When hiring slows down during different stages of the year, it’s easy to let employer branding take a back seat. However, as we learned in our conversation with Cat Barnfather, Talent Acquisition & Employer Brand Partner (GB) at McCain Foods, these quieter periods are the perfect time to focus on strengthening your employer brand.
After 15 years in the game, we grabbed Cat for her expert insights on how businesses can stay ahead, even when hiring isn’t a top priority. Here’s how you can use hiring downtime to bolster your brand and prepare for when the recruitment cycle picks up again.
Leverage organic content to stay visible
One of the most effective ways to keep your employer brand top of mind is through organic social media content.
"Start planting the seed with your talent groups."
Whether it’s showcasing your company’s benefits, employee stories, or culture, consistent communication can build trust and familiarity with potential candidates.
To amplify your impact, tailor your approach to specific platforms. Each channel offers unique opportunities to showcase your employer brand.
For example, LinkedIn is ideal for professional thought leadership and employee testimonials, while Instagram and TikTok allow for more visual and creative storytelling. Sharing authentic, employee-generated content (EGC) is particularly powerful — it not only humanises your brand but also creates a connection with your audience, positioning your company as a desirable employer when new roles open up.
Collaborate across teams
Collaborating with marketing teams and leadership is essential.
"If you don’t have a huge budget, get under the skin of your Director of Marketing for your consumer brand. Understand what they’re talking to their audiences about and look at how you can align that with your employer brand."
By mirroring successful consumer campaigns in your employer branding efforts, you can craft a cohesive narrative that resonates across all touchpoints. This approach also makes it easier to stretch budgets and maximise impact.
Additionally, this opens the door to valuable insights and resources. Marketing teams often have a deep understanding of audience behaviours, trends, and what drives engagement. By tapping into their expertise, you can identify creative ways to repurpose existing content or even run joint campaigns that benefit both consumer and employer brand goals. This connection saves time and money while ensuring your messaging feels unified and strategic across all channels.
Build your talent network on LinkedIn
Even if recruitment has slowed, maintaining an active talent pipeline should remain a top priority. As Cat suggests,
"Get your recruitment team to start building up their external network of talent on LinkedIn."
Sharing employer branding content within these networks helps create a warm pool of potential candidates who are ready to engage when opportunities arise.
Take it further by leveraging LinkedIn’s targeting capabilities with compelling content that speaks directly to your ideal candidates. Highlight the unique aspects of your workplace, from career growth opportunities to flexible working arrangements, and include a clear call to action, such as "Explore opportunities" or "Join our talent network."
Employer branding isn’t just for busy hiring periods. The groundwork you lay now will make it easier to attract and engage talent later, giving you a competitive edge in the market.
"Following these three steps means that when your vacancies open up again, you’ve already planted the seed with your ideal talent group."
Take this opportunity to strengthen your employer brand, align your efforts, and stay ahead—so when hiring ramps up, you’re ready.
