Your Brand’s Social Media Matters More Than You Think
For most of us—but especially those in the skilled trades—there’s a lot of work to be done offline. In fact, being on social media during work hours carries the perception of slacking, or even stealing company time. But what if we told you that it’s actually a key to your company’s success?
Many organizations still treat social media as optional, experimental, or purely marketing-driven… but the truth is that social media now influences talent decisions, brand perception, and trust long before someone visits your website or applies for a job.
If you think social media branding is secondary, the data tells a different story.
Real photos from real moments build trust faster than polished graphics.
The New Watering Hole
Let’s start with the data: According to our 2024 survey, 70% of today’s young professionals check social media before they ever visit a company’s website. Think about that for a moment: For younger Millennials and Gen Z, your Instagram, Facebook, YouTube, and LinkedIn pages will be their first impression of your organization – and may even be the primary pathway to your website.
And that doesn’t just include potential clients. It includes job-seekers evaluating your culture and leadership, and it makes a powerful first impression of your company.
With this in mind, it’s time to reframe our thoughts on social media. It’s not just a marketing “nice-to-have”—it’s a talent attraction and retention tool, and it can be a key piece of how you build trust, both internally and externally.
Real teams, real work, real connection. That is the kind of post people trust.
The Case for Social Media
If you’re still not convinced (or you’re thinking, “What would we even post about, anyway?”) – don’t worry. We’ve got a few practical tips.
Here are five recommendations that consistently resonate with today’s workforce:
Ditch the Stock Photos. Let’s face it: there’s a lot of trash branding content on the internet—and for all of its usefulness, AI hasn’t necessarily helped with this issue. (Merriam-Webster’s 2025 Word of the Year? Yep… it was “AI slop,” which refers to poorly executed, AI-created content.) The internet is rife with brands that throw depersonalized, overly polished content on their pages, and because younger generations have spent a large portion of their lives online, they’re not easily swayed by it. In fact, they crave digital authenticity perhaps more than prior generations. They value transparency and relatability—and for that reason, your authentic brand stands out in a feed full of polished ads and platitudinal graphics. Our advice for you: show pictures of your real employees, in real environments, doing real work. And you get bonus points if evidence of genuine work friendship and collaboration is showcased, too.
Make Your Culture Visible. This builds off of recommendation #1, but it deserves its own section. Because younger generations value transparency, they love when a company’s values (or even a brand’s personality) aligns with their own—whether they’re shopping for your service, or they’re scoping you out as a potential employer. For this reason, culture isn’t just an internal experience anymore… it’s something that people observe before they’re ever converted into a customer or motivated to tap “apply.” So, share moments that showcase your team’s collaborations, celebrations, and traditions. The people behind your brand matter as much as the product itself—and you’re missing out on audience connection if you’re not sharing the culture you’ve worked so hard to create.
Reflect Real People + Perspectives. This one’s probably obvious… but yes, representation signals belonging. If you feature your diverse team online, your audience (A.K.A., your potential future hires) start to imagine themselves on your team. If they never see your team, that imagination process never happens!
Celebrate Your Team Publicly. Now, this strategy is a three-for-one. Not only does celebrating your team show off your culture to customers and potential hires… it’s also a talent retention tool. Showing recognition boosts morale internally while also boosting your company reputation externally, so every time you highlight promotions, awards, milestones, and project wins, it’s a win-win-win for everyone involved.
Promote Opportunities in a Human Way. The job market is nothing less than discouraging right now, and if you’re a company posting a job listing, you’re paddling upstream to get high-quality candidates who actually read the job description. Social media can help with that. While job listings are necessary, social posts are more shareable and more accessible. Because social media is more casual, a post can add context about the role (why it matters, the teams they’ll work with, what success looks like, and more). And, your followers may amplify the listing for you by sharing it with their connections. The best part? Sharing that you’re hiring on a social media platform is completely free.
A clear voice on stage signals leadership. That same clarity should show up on your social channels.
Social Media as a Trust Signal
The bottom line? Social media acts as a window into leadership, priorities, and culture. Post regularly, focus on the “real,” and aim for strong storytelling. If your channels are completely silent—or the content you’re posting is full of stock photos—your pages can unintentionally send signals about disengagement or outdated thinking. On the flip side, the brands that communicate clearly and consistently build trust with their audience before a conversation ever starts.
Websites will always matter, but social media is where people form their first impressions about you, and it may even be the place where someone thinks, “I can see myself working here.”
About GPS
At Generational Performance Solutions, we partner with companies to build stronger teams and improve performance by leveraging generational data. We’ve seen firsthand organizations that understand how different generations work and communicate make smarter decisions, leading to better collaboration, retention, and results. Our data-driven approach helps businesses create workplaces where all perspectives fuel success. Whether through workshops, assessments, or strategy, we bring out the best in your people–now and in the future.
