Taking as much interest as possible in your target demographic can be key in securing a successful and long-term relationship. Social recruitment is proving to be a hugely effective avenue in hiring the most suitable employees to fill your vacant positions. The content within your employer brand communication strategy will require primary attention, as it is followed up by its deliverance through specific social media channels to engage your target demographic.
Facebook encourages its users to express their personal thoughts and opinions by directly asking “What’s on your mind?” in the status update box. This feature can be advantageous for those companies who wish to encourage word of mouth among other networks and therefore broaden their professional connections. By making positive impressions within the workforce and contingent workers, your employer branding can reach a whole new and global audience. The ability to create groups and particularly closed groups is another feature that boosts communication between the employer and potential candidates. The opportunity to send information privately to a group is rare within the top social media channels and also avoids the time consuming task of individual emailing.
The personalized nature of Facebook means that it is a great platform to almost literally open your doors to future talent. Invite them in for a look around by posting video content including tours, employee interviews and highlight the value of what it is to work for your company. This strategy can especially succeed with the younger generation of career-seekers who use Facebook as a “go-to-guide for whatever they are searching for. Recruiters would be playing it smart by fishing for the younger generation job-seekers on the platform or social network that they feel most comfortable with.
The openness and honesty of Facebook can also lead to employees and customers sharing negative views and opinions. This should not be taken lightly by companies who want to achieve more than simply raise the awareness of their brand. Large companies believe that by investing in employee referral, they will see a return of a 59% increase, which highlights the importance of creating positive relationships on social media.
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The ability to post content quickly and regularly is a luxury recruiters can thrive on. Tweeting news updates, new job posts, and links to promotional articles and videos directly to the target audience propels the alert and engage strategy to another level. With only 45% of large companies developing employer brand content for Twitter it is almost certainly a missed opportunity. Holding Q&A’s on Twitter are a great way to deliver an experience to potential talent, especially when the employee is in the driving seat. Sharing your workforce’s tweets is also a great way to create a community culture within your workplace. Take advantage of the hashtag. By including a hash tag with a keyword in your tweet such as ‘#NeedAJob’ or ‘salesjob’, it becomes instantly searchable.
The obvious go-to-criticism of the Twitter recruitment strategy is the character limit of 140 characters. However, it would make far more sense to see this as an opportunity to post a more effective, engaging and concise tweet in order to immediately attract the target talent.
As the channel with the more career-dedicated focus, LinkedIn is the hub for professional networking. The strategy here allows for a closer alignment between employer brand priorities and talent priorities. Companies can capture a great sense of their Employee Value Proposition (EVP) through the use of the various tab features such as publishing a post, sharing an update or uploading a picture. LinkedIn is an indicator to recruiters understanding that employer brands must mirror the lived experience of talent interacting with your organization. Effective management of content allows for valuable and engaged information. The use of statistics, employee profiles and specific career tabs are all worth investing into your strategy in order to shape an employee or candidate experience.
Social media channels are used by users of all ages however, LinkedIn is occupied by a predominantly older demographic with higher incomes therefore, the approach to your strategy must be taken into careful consideration when applying employer branding communication.
A picture can paint a thousand words and Instagram is a great way to capture and share those unique moments. As a heavily image based platform, companies have the ability to provide a real insight into their establishments as well as at events. Instagram provides faces to the names, real-time experiences and an effective sharing feature that can create an aesthetically attractive and interactive photo album to your company’s employer brand. Organizations such as fashion brands that are naturally aligned with visual attraction will obviously benefit from the app which is constantly competing with the top social recruitment channels. Nevertheless, others can benefit too. “Photos from the day your team did volunteer work together [or] brought on a new hire will tell prospective candidates more about you than words ever will.”
Instagram still has a little way to go to technically satisfy social recruiters with clickable links only being accessible in user profiles. Once again, this shouldn’t hinder an employer branding communication strategy. Using Instagram to execute appealing content in its simplest of aesthetic forms can generate interest and lead the candidate down the right path to becoming more firmly affiliated with your company.
The success of social recruitment is not ignited by sheer luck. Tailoring your content and delivering it through solid research and exploitation of the correct social media channels enables the most effective companies to create and maintain a direct and personal interaction with talent. It also offers insight into life at your company, as well as opens the doors to a employee experience. Within this experience, you, the employer, are able to adhere to the millennials needs; to express how your workforce is valued and how they can progress and develop in their long-term role.
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