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How Nonprofits Can Use Employer-Branded Content to Attract Top Talent


Leverage storytelling to turn purpose into a powerful recruitment tool.


Nonprofits may not always have the largest recruiting budgets or talent acquisition teams—but they do have something powerful: a mission that matters. Employer-branded content helps you tell that story in ways that resonate with candidates seeking meaningful work.


At MissionEB, we’ve built a series of highlights designed to elevate organizations like yours. From "Day in the Life" features to "Volunteer Spotlights" and "Event Incoming" alerts, here’s how you can turn content into your most persuasive recruiting tool.





1. Day in the Life – Make the Work Tangible

A behind-the-scenes look at a real employee’s daily experience in a specific role.

  • How to use it: Create a blog post, video, or photo story featuring someone in a similar role to the one you're hiring for. Share their schedule, challenges, wins, and what motivates them to show up every day. Bonus points if you show the mission in action—like a food bank team member helping families or a case worker advocating in the field.

  • Why it matters: Candidates don’t just want a job description—they want to know what the work feels like. This type of content humanizes the role and builds trust.

  • Recruiter tip: Include a “Day in the Life” link in outreach emails for hard-to-fill roles. It acts as a passive screener—those who see themselves in the story are more likely to apply.




2. IDEAs – Show, Don’t Tell, Your Commitment to Equity

A spotlight on Inclusion, Diversity, Equity, and Accessibility (IDEA) initiatives within your organization.


  • How to use it: Go beyond policy statements. Share real stories about how your nonprofit ensures accessibility at events, how you support staff from marginalized backgrounds, or how your hiring process is evolving to remove bias.

  • Why it matters: Diverse talent wants evidence, not just intentions. Highlighting your work in this space sets you apart and shows you're actively working toward a more inclusive culture.

  • Communications tip: Repurpose this content for grant proposals, press kits, and end-of-year reports to demonstrate organizational values in action.





3. EmpowHER – Uplift Women in Leadership

Inspirational profiles of women across different departments and career levels.


  • How to use it: Feature women who are leading teams, launching initiatives, or mentoring others. Include their career trajectory, obstacles they’ve overcome, and how they balance mission and leadership.

  • Why it matters: Representation is crucial—especially in sectors where leadership can still be male-dominated. These stories inspire future applicants while reinforcing your internal culture.

  • Social media tip: Highlight EmpowHER stories during International Women’s Day, Women’s History Month, or as part of a year-round leadership series.




4. Career Growth – Dispel the ‘Flat Structure’ Myth

Real-world examples of internal promotions, lateral moves, and upskilling stories.


  • How to use it: Feature team members who have moved from entry-level to management or who’ve changed departments to pursue their passions. Include the training or mentorship opportunities that helped them get there.

  • Why it matters: Many job seekers mistakenly believe that nonprofit roles lack growth. This content flips that script and positions your org as a place to build a meaningful career.

  • HR tip: Incorporate these stories into your onboarding sessions or learning & development materials to set a positive tone early.



5. Volunteer Spotlight – Turn Passion Into Pathways

Stories that highlight the contributions and impact of volunteers.


  • How to use it: Share why volunteers choose your organization, what they’ve learned, and how they’ve grown. If any have transitioned to full-time roles, feature that evolution as well.

  • Why it matters: Volunteers often represent your future staff, donors, or brand advocates. Spotlighting their impact validates their work and encourages others to get involved.

  • Fundraising tip: Use Volunteer Spotlight content in donor communications to show how your nonprofit inspires people to give their time and their money.



6. Event Incoming – Turn Events Into Engagement Opportunities

Alerts about upcoming hiring events, info sessions, or volunteer opportunities that showcase your culture.


  • How to use it: Promote these events as ways to “test drive” your organization. Include interviews with past attendees, sneak peeks at agenda topics, or highlights of who will be there from your team.

  • Why it matters: Especially for remote-first organizations or those outside of major metro areas, these events help potential candidates build personal connections with your mission and team.

  • Talent acquisition tip: Follow up with attendees after events with customized role suggestions and links to your “Day in the Life” or Q&A content.




7. Leadership Q&A – Put Faces to Your Mission

Candid interviews with your executive team or department heads.


  • How to use it: Ask leaders about their path to purpose, what they look for in new hires, and the values that drive them. Include photos or videos to keep things approachable.

  • Why it matters: People want to know who they’ll work under and what kind of leadership style to expect. This also combats stereotypes of nonprofit leadership being “out of touch” or inaccessible.

  • Marketing tip: Use these interviews across your social platforms and link to them in job postings to build familiarity with your leadership bench.




8. Ace Your Interview – Empower the Candidate Experience

Transparent tips and behind-the-scenes insights into your interview process.


  • How to use it: Break down the interview flow, provide tips for success, and share what interviewers are really hoping to learn. You can also highlight ways you support neurodiverse candidates or accommodate access needs.

  • Why it matters: Job seekers—especially those coming from underrepresented groups—appreciate transparency. It makes them feel like you’re rooting for them.

  • DEI tip: Collaborate with your accessibility team or ERGs to ensure your tips are inclusive for all applicants.




BONUS: Articles, Roundups & Lists – Gain Visibility by Association

Curated collections of mission-driven employers, like “Top Nonprofits Hiring for Mental Health” or “Best Small Nonprofits for Career Growth.”


  • How to use it: When your nonprofit is featured, don’t just repost—use it to draw comparisons. Mention shared values or goals with larger, more recognized organizations.

  • Why it matters: Being included in a list alongside well-known nonprofits elevates your credibility. It shows that even if you're small, you're playing in the big leagues.

  • Comms tip: Add the featured badge or link to your careers page and mention it in your LinkedIn or email signature.


How Will You Use Employer-Branded Content?

Storytelling is a nonprofit’s superpower and employer branding is simply telling it with a talent lens. With a little intention and creativity, you can showcase the purpose, people, and pathways that make your organization one-of-a-kind.


MissionEB’s Highlight Series offers the perfect launchpad to turn your everyday work into extraordinary talent attraction tools. Whether you’re trying to stand out to job seekers, deepen engagement with volunteers, or clarify your mission for new stakeholders, employer-branded content helps you do it all with heart and clarity.

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