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What’s bubbling on social media now? What trends are feeling a little burnt out? And what’s got everyone still talking?
Welcome to Social Hot Potatoes, where I interviewed Cara, our in-house Community & Social Manager (who spends a lot of time on TikTok, but for work, okay?). And as your go-to Social & Content Strategist, I’m bringing the stats, trends, and strategic takeaways. Together, we’re unpacking those questions we constantly hear in employer branding circles. From AI “UGC” to the meme debate, we’re giving you the real tea… and the final verdict:
Should you MASH it or AIR FRY it?
Think of it like this:
Mash It = Time to drop it. It’s overdone, ineffective or out of touch.
Air Fry It = It’s still hot. There’s value here, served just right.
Hot Potato #1: Is it okay to create “user-generated content” with AI?
Cara: If it’s made by AI, it’s not UGC. It defeats the purpose of user-generated content, the whole point is that it’s created by real people. People want to see people. If it’s AI-made and pretending to be human, it’s just not UGC anymore.
Almasi: With the rise of AI,influencers like Lil Miquela (2.7M + followers) show how consumer brands like BMW, Samsung and Calvin Klein are experimenting with cheaper, highly customizable digital personas. Brands are using them as tools to match a brand’s tone of voice and target market.
But if you ask us, for employer brands, specifically employer generated content “EGC”, it’s all about authenticity. You’ve got to ask: does mimicking real people with AI erode the trust and credibility you’re trying to build with potential hires? Can candidates truly connect if they’re not hearing from genuine employees?
📊 48.7% of marketers now use AI in their content. But authenticity still wins.
We say use AI to brainstorm, not impersonate.
🔥 Verdict: MASH IT
AI-made UGC? The ‘U’ stands for user, not unreal.
Source: Influencer Marketing Hub, Medium 2024
Hot Potato #2: Is TikTok just for Gen Z?
Cara: No,I’m Gen Z but I see all kinds of content – mums, parenting videos, comedic trending videos of older people trying to use TikTok, it’s all there. It’s more diverse than people think. There’s room for everyone, not just Gen Z and it’s great to be on another platform and have another touch point for your target audience.
Almasi: The data confirms it. Sprout Social and IAB UK show that while 74% of UK 15-24s are on TikTok (2024), the fastest growth is among the 45-54s (up 15%). Yet, only 28% of marketers are tapping into this? With an average engagement of 2.5% (versus Instagram’s 0.5%), that’s a huge opportunity employer brands might be overlooking to reach diverse talent pools.
📊 TikTok has 1.58 Billion active users globally, making it the 5th largest platform.
🔥 Verdict: AIR FRY IT
It’s not just for Gen Z. If you want to connect with untapped talent and tell scroll-stopping stories about your company, get on board.
Source: Sprout Social, 2025 , IABUK, 2024
Hot Potato #3: Do follower counts still matter?
Cara: It depends on a brand’s goal. If it’s to grow followers, of course that’ll be important to measure. However, a big follower count means nothing if they’re not the right people. Engagement is the real win. You want to connect authentically with your ideal candidates. The right content will naturally grow your relevant audience.
Almasi: Agreed. Follower growth can show momentum, but engagement, website traffic, and share of voice tell a deeper story. According to Sprout, 65% of marketers need to prove social impact on business goals to get buy-in. These are the 5 most critical social media KPIs marketers consider:
📊 Key metrics to track: Engagement, audience growth, social interactions, and website visitors.
🔥 Verdict: MASH then AIR FRY IT
Vanity metrics don’t equal value. Focus on sparking genuine engagement that drives real results for talent acquisition and ROI.
Source: Sprout Social, 2025
Hot Potato #4: Corporate Memes – Cool or Cringe?
Cara: I think they can work. Memes humanise brands and make them more relatable. Employer brands that use humour and loosen the corporate tone (sometimes), tend to connect better, especially with younger audiences.
Almasi: Timing and tone matter. 60% of viral memes die in under 24 hours, and Gen Z is more open to trend-jumping than older generations. So, something to consider with your target audience. However, done well, memes can boost relatability, visibility, and even applications.
📊 40% of consumers think it’s cool when brands jump on viral trends; 33% think it’s embarrassing. Know your audience and your brand’s voice.
🔥 Verdict: AIR FRY IT
Still got potential, but approach with caution. Forced humor can flop.
Source: Sprout Social, 2025
Hot Potato #5: How can you get your employees excited about creating content?
Cara: Know your people, who likes to be on camera and who doesn’t. Don’t pressure anyone. Explain the vision, show examples, and let them choose what they’re involved in. And of course, make it fun!
Almasi: Couldn’t agree more. The more comfortable your employees are, the better. People can see through fake smiles and forced content. Voluntary participation is way more powerful and authentic than forced content when showcasing your employer brand.
🔥 Verdict: AIR FRY IT
Keep it relaxed and employee-led, allow them to add to the concept.
Hot Potato #6: What’s the best way to showcase your office culture?
Cara: Lo-fi, behind-the-scenes Reels and photo dumps always perform well. Check out our instagram for ideas!
Almasi: Skip the staged desk pictures. Show the real energy, the genuine moments and the everyday interactions that define your workplace.
🔥 Verdict: DEPENDS ON HOW YOU SERVE IT
Stiff and posed? Mash. Real people and real moments? Air fry.
Hot Potato #7: Should we still post static job ads on Insta?
Cara: For paid campaigns, sure. But for organic? You need more. It’s helpful for people to see what employers are hiring for but that’s not going to have as much engagement. People also want to see your culture.
Almasi: Static posts raise awareness “we’re hiring” . But storytelling is what turns passive interest into applications. Show candidates why they should want the job, not just what the job is.
🔥 Verdict: MASH THEN AIR FRY
Don’t just post the job description. Pair it with engaging content that brings your company culture and employee experience to life.
Your Employer Brand Takeaways:
- Authenticity Rules: Real people connecting with real people builds trust and attracts the right talent.
TikTok’s Grown Up: It’s a multi-generational platform with serious reach for employer brands looking to connect with diverse audiences.
Memes Need Finesse: Relevance, timing and genuine connection are key to using humor effectively in your employer branding. - Engagement Over Numbers: Focus on meaningful interactions and ROI, not just follower counts.
- Culture is Your Magnet: Let your employees and your authentic workplace shine through your content.
By strategically navigating these “Social Hot Potatoes”, from leveraging authentic employee voices over AI to understanding TikTok’s evolving reach and focusing on meaningful engagement, employer brands can cut through the noise. While these are not a one-size-fits-all solution, these data-backed approaches will build stronger connections with potential talent, clearly showcase your unique culture, and ultimately attract the right people to your team.
