News
Employer Branding
Authenticity and employee storytelling
12 NOVEMBER 2025
How to build trust with the most powerful asset you have
In 2025, messages are everywhere. Fast, polished, and perfectly packaged. Yet more and more people are craving something real. The trend toward authenticity has been growing for years, but this year it’s stronger than ever.
In an endless feed, we swipe past anything too glossy and staged. But when something feels spontaneous, human, and just a little imperfect, it catches our attention and makes us pause.
That goes for candidates too. Employers now have a real opportunity to stand out by showing what life inside the company actually looks like—and who the people behind the logo really are.
From campaign to connection
A beautiful careers page and clever headlines aren’t enough anymore. Candidates—especially Gen Z and Millennials—stop scrolling for something that feels honest. That’s where your employees’ voices, in words, images, or videos, make all the difference.
What does authentic storytelling mean?
It’s about showcasing real voices, everyday moments, and personal reflections. Maybe it’s a junior colleague sharing what their first month has been like. Maybe it’s a manager explaining why they’ve stayed and grown with the company for ten years. Maybe it’s a quick coffee break chat—or a few teammates jumping on a TikTok trend just for fun.
When stories come directly from employees, without being over-edited or filtered, they build trust.
And trust is the foundation of every strong employer brand.
Why it matters:
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Creates credibility – People trust people more than they trust brands.
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Builds internal pride – When employees get the spotlight, they feel valued and become ambassadors.
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Connects with the next generation – Gen Z and Millennials value transparency over perfection.
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Bridges the gap between words and reality – Candidates want to know what it feels like to work somewhere.
Ideas to get you started
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A “day in the life” video told through short clips.
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A selfie-style interview where a teammate shares what makes them love their job.
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An honest LinkedIn post about a challenge that led to growth.
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A quick team update filmed straight from someone’s phone.
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Five rapid-fire questions about what makes your company a great place to work.
Think: quick, simple, personal. Not scripted. Not overproduced.
How to get started
- Set boundaries, not scripts. Give your employees a short brief—and creative freedom.
- Start small. One short video, one photo, one honest question can be enough.
- Lead by example. When leaders share authentically, others feel empowered to do the same.
- Share stories internally. It strengthens company culture when you celebrate each other’s voices.
- Post where your candidates are. Reels, TikTok, Stories—but also your careers page and newsletters.
Want help defining your storytelling framework, creating authentic content, or building an ambassador program? We’re here to help!
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