Content helps, but brand is what candidates believe—measured in applies, accepts, and stays.

Social content is a channel, not the strategy. Employer brand exists whether you post or not—candidates form opinions from job posts, interviews, Glassdoor, LinkedIn, and word of mouth. Content should reinforce a clear position and provide proof (real work, real people, real outcomes), but it won’t fix a fuzzy message or a generic “we’re amazing” story. The litmus test: does the content improve measurable behaviors—more qualified applicants, better response rates, higher offer acceptance, lower early attrition? If you can’t tie content to conversion, you’re doing activity, not impact. Employer brand is about credibility and differentiation first; content is how you scale it.