We all know that social media has changed how we communicate with each other. The widespread use of the term “LOL” proves that. Millions of people are communicating on social media every day, and not only for their personal lives, but professionally too.
According to Universum research, 35 percent of HR/recruitment managers know that social media is the most important digital tool for communicating with candidates – more important than the company website. And the importance of social media is only going to grow: Our 2020 Outlook report revealed that 38 percent of executives believe they’ll use social media for employer branding much more in the future.
To successfully use social media for your employer brand strategies, you need to know which tactics work best and which pitfalls to avoid.
One of the most common pieces of advice for social media is to engage your audience with customized content that gives them insight on important, interesting elements of your business. But that advice doesn’t provide tangible direction on what to actually do. For employer branding developed through social recruiting, focus on what day-to-day life is like for the typical employee, and provide write-ups with specific details unique to your experience. Avoid generalizing and using cliches that don’t convey what your company is about. Consider having an interactive Q&A session over one of your social media channels to answer any questions about what it’s like to work in your company.
For many, social media is a text-based medium. After all, twitter is 140 characters, not a series of images. But people engage better when the content contains visual components. Don’t use poor images, or stock photos or clip art. Instead make it personal: take high-quality photos of key events that reveal important day-to-day activities in your office. Also, be sure to use video wisely and well. You might consider creating a “day in the life” video to showcase what it’s really like to work at your company. If done well, you can engage potential candidates while supplementing your broader strategy by showing what working for your business entails.
It can be really easy to misrepresent yourself and your business on social media. Even if it’s unintentional, your efforts to sell yourself can easily present an overly idealized version of your business. Every business has challenges, and presenting those obstacles honestly can build credibility and deter candidates that would not be a good fit.
Above all else, be purposeful with your social media content. Use the tips above to derive a strategy and follow it. If you can capitalize on the strengths of social media and avoid its traps, your employer brand can truly benefit.