The war for talent is increasing, and the ability to understand how Millennials think and what attracts the digital natives of Generation Z becomes crucial. Generation Z is the first generation that is truly digital, meaning the first generation where smartphones are the standard and not a novelty. As traditional branding efforts are moving from conventional to digital strategies, a corporations Employer Value Proposition must also follow suit. Thus, it becomes more important than ever to use Employer Branding on Social Media. The talent market is about to become even more competitive and to stay on top of the game for the race of the next generation workforce, one must act now. Thus, it becomes crucial when accessing the new world of talent, to understand how to stand out from the crowd while communicating with a generation used to having instant access to information. However, most companies don’t know where to start, how to tell their story and what to post on Social Media in order to attract and capture the interest of talent.
It is not a secret that Social Media has been an important factor in the marketing strategy for corporations. However, Employer Branding within Social media is gaining more traction and is increasing in importance to attract and access the new world of talent. With the help of a strong Employer Brand, a company will be able to increase the number of quality applicants, reduce cost per recruitment and differentiate itself from competitors. As Social Media keeps growing in importance, with the new generation workforce using it for all kinds of communication, Social Media is becoming the number one tool to attract, recruit and retain talent. However, Social media is not only about being active for the sake of having Social Media presence. You also need a strategy in place as to when, how and why you should post something with a clear follow-up on what content is relevant to your audience. So how can you monitor your Employer Branding on Social Media to be able to attract talent? You need a tool to monitor your Employer branding on Social Media.
Access social is Universum’s latest product that helps employers to monitor their Employer Branding on Social Media. With the help of Access Social, a company can alleviate two of their most significant concerns when using social media in their Employer branding: What stories should be told and how will those posts be perceived? Access social helps companies to Access the New world of Talent as it can provide you an assessment of what your Social Media posts communicate to your audience. Currently, Access Social is the only social media listening tool that focuses solely on monitoring Employer Branding communication on Social Media. We took the opportunity to speak to the product owner of Access Social, David Carlen, to understand the latest insights of Employer Branding on Social Media. “There is a new world out there, and the war for talent will intensify, and the ones who will lead the race will be those who understand Social Media.” Furthermore, David emphasizes that every brand is unique and this needs to be communicated, thus that companies must take control over their Employer Value Proposition. However, from Access Social data, David emphasizes that there are some common traits to Employer Branding on Social media that gain more attention than others. “There are some key learnings that you need to consider when you are using Employer Branding on Social Media; the most important being that you need to monitor your content.” However, there are some common traits among companies who are at the top of high engagement scores with their Employer Brands on Social media, and these are:
Use video – using Video on Social Media shows higher engagement in comparison to other types of content, thus if you want to increase your engagement, you need to add video to your Employer Branding on Social Media
Select the right platform – Understand where your talent is interacting, for millennials and Generation Z, Instagram shows a lot higher engagement than Facebook and LinkedIn when it comes to dedicated followers. People that tend to follow on Instagram have a more genuine interest in the company
Be authentic – The best way to make talent understand your company is to show them how it is. Companies that have a thought-through Employer Branding Strategy on Social media shows their employees a lot. However, we know for a fact, that being authentic is difficult and has always been, just take a look at our Global VP Richard Mosley presentation on “authentic branding.”
Use Data – Looking at social, companies prefer to communicate their CSR efforts and the Inspiring Purpose of their company; however, these attributes might not be connected to your Employer Brand and something that is not on top of the list of our talent insights research
A strong Brand is not everything – Of course, a strong product/consumer brand contributes to the employer brand. However, it is not a given that you will see the giants in the top of Employer Branding Social Media performance. The important factor for your Employer Brand is that your Employer Value Proposition is presented in a way that speaks to the receiver
Curious to learn more about how to talk to Generation Z? You can find our full study here. Also look out for our upcoming e-book on Access Social and how Generation Z behave on Social Media!
Universum wants to make Employer Branding strategies available for everyone. Increase your understanding of all the challenges your company faces when it comes to attract, recruit and retain talent today by joining the largest employer branding community in the world.