The decline in birth rates has a dual impact on private educational institutions: a decrease in student enrollment and a shortage of talent. Schools are actively seeking well-prepared teachers who are committed to their values and educational philosophy. Employer branding strategies, as tools for internal communication, can help create an employer brand to attract and retain talent, improve the school’s reputation, and attract students.

The aim of this study has been to determine whether private educational institutions in Madrid use their social media to implement employer branding strategies as part of their internal communication plan. A content analysis was conducted on the corporate LinkedIn and X accounts of a representative sample of schools. The findings reveal that these institutions do not actively develop internal communication strategies in digital environments or engage in employer branding efforts. These results open new avenues for research in the field of educational communication. Based on the findings, this article presents a specific proposal for educational institutions seeking to optimize or initiate the implementation of employer branding strategies, thereby strengthening their internal communication.