Professional Platforms: A Critical Part of the Candidate Experience

Today’s early-career talent takes a more thoughtful approach to job applications, using platforms like LinkedIn, Glassdoor, and Indeed to research employers, compare company cultures, and gain unfiltered insights before deciding where to apply.

These platforms have become vital touchpoints in the job search journey, shaping not just where candidates choose to apply, but how they feel about a company long before the first interview.

According to the 2025 Potentialpark Talent Communication Study, which gathers insights from early-career candidates globally, these platforms play a key role in how talent explores, evaluates, and engages with employers.

Where Are Candidates Searching?

Globally, candidates are most active on LinkedIn, but platforms like Indeed and Glassdoor remain important for job searches and employer research:

• LinkedIn: 76% of talent use LinkedIn to research job openings, employer information, or company reviews.

• Indeed: A significant 47% utilize Indeed in their job search.

• Glassdoor: 27% of candidates turn to Glassdoor for employer insights.

This data shows that a strong employer presence on these platforms is no longer optional, it’s a must for companies that want to stay visible and competitive.

👉 Curious how candidates in your market are using these platforms? Let’s explore the insights together.

But visibility alone isn’t enough. Once candidates find a company, what they read and experience on these platforms often determines what happens next, especially when it comes to reviews and insights shared by peers.

How Helpful Are Reviews on These Platforms?

Company reviews left by candidates and employees are highly influential in shaping perceptions. Among users of review platforms:

• 37% say company reviews are the most helpful content on sites like Glassdoor and Indeed

• 47% find reviews helpful in deciding whether or not to work for a company

• 36% caution that reviews should be considered alongside other information

While reviews are not the only factor, they do significantly shape first impressions and can influence application or offer acceptance decisions. This reinforces the need for employers to communicate consistently and engage authentically, not only on their own channels but also in external environments they don’t fully control.

From Insight to Action: Best Practices from Leading Employers

Some employers are already using professional platforms effectively to support candidates and strengthen their employer brand:

• Bayer – Ranked #9 in the 2025 Europe Professional Platforms Ranking
  Bayer supports students and graduates by sharing internship tips and linking directly to internship opportunities on its career site via LinkedIn. Explore the best practice here
  

• Unilever – Ranked #20 in the 2025 Europe Professional Platforms Ranking
  Unilever helps candidates understand their future teams by showcasing different departments through employee testimonials on LinkedIn. Explore the best practice here
  

• Capgemini – Ranked #13 in the 2025 Europe Professional Platforms Ranking
  Capgemini promotes its benefits and company culture with a video that highlights its 7 values, directly on Indeed. Explore the best practice here
  

• MAHLE – Ranked #6 in the 2025 Europe Professional Platforms Ranking
  MAHLE’s HR Marketing team responds to reviews on Glassdoor, showing active engagement and care for candidate and employee feedback. Explore the best practice here

These examples demonstrate how professional platforms can be used not just as job boards, but as strategic tools to deliver relevant content, build trust, and create a consistent employer brand experience.

Final Thoughts

Professional platforms are no longer optional add-ons to your employer brand strategy, they are active decision-making tools used by candidates around the world. Whether they are searching for jobs, evaluating company culture, or reading reviews, early-career talent expects to find clear, authentic, and engaging content.

The most effective employers understand this shift and meet candidates where they are, offering transparent insights, responding to feedback, and shaping a consistent narrative across all channels.

Want to explore how candidates perceive your employer brand on professional platforms and how to optimize it? Let’s continue the conversation!