More than a third of all job seekers actively research their potential future employer on social media, according to the millennial and job report of 2017. This makes employer branding vital not only to create momentum but also for future employees to envision what it’s like working for you. Social media is your window out to the public, which gives you a great opportunity to attract a new world of talent!
Target your audience and pick your positions wisely
Today, visibility is crucial but with billions of people already using social media, it’s not always an easy match for companies to stand out from the crowd and cut through the noise.
Knowing and understanding your business needs and candidate persona is therefore crucial before polishing that social media strategy. What kind of potential candidates are you aiming to reach and in which channels are your ideal employees interacting?
If being present on all the platforms out there feels too much, it probably is. When it comes to social media today, quality is definitely better than quantity. Put your focus on one or two platforms where your candidate persona is interacting and do it really well.
Which platforms are best for what?
Facebook is where you’ll find a bigger, wider crowd and an effective platform if you are interested in sponsoring ads, which will help you target your content to your ideal group of people. Having a well-updated Facebook page is essential for building brand loyalty and if you are ready to up your game, working with more video-related content and even live-streams will definitely help you reach a wider crowd.
According to our data, ads for jobs within PR and communication tend to work best here.
Instagram is the ultimate platform for visibility, sharing inside stories on what your company is all about and for building a following. This channel is ideal if you want to give people a feeling of what the company is about and to interact easily with your core audience. Of all social media platforms, Instagram has the highest engagement rate and if your audience is mainly millenials/generation Z, here is where you’ll find them!
LinkedIn is unavoidable if you want to make yourself look professional. If you are looking to attract more senior candidates and share industry-related content, this is definitely the place to be.
Pinpoint your attractive sides
How do you want people to feel when they think about your employer brand and what key values can you offer? No one can paint that picture better than your current employees. Let them tell their stories and demonstrate the culture and values that you want to share with the world.
Yes, professionalism is important, but don’t forget to be human! The same goes for having a defined employer branding strategy, which is undoubtedly effective, but at the end of the day, it’s all about people connecting with people. What made your current employees choose you as an employer and what made them want to stay? Make sure to highlight that when you are spreading your message.
You want them to think “this seems like a great place to work” without giving the sense that you’re trying too hard, which can have the opposite effect. We are living in a time when transparency is appreciated, so making everything look “perfect” isn’t going to work.
Let’s make content great again
When the channel strategy is put in place and you’ve chosen which channels to focus on, pick a few topics or areas connected to the core values of your company. The goal is to make sure your content is on point to truly capture the interest of future employees!
Tips for putting your employer branding strategy into action.
- What does the team look like? Show more faces!
- Work with video content. In 2020, 82% of what we see on social media will be video-based.
- Engage with the audience. Social media is two-way communication.
- Include behind-the-scenes content. Nothing is better than in-action material.
- What does a day at your company look like? Do you have karaoke nights on fridays? Meditation in the mornings? Share your fun!
- Set your tone! Do you want to be the kind of brand that goes wild with emojis or do you want to use a more professional tone? Using the same kind of language consistently will make it easier for people to connect with you.
Don’t worry too much about taking the perfect photo – it’s usually the authenticity that will attract people. The best way to engage is to make sure your content is consistent and interactive.
If you’re interested in knowing more about employer branding or brainstorming ideas, we’ll be happy to help! Don’t hesitate to send us an email at firstname.lastname@example.org
Author: Sofia Lindman, Community Coordinator