WEBD 2025 Takeaways

The World Employer Branding Day conference turned 10 this year and what a milestone it was! We joined leaders from around the world to celebrate, share ideas, and explore the future of employer branding. Here are the Seenit teams top 10 takeaways from the event.

1. The Deskless Workforce Talent Gap Is Massive

The deskless workforce makes up 80% of the global workforce, yet only 1% of HR software is built for them. This demands a mobile-first approach to improve access and build trust.

2. Authenticity and Transparency Are Non-Negotiable

There’s a significant trust deficit: 57% of job seekers believe fewer than half of brands produce authentic content. This authenticity crisis is deepened by the rise of AI-generated content, with 30% of marketing messages now being AI-produced.

3. Leadership Engagement Is Essential

Executives and leaders can no longer afford to be silent, leadership content and personal branding are now necessities. However, “I don’t have time” remains the most common objection from leaders regarding social media.

4. Wellbeing and Social Impact Data Must Be Public

97% of candidates want to see workplace wellbeing data during their job search (Indeed & Glassdoor). In addition, 80% of people expect brands to support social and environmental causes making corporate values more critical than ever.

5. Focus on Emotion, Relatability, and Small Moments

Audiences respond far more to emotion than to polished messages, emphasising the need to “focus on feelings”. Unscripted content and capturing small, genuine moments are key to building authenticity and trust.

6. Trust and Retention Stem from Leadership Behaviour

High-trust workplaces generate 8.5x more revenue per employee and show significantly higher retention. Reducing the “Proximity Gap” the disconnect between employee and leader perception and boosts morale by 9 percentage points (Tribal Impact).

7. Responsiveness and Openness Builds Trust with Job Seekers

71% of job seekers’ perception of a company improves after seeing an employer respond to a review. A major shift toward openness and transparency is expected, especially as salary disclosure laws come into effect in 2026 (Rebecca Connor, Indeed).

8. Content Must Be Immediate and Visual

With Gen Z spending just 8 seconds reading a job listing, content needs to be concise and visually engaging. “Video is becoming the language of the internet,” marking a crucial shift toward visual-first communication.

9. Co-Creation Is the Future of the Workforce

A key question emerging from the event: “How do employees become co-creators and what does that look like?” (Wickes). The answer lies in involving the entire workforce, including leaders as influencers, in authentic content creation.

10. Double Down on Creativity and Effort

There's a strong appetite for connection between people and companies, but widespread perception that quality and authenticity are lacking. Employer Branding (EB) teams and leaders must double down on creativity and consistency to meet that demand.

Looking Ahead

The future of employer branding is clear: authenticity, human stories, and visual storytelling build trust. Every employee voice matters from leaders to deskless workers and every small, unscripted moment strengthens connection.

Ready to bring these insights to life?
Seenit empowers your people to capture and share the stories candidates truly trust. Book a demo today to see how your team can turn authentic moments into a powerful employer brand.