Be Bold in Branding...And Here’s How

Recruitment marketing and talent acquisition are evolving every day and at a demanding pace. In a space that, due to emerging technology and macroeconomic trends, is nearly unrecognizable from just five years ago, it’s time for a different approach: boldness. 

Organizations must embrace the unknown, try something new, and be bold to remain competitive and attract the right talent. And that includes employer branding.

Three of Shaker Recruitment Marketing’s thought leaders - Amanda Shaker, Chief Creative Officer; Shavon Banket, Sr. Director of Strategic Content; and John Graham Jr., VP of Employer Brand Strategy, Humanity & Culture – are weighing in to share how being bold in employer branding means tackling complex challenges with intentionality, transparency, and innovation.

What Does it Mean to “Be Bold?”

Boldness takes many forms. For some, it means skydiving or riding a bull; for others, it’s as simple as volunteering for a new project or starting a conversation with a stranger. At its core, boldness is about stepping outside your comfort zone and embracing the unknown.

This theme was central to The Vision Report, our forward-looking study that gathers insights from HR technology founders, subject matter experts, talent leaders, and key influencers in recruitment marketing and talent acquisition. When asked for their #1 piece of advice for talent leaders in the year ahead, one message stood out: be bold. This doesn’t mean overhauling everything overnight - it means prioritizing action over inaction. Even small, incremental steps can lead to significant transformation over time.

With the industry evolving at an unprecedented pace, doing nothing may be the riskiest move of all. In a landscape defined by change, the boldest organizations are those that take initiative, challenge convention, and actively shape the future, rather than waiting for it to happen.

Bold Storytelling: Transparency as the Foundation

"Let your people tell your story - authentically and imperfectly." – Amanda Shaker

Storytelling remains the cornerstone of building an effective employer brand, but in 2025, bold storytelling is about embracing transparency. Amanda emphasizes the need for organizations to move beyond curated narratives and let employees’ voices shine.

“Your employer brand sets the foundation, but your employees bring it to life,” Amanda explains. “Don’t over-script or sanitize their experiences. Share the real challenges alongside the wins. Candidates are drawn to honest, human stories, even if they aren’t perfect.”

We’re in a new era where candidates are in control. “With candidates in the driver’s seat, it’s up to us to help them see whether we’re the right fit for them or not. And if we’re not, that’s okay. Attracting the right talent also means repelling those who wouldn’t thrive in our culture.”

Amanda also advises organizations to give regional teams the flexibility to adapt assets to reflect their local culture and needs, ensuring that storytelling is both relevant and genuine.

Be Bold in Truth: Embrace Employee Advocacy

“People trust people more than they trust organizations.” – Shavon Banket

For Shavon, employee advocacy continues to be the most impactful tool in creating content that resonates with candidates and amplifies her clients’ employer brands. The key is empowering employees to become ambassadors for their organization, sharing their experiences in ways that resonate with candidates.

“When we attended World Employer Branding Day in Amsterdam last year, I was struck by how many organizations - across industries and continents - are aligning around the power of employee voices,” she says.

This is a strategy supported by data, as Glassdoor reports that employee voices are three times more credible than the CEO’s when it comes to the working conditions at the organization. “When employees feel heard and valued, they naturally want to share their stories. And when those stories are authentic, they build trust with candidates.”

In 2025, Shavon will help clients take bold steps in advocacy by removing barriers. From providing training on storytelling techniques to assistance with content creation, the goal is to make advocacy easy and accessible while maintaining authenticity. “When advocacy is done right, it strengthens both employee engagement and candidate trust,” she adds.

Be Bold in DEI: Navigate Complexity with Courage

“DEI is a journey that requires ongoing learning, adaptation, and commitment. The boldest move you can make is starting that journey with humility and openness.”  – John Graham Jr.

As organizations grapple with the complexities of diversity, equity, and inclusion (DEI), John emphasizes that boldness in this space requires clarity and courage.  “Many organizations are trying to figure out what DEI means for them - or how to communicate their commitment when stakeholders might be resistant,” John explains.

