How To Create a Magnetic Employer Brand Content
Hello from your favourite work bestie!
Let me ask you something: When candidates Google your company, what do they see?
If the answer is “just your website” or “nothing much,” you’re invisible to 75% of potential candidates.
Let me tell you the truth
75% of job seekers research a company before applying. Companies with strong employer brands reduce their cost per hire by 50%.
But here’s the good news: You don’t need a marketing agency or ₹5 lakh budget to build an employer brand.
You just need consistency and authenticity.
Meet Sneha. She runs a design agency in Mumbai with 12 employees. She was struggling to attract designers; big agencies were paying more, and she couldn’t compete on salary.
So she tried something different. She started a “Designer Diary” series on Instagram:
Each designer shared their creative process.
Posted client impact stories on X.
Showed their flexible work culture.
Posted 3x per week for 4 months.
Results:
Instagram followers: 400 → 2,800.
Started receiving 3-5 inbound applications per month.
Hired 2 designers who discovered them through content.
Cost: ₹0 (created in-house).
Bonus: Also attracted 5 new clients from the same content.
Here’s how to do this:
Create a Magnetic Employer Brand Content.
Step 1 - Define Your Employee Value Proposition (EVP).
Before creating content, you need clarity: Why should someone join YOU instead of someone else?
Answer These Questions:
Why do your current employees love working here? (Ask them!)
What unique opportunities do you offer?
What’s your mission and impact?
What’s your culture actually like? (Not what you wish it was)
What growth opportunities exist?
Simple EVP Framework: “At [Company], you’ll [unique opportunity] while [mission impact]. We believe in [core value] and offer [concrete benefit].”
Example: “At TechFlow, you’ll build products used by 1M+ Indians while solving logistics challenges that matter. We believe in ownership over hierarchy and offer equity to everyone from day one.”
Bad EVP (Too Generic): “At [Company], we offer competitive salary, great team, and growth opportunities.”
(Every company says this. Be specific!)
Step 2 - Create Your 5 Content Pillars
Don’t post randomly. Have a strategy. Here are your 5 content types to rotate:
Pillar 1: Team Spotlights (Weekly)
What: Employee interviews/profiles
Where: LinkedIn post, Instagram story
Example:
Meet Rahul, our Backend Lead 🚀
2 years ago, he joined as our first engineer.
Today, he leads a team of 5 and built the API that handles 100K requests/day.
What he loves most:
“I got to choose our entire tech stack. Try doing that at a big company as a junior engineer.”
Fun fact: He codes while listening to Metallica. The louder, the better.
We’re growing the engineering team. Want to work with Rahul?
Link in bio.
#TeamSpotlight #Engineering #HiringPillar 2: Behind-the-Scenes (2x/month)
What: Team meetings, work-from-home setups, Friday celebrations
Where: Instagram Reels, LinkedIn video, Stories
Example:
POV: Friday standup at [Company]
📍 3 people in office
📍 5 on Zoom from home
📍 1 calling from a café in Goa
Topics discussed:
- Last week’s wins (we shipped 3 features!)
- This week’s focus
- Who’s bringing snacks next week (important)
This is what “remote-first” actually looks like.
Questions about our culture? Drop them below 👇Pillar 3: Product/Mission Stories (Weekly)
What: Customer impact, problems you’re solving, technical challenges
Where: LinkedIn article, Twitter thread, Blog
Example:
We just helped a small restaurant owner in Jaipur save 4 hours/day.
Here’s how: [Brief story about product impact]
This is why we build. Not for metrics. For real people.
Our product team is hiring. If solving real problems excites you, let’s talk.
[Link]Pillar 4: Culture & Values (2x/month)
What: How you live your values, team activities, and work policies
Where: Instagram carousel, LinkedIn post
Example:
Our “No Meetings Wednesday” Policy
Why we did it:
→ Devs needed deep work time
→ Meetings were breaking flow
→ Wednesday felt like a good middle ground
3 months in:
✓ Code quality improved
✓ Team happiness up
✓ Feature velocity increased 20%
Downside: Thursday has way too many meetings now 😅
Building a team that values deep work. Hiring: [Link]Pillar 5: “We’re Hiring” with Context (As needed)
What: Job openings explained with WHY and impact
Where: All platforms
Example:
Why we’re hiring a Product Designer:
Most companies hire designers to “make things pretty.”
We need a designer to solve this: How do you make enterprise software that tier-2 city users actually want to use?
60% of our users are first-time SaaS users. English is their 2nd-3rd language. They’re busy running businesses, not learning software.
Your challenge:
Turn complex workflows into dead-simple experiences.
Interested in hard, meaningful problems?
Let’s talk: [Link]
#ProductDesign #Hiring #UXChallenge
Step 3 - Create Your Content Calendar
Consistency > Perfection.
Weekly Content Plan:
Monday: Team spotlight or product story.
Wednesday: Behind-the-scenes content or culture post.
