When trying to reach out to talent audiences you want to engage with who is better than the people who work for you that are part of that community.  the community is build of ex university students, ex colleagues and other business associates.  You have a choice as to whether you allow them to decide what to share or provide them with content and assets that allow them to share your employer brand the way you would choose. This is a relatively untapped and low cost channel that many US based companies actively drive but is less well sued in the UK.  One of the key points to register is that you have to have great content to share.