent. However, consistent employee advocacy cannot be manufactured. It begins with creating an experience employees genuinely want to share.
How Companies Can Empower Employees to Share
What encourages employee advocacy? A few foundational elements matter most:
- Create a culture worth talking about: Advocacy starts internally. When employees feel valued, supported, and heard, sharing their experiences becomes more natural.
- Make participation easy: Provide shareable content, encourage LinkedIn activity, and highlight employee milestones, accomplishments, and team experiences.
- Recognize and amplify: Reshare employee content and celebrate participation. Increased visibility can encourage others to contribute.
- Lead with trust, not control: Employees are more likely to share when their content does not feel overly scripted. Provide clear guidance while allowing their individual voices to come through.
- Show employees the impact: When employees see that their content is generating engagement, supporting hiring efforts, or increasing awareness, they may be more likely to continue participating.
Employer branding is no longer shaped only by what companies say about themselves. It is also shaped by what employees choose to share about their experiences.
Organizations that invest in a strong employee experience and empower their people to speak authentically will be better positioned to build trust and attract qualified talent.
A trusted employer brand can help attract candidates, but reaching the right professionals still requires a strong recruiting strategy. CFS connects employers with an extensive network of qualified accounting, finance, human resources, and technology professionals.
Let our network work for you: www.cfstaffing.com
