Article 06 - Authenticity, employee experience, and the strategic use of technology are the key aspects of employer branding

 



Shekhar, K. (2024): Highlights that authenticity in employer branding is an important factor in developing trust, loyalty, and the feeling of working in the right place among employees. Wright, S. (2024): This work suggests that using genuine employee stories and steering clear of generic advertising are two key ways to create authentic employer branding. It emphasizes the importance of crafting engaging stories and showcasing an authentic company culture to connect emotionally with job seekers. Using genuine employee tales and steering clear of generic advertising are two ways to create authentic employer branding, according to this work, It emphasizes how crucial it is to create engaging stories and present an authentic company culture in order to connect with job searchers emotionally.

Following are the major points

1.     Personalization with AI

AI enhances personalization in employer branding by creating tailored experiences for employees. For instance, AI algorithms analyze skills and career aspirations to suggest personalized learning paths, workshops, and development materials. Additionally, adaptive learning platforms and gamification make professional growth engaging and effective. (Ivyexec.com, 2024)

  • Based on visitor behavior, AI can drive potential candidates to relevant pages 
  • Chatbots – Will allow real-time candidate engagement
  • Recruitment marketing powered by AI will target the right talent

1.     CSR & Sustainability to reflect Employer

(Giacomo Buzzao and Rizzi, 2023):This study investigates how employer branding strategies can leverage CSR and sustainability-related attributes to attract talent. It highlights that applicants' attitudes toward CSR vary across industries and social identities, emphasizing the importance of tailoring CSR initiatives to align with organizational originality and resilience. (Andruszkiewicz, Tomasz Wierzejski and Marek Siemiński, 2024) Research demonstrates that CSR and sustainable development practices have a positive impact on employer branding, enhancing organizational reputation and attracting socially conscious employees. A case study from Poland demonstrates how CSR initiatives enhance employer attractiveness.

  • Companies which will genuinely invest in sustainability & social responsibility will attract better talent
  • Factors like ethical sourcing, green policies, and reducing carbon footprint will make major differentiators
  • Transparent Environmental, Social, and Governance reporting matters

1.     Hybrid & Remote Work as a Brand Differentiator

    Hybrid work models are positioned as an opportunity to recruit top talent and drive innovation. By adopting flexible and purposeful approaches, organizations can redefine their employer brand to meet evolving employee expectations. (Hilberath, 2020)

  • Flexibility is not a privilege; it is a necessity that everyone must have. Also, it is not a perk
  • Hybrid work strategies will definitely attract top talents
  • Asynchronous work culture gaining traction (focus on output, not hours)

1.     (EGC) Employee-Generated Content & Short-Form Video

   According to SmartRecruiters (2022), Employee-generated content (EGC) enhances authenticity and trust by showcasing real-life employee experiences. It helps humanize the brand, improve employee engagement, and expand reach through employees' personal networks. EGC also positively impacts brand perception, making it more relatable and trustworthy.

  • There are many real-life examples on TikTok, Instagram Reels & LinkedIn videos that have become game-changers!
  • Authentic stories from employees.  Real "a day in the life" videos. These activities will make real existing employees brand ambassadors.
  • Behind-the-scenes content showcasing real company culture

1.     Skills-Based Hiring Over Degrees

     Skills-based hiring is gaining significant traction over traditional degree-based hiring practices, with numerous benefits for both employers and job seekers. Increasing adoption: In 2023, 73% of companies adopted skills-based hiring, up from 56% in 2022) This trend is expected to continue, with 45% of companies planning to eliminate bachelor's degree requirements for some roles in 2024 Pantelakis, (2024)

  • More focus on practical skills & experience vs. traditional degrees
  • Employers using skills assessments & micro-credentialing
  • Internal talent mobility & up skilling!

1.     Internal Mobility & Career Growth powered by AI

Thakkar (2025) states that AI-driven internal mobility uses machine learning and data analytics to match employees with roles based on their skills, experience, and career aspirations. Benefits include enhanced talent utilization, increased employee retention, improved engagement, faster recruitment processes, and reduced hiring costs. Myers (2023) states that AI facilitates internal mobility by matching employees' career goals with business opportunities. It enables unbiased training, personalized career pathways, and proactive role recommendations to support career growth and job satisfaction

  • Career path tools powered by AI help employees see opportunities available within the organization
  • Learning & development can be personalized with AI
  • Clear pathway of career progression will retain top talents 

 Employee Well-being & Mental Health will be a Differentiator

Frontiersoftware.com, (2025): As companies focus on holistic employee well-being, mental health support becomes a critical differentiator. Employers are increasingly proactive in providing resources like stress management tools and fostering a supportive culture to enhance employee well-being and productivity

  • Burnout prevention, Mental health support,  and work-life balance initiatives
  • "Mental health days" and therapy benefits  becoming a trend
  • Leadership styles that are focused on well-being gather traction

2.     Diversity, Equity & Inclusion (DE&I) is a Core Employer Brand Value

dmcgroup(2024): Companies that prioritize diversity and inclusion in their employer branding attract a diverse talent pool and signal openness and social responsibility. This approach enhances creativity, productivity, and employee loyalty, strengthening the company's image in the job market

  • Modern date candidates want real action, not just statements on DE&I
  • Focus is on neurodiversity, disability inclusion, and LGBTQ+ representation
  • Bias-free hiring tech transparent pay equity reporting and

3.     Employee Encouragement over Internal Communication

Internal communication positively impacts employee engagement by fostering commitment, discretionary effort, and meaningful work. Satisfaction with communication channels and frequent interaction enhances engagement, making employees feel valued and motivated. According to Kashyap, (2023)Effective internal communication prevents information silos, clarifies company goals, and boosts morale. It encourages employees to work more effectively by creating a positive work environment and recognizing their contributions

  • Corporate marketing is outdating — real actions  matter more
  • Employees has the freedom to share experiences via social media and corporates encourage it 
  • Peer influence focused Employer branding strategies  

Key Takeaway for Employers

Employer branding in 2025 is about authenticity, employee experience, and leveraging AI smartly. Companies that prioritize flexibility, purpose-driven work, well-being, and real inclusivity will stand out in the talent war.


