They say bigger is better … but in the case of social influencer strategy, the opposite could be true.

Influencer marketing has been on the rise for consumer brands for years. And it’s increasingly being used by progressive employers to amplify their employer brand stories.

The premise is simple: Find someone with an audience who’s willing to share positive stories about your organisation.

influencer marketing aims to make a brand more relatable and trustworthy in the market, especially with younger demographics. 

In fact, studies show that 70% of millennials are influenced by the recommendations of their peers.

And whilst there’s fears around over-saturation – and data showing that overall engagement with sponsored posts on Insta is falling -  the opposite is true when you look at micro-influencers.

This audience of influencers – those with with 10,000 or fewer followers - are getting the best results for brands and businesses. More engagement, more clicks, and lower ROI.

Influencers also shine when it comes to follower metrics and network effects. A recent study indicated that respondents were more than three times as likely to follow an influencer rather than follow a brand. 

This isn’t surprising when you consider that micro influencers are much more relatable and at peer levels with your potential hires. 

Take these stats from the Edelman Trust Barometer Survey which asked why people followed and trusted influencers. Relatability was nearly twice as important as popularity. Plus, survey respondents rated the credibility of different groups on social media and the “people like me” category gained the most trust in the past year. 61 percent of people find information from “people like me” to be credible.

Recently we’ve used micro influencers as a key element of our Early Careers attraction strategies for clients such as Vodafone – and tracked the impact they delivered to campaign results.

So, if you’re looking to build your employer brand with key audiences, perhaps now’s the time to think small.