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In today’s competitive talent landscape, candidates engage with an average of 12 to 18 touchpoints before applying for a position. These interactions span across various recruitment channels, from exploring your career site to attending recruiting events. Each offers a unique opportunity to showcase your company’s culture and values en route to attracting, converting, and retaining top talent.

To maximize the impact of your employer branding content, it’s essential to distribute it strategically across these channels. In this post, we’ll explore eight recruitment channels for your employee story content and the best practices for each.

1. Career Site: The Hub for Active Talent

Your career site is often the first place candidates go to learn about your company, making it a key part of your employer branding strategy. The best career pages do two things well: they share your culture in a way that speaks to all visitors and then tailor the message to specific audiences, like job categories or locations.

A few ways to embed your content on your career site include: 

• Real employee images foster trust and help candidates picture the workplace. No more stock photos!
• Culture overview videos belong on your homepage and “Life at” pages, ensuring that every candidate—regardless of their role—understands your company culture. 
• Team storytelling videos bring job category pages to life and answer the candidate’s question, “why should I do this job, here?” 

Truly, the opportunities to incorporate content on your career site are endless. Highlighting sustainability efforts, communicating DEI progress, and highlighting leaders are all enhanced by employee stories. 

​​2. Employer Review Sites and Job Boards: Standing Out in a Competitive Space

Employer review sites and job boards are key for reaching active candidates. Including a culture overview video on your profile creates a strong first impression and gives broad insight into your organization right as they are considering applying. 

Beyond the profile page, embed job, talent persona, or location-specific videos where relevant to help candidates picture themselves in that role at your company. By blending broad and tailored content, you can appeal to a wider audience while engaging the right talent for specific positions. 

For example, this video from Ross Stores brings the early career experience to life, making it a great piece of content for the student-focused hiring platform, Handshake. 

3. Email Campaigns: Keeping Talent Warm

Email campaigns are ideal for keeping candidates engaged, whether they’ve just entered your talent pool or are already in your pipeline. Sharing culture videos in newsletters or nurture campaigns is an excellent way to maintain interest at a broad scale. And use your candidate tracking system to segment your talent community by job category, region, or talent persona. The more you can personalize your outreach, the better. 

For example, the global semiconductor company, Intel, partnered with Stories Inc. to create a personalized email nurture campaign targeted to early career candidates opted into their talent community. The campaign had a 50% open rate and drove more applications than any other email campaign that year. Read the full case study! 

4. Recruitment Events: Memorable First Impressions & Follow-up

Recruitment events, such as career fairs or hiring days, provide opportunities for direct engagement. Displaying culture videos at your booth grabs attention and leaves a lasting impression. To strengthen your impact, create physical collateral like handouts featuring employee photos and written stories that candidates can take home. 

Building on the previous email campaign topic, post-event follow-ups are another powerful touchpoint. A thank-you email with a relevant video can reignite the conversation and keep your brand top of mind.

For example, sharing this video after a veteran-specific recruiting event would be a powerful way to keep the conversation going with talent:

5. Social Media: Meeting Talent Where They Are

Social media platforms like Instagram, TikTok, and LinkedIn are vital for reaching candidates where they already spend time online. While your long-form culture videos are best suited for your careers page, social media requires content specifically designed for engagement on these platforms. 

For example, 80% of LinkedIn videos and 85% of Facebook videos are watched without sound. Using captions and graphics ensures your message is clear, even when audio is off. Take this example from Dell Technologies: 

Also, always look for ways to align your employee storytelling content with trends, current events, and cultural moments. For the automaking company, Stellantis, what started as a heartwarming employee spotlight became the perfect Father’s Day post: 

6. YouTube: Tap Into the Second-Largest Search Engine

YouTube is an invaluable tool for increasing visibility and connecting with candidates actively researching employers. Organizing videos into themed playlists—such as diversity initiatives, innovation, or employee testimonials—makes it easy for viewers to find relevant content. Optimizing your video titles, descriptions, and tags improves discoverability, ensuring your content reaches those searching for employers like you.

7. Internal Communications: Strengthening Culture from Within

Internal communications don’t just keep employees informed—they can also boost retention, improve internal mobility, and create a foundation for advocacy. Sharing employee stories on Slack, intranets, or during all-hands meetings reinforces your values and inspires connection among employees. When team members feel engaged, they’re more likely to explore new opportunities within the company and advocate for your brand externally.

8. Employee Advocacy: Amplifying Reach Through Your Team

Your employees are your most credible and effective brand ambassadors. Providing them with ready-to-use content, like culture videos or story graphics, makes it easy for them to share company updates or culture stories. When employees share their experiences, it amplifies your reach and builds trust with external audiences, creating a ripple effect that strengthens your employer brand.

See the engagement received by this internal communications leader when she shared the company’s Meet the Makers series on her personal profile:

Optimize all your recruitment channels with employee story content

Your employer branding content is only as effective as the recruitment channels you use to distribute it. By leveraging these eight strategies, you can ensure your culture content resonates with candidates at every stage of their journey. Ready to optimize your approach? Dive deeper with our guide to creating impactful company culture videos and take your employer brand to the next level.