We’re halfway through 2025, and if there’s one thing we know for sure: employer branding is no longer a nice-to-have… it’s a need-to-have.

Over here at EditMate, we work with all kinds of EB, TA, and Workplace Experience teams — from scrappy start-up squads to Fortune 500 legends — and since we’re inside their workflows, we get a front-row seat to what’s trending (and what’s getting results).

So, here’s our unofficial but battle-tested Trend Forecast for what’s happening in Employer Branding + Recruitment Marketing right now:

1. Repurposing Is the New Producing

Remember when every campaign needed a fresh shoot, a new crew, and a 6-week timeline? Yeah, not anymore.

In 2025, the smartest teams are digging through their content vaults, pulling out old footage, and slicing it up into new snackable pieces.

Got a leadership keynote from 2022? That’s now 5 LinkedIn reels.

Employee spotlight from last year’s all-hands? Boom — chop, caption, post.

Repurposing is budget-friendly, time-saving, and honestly, more sustainable. (And yes — we do this all the time for clients. Upload. Edit. Done.)

2. Employees as Influencers

Employee-Generated Content isn’t just trending — it’s working.

Frontline team members, store associates, warehouse staff, interns — these are your creators now.

They’re filming behind-the-scenes clips, sharing day-in-the-life vlogs, and doing informal Q&As that are way more engaging than polished promo videos.

The difference? Authenticity.

We’re seeing brands lean hard into UGC not just for social posts, but full-blown recruitment campaigns.

Think “Meet Our Team” Instagram takeovers, TikTok-style onboarding stories, and hiring ads that feel like your cool coworker made them. Because… they did.

3. Internal Comms = Employer Brand Fuel

Internal comms and EB used to live in separate silos. Not anymore.

Now, companies are realizing that every internal video — from CEO updates to DEI spotlights to new hire welcome messages — is an opportunity to reinforce the brand from the inside out.

We’ve helped teams turn internal footage into outward-facing campaigns.

One welcome video turned into a mini recruitment ad.

One DEI town hall recap became a top-performing LinkedIn post.

The key? Making internal culture visible.

4. Threads, Reels & Real Talk

Multi-channel storytelling is taking center stage.

In 2025, your employer brand needs to show up across platforms — but with a tailored vibe.

What works on LinkedIn won’t work on TikTok.

What lands on Insta Stories might flop on YouTube Shorts.

We’re helping teams design “video threads”: same story, different formats.
Think:

• Long-form LinkedIn video +

• Vertical IG Reel +

• TikTok highlight cut +

• Internal version for Slack/Teams

It’s about being everywhere — without starting from scratch every time.

5. Workplace Experience Is Going Visual

Workplace Experience teams are getting in on the action — and not just with office tours.

In 2025, Workplace Experience is a key part of employer branding, and we’re seeing teams capture the vibe of how it actually feels to work somewhere.

That means videos showing:

• First-day experiences

• Team rituals and traditions

• Celebrations (big and small)

• Hybrid work setups

• Surprise-and-delight perks

And the best part?

These clips aren’t just for external socials.

They’re going in onboarding decks, internal newsletters, and Slack channels too.

Because when you show the real culture, you reinforce it — for candidates and current employees.

Share your celebrations… big wins, little moments, and everything in between. It’s a fun way to connect with your global team and show future hires what it’s really like to work with you.

6. AI-Enhanced, Human-Centered Content

Yes, AI is everywhere.

And yes, we’re using it too — for faster transcriptions, smarter scripts, and even draft captions.

BUT: the brands that are winning in 2025 are the ones keeping real humans at the center of their storytelling.

We’re talking about showing personality.

Emotions. Humor. Messiness. Imperfections.

AI can help polish the message. But it’s your people who make it matter.

Final Take on 2025 Employer Branding Trends

At EditMate, we’ve always believed in real stories, told by real people, edited to actually connect.

So whether you’re riding the UGC wave, launching a new careers site, or just trying to keep up with content demands — know that the trendiest thing you can do in 2025 is show your people, being themselves.

We’ll help you turn that into video magic.

💬 Want help jumping on any of these trends?

Let’s chat. We’re experts at turning everyday moments into scroll-stopping employer brand content.