In 2025, employer brand is a competitive advantage. Younger candidates (Gen Z and early-career hires) hire companies for purpose, growth, transparency and real human experiences — not glossy marketing. What employer brand is now Your employer brand = what candidates, employees and the public actually believe about working at you. It’s formed by your communications, employee behavior, hiring experience, policies and measurable outcomes. Core principles (quick) Authenticity over polish. Real stories > staged content. Proof, not promises. Publish pay bands, policies, promotion criteria. Candidate-first hiring. Fast timelines, clear feedback. Values-in-action. Show decisions that reflect your values. Measure & iterate. Track eNPS, funnel metrics, and social engagement. What younger talent cares about Learning & mentorship, purpose/impact, flexibility, mental health, pay transparency, belonging, and short-form authentic content. Practical ways to showcase culture Careers page: EVP, pay ranges, hybrid policy, 90-day roadmap. Employee stories: 60–90s videos + “week in the life” clips. Hiring experience: publish timelines and give timely feedback. Content: short videos, manager AMAs, employee takeovers. Proof: publish DEI/sustainability metrics, eNPS, retention data. Channels & what to post Careers site — long-form proof. LinkedIn — long reads & hiring updates. TikTok/Instagram Shorts — candid day-to-day clips. Glassdoor — encourage reviews and respond. Talent CRM — nurture pipelines with useful content. 30-day starter (fast) Publish EVP + pay bands. Produce 3 short employee videos. Run an AMA for candidates. Share a real case study showing impact + promotion path. Key KPIs Applications (quality), offer-acceptance rate, time-to-hire, eNPS, 90-day new-hire satisfaction, and external review trends. Quick checklist EVP + pay bands live 3 employee micro-stories done Standard hiring timeline & feedback templates eNPS baseline measured 30-day content calendar created Wrap-up Treat employer brand like a product: research, test, measure. Start with transparency and authentic employee stories, back claims with data, and iterate from results. Want this condensed into: (A) a 2-line EVP for your company, or (B) a ready 30-day content calendar with post scripts? Tell me which and I’ll draft it.