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Employer Branding and Social Media

Posted by on Jul 1, 2016 in Article

Ambitious Businesswoman working on technology digital tablet device at work startup planning the next move

As the year passes the midway mark, the 62% of companies who declared that they would make employer branding a top priority in 2016 will be continuing to review, analyze and develop their strategies to attract target candidates. The evolution of recruiting strategies is more evident in channel preferences than ever before, marking a larger shift to a more social and networked approach to hiring top talent.

Knowing your target talent
Social media is not only becoming more relied upon with regards to recruitment, it is fast becoming one of the primary sources for attracting and sourcing the best suited employees. The importance of implementing social recruiting into your employer branding strategy is highlighted when studying how successful companies are differentiating themselves from competitors. Identifying your target talent can lead to a difference in approach of employer branding through various social media outlets. “An employer branding strategy designed for LinkedIn might not be successful on Facebook, and vice versa. Even the content needs to be tailored.”  With each social media channel comes a perceived audience expectancy. For example, a post that that offers a more personal insight or approach would more likely be better suited on specific social sites such as Facebook, whereas a professional, business-driven article might be a better fit elsewhere e.g. LinkedIn.

Tailoring your brand to social media channels
As recruiting becomes more aligned with internet marketing and surpassing recruitment services, companies are turning to social media to raise awareness of how their brand is unique, as well as communicating an effective Employee Value Proposition (EVP). Choosing a specific strategy for a specific social media channel can prove to be innovative and add interest. Global cosmetics company L’Oreal is a good example of a large company deviating from the traditional recruiting methods, and honing in on tailoring campaigns via various social media methods. Facebook is the social aspect of its branding with photos of the company’s HQ and employees, providing an insight into life at the company. Twitter is focused on regular job posts and updates as well as a ‘human’ interaction by directly responding and retweeting to followers.

Deloitte has aimed to develop a strong employer brand strategy in order to acquire the skills of the right candidate for their environment. Through their website, Deloitte have made clear definitions by categorizing students from professionals allowing the company to further attach blogs from their current workforce and run engaging competitions to each target group. The career website LinkedIn is very much used to source experienced professionals whereas YouTube is a platform for the company to broadcast employee testimonials.

Evolving with the digital age
It is a sign of the times when large companies expect a 72% increase when investing in social network channels. Effective branding is fast becoming the result of effective online communication. Producing and continuously developing engaging content through carefully selected social channels is what’s closing the gap between employers and talent. Inviting the target demographic of talent into your company environment through social media creates a humanized and personal connection between company and employee. Social recruitment simply serves a section of an organization’s employer branding strategy. Nevertheless, in the long-term, the ability to get to know your candidates just as well as they know you can certainly lead to stronger and more durable relationships in a successful, professional family environment.

 

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