Did you know that most candidates already have a perception of your company as an employer long before they even consider applying for a job?
Think about it: how often do you form an opinion about a company just by seeing a post in your feed, a LinkedIn update from an employee, or a job ad in passing? We live in a world of constant impressions on social media, in podcasts, newsletters, and even in between two reels. It’s in these micro-moments that our opinions begin to form. And the same goes for the candidates you want to attract!
So ask yourself: What does your first impression as an employer feel like? Do you spark curiosity, trust, and the feeling of “I could see myself working there”? Or are you unsure whether you're even visible to the right candidates?
Many companies start their Employer Branding efforts too late, often not until someone clicks on a job ad. But the candidate journey starts much earlier than that. And that’s where you have the biggest opportunity to stand out.
First impressions matter more than you think
First impressions don’t just set the tone – they influence how a candidate experiences the entire recruitment process. A strong first impression sets a positive tone and can shape how candidates perceive the rest of the experience, making them more open and engaged throughout the process.
According to data from the Human Capital Institute (HCI):
- 75% of candidates say the hiring process shapes their view of a company
- 60% have had a negative candidate experience and many of them share it publicly on platforms like social media
- 55% say they avoid companies after reading negative online reviews
These numbers show why the entire candidate journey matters, but especially the beginning. That first impression is your chance to build trust, pique interest, and start a lasting relationship.
Why first impressions are critical to your Employer Brand
Your Employer Brand isn’t defined only by your career page. It’s shaped at every single touchpoint, even the ones you don’t think about.
A great first impression can:
- Set the tone for the entire candidate journey
- Spark curiosity or eliminate it entirely
- Decide whether someone wants to learn more or just scroll past
In short, when you strike the right emotional chord early on, you lay the foundation for a strong, lasting Employer Brand.
4 Practical Tips: How to Get It Right from the Start
Here are four ways to strengthen your Employer Branding early in the candidate journey before anyone even clicks "Apply".
1. Be where your candidates are
Do you know where your target audience spends time online? Visibility on the right platforms is key. According to DataReportal, 81.4% of Sweden’s population uses social media in 2025. But LinkedIn isn’t always the answer, especially for younger or niche audiences. Learn where your candidates are (both online and offline) and make sure you’re there too.
Check out our blog post Which Social Media Platforms Should You Use for Recruitment? for guidance on selecting the right channels for your target group.
2. Show the everyday – not just the vision
Candidates want to see what everyday life is really like at your company. Sharing authentic snapshots from the office, team moments, and daily routines makes your brand feel real and relatable.
In our ebook The Biggest Employer Branding Trends of 2025, we dive into why employee generated content builds the most trust.
3. Perfect your digital first impression
Have you ever googled your own company the way a candidate might? 82% of candidates expect to understand a company’s Employer Brand before they apply (CareerArc). That means your presence on Google, LinkedIn, your website, and your career page needs to be clear, consistent, and up to date – everywhere candidates might find you.
4. Let your employees do the talking
Your employees are your most credible ambassadors. When they share real stories about their work and experiences, your Employer Brand becomes both human and trustworthy.
In fact, according to Edelman, employees are 3x more trusted than executives when it comes to describing a company’s culture. That’s why internal engagement is key to empower your employees to speak up and share their perspective on your workplace.
Are you ready to take control of your first impression?
The first impression doesn’t happen on your job ad. It happens in a feed, in passing, in someone else’s post.
That’s why it’s crucial to start building relationships early before candidates even consider applying. Need help creating Employer Branding strategies for the early stages of the candidate journey? Book a meeting with our experts and take control of your first impression today!
