3 Steps to Communicate Your Employer Brand Using Social Media - REVISED!
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This document discusses how to authentically communicate an employer brand through social media. It notes that job seekers want career-focused content like videos, blogs, and tweets that provide information on company culture, reputation, career opportunities, and job characteristics. The document recommends creating engaging content in areas like employee spotlights, national holidays, internal events, and employee attraction campaigns. It also stresses measuring the impact on metrics like social media followers, talent response rates, time to hire, brand awareness, applicant quality, offer acceptance rates, employee retention, and brand ambassadors. The goal is to create "super fans" and brand advocates who will amplify the employer brand through sharing content on their own social media platforms.
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3 Steps to Communicate Your Employer Brand Using Social Media - REVISED!
- 1. Communicate Your Employer Brand Authentically Through Social Media
- 2. Nando Rodriguez Horizon Media Head of Employer Branding & Candidate Experience nrodriguez@horizonmedia.com @NandoRecruit
- 3. 1. who are you?
- 4. 80% of active & passive job seekers say they will not follow a company on social media if posts are irrelevant, uninviting, or solely self-serving.
- 5. Job seekers are looking for specific content tailored as they research the possibility of working at companies. (Videos, Blogs, Tweets, Facebook Updates, Instagram Posts, etc.)
- 6. 2. where should you be?
- 8. Create engagement & excitement as opposed to frustrating them.
- 10. Create the tool kit for your brand advocates to easily share your career- focused content on their social media platforms in order to engage and attract talent, ultimately amplifying your employer brand.
- 11. In the 6 months, ONLY 3 PEOPLE posted that that they got hired at Horizon Media
- 12. Create SUPER FANS to “like,” comment & share the content that resonates with them to the outside world.
- 13. SOURCE: BLUEBERRY DOES THE POST TOUCH ON: People/Culture What’s it like to work inside our company? Equality, Respect, Cohesiveness Employer Reputation Products, Ethical, Prestige, Innovation Remuneration & Advancement Career Prospects, Advancements, Benefits & Perks, Work Programs, Referral Campaigns Job Characteristics What do I do, Variety, Challenge Misc Happy Friday, #WednesdayWisedom 5 relevant post types across all platforms:
- 14. Info graphic
- 15. quotes series
- 16. new hires
- 18. holidays
- 19. misc
- 20. internal events prime for brand advocates & sharing news
- 23. snapchat
- 26. “the call”
- 27. Measurement/Roi
- 28. 1. Social Media follower quality 2. Talent Response Rate Spike 3. Shortening Time to Hire
- 29. 4. Increased Brand Awareness
- 36. 5. Applicant Quality 6. Offer Acceptance Rates Increase 7. Uptick in Employee Retention 8. Brand Ambassadors
- 37. thank you
Editor's Notes
- Before you start you want to figure out a few things: Your tone, your brand, your visuals This will help in connecting with your audience. Many companies don’t have an EVP – employee value proposition – So take it easy….take it from a mission statement….take it from your culture while you establish one Are you funny, witty, sarcastic, bold, neutral?
- Why does it matter? 80% of talent gets frustrated that job seeker info in NOT EASLIY found On a company’s website or social channels.
- KEEP IN MIND We all digest info different – we have to address those needs in various content platforms.
- resources is the name of the game. There are so many platforms – but you have to be realistic if you can only be on 1 platform but you’re going to kick butt…embrace it. Don’t be shamed that other companies have a team of designers and social media crews working round the clock… All you have is A and she’s about to R in 3 months. NO snapchat.
- Where ever you go….ideally, you wan it to be a hub of career content info about your culture & company.
- Create content that is true to brand – that’s why step 1 is vital because you don’t want to put the wrong message out there. In dating it’s called the bait and switch. On a job it’s called….I’m quitting.
- Having our own career based channels with content DESIGNED for sharing will Will raise employee pride & influence and the message will be…I’m PROUD TO WORK HERE.
- Tracking & because of self selecting is fishy – but here are the things that I track. But it’s about brand awareness – Snapchat Instagram Tweet Facebook Hashtags Engagement
- Tracking & because of self selecting is fishy – but here are the things that I track. But it’s about brand awareness – Snapchat Instagram Tweet Facebook Hashtags Engagement