In order to engage with talent effectively, employer brand strategies must continually develop their online content. A clear thought process of what type of content will be communicated, and through which specific social media channel, can allow companies to stay ahead of their competitors and understand not only the target demographic, but their own target achievements.
Content is what informs and communicates potential candidates of your company’s message. It’s also what updates future talent as well as your own workforce on any developments and events within the organization. It opens the pathways for a direct conversation with your target audience, which is why content management is key to social recruitment. Missed opportunities have been highlighted as companies are solely relying on dedicated career websites to publish their job opportunities. With one-third of large companies choosing not to publish content on hugely popular social media sites such as Facebook and YouTube, there is a strong possibility they are losing out on an engaged and continuous long-term relationship with future talent. Creating a more personable approach to your company’s content can also have successful benefits. Leading global consultants, Deloitte, have discovered that managing their own content at the heart of their career website creates a far more personal atmosphere. Recruiting their own employees to write blogs and create profiles, as well as using unique features such as geolocation to map out where their jobs are located simplifies connections and gives the company a heavily interactive and attractive nature.
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Whether your intentions for your content be to educate, inform, inspire or entertain; researching which channels your target demographic is using can be key to your recruitment strategy approach. The term social media covers a broad spectrum and it is important to know who is using which channel for what purpose. Facebook, for example, has become almost as effective as professional career channels such as LinkedIn when it comes to attracting talent. Using Facebook for it’s social and personal aspects is a good strategy to avoid time consumption by discovering relevant aspects such as candidates locations and educational experience. “Facebook is different in that it has a huge amount of collected and self-reported data about people.”
Twitter is a channel of few words (140 characters to be exact), but is hugely effective in keeping your audience up to date with the latest developments and job opportunities. Twitter is also an effective tool for tweeting events and competitions to a broader audience. It isn’t irregular for a Twitter user to go out of their way to retweet a job posting or activity that they believe will suit a friend or acquaintance.
L’Oreal’s social recruitment strategy revealed that “The normal tweets rarely get retweeted, but the contest tweets can have over one fifth of the followers retweeting them – a very popular way to attract talent, and increase the base that read job openings.” YouTube and Instagram provide an aesthetic platform to invite others into your work environment and show them around. The ability to see ‘a day in the life of’ video along with employee interviews humanizes the names behind the roles and offers the job seeker as good as a real-life experience of your organization.
It is not uncommon for an online viral sensation to have reached a global audience via the backing of publishers. Paid campaigns are more often than not very necessary but this doesn’t mean you have to break the bank in order to be seen or heard by larger numbers of people. Using talent who are already on board to reach out to their professional peers, can result in improved return on recruiting in the short term with a long-term development of your employer branding.
Smaller companies can benefit hugely by investing their money in a good plan. American computer game company, Red 5 Studios, who are constantly competing with larger companies in the war for talent, researched their top 100 dream candidates via social media and sent each individual a personalized iPod encouraging them to apply to their company. The campaign resulted in 90 out of the 100 recipients responding, and 3 jumping ship to join them. The winners in the race to win over new waves of talent will be the companies who research, create, experiment and deliver their strategies in good time. They will differentiate themselves from their competitors with original ideas highlighting their adaptability and willingness to go the extra mile to get to know their future workforce.
A definitive guide to the state of global employer brand management in 2016
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