According to a LinkedIn survey, 58% of employees worldwide plan to seek a new job in 2025. While employee turnover presents challenges for organizations, it also opens up new opportunities – especially in attracting culturally aligned candidates who are actively considering a job change.
During summer, some organizations maintain or even accelerate their pace, while others slow down their operations and hiring efforts due to the holiday season. Summer isn’t just a quiet period – it’s also a strategically valuable time to strengthen the employer brand through employee voices.
Although this period is often overlooked in the context of LinkedIn communication, it holds a number of advantages – from the chance to stand out in a less crowded space and experiment more freely, to the opportunity to reach not only those considering a career change, but also more passive candidates.
A great window to inspire candidates during their career reflection
Summer’s slower pace and vacation time create space for career reflection and exploration of new professional opportunities. Organizations can tap into this openness by encouraging employees to use their personal brand for authentic, engaging communication.
Employee advocacy doesn’t just enhance recruitment strategies – it can have a more profound impact than traditional job ads. It offers less formality, more authenticity, human connection, and emotional resonance. When candidates are more introspective and emotionally open during the summer, such authentic communication can become a key factor in prompting them to pursue meaningful change – not just settle for “another job.”
Bringing the Employer Value Proposition to life
Holiday reflections often lead people back to what truly matters in their professional lives – core values, working principles, and the overall meaning of their work. A slower season gives people the chance to ask themselves questions they rarely have time for: “Does my work have meaning?”, “How do I feel about my team?”, “What’s truly important to me?”.
Messages from employee ambassadors about things like strong team collaboration, shared experiences, or workplace flexibility can resonate even more deeply with passive candidates or those in reflections – especially if those values are genuinely embedded in the company’s value proposition and align with the candidate’s own beliefs.
Such communication doesn’t just inform – it conveys company culture and helps potential candidates assess whether this could be the right next step in their careers.
Less communication noise, more visibility
Communication typically slows during the warmer months, creating a unique opportunity to stand out. Content shared during this time has more room to be noticed. Authentic employee voices and personal experiences are more likely to catch the attention of passive or change-curious candidates and influence their career decisions.
In the context of personal brand–based advocacy, research also highlights the importance of leadership visibility. People tend to trust organizations more when their leaders are active on social media. This kind of involvement – from both leadership and employees – builds the image of a more human and approachable organization. Lighter, summer-style content – from behind-the-scenes moments to personal stories – often resonates more deeply because it conveys sincerity and even vulnerability, fostering a stronger emotional connection with the audience.
Preparation for the last quarters
Summer is the ideal time to invest effort before the busier final quarters of the year. Proactive employee communication during this period helps organizations stay top of mind in the fall, when hiring typically ramps up and competition for talent intensifies.
Personal brand–driven communication is not only considered more trustworthy than organization messages (Nielsen), but also generates up to 8 times more engagement (Forbes). It’s not just more effective – it feels more natural. People are more engaged with stories told by other people than by brands.
Summer offers a chance to strengthen your positioning before the high season kicks in. It’s also a great time to onboard new employee ambassadors. The relaxed summer atmosphere, reduced pressure, and increased creative freedom create an ideal environment to get started.
A time to experiment
Summer is the perfect moment to test out new content ideas, formats, or series that have long been on the to-do list but were put on hold. It’s a good opportunity to try more personal or emotionally sensitive content, gauge audience reactions, and refine your strategy. Experiments during summer can be great preparation for autumn campaigns – helping you identify what works and return with greater clarity.
It’s also a valuable time to review your personal brand in the context of your organization. Use the quieter season to revisit LinkedIn essentials – your headline, About section, profile photo – and reassess your personal brand direction. This is also a great time to support your colleagues: share best practices, or inspire those still hesitant to start posting by using either internal or external resources.
Employee advocacy in summer is not just a way to “stay visible” – but also a strategic tool for reaching candidates when they’re well-rested and thinking about their next career step. This period allows more space for creativity, experimentation, and building emotional connections with the audience. And that’s an invaluable asset for any organization striving to maintain a strong, authentic, and visible employer brand year-round through the voices of its people.
You may find this article in the Lithuanian language here. This article was published on Delfi M360 website.