4 Overlooked Places to Inspire Authentic Employer Brand Content

Content creation isn’t just about brainstorming. It is about tapping into real conversations, listening to what matters most, and crafting stories that connect. If you're a transportation and logistics marketer focused on employer branding or recruitment marketing, authentic content ideas are already out there. You just need to know where to look.

Here are four unexpected places to find inspiration that will help you engage your audience and attract the right talent.

1. Glassdoor & Indeed

If your company employs professional drivers and warehouse workers, chances are they are already sharing their experiences, both good and bad, on Glassdoor and Indeed. Instead of letting that feedback sit unnoticed, turn it into a valuable storytelling tool.

Positive reviews offer a goldmine of insights into what employees genuinely appreciate about working at your company. Use these testimonials to create engaging social media content that highlights real employee experiences. Recognizing and sharing feedback makes current employees feel valued while giving potential hires an authentic look at your workplace culture.

You can also use these reviews to identify locations or terminals with consistently positive feedback. If a specific site stands out for its strong culture, take it a step further by interviewing associates there. Capturing their firsthand experiences allows you to showcase what makes your company a great place to work. These success stories not only boost morale but also build trust with job seekers looking for a company that aligns with their values.

2. Reddit & Quora

Reddit and Quora are where people go for real, unfiltered discussions. Subreddits like r/truckers or r/logistics are full of drivers and logistics professionals sharing their experiences, challenges, and questions. These forums can be a source for:

• Blog topics that address industry pain points
• Social content that speaks directly to drivers' concerns
• FAQ-style videos that answer common industry questions

You can also jump into the conversation, but keep it authentic. No hard selling! 

3. Facebook Groups

Facebook groups for drivers and warehouse workers are another place where real discussions happen. These groups provide insight into what matters most to your audience, including:

• Workplace culture and job satisfaction
• Industry trends and challenges
• What drivers at other companies might think of your company
• Stories from the road (the good, the bad, and the ugly)

Some groups we lurk in include Foodservice Delivery Drivers Past and Present, Box Trucks, and CDL-A Drivers and Owner Operators. You should also search for groups using your company's name; we see a lot of company-specific driver groups out there like this private J.B. Hunt Drivers group!

4. TikTok

Search for your company’s name on TikTok, and you might be surprised to find out who’s already talking about you. From drivers live-streaming their view from the road to foodservice workers using Meta Glasses to show how they unload trucks and warehouse employees jumping on viral dance trends, TikTok is where raw, unfiltered video content thrives.

Go beyond just your company name. Explore industry hashtags like #Trucking, #TruckDrivers, and #WarehouseLife to uncover trending topics, common challenges, and authentic opinions. These insights can inspire everything from recruitment campaigns to behind-the-scenes employer brand content that resonates with the workforce you’re trying to reach.

Don't forget to read the comments to see how a creator's followers feel about their message, along with any frequently asked questions you might want to answer for your brand.

Bringing It All Together: The Power of Storytelling

At the end of the day, storytelling is what makes content resonate. Whether you’re showcasing employee experiences, engaging with industry discussions, or highlighting feedback, the key is to create authentic content. And sourcing real feedback can help you do that!

Not sure where to get started? drop & hook can help you identify stories within your organization, get them into the right format, or serve them to the right audience. Contact us to learn more!