If there is "low-hanging fruit" in getting staff to engage with your employer brand, it is likely new hires. Get them before they become jaded or cynical, and show them how their engagement supports the brand and the company, and you can build an army of advocates. That said, Meghan Biro suggests the best way to engage with those new hires is to start by intentionally creating a sense of psychological safety.

HBR has a nice post about what new employees should do to ensure a remote on-boarding is still effective. I say, take this advice and internalize it. Work with your on-boarding manager/team and implement the ideas proactively, but look for places to insert your employer brand messages. Remember: new employees are more likely to accept your brand because they've only known a company with your brand in place.