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Picture this. You’re mindlessly scrolling on TikTok, stopping every three seconds to read the comments, because let’s face it – they’re often better than the content itself. Suddenly, you stumble upon a funny video of a woman running away from a man, and the caption reads ‘My manager chasing me for updates I don’t have’. You burst into laughter. But what really grabs your attention is LinkedIn’s official account dropping a funny, unrelated comment. No, they’re not telling you to run B2B ads on their platform, as tough as that is to believe. It’s a random comment, completely unrelated to the brand. And it’s actually funny. Who would have thought?
This isn’t an isolated event. Brands like LinkedIn, Duolingo, and others are taking over comment sections on TikTok and Instagram, embedding themselves in trending conversations. But why? And what does this strategy mean for building a strong employer brand? Let’s break it down.
The Role of Authenticity in Community Management
In today’s digital-first world, brands need to stay on top of what’s being said about them online. Whether it’s handling complaints on Twitter or engaging with influencer shoutouts, community management has become critical to brand identity.
But lately, it’s evolved into something far more dynamic: being authentic and having fun.
Modern audiences, particularly Gen Z, don’t want to see generic responses or obvious sales tactics. Instead, they’re drawn to unfiltered interactions. Nobody wants to read a veiled attempt of a sales pitch or a copy-pasted response. A totally unhinged comment from a green owl who loves making threats? Now we’re talking.
Engaging Gen Z Through Pop Culture
The psychology behind it is as simple as it comes. Consumers, especially the ones who classify as Gen Z, look for meaningful connections, even when they’re buying something as simple as a flight ticket.
When a brand inserts itself into trending conversations or pop culture moments, it stops being a salesperson and starts being an ally. Think of it this way: if you’re planning a trip, and your friend owns an airline, you’re more likely to book with them than shop around for the best deal. This same sense of familiarity applies when brands authentically engage with their audience. But the benefits go beyond rapport. Regularly commenting on viral posts ensures your brand gets seen by thousands—or even millions—of users. The algorithm amplifies trending content, keeping your comments visible and your brand “top of mind.” The best part? It’s completely free.
How this strategy enhances employer branding
Authentic community management doesn’t just attract customers—it’s a game-changer for employer branding. A company that interacts authentically online signals to potential hires that it values creativity, humour, and individuality. This is particularly compelling to Gen Z and Millennials, who prioritise workplace cultures that celebrate their true selves.
When your brand is seen as approachable and relatable, it becomes more than a workplace—it becomes a desirable community.
Prospective employees are drawn to organisations where they can bring their whole selves to work. By showing off your personality on social media, you build an image of a company that values collaboration, fun, and innovation.
So, the next time you find the social media intern using the business account as if it’s their personal one, let them.
Actionable Tips for Building an Employer Brand Through Social Media
- Empower Your Social Media Team: Let your social media managers inject humour and personality into posts and comments. A playful tone resonates well with audiences.
- Join Relevant Conversations: Engage with trending content, especially in spaces where your target audience hangs out.
- Be Consistently Authentic: Avoid canned responses and focus on being human. Even when dealing with criticism, authenticity builds trust.
- Highlight Employee Stories: Share content that showcases your workplace culture—team-building events, employee achievements, and behind-the-scenes glimpses.
The TMP Worldwide OUTTHiNK Index: Measuring and Improving Your Employer Brand
At TMP Worldwide, we specialise in helping brands craft and measure employer branding strategies that stand out. With the TMPW Outthink Index, we offer data-driven insights that evaluate your employer brand’s performance across key candidate touchpoints. This industry-leading benchmark empowers you to assess your organisation’s strengths, address gaps, and create a roadmap for success.
Investing in your employer brand is no longer optional—it’s essential. Strong employer branding doesn’t just attract talent; it retains and inspires employees.
Take the Next Step
Ready to revolutionise your employer brand strategy? Learn how the TMPW Outthink Index can provide the insights you need to attract top talent and build a culture of authenticity. Click here to get started or contact us for a consultation today.
