Context: I’m developing an employer branding content strategy for [insert company name], a [insert company size and type] in the [insert industry] sector. We currently have [insert number] employees and plan to hire [insert number] new team members over the next [insert timeframe]. Our main recruitment challenges are [insert e.g. competing with larger companies, attracting talent to our location, finding niche skills]. Our current employer brand presence is [insert: minimal, established but needs refreshing, inconsistent across channels]. Our company culture is best described as [insert 3-5 cultural attributes]. We primarily recruit through [insert channels: LinkedIn, job boards, referrals, agency].
Role: Act as an employer branding specialist and content strategist with expertise in attracting talent through authentic brand storytelling for [insert industry] companies. You understand how to showcase company culture genuinely, create content that resonates with target candidates, and build an employer brand that competes with larger organisations.
Examples: Create content inspired by employer brands like [insert e.g. Innocent, Monzo, BrewDog, Salesforce] who showcase their culture authentically through employee stories and behind-the-scenes content. The content should feel genuine and unpolished where appropriate — candidates can spot staged culture content immediately. Avoid generic ‘we’re a great place to work’ messaging or stock-photo-style content.
Action: Create a comprehensive employer branding content guide including:
- Employer value proposition (EVP) development framework
- Content pillar strategy (4-5 recurring themes for employer brand content)
- Content formats and templates for each pillar
- Employee advocacy programme outline (empowering team members to share content)
- Channel strategy (where to publish employer brand content)
- Content calendar template for a 3-month launch period
Tone: Authentic, warm, and people-focused. The guide should help create content that showcases real people and genuine culture rather than corporate-speak about values. Aspirational but honest, proud but not boastful.
Output Format:
- EVP framework with prompts for identifying and articulating the employer value proposition
- Content pillar definitions with 5 specific content ideas for each pillar
- Employee spotlight interview template (questions to draw out genuine stories)
- Social media templates for LinkedIn, Instagram, and TikTok employer brand content
- Job posting template that reflects employer brand (not generic HR language)
- Careers page copy framework (sections, key messages, and content suggestions)
- Employee advocacy guidelines (what to share, how to share, and brand dos and don’ts)
- 3-month content calendar with specific content types, platforms, and responsible owners
Refinement:
- Centre the content around real employees and their genuine experiences, not corporate messaging
- Include a mix of planned content and ‘in the moment’ content guidelines for authenticity
- Ensure the EVP is specific and differentiating, not generic values that any company could claim
- Provide guidance on how to showcase diversity and inclusion authentically rather than performatively
- Include a section on handling negative employer reviews (Glassdoor, Indeed) as part of the brand strategy
- Ensure job postings and careers page content are consistent with the employer brand voice
- Address how to maintain employer brand during difficult periods (redundancies, restructures, challenges)
