10 Things You Can do to Attract Scarce Talent: #5 – Use Social Media to Highlight Your Employer Brand
Your employer brand is absolutely critical when it comes to attracting talent.
In fact, companies now understand how important it is. So much so that 2021 saw a 10 percent increase in recruitment marketing and employer branding budgets compared to 2020.
What is an employer brand?
At its core, your employer brand is your business’ identity. It’s a mix of your culture, mission, and personality.
As for how it helps attract great job candidates, here’s what SHRM says:
“Employer brand affects recruitment of new employees, retention and engagement of current employees, and the overall perception of the organization in the market.”
Bottom line: if you want to attract great candidates today – particularly in this market – you need to have a great employer brand.
And probably the best places to showcase it is via your social media channels
After all, 77 percent of candidates use social media in their job search. Social media is a terrific and pretty inexpensive way to highlight your brand.
Some quick strategies:
Create separate career social media channels.
Doing so allows you to tell a much more robust brand story. It also helps you engage with current team members and potential candidates.
It’s best to create these channels sooner rather than later because your competitors may already have done so: about half of company branding and recruiting specialists have created career-focused social accounts.
(That study also found that LinkedIn and Instagram gave employers the most for their employer branding buck, but Facebook, Twitter, YouTube, and even TikTok are showing great career-branding potential.)
Post more than job openings.
You absolutely should post opportunities on your social channels. But vary your updates:
- Show what it’s like to work there: provide video office tours, videos, and pictures of team members at work, parties, seminars, etc.
- Post employee testimonials.
- Upload throwback photos (historical company photos).
- Ask questions and offer quizzes. These are absolute gold when it comes to encouraging engagement
Tap into your employees’ channels.
Ask your employees to follow your company channels and share your posts on their social profiles. Doing so means you potentially could expand your reach by 1,000 percent!
As you do so, create branded graphics and videos team members can use when they share your updates.
Take this one step further and let your employees “take over” your corporate social channels every now and then.
While this can be particularly effective with Instagram Stories, letting team members from different departments manage your corporate channels can give a real sense of what it’s like to work for you on a day-to-day basis.
You’ll want to be sure that those doing this social media management have been briefed – and have the guidelines handy for reference – in your brand guidelines. You also may ask them to schedule the posts in advance so that you can review them before they go live.
But otherwise – so long as you’ve offered this task to trustworthy colleagues – let them “run free.”
(Your marketing department may even find that they come up with some great social media marketing ideas they can use in the future.)
Tell the truth.
Provide an authentic picture of what it’s like to work at your company: the good and the bad.
For example, one of your company’s mottoes may be along the lines of “we play hard AND work hard.” So show the “hard playing,” but don’t forget to showcase how hard the work itself can be at times.
So make sure your employer branding on your social channels actually mirrors what it’s like to be a member of your team.
As your recruiting partner, The Intersect Group is also your branding partner
We make a point of getting to know your company culture really well. And we then “talk you up” to candidates we send to you for interviews and/or assignments.
Learn more about how we can help you find great talent.