The employer brand is no longer built in the boardroom

HR and PR used to sit in different corners at the office.

One shaped workplace policies, the other shaped brand perception. But in today’s workplace, where jobseekers scroll TikTok for “day in the life” videos and read candid reflections on LinkedIn before applying, the line between internal culture and external perception is disappearing fast.

Employees are no longer just your talent. They are your storytellers. Increasingly, it is their voices shaping your employer brand, or at least the version the world hears. Whether it is a new hire vlogging their first week or a disappointed candidate sharing a blunt Glassdoor review, these unscripted moments provide the transparency today’s jobseekers expect and trust.

The challenge? Many organisations still have not built a bridge between HR and PR. The people responsible for shaping internal culture are often not the same ones amplifying it externally. That disconnect is costing visibility, credibility, and in some cases, top-tier talent.

Enter the office influencer. You have probably seen one in action—the intern casually filming their onboarding journey, the junior manager posting thoughtful LinkedIn updates, or the team lead uploading snippets of the company offsite on Instagram. These are your office influencers. They are not famous. They are not traditional content creators. But their voices shape perception.

Some become influencers unintentionally, simply sharing aspects of their work life, just as they would a new brunch spot. Others are more deliberate, invited by HR or communications teams to share behind-the-scenes stories or take part in brand campaigns. Either way, their voices carry weight. And when supported properly, they help close the credibility gap many employer brands face.

Because here is the reality: people no longer place trust in the corporate “About Us” page. They believe in each other. They believe in lived experiences. They believe the colleague who says, “This place isn’t perfect, but here’s what I’ve learned.”

Why HR and PR must co-create the culture narrative

Traditionally, HR has been responsible for culture and employee experience, while PR has owned brand and narrative. However, in an era of radical transparency, these two functions must work in tandem as co-parents of the employer brand.

HR understands what people need to thrive. They can help ensure psychological safety, create inclusive practices, and spot the natural storytellers on the team. PR knows how to amplify stories, protect reputation, and align messaging with business goals. Together, they can turn everyday work moments into authentic, strategic touchpoints for talent and brand attraction.

This dynamic matters now more than ever. Younger generations, especially Gen Z, do not merely apply for roles; they research company culture thoroughly as a prerequisite. They are sceptical of corporate speak and prefer real, relatable content that gives them an honest look inside. If they cannot find that sense of authenticity, they simply move on.

On the other hand, when employees truly feel seen, respected, and empowered to bring their whole selves to work, job satisfaction and loyalty not only increase—they soar.

How to support your internal creators

Step 1: Identify the storytellers. Seek out employees who already share genuine, positive reflections about work, whether on LinkedIn, Instagram, or even internal platforms like Slack. These employees are not always the most vocal, but they are often the most trusted. Influence is no longer tied to job titles. Sometimes, the real culture shapers are those sharing authentic stories in everyday spaces.

Step 2: Make it safe and clear. Visibility is never neutral. Employees who post publicly may face scrutiny from leadership, peers, or even algorithms. HR needs to create sensible, human-first social media guidelines that clarify boundaries without stifling creativity. PR can offer best practices and advice, serving as enablers rather than gatekeepers.

Step 3: Offer support, not scripts. Let internal creators be themselves. Offer content workshops, invite them to co-create campaigns, or feature them in official brand materials. Avoid over-scripting because authenticity is where the magic happens.

Step 4: Recognise the effort. Creating meaningful content requires time, energy, and vulnerability. If someone’s story is helping to attract talent or build brand trust, acknowledge it, whether through bonuses, shoutouts, development opportunities, or simply more time during work hours to create.

Remember, culture is happening whether you are part of it or not. It is far smarter to engage with your internal storytellers than to pretend their voices do not matter.

Avoiding the pitfalls

There is a fine line between encouragement and pressure.

If culture-related content becomes performative or feels mandatory, it can backfire. Not everyone wants to be in front of a camera. Some prefer to tell stories through writing, art, or quiet leadership. Respect those differences.

READ MORE: How DHL transformed into a human-centred powerhouse

And beware of burnout. If someone becomes “the face” of your employer brand, they may face pressure, both internally and externally. HR’s role is to check in, set boundaries, and protect their wellbeing. PR’s job is to ensure no one feels tokenised or overly exposed. Authenticity does not require perfection. Vulnerability, when shared safely, builds credibility. Posts about mistakes, growth, or challenges often resonate more deeply than perfectly curated wins.

As generative AI makes polished corporate content easier than ever to produce, human storytelling becomes the differentiator. Not slicker content, but truer content. In this future, HR and PR are not just collaborators. They are co-authors of a living narrative shaped by real people in real time. Together, they can turn the employee experience into a strategic advantage. One that attracts not just any talent, but the right talent—people who see your culture and say, “I can see myself here.”

Your office influencers are already out there, quietly building your employer brand. The question is: are you empowering them, or overlooking them?

Because the next viral post about your organisation might not come from a press release. It might come from someone in your Tuesday team meeting.

About the Author:

Nicole Chan is a digital growth and communications strategist and freelance writer who explores how technology, culture, and language shape the modern workplace. Her work centres on emerging trends in employee engagement, digital communication, and organisational culture.