Showcase your employer brand
Treat your employer brand like any other brand.
Attracting top talent isn’t a one-time mission. It’s a long-term investment in your employer brand.
Just like consumer brands constantly build awareness and consideration, companies must nurture their employer brands year-round to:
1️⃣ Be credible when proactively searching for specific talent.
2️⃣ Stay top of mind when great candidates look for their next move.
See the full picture of your employer brand exposure
Most brands rely on the PESO framework to build visibility: Paid, Earned, Shared, Owned.
But when it comes to employer branding, most companies only activate the Owned pillar (their career site and corporate social media) leaving major credibility and exposure opportunities untapped.
Here’s how the PESO model applies to employer brands, and why each pillar matters.
PAID - Visibility you control
Paid refers to all the media placements you finance to boost reach, such as corporate culture campaigns, digital ads, or employer value proposition videos.
In an employer branding context, Paid helps shape perception and ensures your messages reach the right audiences at scale.
Key benefit: controlled visibility, you decide when, where, and how your employer brand shows up.
EARNED - Credibility you can't buy
Earned is what others say about you: third-party media coverage, editorial storytelling, interviews, or external reviews about what it’s really like to work in your company.
For employer brands, Earned content is essential because it brings independent credibility, something no company can generate alone.
Key benefit: trust, audiences believe external voices more than corporate messaging.
SHARED - Advocacy from your talents
Shared covers everything your employees organically publish: LinkedIn posts, behind-the-scenes stories, culture moments, or team achievements.
In employer branding, Shared is a powerful multiplier because it transforms employees into ambassadors who extend your reach far beyond corporate channels.
Key benefit: authentic advocacy, talent trusts real employees more than any campaign.
OWNED - The channels you control
Owned includes your career website, job pages, LinkedIn company page, and all corporate social media accounts.
These channels are essential because they centralise your employer value proposition and showcase your employee experience in a controlled, structured way.
Key benefit: consistency, your owned channels anchor your employer brand, but they cannot build credibility alone.
Paid
Visibility you control
Earned
Credibility you can’t buy
Paid refers to all the media placements you finance to boost reach, such as corporate culture campaigns, digital ads, or employer value proposition videos.
In an employer branding context, Paid helps shape perception and ensures your messages reach the right audiences at scale.
Key benefit: controlled visibility, you decide when, where, and how your employer brand shows up.
Earned is what others say about you: third-party media coverage, editorial storytelling, interviews, or external reviews about what it’s really like to work in your company.
For employer brands, Earned content is essential because it brings independent credibility, something no company can generate alone.
Key benefit: trust, audiences believe external voices more than corporate messaging.
Shared
Advocacy from your talents
Owned
The channels you control
Shared covers everything your employees organically publish: LinkedIn posts, behind-the-scenes stories, culture moments, or team achievements.
In employer branding, Shared is a powerful multiplier because it transforms employees into ambassadors who extend your reach far beyond corporate channels.
Key benefit: authentic advocacy, talent trusts real employees more than any campaign.
Owned includes your career website, job pages, LinkedIn company page, and all corporate social media accounts.
These channels are essential because they centralise your employer value proposition and showcase your employee experience in a controlled, structured way.
Key benefit: consistency, your owned channels anchor your employer brand, but they cannot build credibility alone.
What most employer brands are missing? Earned and Shared media.
(This is where Sportyjob operates: independent, editorialised credibility for employer brands of the sports and outdoor industries.)
55% candidates trust independant sources and content more than corporate channels
Sportyjob: your best ally to showcase your employer brand
That’s where Sportyjob, the #1 media platform for employer brands in the sports and outdoor industries, steps in.
We help companies strengthen their reputation and visibility all year round by connecting them with a highly engaged audience of sports and outdoor professionals.
As an independent and editorial media, we share your stories and spotlight your best HR initiatives, from inspiring employee testimonials to impactful projects, across our platforms (blog, social media, newsletter).
INSIDERS
Leadership interviews that position your talents as industry voices
→ 30-min conversation
→ Written article
→ LinkedIn + Newsletter + Blog
BAROMETER
React to industry data and prove you’re a forward-thinking employer
→ Annual study
→ Partner spotlight
→ Multi-channel distribution
EMPLOYER BRAND CONTENT
Authentic employer brand stories showcasing your culture, values & opportunities
→ Independent voice = credibility
→ Highlights initiatives, culture, wins
→ Drives direct traffic to your careers
They already trust us
