Amid a time of more general change, following the pandemic (are we in the wake yet?), LinkedIn says nearly half of all employees are thinking about changing jobs this year as they re-evaluate their prospects.

This involves the evolving needs of telecommuting employees and the expectations of newer generations of workers. No doubt, employer branding is being sought for day-to-day roles more than for purpose and flexibility-just add-ons to be attractive enough to retain the best of the best.

Indeed, in this context, LinkedIn has published a new guide to employer branding, along with a number of practical notes on how you may maximize your appeal as an employer online.

There is an 8-page guide consisting of notes on types of content that can help at different stages of the journey to boost appeal for potential candidates. Furthermore, there is an example roadmap of a prospect's interest pathway, underlining again the need for different types of content and contributors in the process.
The final section of the short guide is applied for a discussion about how brands are managing to do all right with employer branding on LinkedIn, offering a bit more concrete advice backed up by these notes.
It's a handy, quick overview and might perhaps get you thinking not only about being more proactive with your employer branding work but also about how you might use such within a wider digital outreach approach.

Of course, the real key is transparency and showing the benefits of being a part of your brand journey. For that, you need to have a healthy internal brand culture as well, so that your current employees are happy to advocate on your behalf – and if you do have that, it is definitely worth promoting and showcasing via social media to attract better, more suited candidates.

LinkedIn's guide may have some very little ideas on this. It's short and free. Worth checking out for some inspiration.