Employer Branding Playbook: LinkedIn Strategy, Employee Advocacy & Review Management

June 18, 2025. Employer branding advice often hides behind “budget”. We knew we could make it better with €0.

Our Mister Spex–sponsored event ran one full presentation from Rap Paulavicius plus four 60-minute workshops. This Playbook is the crowdsourced knowledge of nearly 80 people.

Start with EVP Sprints

Run Employer Value Proposition definition sprints first. The sprints are the foundation upon which all other content is produced. Don't skip this stage.

Workshop 1 — Turn Employees into Brand Ambassadors

Facilitated by Marlen.

The Reality Check

• Employees don't connect with the product or broader mission
• The “why become a brand ambassador” question is unanswered
• Time constraints and content creation barriers
• Fear of stepping outside comfort zones on personal social channels

The CLEAR Framework

• Consistency — dedicate time
• Long-term — sustained engagement, not quick wins
• Employee-first
• Accessible — effortless participation
• Recognition — celebrate contributions

Activation Toolkit

Content templates (job referral posts, “Day in the Life”, achievements, milestones), gamification (department competitions, monthly recognition, small rewards), and support structure (EVP-first comms, workshops, scorecards).

Workshop 2 — Improve Kununu & Glassdoor Ratings Authentically

Facilitated by Benjamin.

Root Problems

• Exit interview failures
• Communication breakdowns
• Expectation gaps between job description and reality
• Leadership issues and inconsistent values

The SMOOTH Framework

• Smooth Exit Interviews
• Manage Expectations
• Open Communication
• Outreach Strategy
• Top Performer Focus
• Honest Response Protocol

“You can’t polish poor employee experience into good reviews.”

Workshop 3 — Make Generic Benefits Stand Out

Facilitated by Diana.

Positioning Problems

• Out-dated benefits (gym memberships, etc.)
• Generic messaging (“flexible working”, “great benefits”)
• Legal minimums presented as unique offerings
• Lack of personalisation and employee voice

The CHOICE Framework

• Creative Messaging
• Humanised Storytelling
• Outcome-Focused
• Interactive Communication
• Customised by role
• Employee-led narratives

“We don’t have flashy perks. We invest where it counts.”

Workshop 4 — Get Hiring Managers Engaged on LinkedIn

Facilitated by Sebastian.

The Resistance Factors

• Time poverty
• Content anxiety
• Platform intimidation
• Ownership confusion
• Lack of recognition

The SIMPLE Framework

• Support-First — provide tools and templates first
• Incentivise — recognition and competitive elements
• Minimise — 5-minute monthly commitments
• Personalise — tailor content to expertise
• Leverage — peer amplification
• Elevate — show direct hiring impact

“Hiring managers post when they see personal benefit, not just company benefit.”

Ready to apply this?

If you try, test, implement, win… with any of these strategies, please let us know.