Employer branding for startups is:
1. Lead gen
2. Internal comms and culture building
In that order.
But if you want to create content that resonates with your external market, flip this and start with designing content for your employees as a way to educate, inform, and inspire.
Market your content internally to test its authenticity and relevancy first.
Then market externally.
We’re in a new era. This will guarantee that you’re not being tone-deaf.
P.S. You’re likely to build a more connected culture in the process ;)