Reference ListTop of FormBottom of Form

 

·         Andruszkiewicz, K., Tomasz Wierzejski and Marek Siemiński (2024). The Effect of Corporate Social Responsibility and Sustainable Development Practices on Employer Branding—A Case Study of an International Corporation Operating in Poland. Sustainability, 16(7), pp.2654–2654. doi:https://doi.org/10.3390/su16072654.

·         Frontiersoftware.com. (2025). Employee Wellbeing in 2025 | Frontier Software. [online] Available at: https://www.frontiersoftware.com/news-and-articles/employee-wellbeing-2025 [Accessed 2 Apr. 2025].

·         Giacomo Buzzao and Rizzi, F. (2023). Who is CSR for in employer branding? Insights on employer branding strategies across industries, educational backgrounds and career styles. Corporate Social Responsibility and Environmental Management, 31(2). doi:https://doi.org/10.1002/csr.2616.

·         Hilberath, C. (2020). Hybrid Work Is the New Remote Work. [online] BCG Global. Available at: https://www.bcg.com/publications/2020/managing-remote-work-and-optimizing-hybrid-working-models.

·         Ivyexec.com. (2024). Elevating Employer Branding Strategies with AI | Ivy Exec. [online] Available at: https://ivyexec.com/career-advice/2024/elevating-employer-branding-strategies-with-ai [Accessed 1 Apr. 2025].

·         Kangan Shekhar and ETHRWorld (2024). Building thriving businesses: Using employer brand authenticity to foster successful teams. [online] ETHRWorld.com. Available at: https://hr.economictimes.indiatimes.com/news/workplace-4-0/building-thriving-businesses-using-employer-brand-authenticity-to-foster-successful-teams/112162563 [Accessed 1 Apr. 2025].

·         Kashyap, V. (2023). Role of internal communication in employee retention. [online] ProofHub. Available at: https://www.proofhub.com/articles/role-of-internal-communication-in-employee-retention.

·         Myers, V. (2023). How AI Drives Career Growth and Job Satisfaction. [online] Spiceworks Inc. Available at: https://www.spiceworks.com/hr/recruitment-onboarding/guest-article/ai-empowers-talent-and-recruitment/ [Accessed 2 Apr. 2025].

·         SmartRecruiters. (2022). Why Employee Generated Content is Still Valuable in 2022 | SmartRecruiters. [online] Available at: https://www.smartrecruiters.com/hiring-tools/employee-generated-content/ [Accessed 2 Apr. 2025].

·         Thakkar, N. (2025). AI-Driven Internal Mobility: Promote Career Growth From Within. [online] Oleeo. Available at: https://www.oleeo.com/blog/ai-powered-skills-mobility/ [Accessed 2 Apr. 2025].


Comments

  1. ShaneApril 3, 2025 at 9:23 PM

    Dear Anya, this article well explained how authenticity, employee experience, and using technology smartly are shaping the future of employer branding. Theories and real-world examples prove your arguments. According to Shekhar (2024) and Wright (2024), real stories & experiences of employees build trust, and employers feel more emotionally connected. Employer Brand Theory (Backhaus & Tikoo, 2004) aligns with how internal branding enhances employee engagement and attracts new talents. One of the other facts is the use of AI and personalization in employer branding. The companies are leveraging technologies for better engagement, from suggesting personalized learning paths to matching with employee inspirations. for example—

    • Unilever uses AI in recruitment & screening.
    https://bernardmarr.com/the-amazing-ways-how-unilever-uses-artificial-intelligence-to-recruit-train-thousands-of-employees/
    • IBM uses AI tools to promote internal mobility to support while helping the personal growth of the employees.
    https://www.ibm.com/careers/blog

    As you mentioned, ECG is very relevant to the topic you discussed. To boost employer branding, companies actively share employee stories via online platforms. For example:
    • Salesforce on TikTok
    • HubSpot’s culture on LinkedIn

    Currently, most of the job seekers are concerned about the purpose-driven workplaces, since CSR, mental health, and DEI are relevant. To attract more engaged employees, the companies are more focused on sustainability and inclusion. For example:
    • Patagonia's strong employer brand built around sustainability
    https://www.patagonia.com/our-footprint/

    • Microsoft's inclusive recruitment programs highlight their DE&I efforts
    https://www.microsoft.com/en-us/diversity/default

    Great insights!

    ReplyDelete
  2. Oshan RanaweeraApril 5, 2025 at 8:26 AM

    This article provides an insightful look into the future of employer branding, highlighting key trends that will define it in 2025. The emphasis on authenticity, AI personalization, and a strong focus on employee well-being and mental health are critical in today's competitive job market. I especially appreciate the connection between CSR initiatives and employer branding, as companies that align their values with sustainable and ethical practices attract socially conscious talent. The rise of hybrid work models, skills-based hiring, and internal mobility powered by AI are also game-changers for talent acquisition and employee engagement. This is a timely and thought-provoking piece that effectively captures the evolving nature of employer branding!

    ReplyDelete

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