Your employer brand should be the ‘why’ for prospective candidates, as well as being an accurate reflection of employee perception. It’s the place where recruitment, HR, business and marketing overlap, and it should feel seamless. It’s the true foundation for awareness, and it’s crucial to get it right on all your platforms.
Having careers specific channels is a great way to house this style of content, not distracting from the commercial goals of the core channels. Make like Microsoft with their @MicrosoftLife identity, and find a way to brand your careers area as a product of your business. No one knows your employees quite like you do, so utilising this knowledge will help to ensure social media success. If there’s scope to get creative with your handle and still be recognised, do it.
Once you’ve set everything up, you’ll need to conjure up a posting plan. Here are our top 10 tips.
1. Create (or refine) a narrative, rather than a sell. It needs to be about informing and engaging, rather than selling a product or service. That should come through the quality of what you’re putting out.
2. Make sure your bio is accurate and to the point. This should be your elevator pitch, treat it as the basis for your brand. Everything you do needs to come across concisely here. It’s the hook.
3. Be more human. Your content should be accessible to the audience. Try using live streams and behind the scenes (BTS) content to get your message heard (and seen). Facebook Lives are a great way of doing just that. Make sure you tell your audience at least a day prior to maximise the quantity of engaged people who tune in.
4. Planning ahead and being tactical – with a presence on all channels on set days (and times for certain things). Taking note of and utilising the times that your audience is most active.
5. Keep on top of measurement, but don’t let it dictate your content. Just because you’re due to post on a Wednesday, don’t post for the sake of it. Find something meaningful and relevant to say. Honesty is the number one trait consumers want from brands, give them what they want.
6. Utilise advocates/ambassadors, and give their voice a platform. Employee testimonials are an easy way to show potential candidates the kind of people they are looking for. By cross-posting and partnering for this kind of content, you broaden the reach and audience, growing your presence within a certain community.
7. Create engagement opportunities – competitions, polls and events grow engagement and gain attention. Make the rules clear. Stipulate following the business account AND commenting to increase reach.
8. Don’t just be present in the space, own it. Find a way to dominate, and keep that point of difference. You can demonstrate knowledge by orchestrating Q&A streams on Twitter, or by using video tutorials to share useful expertise (just remember to include subtitles with videos).
9. Keep current. Is there a new technology or movement that you could engage with? Or an area that you could share your view, as a specialist? This could be keeping up with millennials, who were born in the age of Social Media Marketing. Sign up to digital trend websites, follow relevant pages and engage with emerging breakthroughs. Just make sure it feels authentic to your business and its values.
10. Consistency in style across channels. To retain a distinguishable identity on all platforms, have certain elements to your style and TOV that are distinct and recognisable. Think logos and cover images, updating these according to current campaigns, but never losing your ‘core’ look.
The average daily time spent on social media is 116 minutes per day. That’s almost two hours. To tap into this and increase exposure to users, it’s important to have a presence across channels and produce content that is interesting to your audience. To get the most out of social media, you need to go in with a plan. Follow our simple tips to enhance your presence and grow an engaged audience.