75% of candidates won’t apply to a company if they can’t see what it’s like to work there
Your next great hire looked at your LinkedIn and left
Your company might have an incredible culture, strong values, and people who genuinely love coming to work. But if none of that is visible on LinkedIn, it doesn’t exist in the mind of the candidate you’re trying to hire. LinkedIn is where they look first, and where your LinkedIn employer branding either works for you or against you.
We help HR and Marketing leaders build one that works.
Why Employer Branding on LinkedIn?
The talent you want is already on LinkedIn
A highly sought-after candidate doesn't start with your jobs tab. They start with your LinkedIn company page, your employees' profiles, what your team is saying publicly, and they decide in seconds.
When that impression fails, that usually means these 3 things are broken:
Your company page and life tab don’t tell a coherent story about what it’s actually like to work in your organisation.
Your employees are silent and they could be your most credible advocates, but lack presence, voice, or structure to share what they know.
No strategy that puts it all together because posts go out when someone remembers to post, and the life tab is non-existent. Nothing is built to move a candidate from curious to convinced.
What LinkedIn Employer Branding success looks like
The right talents reach out to you first
You stop defending the budget and start talking about expanding it
We call this ROL: Return on LinkedIn. And it's measurable.
Our Programs
Two programs. One goal: Make your company the place people want to work at
Employee Advocacy
Our Employer Branding team works directly with your executives and employees to build an active advocacy group from the inside out. We start with two tracks of research: what your competitors are doing on LinkedIn, what’s working for them, and where the gap is, alongside your own culture, values, your company’s Employee Value Proposition, recruitment goals, and how employer branding already runs inside your company. That groundwork shapes the entire strategy before a single post goes live.
- Advocacy group setup and management: We identify the right people, build the group, and create the strategy and structure that keeps it running. Goal-setting, content pillars, and governance are built in from day one.
- 1:1 and group training sessions: Up to 3 individual sessions per employee, plus group workshops. We cover LinkedIn profile optimization, content strategy, algorithm mechanics, writing in the brand’s voice, video and carousel formats, how to comment effectively, and how to grow a relevant network without burning out.
LinkedIn’s Life tab sits directly next to the Career tab on your company page. When a candidate reads your job posting and wants to know more, the Life tab is exactly where they go next. It’s the bridge between “I’m interested” and “I’m applying.”
Companies that actively manage their Life tab see 2.6x more InMail openings. That’s not a branding metric, it’s a recruitment metric.
- Strategic alignment: Your Life tab reflects your broader employer branding strategy, not just nice photos.
- Culture and values showcase: We bring your company’s real identity to the surface: the team, the environment, the moments that make your culture real.
- Showcase your people: The life tab gives you an opportunity to showcase your employee content, your organization’s leaders, employee testimonials, articles and photos – to help prospects get to know you like never before.
- Recruitment and perception impact: A strong Life tab attracts candidates and shifts how the market sees you as a place to work.
- Content and ongoing evolution: We craft the updates and stories that keep it alive, and it evolves as your company does.
Who This Is For (And Who It Isn't) • Who This Is For (And Who It Isn't) • Who This Is For (And Who It Isn't)
You're a fit if:
- You're responsible for employer brand, talent acquisition, or marketing at a mid-to-large company
- You care about recruitment numbers, but you care just as much about perception
- You're building a company people want to join and stay at
- You think about how your company looks to a candidate scrolling LinkedIn at 11pm
You're NOT a fit if:
- You only track applications and don't care how the company is perceived
- Filling the role is the only goal, retention isn't your problem
- You're not responsible for employer brand, talent acquisition, or marketing
- You want a quick hire, not a company people actually want to join
How PassportCard attracted top tech talent in an industry they weren't known for
The Challenge:
PassportCard needed to grow its R&D team. The problem: they're an InsurTech company, and senior tech professionals don't typically look at insurance companies when they're deciding where to work next.
The Results:
In under 6 months, 15 hires were influenced by LinkedIn activity.
