Social media isn’t just for selfies and cat videos anymore. It’s where businesses tell their stories, connect with their audiences, and—most importantly—build their brands. If you’re an HR professional, CEO, or part of a talent management team, you already know that platforms like Facebook and Instagram are essential tools for employer branding.
But when it comes to using these platforms for your recruitment marketing and talent engagement strategies, how do you decide where to focus your energy? Is Instagram’s visual storytelling better suited for Gen Z hires, or does Facebook’s massive reach make it the safer bet?
Here’s a deep dive into how both platforms can help you attract top talent, enhance employee engagement, and showcase your Employer Value Proposition (EVP) in 2025.
Why Employer Branding on Social Media is Critical
Social media isn’t just about marketing your products—it’s about marketing your company as a great place to work. Candidates today aren’t just looking for a paycheck; they want to connect with companies that align with their values and foster a positive work culture.
Take the example of HubSpot, a company that actively shares employee testimonials and career growth stories on Instagram. These posts highlight their vibrant company culture and help humanize the brand, making it more attractive to potential candidates. HubSpot’s approach has positioned them as a leader in employer branding, showcasing how authentic storytelling can drive engagement and attract top talent.
The lesson? Social media is your chance to highlight what makes your workplace special, and platforms like Instagram and Facebook offer unique opportunities to do that.
The Case for Facebook: The All-in-One Platform
Facebook has been around for nearly two decades, and while it’s no longer the “cool new thing,” it remains one of the most versatile platforms for employer branding. With nearly 3 billion active users spanning all demographics, it’s the social media equivalent of a Swiss Army knife.
Why Facebook is a Must for Employer Branding
- Massive Reach and Diversity
Facebook’s user base includes everyone from Gen Z to baby boomers, making it perfect for campaigns aimed at a broad audience. For example, PwC runs Facebook campaigns targeting young professionals with posts about mentorship programs and career growth opportunities, while simultaneously engaging older audiences with content about leadership roles.
- Advanced Targeting for Recruitment
Facebook’s Ads Manager allows for hyper-specific targeting based on job title, industry, interests, and even behavior. Imagine you’re hiring software engineers in California or running a leadership workshop in New York—you can create ads that speak directly to these groups.
- Employee Advocacy at Scale
Facebook’s group and community features are powerful tools for fostering employee advocacy. Companies like Unilever have private Facebook groups for employees to share their achievements, creating a sense of community that’s visible to potential recruits.
Challenges with Facebook
- Organic Reach is Limited: Without a budget for paid campaigns, it’s hard to get your posts seen.
- Dealing with Negative Feedback: Public posts can attract criticism, so it’s essential to have a strategy for managing comments and addressing concerns professionally.
The Case for Instagram: Visual Storytelling at Its Best
If Facebook is your all-in-one tool, Instagram is the sleek, modern option designed for visual impact. With its focus on imagery and short-form content, Instagram is the perfect platform for showcasing your company culture and connecting with younger audiences.
Why Instagram Excels for Employer Branding
- Highlighting Company Culture Through Visuals
Instagram’s focus on photos, videos, and reels makes it ideal for giving candidates a glimpse into your workplace. For example, Airbnb uses Instagram to share behind-the-scenes photos of their offices, employee spotlights, and even their commitment to DEI (Diversity, Equity, and Inclusion). These posts humanize their brand and make it relatable.
- Employee-Generated Content (EGC)
Encourage your employees to share their experiences using hashtags like #LifeAt[brandemix]. Companies like Accenture use this strategy to amplify their employer brand. One post about a team-building event or an employee’s work anniversary can reach thousands of potential candidates organically.
- Reels and Stories for Recruitment Campaigns
Instagram Stories and Reels are perfect for short, engaging content. Whether it’s a day-in-the-life video of an employee or quick tips for job applicants, these formats are highly shareable and effective. A tech company recently ran a recruitment campaign on Instagram Reels that led to a 50% increase in applications.
Challenges with Instagram
- Limited Links: While Stories allow links, the overall platform isn’t as link-friendly as Facebook.
- Niche Audience: If your audience skews older or is in less visually driven industries, Instagram might not be as impactful.
What Big Companies Are Doing Right
Still wondering how these platforms can be used effectively? Here are a few examples from industry leaders:
- Google (Instagram)
Google’s Instagram account frequently features short videos of employees discussing the impact of their work. These personal, relatable posts create a strong emotional connection and showcase the company’s culture of innovation.
- Deloitte (Facebook)
Deloitte uses Facebook to share thought leadership content, employee testimonials, and live Q&A sessions with leadership. This mix of content appeals to a wide audience, from entry-level employees to executives.
- Salesforce (Both Platforms)
Salesforce integrates Facebook and Instagram seamlessly. They use Facebook for detailed posts about company events and initiatives, while Instagram is their go-to for quick, visually striking content like Stories and reels.
Key Employer Branding Trends for 2025
To stay ahead of the curve, keep these trends in mind:
- Interactive Content
Host Instagram Live sessions with employees or run Facebook polls asking for audience opinions. Interactive content fosters engagement and builds trust.
- Diversity, Equity, and Inclusion (DEI)
DEI isn’t just a buzzword—it’s a priority for job seekers. Use social media to highlight your commitment to inclusion, whether through employee spotlights or events celebrating diversity.
- AI-Driven Campaigns
Social media platforms are integrating AI tools to help businesses refine their campaigns. Use these insights to improve targeting and create more personalized content.
- Employee Advocacy Programs
Employees are your best brand ambassadors. Encourage them to share content about their experiences, whether it’s on Instagram or in private Facebook groups.
How Brandemix Can Help
At Brandemix, we specialize in helping companies tell their employer brand story in creative and impactful ways. To get the best traction with Instagram and Facebook, contact us to help you research and fine-tune the best social media strategies specially tailored for your business.
Explore our services:
The Final Word
In 2025, it’s not about choosing between Facebook and Instagram—it’s about using both strategically. Facebook offers reach and detailed targeting, while Instagram excels at visual storytelling. Together, they’re a powerhouse for employer branding, helping you connect with top talent, engage your workforce, and showcase your unique company culture.
Want to make your employer branding stand out? Contact Brandemix today, and let’s create a strategy that works for your business.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
