It’s one thing to define who you are as an employer. It’s another to show up in the right places so the right people see it.
Too many companies treat their employer brand like a “Careers” tab on their website. A box to check. But today’s candidates move fast. A LinkedIn study found that 71 percent of candidates do their own research before applying to a company. They don’t browse your site for half an hour or decode a paragraph buried in your About page. They skim. They scroll. They judge quickly and move on. If your brand isn’t visible when and where they’re looking, it might as well not exist.
And when the only thing people know about your company is the job post that reads like a policy manual, they’re gone.
This is the second post in a four-part series on the Talent Attraction Blueprint. If you missed the first post on Purpose, you can read it here: Why Purpose Is the Foundation of Every Strong Employer Brand.
After Purpose comes Platform: how to make your employer brand seen, heard, and felt throughout the candidate journey.
What Is Candidate Experience and Why Does It Matter?
Candidate experience is every touchpoint a job seeker has with your company. From the first social post they see to the thank-you email after the interview, it all counts. And it’s all branding.
A recent survey found that 60 percent of US adults think the job application process is too impersonal. That stat alone makes the case for showing up in the right places with the right tone.
A great candidate experience is:
- Clear: The company knows who it is and shows it
- Consistent: The tone, message, and visuals match across platforms
- Human: The brand feels like people, not process
When companies get this right, they don’t just fill seats. They build reputation, trust, and momentum.
Making Your Employer Brand Visible in the Right Places
The best message in the world won’t matter if it isn’t seen by the right candidates, in the right context, at the right time. A strong message means nothing if it’s hidden. Visibility is the missing link between strategy and results.
Here are the five key platforms every employer brand needs to show up on:
- Careers Page
The highest-ranking tactic in our experience, by far. A strong careers page isn’t just a list of jobs. It reflects your EVP, your culture, and your Red Thread. It should answer: why work here? The best ones use employee quotes, authentic video, and design that feels on-brand. - Job Posts
Your job post is often the first impression. And it shouldn’t read like a spec sheet. It should sound like you. A little voice goes a long way in helping the right people say “yes,” and the wrong people self-select out. - Social Media
Organic posts show your day-to-day culture. Paid social ads expand your reach. Between the two, you can showcase employee stories, open roles, DEI work, events, and more. - Photos and Video
Stock imagery kills authenticity. Use real employees in real environments. A “Why Work Here” video is especially effective for showing candidates who you really are. - Interview Follow-Ups
Most people overlook this. But a thoughtful email after a first interview can reinforce everything you’ve shared up to that point. It’s a small moment that says a lot about what kind of workplace you are.
Want to go further? Here are a few bonus tactics that work:
- Community sponsorships
- Employer review site optimization (Glassdoor, Indeed)
- Employee swag as a brand builder
- Internal posters for referral programs
- Geo-targeted digital ads
- Billboards that spark curiosity
How to Improve Candidate Experience Through Visibility
Improving visibility starts by mapping the candidate journey. Think in three stages:
Awareness
Paid social, job board ads, local billboards, and sponsorships get your name in front of people. The key is targeting. Are you showing up where the right people actually spend time?
Consideration
This is where the careers page, Glassdoor reviews, and social media presence start to matter. When candidates dig deeper, do they find consistency? Does what you say match what they see?
Conversion
Make it easy to say yes. Streamline your application process. Use friendly, human language in your recruiter emails. Standardize thank-you emails. All these little moments add up.
What Employer Branding Agencies Get Right
The best employer branding agencies aren’t just storytellers. They’re signal boosters.
They help you find your voice, then make sure it’s showing up in the right places — consistently, clearly, and in the right context for your audience. They see your brand from the outside in, which is how candidates experience it. And that perspective matters.
What they get right:
- They look at the full journey, not just job posts
- They design systems that keep your message aligned across teams and touchpoints
- They bring creative thinking and structure to a space that’s often overlooked or rushed
- They help internal teams build confidence in telling the brand story well
It’s not just about more content. It’s about the right content in the right places, working together to create something bigger than a job listing.
Platform in Action: Motion Dynamics
Motion Dynamics, a precision manufacturer known for tight tolerances and a tight-knit culture, faced a hiring crunch during a period of rapid growth. They needed to attract talent quickly without compromising on quality or cultural fit.
Through a brand refresh focused on their people-first values, they launched a recruiting campaign that included updated messaging, job posts, a refreshed careers page, and an employer brand video featuring real employees.
The results:
- 70-plus new hires
- Thousands of organic views on their employer brand video
- An EVP that now shows up clearly across their site and channels
They didn’t change who they were. They just started showing it.
Bring Your Employer Brand to Life with Revel
A strong EVP is only half the equation. If it isn’t visible, it can’t work.
At Revel, we help companies like yours bring their brand to life across the entire candidate journey. Our team supports:
- Brand discovery and message development
- Careers page strategy and design
- Content creation for photo, video, and social
- Campaign planning and execution
Let’s make sure your brand shows up where it counts.
Talk to our team about building a consistent candidate experience.
Next up in the series: People, and how to build your EVP around employee truth
