Social media has become a critical tool for employer branding, with its usage growing significantly across all platforms for career-related activities. Candidates now rely on these channels throughout various stages of the job application process.

Based on the 2025 Potentialpark Talent Communication Study, here are the top five content types candidates expect to see on social media, along with best practices from leading companies and insights into how employers meet candidate expectations. All examples are taken from our 2025 Potentialpark feature guide where you can find these and other best practices.

1. Employee Stories and Experiences

Candidates prioritize authentic narratives about employees' lives and careers. These stories provide a glimpse into the company culture and values, helping candidates envision themselves as part of the organization.

Reality Check: 60% of companies in Potentialpark’s rankings effectively showcase employee stories across social media channels.
Best Practice: McKinsey’s "Real Life at McKinsey" series highlights employees like Belen, who shares her journey of balancing career growth with family life. This approach humanizes the brand while emphasizing work-life balance.

2. Employee Well-Being Initiatives

Well-being is a key factor for candidates when evaluating potential employers. They want to see how companies support their employees' mental and physical health.

Reality Check: Many companies are missing an opportunity to attract talent by highlighting well-being initiatives on social media, with only 23% of companies that fulfil candidate expectations.
Best Practice: RWE showcases its efforts to promote health and well-being in the workplace, while Tech Mahindra takes it further by introducing pet therapy sessions to manage stress — a great way to connect with candidates emotionally — who doesn’t like dogs?

3. Information About Roles or Functions

Candidates value detailed information about specific roles within a company. This helps them align their skills and aspirations with potential opportunities.

Reality Check: Only one-third of companies in Potentialpark’s rankings provide this level of detail on social media.
Best Practice: ams OSRAM effectively describes a day in the life of an HR Project Manager, offering clarity about job responsibilities and expectations through engaging content.

4. Latest News About the Company

Candidates want to stay updated on company milestones, achievements, and industry impact. Regular updates signal an active and transparent employer.

Reality Check: A significant percentage of companies (65% maintain consistent news updates on their social media feeds, but there’s still room for improvement).
Best Practice: Mars' post on its Potentialpark award. Sharing awards like the Potentialpark ranking or other achievements can boost credibility while keeping candidates informed.

5. Presentation of the Workplace

Candidates are curious about the physical work environment where they might spend their days. Visualizing the workplace helps them feel connected to the company.

Reality Check: If you are among less than one-third of companies that present their workplace to future candidates — congratulations! And if not, take a look at this inspiring example of best practice.
Best Practice: Bosch created an immersive office tour using drone footage, allowing candidates to virtually explore their future workspace and imagine themselves there, walking through the office.

Final Thoughts

To stay competitive in attracting top talent in 2025, companies must adapt their social media strategies to meet candidate expectations:

Be authentic — candidates value transparency over perfection.
Leverage technology — technical tools can optimize engagement and personalization.
Focus on storytelling — employee-driven narratives resonate deeply with audiences.

By aligning your employer branding efforts with these trends, you can create a compelling social media presence that attracts the best talent while strengthening your overall brand identity.

In this article, we’ve explored the global trends shaping candidates’ expectations on social media.

For tailored insights into specific markets, industries, or platforms, reach out to us.

What are the top 5 content types candidates expect to see on social media in 2025?