How Leaders Shape an Authentic Employer Brand

Attracting and retaining top talent is a constant challenge for businesses. According to the Microsoft Work Trend Index report, 55% of leaders are concerned about having enough talent to fill roles. This highlights a growing need for companies to refine their employer branding strategies.

One of the most powerful ways to shape an authentic employer brand is through the involvement of leadership and C-suite executives. Leaders on social media, particularly those engaging on platforms like LinkedIn, can positively influence their company’s reputation, build trust, and inspire employee advocacy.

In fact, 92% of professionals say they are more likely to trust a company whose senior executives are active on social media (Fti Communications).

However, many executives still hesitate to embrace social media. While the benefits are clear, the "how" can often feel overwhelming. In this blog, we’ll explore the strategic role of leadership in building an employer brand and offer practical tips for executives who want to get started on social media.

The Strategic Role of Leadership

Leaders and C-suite executives play a critical role in shaping an authentic employer brand. Their involvement not only demonstrates leadership commitment but also has a direct impact on employee morale and external perceptions of the company.

A strong executive presence on social media helps leaders share the company’s vision, values, and culture in a personal, relatable way.

When senior leaders actively participate in conversations, they set the tone for the rest of the organisation, creating a ripple effect that encourages employees to follow suit.

How Leaders Can Use Social Media to Showcase an Authentic Employer Brand

Building an authentic employer brand on LinkedIn is more than just posting company updates. Leaders on social media can use their platform to give a human touch to their organisation’s values and culture, making them more accessible to both employees and potential candidates.

For more on the importance of senior leaders engaging on social media, check out our previous blog on why senior leaders on social media is essential.

Here are a few ways executives can use their social media presence to showcase their organisation’s values and culture.

1. Lead by Example

Executives should not only advocate for company initiatives but also embody the values of the business. Their posts should reflect what the company stands for and how it supports both employees and clients.

2. Engage in Meaningful Conversations

While it’s important to share company achievements, executives should also take the time to engage in conversations with others on LinkedIn. Sharing insights, commenting on industry trends, or even discussing challenges in leadership demonstrates transparency and authenticity.

3. Focus on Impact, Not Vanity Metrics

The focus should be on creating meaningful connections rather than chasing likes and followers.

How-to Practical Tips for Senior Leaders

For busy executives and leaders, the thought of managing a LinkedIn presence might feel daunting. But it doesn't have to take a significant amount of time.

Tribal’s Executive Content Manager, Natalie Woods-McCann says:

Here are some practical tips to get started:

Connect on the Go

​​Executives don’t need to be at their desks to connect on LinkedIn. LinkedIn’s mobile app allows you to easily share your profile with others using the app’s QR code feature, making it a convenient option when you're on the move.

Here’s how:

1. Open the LinkedIn app and go to search.
2. Tap the QR code icon in the top-right corner.
3. You can then share or download the QR code, which can be added to your email signature, presentations, or shared directly with others at networking events.

This is a simple, efficient way to share your profile, whether you're at a conference, meeting new contacts, or attending industry events.

Define Your Content Strategy

It’s important to think about what topics resonate with both your professional network and employees. Consider what subjects you’re passionate about, such as leadership lessons, industry trends, or personal experiences.

Share Your Point of View

Audiences want to learn from your experiences. They want to know what’s worked for you, what hasn’t, and how they can apply those lessons to their own careers. Sharing these personal insights makes you more relatable and authentic.

The Impact of Leadership on Employer Brand Metrics

The involvement of leaders on social media isn’t just about improving the company’s image, it has measurable benefits. When senior leaders actively engage on platforms like LinkedIn, it influences key employer brand metrics such as employee trust, retention, and attraction of new talent.

According to the Edelman Trust at Work report, senior executives' social media presence encourages employees to advocate for their company, making them more likely to stay and refer others.

In fact, 4 out of 5 employees prefer to work for leaders who use digital and social media (Brunswick 2022). This preference directly impacts retention and the overall employee experience, reinforcing the importance of leadership visibility.

As Steven Brand, head of employer brand at EY, explains in our blog here, it is more than data points and graphs going up. It’s about giving the business back money and time.

Leaders who are visible on social media not only build trust within their organisation but also shape how the company is perceived externally, increasing the likelihood that potential candidates will consider joining.

If you're looking to improve your leaders’ social media presence, we’ve created a How To Get Buy-In From Your Leaders to help you get started.