Blogs

If you haven't seen it already, I'd recommend that you take a few moments to read Amy Brown's LinkedIn blog post titled, "Twitter is dying. Now what?"  This piece raises critical questions for those in recruitment marketing and employer branding, especially as platforms evolve—or decline.

For those unfamiliar, Brown was the voice behind Wendy’s Twitter account during its golden age of witty, viral brand engagement. Her insights matter because she understands not just the mechanics of social media, but how a platform's cultural shifts can impact brand reputation and engagement. And for what it's worth, you can connect with her directly on BlueSky if you're interested.

The central issue here however isn’t just about whether brands should stay on Twitter. It’s about how employer brands and recruitment marketers evaluate where and how they show up. The reputational risk of being associated with a declining platform filled with toxicity is real. But so is the reality that companies - especially those in hiring or attraction mode - still need to reach talent where they are.

For employer branding teams, the shift away from Twitter forces a few key considerations:

• Where is your audience actually engaging? Like the example of Climate One moving to Bluesky that Amy mentions in her headline, employer brands need to track where candidates are interacting. Are they on LinkedIn, Threads, niche forums, Discord communities, or somewhere else entirely?
• How does brand reputation factor into platform choice? If a company’s presence on Twitter is now a political statement, does it align with the company’s values? If not, is staying worth it?
• What is the long-term sustainability of any given platform? Jumping from Twitter to Threads, then to Bluesky, and so on, can be exhausting. Brands should focus on owned channels (like career sites, email lists, and community-driven spaces) that don’t rely on a single platform's survival.

For recruitment marketing, the challenge is sharper. Twitter was a place where employer brands could engage directly with job seekers, participate in trending hiring topics, and showcase company culture in real time and I should know, I was one of the first in a group of dozens of recruiting professionals who dove right in! But today If that engagement is fading, the question becomes: What’s the next best way to create authentic, real-time employer brand moments?

Recruitment marketers are no strangers to adapting. The industry has pivoted before - from job boards to social media, from careers pages to employer brand storytelling on platforms like Instagram and TikTok. The key takeaway from Amy Brown’s thoughtful piece isn’t just that Twitter is declining; it’s that brands need to be intentional about where they invest their employer brand voice.

Maybe the best response isn’t simply finding a Twitter replacement. Maybe it’s stepping back and asking: What if our employer brand didn’t depend on rented social spaces at all?