Issue #6, 15.10.25
Insight
Snap up talent with paid influencer marketing
Missed our recent TikTok for Talent webinar? Not to worry. Here’s a quick recap. 👇
What is it? Paid influencer marketing in EB means recruiting creators to promote your company to their audiences. They can be employees who are already active advocates or other relevant people in your industry, such as grads.
Why do it? If you want to attract Gen Z and Millennials, paid influencer marketing on platforms like TikTok and Instagram is an opportunity you can’t miss. It lets you meet talent where they are, with voices they trust.
Biggest misconception? Everyone – consciously or subconsciously – assumes the best outcome of influencer marketing is to go “viral.” But influencer content, like a good EVP, is not about appealing to everyone. Just people who are the right fit. So don’t worry about vanity metrics like “likes” as much as crafting the right message.
Example #1
When it comes to choosing influencers… Tone and values that match your company’s > follower count.
Biggest challenge? Campaigns are often viewed as separate to broader business strategy, so stakeholders don’t understand the real value.
How to get buy-in?
Show the long term impact of influencer campaigns and the opportunities you’re missing by not running them.
Tie everything back to talent pipeline and business growth objectives.
Involve key stakeholders in the process from the start.
How much involvement should you have in the content? Totally up to you. Provide guidelines on video length, subtitling, music – or let your influencers roam free. But trust them to know their audience and you’ll get content that feels less corporate and more watchable.
Example #2
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If you want a deeper look into paid influencer marketing plus another case study, catch the webinar recording, here.
→ WATCH THE REPLAY
Inspiration
6 times EB borrowed from TV (… and it was cool)
The Royal Navy – Trainspotting
That iconic opening monologue.
Dropbox – The Muppets
All the nostalgia.
Insomniac Games – Tenacious D in The Pick of Destiny
One for the Jack Black fans. 🤘
Vimeo – The Office
Hilariously awkward. (Scroll to #18)
IKEA – Charlie and the Chocolate Factory
Okay they’re not golden tickets, but still.
Heineken – Impractical Jokers
When the interviewer holds his hand. 😭
Webinar
How to transform your culture with employer branding
When we partnered with Mimecast, it was going through more changes than your average preteen.
New management. New strategic direction. Multiple acquisitions and a 60% remote workforce post-Covid. No wonder its culture was suffering.
But then we ran a creative campaign that employees wanted in on. One that created a buzz. And got people driving change, rather than just experiencing it.
“But how?!” you cry.
Find out in next month’s webinar.
DATE: 6th November
TIME: 5pm GMT
→ SAVE YOUR SPOT
[Bonus] Lesson from World Employer Branding Day
Design experiences with people, not at them.
“We had a lot of talk during WEBD about “understanding your target audience.” Fair. But if we stop at understanding, we miss the point.
In human-centred design, you involve the people you’re designing for, co-creating solutions to real problems. We do this for products and services; we should absolutely do it for the employee experience.
At Mimecast, we didn’t launch values. We briefed employees with “secret missions,” so people could practice the behaviours the business needed next.
From values to behaviours to business change.
If you want different results, you need different behaviours. If you want different behaviours, design different experiences – with people, not at them.”
– Dave Hazlehurst, CXO Human Magic
Mark’s top trick
🍂 Fall* Employer Brand Checkup
Before the holiday rush, take one hour to audit your candidate journey like a job seeker.
✅ Google your company.
✅ Visit your career site.
✅ Click through a few job posts and interview prep materials.
Ask: Does the tone reflect who we are now? Is the language inclusive and clear? Are visuals current?
January is one of the busiest months for job searches – refreshing content now ensures your first impression is sharp when traffic spikes.
🛠 Bonus: Ask a new hire to flag any friction points you may overlook.
(*Mark is from Ohio. He thinks autumn is a type of mushroom.)
→ CHAT TO OUR EXPERTS
✅ To-do list
📚 READ: Young people are facing a “job-pocalypse”
A quarter of leaders think AI can do all or most of what juniors do.
🎥 WATCH: The Swedish Army’s creative approach to recruitment?
Lock people in a box and film it.
🗣️ OPINION: Your “skills training” promise isn’t the safe bet you think
It could be doing more harm than good.
🔢 STAT: Over 1 million UK employees quit in the past year over lack of flexibility
Pssst. Got thoughts? Questions? The perfect chocolate hobnob recipe?
Drop us a comment. (Mmm, we’re hungry now.)