To navigate these challenges, John advises organizations to focus on the why behind DEI efforts. “Boldness in DEI doesn’t mean forcing initiatives; it means being transparent about your intentions, aligning efforts with your values, and demonstrating meaningful impact,” he says.

What does this look like?

• Developing a strategy that aligns with your DEI goals and addresses your unique challenges to build a culture of inclusion and belonging.
• Conducting internal audits to identify and address biases in hiring, promotion, and retention processes.
• Amplifying employee stories to highlight diverse perspectives.
• Using extensive research to capture the lived experiences of historically marginalized talent, elevating their voices through compelling employer brand narratives grounded in qualitative research.

Learn more about Shaker's DEI consulting services here.

AI as an Enabler of Boldness

"Technology should amplify your mission, not replace your humanity." – Amanda Shaker

AI continues to play a transformative role in employer branding, and its potential to streamline processes and personalize candidate experiences is undeniable. However, Shaker’s team stresses the importance of using AI thoughtfully, ensuring it supports - not replaces - the human elements of branding.

“AI can accelerate bold moves by freeing up teams to focus on strategic initiatives,” Amanda notes. “But technology is only as effective as the intention behind it. Use it to enhance storytelling, improve efficiency, and reduce bias - not as a substitute for connection.”

Making 2025 the Year of Bold Moves

Boldness isn’t about being reckless—it’s about taking intentional, creative steps to drive meaningful change. Here’s how organizations can get started:

1.        Start Small, But Be Bold:

Many assume that being bold requires a complete overhaul of their employer brand or strategy. But the truth is, impactful change often starts small. Instead of trying to revamp everything at once, focus on one or two high-impact initiatives, like launching an advocacy program or refreshing your EVP, and execute them with excellence. Experiment, measure results, and iterate. A bold move doesn’t have to be massive; it just has to be meaningful.

2.        Empower Employees:

Your people are your most powerful brand advocates. Their voices are your most powerful asset in building trust and attracting the right talent.  Their authentic voices hold far more weight than corporate messaging, which is why organizations that empower and equip their employees to share their experiences naturally build stronger employer brands.

This year, prioritize training, support, and encouragement for employees who want to engage in advocacy. Provide resources that make it easy for them to participate, whether it’s a social media toolkit, storytelling workshops, or content creation support. Or, explore onboarding an agency to help you achieve this. When employees feel valued and heard, they become natural ambassadors for your culture.

3.        Define Your DEI Values:

Clarify what DEI means to your organization and align it with your broader mission. Boldness in this space starts with transparency and accountability. Many organizations struggle with how to communicate their DEI efforts, especially in an environment where scrutiny is high. But hesitation isn’t the answer - clarity is. Bold organizations don’t shy away from tough conversations; they lean into them with transparency and a clear commitment to continuous improvement.

This means:

·      Defining what DEI means for your organization in concrete terms.

·      Aligning DEI efforts with your company’s broader mission and values.

·      Actively measuring and reporting on DEI progress.

·      Creating safe spaces for open dialogue, where employees feel comfortable sharing their daily, lived experiences.

In 2025, being bold in DEI means shifting from performative statements to demonstrable action. It’s about acknowledging where you are, committing to where you want to be, and making steady progress toward that vision.

4.        Leverage AI Strategically:

Use technology to remove barriers and enhance personalization but keep the human connection at the forefront of your strategy. AI should serve as an enabler, helping teams work smarter, personalize candidate experiences, and make data-driven decisions without sacrificing authenticity.

Consider AI-driven tools for automating repetitive tasks so recruiters and hiring managers can focus on high-value interactions and enhancing the overall candidate experience. The boldest organizations use technology to amplify their mission, not to replace the people who make their culture unique.

Ready to Be Bold?

Being bold isn’t about being loud. It’s about being intentional. It’s about making choices that align with your values, challenging outdated norms, and creating real impact. So, what bold moves will you make this year?

We're here to help. Learn more about Shaker and tell us how we can bring your bold ideas into reality.