Trust > Ads: Why Job Seekers Listen to People, Not Brands

When was the last time you truly trusted a banner ad? Exactly. The same goes for job seekers.

Candidates are skeptical of polished employer branding campaigns. They’ve seen the “great place to work” messaging before, and it often feels scripted. But when a creator they already follow shares a role or talks about why a company is a great place to work, it feels different. It feels real.

Here’s why trust matters more than ad spend:

• People trust people. Studies consistently show that peer recommendations and influencer content outperform brand ads. It’s not even close.

• Authenticity wins. Job seekers can smell “corporate-speak” a mile away. Creator content is conversational and honest—it sounds like advice, not marketing.

• Social proof drives action. If someone sees a person like them talking about a role, they’re more likely to picture themselves in it. That leap is critical in converting passive talent into active candidates.

Your employer brand still matters. But in a noisy, skeptical marketplace, the messenger is as important as the message. Creators give your jobs the credibility that brand ads alone can’t achieve.

If you want job seekers to listen—and act—it’s time to put your roles in the hands of trusted creators. Flockity makes that simple, measurable, and scalable.