Friday: Quick win, celebration, or “week in review”
Monthly Themes:
Week 1: Focus on product/mission.
Week 2: Focus on team/culture.
Week 3: Focus on growth/learning opportunities.
Week 4: Focus on hiring + impact.
Tools You Need:
Google Calendar (free) for scheduling.
Canva (free tier) for graphics.
Smartphone for photos/videos.
30 minutes per content piece.
Batch Creation Tip: Spend 2 hours on Fridays creating next week’s content. Interview employees in batches. Take lots of photos during team events. Repurpose one piece of content across platforms.
Step 4 - Amplify Your Reach
Great content that nobody sees = wasted effort.
Distribution Strategy:
Post Natively on Each Platform:
Don’t just share links—post content directly on each platform
Each platform has its own algorithm; native content performs better
Instagram:
Feed post + Stories + Highlights.
Use relevant hashtags (#StartupLife #TechCareers #[YourCity]Jobs).
Tag team members in posts to promote company culture and brand storytelling.
Twitter:
Thread format for longer stories about your hiring process or employer reputation.
Quote tweet your own company account.
Use relevant hashtags and mention your employer brand examples or achievements.
Lucres:
Share your company’s openings and employer brand content directly on Lucres for built-in exposure to active job seekers.
Engage in Lucres community threads to connect with top talent and other employers.
Encourage your team to comment or repost on Lucres to boost your employer branding content visibility.
Use your company page to showcase culture, hiring updates, and team stories that help build your employer brand over time.
Employee Advocacy:
Make it easy for employees to share (pre-written posts they can customize
Celebrate when employees share company content.
Feature employees prominently (they’ll naturally share content they’re in).
Don’t Make Employees Look Like Corporate Robots: Let them share in their own voice.
Step 5 - Repurpose and Scale
One piece of content = 5-7 pieces across platforms.
Content Recycling System:
Start with: Long-form post about the recent product launch.
Repurpose into:
Instagram carousel (5 slides, same story visually)
Twitter thread (10 tweets breaking down key points)
Instagram Story (quick highlights with swipe-up)
Team email update (internal comms)
Blog post (expanded version)
Example Flow:
Monday: Write a detailed post about “How we built feature X”
Tuesday: Convert to Instagram carousel
Wednesday: Turn into a Twitter thread
Thursday: Create Instagram Story highlights
Friday: Expand into a blog post
One Story → 5 Touchpoints → Zero Additional Effort
Real Success Story: How Content Compounds
Month 1-2: Building Foundation
Posted 3x/week (team spotlights, BTS, culture)
Followers: Slow growth
Applications: None yet
Focus: Consistency
Month 3-4: Gaining Traction
Same posting schedule
Followers growing 15%/month
Got first inbound inquiry: “Saw your posts, are you hiring?”
Focus: Quality + consistency
Month 5-6: Momentum Building
Content getting shared by team members
Followers growing 25%/month
2-3 inbound applications per month
Hired 1 person who found them through Instagram
Focus: Engagement + new formats
Month 7-12: Compounding Returns
Known in their niche as “that transparent startup”
Getting 5-8 inbound inquiries monthly
Spending 60% less on job ads
Higher quality candidates (pre-qualified by content)
Employees becoming brand ambassadors
Content attracting customers AND candidates
12-Month Results:
Followers: 400 → 3,200 (8x growth)
Inbound applications: 0 → 40 total
Hires from content: 4 people
Cost: ₹0 (all created in-house)
Time: 3 hours/week average
ROI: Avoided ₹2,40,000 in recruitment costs
Pro Tips for Employer Brand Content
✓ Show real people - Stock photos kill authenticity.
✓ Let employees create content - Way more authentic than the marketing team.
✓ Celebrate failures and learnings - Builds massive trust.
✓ Include leadership in content - Founder posts perform 3x better.
✓ Use employee-generated content - Repost their stories about work.
Common Mistakes to Avoid
✗ Over-polished content - People want real, not corporate.
✗ Only posting when hiring - Build brand consistently.
✗ Talking only about the company - Make employees the heroes.
✗ Inconsistent posting - 10 posts one week, nothing for 2 months.
✗ Not engaging with comments - Content is a conversation.
Content you create today attracts candidates for months and years to come. It’s an investment that strengthens your employer brand and builds trust.
Your employer branding strategy doesn’t need a massive budget; it needs consistency, storytelling, and a clear purpose. Every post, story, and testimonial adds to your employer's reputation.
If you’re ready to attract the kind of talent that stays, start with Lucres.
Post your next role, share your employer brand content, or join our community to see how other founders are doing it right.
Found this helpful? Share it with a founder friend who’s struggling with hiring costs.
Remember: You don’t need a massive budget to build a great team. You need the right strategies and consistent execution.
Start today. Your future team is waiting.
Talk soon,
DC, Content Writer, Lucres.
More Resources: