Businesses are scared to engage socially with talent. They misunderstand the talent marketplace and expectations of current students and up-and-coming talent, lack a proper framework and structure for developing content and messaging, and fear irrelevant or lackluster results from unfocused messaging. Yet, putting all that aside, talent expects potential employers to maintain a presence on social media platforms. In fact, 80% of talent expects to hear from these companies on social platforms at least weekly. So this begs the question–is your brand social enough?
Globally, the social presence of employers is still very much in its infancy. There’s significant opportunity to grab a prominent position with little competition for brands outside of the U.S. and Canada. North American companies have thoroughly embraced the need for a social presence–and a very saturated market has begun to show a developed maturity and voice. More than 70% of companies in these countries have a developed social presence for their career-focused messaging. Today’s social talent branding teams look like consumer marketing in 2012 – they have discovered that developing relationships with prospective talent is possible and powerful; rather than just posting and hoping that some of it sticks.
Not too long ago, simply posting a vibrant picture or basic message was sufficient to stand out in social media. However, as these platforms have matured, so have the expectations of their users. Feed algorithms on Facebook, LinkedIn and Twitter (to name a few) are constantly under scrutiny to ensure the most interesting and relevant content is delivered to audiences. Facebook has recently indicated that every time a user logs into their account there are on average, 1,500 available pieces of content in their Newsfeed. This puts increased pressure on brands to create consistently engaging and compelling brand content on a regular basis in order to stay in front of audiences. To ensure your brand’s success, you need to develop a right framework for regular content and messaging before you begin–and pay careful attention to its successful engagement on a regular basis.
In addition to posting regular content across mixed mediums, from blog posts to images to infographics, brands must respond to conversations created by the content. Furthermore, to inspire conversations they must ensure that all content is high quality–not all blog posts are created equal anymore. Instead of simply pushing out content for SEO purposes or to maintain a schedule, the topics, voice and values must reflect a cohesive and clear brand presence. And when quality messages inspire conversations and questions, brands need to respond at the very minimum within 24 hours.
In addition to educating prospective talent about your brand voice and messaging, your social goals include creating a line of information and identity-defining content that will attract like-minded prospects. Ideally, hiring line items, such as salaries and perks, will no longer be the main attracting factors since your top prospects will have been engaging socially with your brand for some time. Establishing your company culture at the outset will help you find prospective employees who are looking for a company like yours, instead of those simply looking for jobs.
Social media is now as complex as the individuals who are participating in it. Prospective talent want to know about the employees they’ll work with closely and what they can expect from a prospective employer. Sharing personal, topical information that allows employee voices to shine through and highlights company culture events is a great way to attract talent that fits with your culture. Encouraging your current employees to cultivate and express company culture via social media is a natural, organic way of communicating your brand from the inside out. Talent that’s interested in your company culture will be invigorated after seeing your post. Those that don’t will naturally self-select out of the process due to disinterest, leaving you with a pre-screened pool of top talent that’s right for your company.