Employer Branding
Social Media Trends 2026: How they shape employer branding
08 OCTOBER 2025
Brandwatch’s global report State of Social 2026 highlights trends that affect not only marketing and customer relations but also employer branding.
Brandwatch is one of the world’s top social listening platforms. The company analysed millions of online conversations to see what people talk about most. When Oddwork looked at the report from an employer branding point of view, it became clear that the same things that shape consumer attitudes also shape what candidates expect.
Our key takeaways from the report:
🔶 99 percent of conversations happen without you
One of the most eye-opening results is that 99 percent of all brand conversations happen without the brand being involved. This means that people talk about workplaces and company culture in forums, comment sections, and private groups. Far away from any official channels.
For employers, this brings both risks and opportunities. The risk is that negative stories can spread before you even notice. The opportunity is that you can listen and learn what employees and candidates really think. You can then use that insight to improve communication and the actual work environment.
Employer branding should start with hearing and evaluating, rather than just talking more.
🔶 Transparency builds trust
The report also shows that discussions about hidden fees increased by 40 percent, and the trend of “deinfluencing” grew by 79 percent. Deinfluencing is when people warn others about products and services that do not meet expectations.
The same idea applies to work life. Candidates quickly lose trust when promises do not match reality. A job that is promoted as flexible but requires constant availability, or a culture described as inclusive but experienced as the opposite, creates disappointment and dissonance.
Employers who are honest and transparent about salary, benefits, expectations, and culture earn trust that lasts.
🔶 Ads that engage instead of annoy
Another finding from Brandwatch is that 54 percent of conversations about ads are negative. Many people see ads as annoying or irrelevant.
For employer branding, this means job ads and campaigns should not just add to the noise. They need to create value. Tell a story, spark interest, and show real life at work. The voices of employees are your strongest tool. A genuine story from someone who actually does the job is far more powerful than a list of formal requirements.
🔶 Authenticity and employees as the best ambassadors
Authenticity is becoming more important every year. The number of conversations about authenticity in influencer marketing rose by 66 percent. For employers, the lesson is clear. Your best ambassadors are already on your team.
When employees share their own experiences on LinkedIn or other platforms, people see it as real and trustworthy. The key is to build a culture where employees feel safe to speak and where the company supports rather than controls what they share.
Small, honest stories can have a bigger impact than big, polished campaigns.
🔶 AI in recruitment: balancing efficiency and humanity
Brandwatch also points out that AI is a growing topic. Many people see big benefits, but there are also concerns about fairness, privacy, and transparency. Candidates feel the same way. They want hiring to be smooth and efficient but not cold or robotic.
The solution is clarity. Explain when and why AI is used, and show where people make the final decisions. Employer branding is about relationships, and relationships always need a human touch.
Employer branding in 2026 is all about trust
The main message from State of Social 2026 is simple. Trust is the best currency.
Employers who listen, communicate openly, act with honesty, and use technology without losing the human side will build stronger, more successful brands.