A 75% InMail response rate, nearly double the 38.5% industry benchmark. An 86.6% application completion rate, reflecting the quality of candidates the program attracted. PassportCard went from being invisible to tech talent to being the kind of company those candidates actively wanted to join.
We don’t mean to brag, but these are the
pages we manage
1 employer branding program
Measurable impact for 2 teams
HR
- Reducing time-to-hire: Less time chasing the wrong candidates.
- Higher-quality inbound: More applications from people who already understand your culture and want to be part of it.
- Improving retention: Employees who feel seen externally feel valued internally.
- Improving employee organizational engagement: A workforce that advocates for the company it works for.
Marketing
- Stronger market perception: A credible employer brand lifts how the company is seen overall.
- More credible content: Employee voices carry further than brand channels alone.
- Increased share of voice: A company people talk about positively, without paid amplification.
- Compounding brand equity: Employer branding and brand marketing feed each other rather than competing.
What our clients have to say
Dana Kezef, CMO, Passportcard
The team at MAIA Digital delivers exceptional results for our LinkedIn strategy at PassportCard. In just one year, we achieved significant growth in followers, increased engagement rates, and strengthened brand awareness — all thanks to professional content creation, strategic planning, and precise management.
Ella Konkis, Isracard Spokesperson
MAIA Digital have worked with me for four years, driving a real perception shift inside the organization. What used to be a neglected platform is now the arena for our communication initiatives. The biggest compliment is colleagues saying they see Isracard everywhere on LinkedIn.
Bar Hadad Efrati, BDM, Direct Insurance
MAIA are true partners in the marketing journey. From the first meeting they understood exactly what we needed and were invested from day one. Precise, available, and consistently one step ahead, with a real sensitivity to our brand. Choosing them again would be an easy decision.
Contact us
Leave your details and we'll reach out to discuss your LinkedIn goals. No pressure, no pitch - just a straightforward conversation about what's possible.
30 minutes. Zero pressure. Real insights whether we work together or not.
Your next great hire is on LinkedIn
Make sure they can see you
Let's talk about what an employer branding program looks like for your company.
Questions We Get Asked
Which LinkedIn Employer Branding programs does MAIA deliver?
MAIA provides two structured LinkedIn employer branding programs: Employee Advocacy and Life Tab Management. The Employee Advocacy program trains internal teams and executives through 1:1 and group workshops, establishing content governance and brand advocacy from within. The Life Tab service designs, writes, and maintains a dynamic culture showcase on the company page to convert passive talent into active applicants.
How does LinkedIn employer branding reduce hiring costs and improve recruitment metrics?
A structured LinkedIn employer branding program reduces cost-per-hire by up to 50% and decreases employee turnover by 28%. Companies with optimized Life Tabs see a 2.6x increase in InMail open rates, while employee networks generate 10x broader reach and 3x higher authenticity than corporate brand accounts alone.
How does MAIA train employees and executives for employee advocacy?
The program begins with a competitive intelligence analysis of your industry on LinkedIn, along with an organisational analysis of your company’s culture, values, and employer brand goals. MAIA then conducts up to 3 individual 1:1 training sessions per employee alongside group workshops. Training covers profile optimization, content pillars, LinkedIn algorithm mechanics, video/carousel formatting, strategic commenting, and network growth.
Can LinkedIn employer branding attract specialized technical talent to non-tech brands?
Yes. In a benchmark engagement with InsurTech enterprise PassportCard, MAIA’s employee advocacy program generated 15 influenced R&D hires in under 6 months. The campaign achieved a 75% InMail response rate (nearly double the 38.5% industry average) and an 86.6% application completion rate.
Who is MAIA's Employer Branding program designed for—HR or Marketing?
The program is engineered for cross-functional impact between Talent Acquisition/HR and Brand Marketing. HR benefits from qualified inbound applicants, shortened hiring cycles, and increased employee retention. Marketing gains organic brand reach, credible employee-led content, and enhanced corporate market perception.
What's the first step?
Book a 30-minute strategy call. We’ll show you what we see, what’s possible, and whether we’re a fit. Even if we’re not, you’ll walk away with a clearer picture.
