In today’s competitive landscape, authentic employee voices are key to building a strong employer brand. Tina Harseim, director of social media at Springer Nature, explores.

“A great place to work!” — that’s how every company wants to be seen by current and future employees. Employer branding is all that: your values, your culture, your employee experience, and how you communicate these internally and externally.  

But here’s the truth: what truly sets an employer brand apart isn’t the polished campaigns or the perfectly worded announcements. It’s the real stories, told by real people, in their own words.  

People trust people  

Why? Because people trust people more than they trust institutions, especially in a world full of distrust. The Edelman Trust Barometer consistently highlights this. So, no surprise, that when you amplify your employees’ voices, you’re building trust and engagement in a way no corporate channel or campaign can achieve alone.  

Does this mean traditional communication channels are dead? Absolutely not. But social media, as we have all known for some time, has really changed the game in terms of how you can reach and engage your audiences. Algorithms make it harder for companies to reach target groups organically, while employee-generated content often receives double the engagement and click-through numbers compared to company posts. Research also shows minimal overlap between the audiences reached by your employees, your CEO, and your corporate channels, meaning each channel brings your message to new, unique communities. That’s why an integrated, multi-channel strategy isn’t just a nice-to-have; it’s essential. 

The power of the human voice  

Today’s customers, candidates and the wider public are looking for more than just a list of benefits: what we demand of companies – the transparency we ask for – whether they be publishers, retail brand, banks, hotels – has changed. But in a crowded market, how do you stand out? The answer, I believe, lies in authenticity — specifically, in the authentic voices of your employees. People want to hear from people, not just brands.  Authenticity is integral to trust – provides a ‘real’ window into the brand – and is very hard to fake. 

That belief inspired our Employer Brand Ambassador Programme at Springer Nature. And it’s a win-win: we empower our people to build their personal brand while they communicate about the company in a way that feels true to them — not as scripted spokespeople, but as individuals with unique perspectives. When employees feel empowered to share their stories, they become advocates not just for the company, but for each other and often grow into new opportunities within the company. Empowering people begins by bringing them together, equipping them with the right skills, and fostering ongoing engagement within a strong community. 

What’s the biggest mistake?  

Taking the effort of your employees for granted. Too many programmes rely on advocacy tools and pre-approved posts, which strip away authenticity and make employees sound like clones. At Springer Nature, we’ve taken a different path: no scripts, no approval chains — just real voices. And because digital storytelling and engagement online take time, we make sure it’s recognised and valued. Our ambassadors can dedicate a certain percentage of their working time to creating content, engaging online, or developing their skills. That’s how we put people and their stories at the heart of our brand narrative.  

Authentic employee-generated content isn’t just a trend. It’s the future of employer branding. It’s how we build trust, attract talent, and create a culture where everyone feels they belong. 

The next era of marketing will be shaped by trust, authenticity, and the human voice. Don’t miss out. Start listening to — and amplifying — your real voices.