As discussed in previous articles, employer branding is a critical component of attracting and retaining top talent. In a time when social media is central to brand communication, X (formerly Twitter) presents a unique opportunity for companies to build their employer brand — especially for those who want to communicate authentically, in real time.

This article explores how to use the evolving platform of X to strengthen your employer brand and connect with potential candidates in a dynamic, high-impact way.

Since Elon Musk acquired Twitter and rebranded it as X in 2023, the platform has undergone significant changes — from the removal of traditional article headlines to the introduction of paid features and financial tools. X is shifting toward becoming an all-in-one digital platform, blending social media, content, and fintech.

Despite the turbulence, X remains a space where companies can share updates quickly, respond to trends in real time, and interact directly with audiences — all valuable assets when building an employer brand.

With hundreds of millions of active users worldwide, X remains one of the most visible and reactive platforms for brand engagement. Its speed and conversational nature make it ideal for showcasing the human side of your company and giving candidates a taste of your workplace culture.

Key advantages:

• Speed – communicate instantly with a global audience,

• Reach – engage with diverse demographic and professional groups,

• Community – build loyal followers and ongoing relationships.

1. Show What Your Company Culture Looks Like — Unfiltered

Don’t just describe your values — show them. Post behind-the-scenes photos, employee spotlights, daily team moments, or company traditions. People want to know what it’s really like to work at your company. On X, informal and authentic posts often perform better than polished promotional content.

2. Engage — Don’t Just Broadcast

The best brands on X don’t just talk, they listen and respond. Comment on industry trends, reply to followers, retweet employees, and be part of the conversation. That’s how you build community and credibility — not just visibility.

3. Promote Open Roles — But Add Context

X is an effective place to share job openings, but a simple “We’re hiring” isn’t enough. Add personality: What’s special about the role? Who will the new hire work with? What makes your team different? Use hashtags like #Hiring or industry-specific tags, and pin the post to the top of your profile for visibility.

4. Leverage Employee Ambassadors and Influencers

Employees sharing their own experiences build trust and reach. Encourage team members to talk about their roles, projects, or favorite aspects of your workplace. You can also partner with niche influencers to promote your company culture — just make sure it’s authentic and aligned with your tone of voice.

5. Highlight CSR and Sustainability

Today’s job seekers care about more than just salary — they want to work for companies that align with their values. Use X to showcase your corporate social responsibility (CSR) efforts: community projects, sustainability initiatives, DEI progress. Even small actions, if communicated well, can make a big impact.

6. Use X’s Evolving Features Creatively

The platform offers much more than text-based posts. Try using X Spaces (audio rooms) for live Q&As with team leaders, polls to gauge audience interest, or quick videos offering career advice. As the platform continues to expand, creative experimentation will help you stand out.

Employer branding on X is about more than job ads. It’s about showing what it’s like to work with you — genuinely, consistently, and transparently. Whether you’re a global tech firm or a growing startup, X gives you the tools to open up, connect, and build meaningful relationships with future talent.

If your goal is to reach both active and passive candidates in a space that rewards authenticity and speed, X deserves a spot in your employer branding strategy.