Employee Spotlights vs. Testimonials vs. Employee Stories — How They’re Different & Why You Should Care

By Olivia Schwartz, from GoodSeeker.io

If you work in recruitment marketing or talent acquisition, you know that the importance of employer branding in 2021 cannot be understated. Some statistics suggest that 50% of employees will be open to new jobs after the pandemic.

You need trusted content to prove that your culture is more than a cool place to work (although very important), and that your values are more than words on a wall. That content needs to center on employees.

We have researched more than 2,000 employers looking for best practices for promoting a positive, inclusive, and values-driven workplace. Whether it be via video, a picture on Instagram, employee blogs, or a story-rich career page, we’ve seen it all.

Through our extensive research on Top Values-Driven Companies in markets like Nashville and D.C. and beyond, we have an holistic understanding of which ones go above and beyond to highlight employees and how they do so.

Based on our research, companies who promote their values in a believable way and spotlight employee success on a regular basis benefit from Glassdoor and Indeed Culture reviews that average 4.02 — compared to 3.4 for those who do not.

According to LinkedIn’s research, a strong employer brand reduces turnover by 28% and cost per hire by 50%. In addition, 75% of job seekers consider an employer’s brand before even applying for a job (ModernHire).

The time to use more employee generated content to attract talent is now. It’s trusted, relatable (if done correctly), and in a never ending supply (assuming you’re focused on delivering a great employee experience). The benefits are big.

Consider Different Types of Employee Content:

Spotlights vs. Testimonials vs. Stories

We see some exciting trends in content and want to highlight the different uses and benefits of each. Employee spotlights, employee testimonials, and employee stories each bring added value to an organization. Yet although they may have similar goals, they can be different in intent and outcome. Let’s clear the air by sharing some of original definitions and pros and cons:

DM us on Instagram @hellogoodseeker or post a comment here if you’d like a version of the sheet that we turned into an assessment tool. It’s ideal for finding the gaps in your recruitment marketing content plans.

Employee Stories are a powerful compliment to your testimonial and spotlight efforts. They are the most valuable type of employee content and serve as a trusted window into an organization’s culture for candidates.

In fact, candidates trust the company’s employees 3x more than the company to provide credible information on what it’s like to work there (LinkedIn). So, if your company is actively posting spotlights and has some testimonials on your careers page — kudos! But you may be missing out on all of the benefits that stories have to offer.

Good Examples

Employee Spotlight: Freeman Webb

We love how in this spotlight fun facts are shared, Dee’s picture is front and center, and the company expresses appreciation for her hard work.

Employee Testimonials: Credence

We love how in Marisa’s testimonial she provides insights into what it’s like to work at Credence. This is a great testimonial for job candidates interested in hearing from an employee’s experience.

Employee Stories: Bozzuto

This is a great story highlighting Darren’s impact at Bozzuto. The layout of the page entitled, “Employee Perspectives’’ and the questions asked demonstrate Bozzuto’s dedication to employees. Reading these stories provides a window into what it’s like to work there.

The Bottom line

If you have started the journey of promoting employees and their talents as something that is core to your brand, you are on the right track. Employee generated content (or at least employee-centered) is a must for any employer branding and recruitment marketing content strategy. Here’s why you need to be doing all three if you are competing for talent in 2021.

Testimonials are required. They are an easy way to emphasize your EVP and corporate values. Just make sure you put real names with faces. Generic names do more harm that good to support your brand claims. Nothing says “don’t trust us,” like stock employee images and fake names. Also, these days testimonials on your site are almost required, no real competitive advantage in terms of attracting talent. Table stakes.

Employee Spotlights are fun. You learn a lot by asking people questions. We love that Spotlights are a way to show authenticity. It’s clear you care about the individual when you do a spotlight every month. These are harder to sustain and require more effort, but they should be a key part of your strategy. Although the trend is for every company to do them, there’s still an opportunity to use this content to stand out with candidates. But that’s not your primary audience anyway.

Employee Stories are powerful. They help promote a positive employee experience, recognize talent, serve as learning tools and really show what it’s like to succeed everyday with your team. They are organic when coming from peers and show your true colors. Personalized content for candidates who are see a lot of the same from every company — awards, testimonials, etc.