Ever wondered how companies get the best employees? It’s because they know how to position themselves as THE company that talented professionals want to work at. They use employer branding.
You can also attract talented employees. And these days it’s easier than ever to attract them because of social media. That’s why I want to talk about the four reasons why you need to use social media for your employer branding. Plus I give tips how you can put it into action!
WHAT IS EMPLOYER BRANDING
Employer branding is your brand as an employer. It’s different from your corporate identity because it’s not focused solely on what the company does, it’s more focused on the culture among employees and who your company is as an employer.
Employer branding shows potential new employees what they can expect when they come to work for your brand or company. The better you communicate your company culture, the better potential employees know what they’re getting into.
4 REASONS TO USE SOCIAL MEDIA FOR YOUR EMPLOYER BRAND
What better way to show potential employees your company culture than through social media. Here is why:
• People spend a lot of time on social media
I’ve mentioned this before but people are spending more and more time on social media. Including potential employees.
• Brand values go from words to visuals
Images speak louder than words. Why just talk about your brand values when you can show your potential employees what you value the most? Is it the freedom to work anywhere? Show your current employees working at different places within the company but also in a cafe, from home or warm destination.
• Social media advertising is very specific
Another great advantage of social media is that you can use social media advertising. With social media advertising you can select a very specific audience and get measurable results. Want to advertise a new job offering within 20km of your office? No problem!
• Strong employer branding also attracts (new) clients
It’s not proven but think about it. When you show what your brand values are and the culture within your company, not only will potential employees see this but also potential clients. Who doesn’t want to work with a company that has the same values as you do?
EMPLOYER BRANDING TIPS FOR SOCIAL MEDIA
Now that you know what employer branding is and why you should use social media to attract potential employees, it’s time to put it into action. This is how you use social media for your employer branding:
#1 Make a content calendar
The first step is always to make a plan. Know your strategy and know what you want to post about. It’s the easiest to have four recurring themes. After you got that on paper, create a planner where you can write down your captions and which images you want to use.
Tip: make sure you create a realistic schedule you can keep up with.
#2 Engage your audience
Social media is about being social. Look up where your potential employees are under hashtags and location tags. Like, comment or DM to establish a relationship. Also, make sure your current employees engage with the content. Make it fun for as well the people inside the company as the people outside it.
Tip: take one hour a day to engage with potential employees.
#3 Check social media analytics
To make the most of your content, check your social media analytics to see what does and doesn’t work. What post gets the most likes? And which one gets the most comments? Try to analyze why that post did better than the others, and replicate that or continue on the subject.
Tip: plan a moment per week or month to analyze your account, write down three things that worked and set three goals for the next week/month.
#4 Show growth
Most people are looking for opportunities to grow within a company or a job. It’s important to show your potential employees what their growth opportunities are. Did a current employee go from the bottom to the top of the company? Show how they did it and how they can grow within the company.
Tip: make a list of all the grow opportunities within the company and how you can visualize it.
#5 Employee takeovers
Where brands and companies use influencers to promote their products or services, your company or brand can ask employees to sell your culture and job offerings. They’re your employer branding influencers that make the story you’re telling more authentic.
Tip: make it fun for employees to participate!
#6 Show benefits & perks
What’s that little extra that you as an employer give to your employees? That’s your employer branding USP (unique selling point). It’s what sets your company apart from your competitors when it comes to hiring the best talent.
Tip: ask your employees what they think are the benefits & perks that come with the job.
#7 Use social media advertising
Why not put a little money behind it? The best way these days for a company to ace social media is to invest in social media advertising. Getting organic reach is hard these days so if you want your employer branding strategy on social media to work, you need to invest money in it. It’s all about a balance of organic and paid content.
STRONG EMPLOYER BRAND ON SOCIAL MEDIA
People are spending more and more time on social media: catching up with friends, checking out new restaurants or even to buy the latest items from their favorite online shop. It’s no surprise that people can also be approached via social media for a job. And as a company or brand, you can capitalize on this by showing your current employees, your company culture and brand values.
It’s a different experience when you actually see evidence of how a company is instead of just reading about it.
Not only that, social media makes it so much easier to reach your potential employees. They don’t just spend a lot of time on social media, you can easily connect with them by using social media advertising. They are just a couple of clicks away. And if that doesn’t attract the right talent for your company, than it might as well attract new clients.
Do you need help with your social media strategy to attract talented employees?
Look no further because I’m your girl! Go and send me a message so we can talk about how I can help you create a consistent and strategic brand on social media or help you put together a guidelines book you can reuse for all your takeovers.