Sometimes it can seem like social media is taking over the world. And sometimes that can be a good thing.
Your company is on a recruiting spree, and you know you need to be reaching people in your target demographic who may not be actively looking to move. However, research is showing that a fair number of these people will move if the right position, at the right company, comes up. The question you need to answer is, how are you going to get your company culture and employer brand in front of these people?
The answer? Social media.
OK, now you’ve decided to market your employer brand on social media, you even have some content created and ready to go. Now how do you decide which of the myriad venues to focus your energy and budget on? That’s where this post comes in. Below we’ll look at 4 venues, explaining each one’s primary demographic, and how you can make the best use of these platforms to get your employee value proposition in front of the right people.
According to the Pew Research Center, as of 2018 a full 68% of Americans are on Facebook. That makes this a solid venue choice if you want to reach the most people across demographics with your message and employer brand. Because Facebook supports posts using all types of media (photos, text, videos, live streaming, etc)—it’s also a great choice for mixed media content.
You can create a video highlighting your employer brand, and showcasing your company culture. Then you can run that video as an ad, with targeting information that narrows down precisely who you want to see it. There are multiple options and settings when running ads on Facebook, in fact we’ve already covered it, here. For today, know that this is a fantastic venue to use when you want to hit the broadest target with a media rich campaign.
Twitter’s reach is not nearly as all-encompassing as Facebook, yet it has definite advantages in certain areas. While prospective applicants can interact with you on Facebook and LinkedIn, Twitter is made for interacting. The interface on this platform assumes you are looking for people to reply to your posts, and that you will continue the conversation.
Twitter is a fast moving social media platform. When a person checks their timeline, they’re going to be looking for graphics that stand out. Short catchphrases work best, paired with a clean image of something you want to highlight about your company and employees. Say you offer break rooms with ping-pong tables. A picture of employees smiling while playing a round with “Come play at work” written across it along with your company logo and contact information will catch users eyes and pique their interest in reaching out for more information.
Of all the venues we’re discussing today, Instagram is the most specialized in that it has a strong focus on image posts. Every post puts the picture front and center, with the ability to add text as a caption. The audience here also skews toward a younger demographic, with 71% of 18-24 year-olds saying they use it frequently. That number drops to approximately 40% in the 30-49 age range, and only 16% for 50+.
The idea behind using any of these social media outlets is to start a conversation with potential applicants, especially those who might not consider themselves as such. So you want to draw them in and prompt them to ask questions. This is what gives you the chance to respond with more information, examples of your employer brand and a sampling of your employee value proposition (EVP). On Instagram, this most often looks like an image conveying an aspect of your culture that you feel this audience will value highly.
Take the example we used above, a high-quality photo of two employees enjoying some down time over a game of ping-pong. Maybe the photo even shows the complimentary snacks and drinks you offer in the background. This will grab the attention of people browsing their timelines and make them curious what else your company has to offer that might entice them to switch from their current role, to one at your company.
4. Your Corporate Blog
The blog is not dead. In fact, recent studies are showing an uptick in their use and efficacy in helping companies increase their reach and grow their user base. There are several ways a company blog can be used to your advantage as you look to spread information about your employer brand to potential applicants.
First, and perhaps most obviously, it’s a platform where you can impart factual information about your company, in long-form, mixed media posts. Run a series of posts, detailing each aspect of your EVP. Then you can combine those into an eBook and make that available for download in exchange for a potential applicants email address.
Now you can market opportunities directly to these people (just be careful not to spam them) with newsletters tailored to their department, interest level, or any other aspect of their demographic.
An in-house blog also makes a great target for click-throughs from your other social media posts. Maybe write a piece outlining that cutting edge research your firm is working on, then post an enticing picture of happy employees working on said research and make the call-to-action for that post a click through to the blog entry. Now you’ve successfully shown these potential new hires that your company knows not only how to do cutting edge research, but you also know how to leverage social media to draw them in and start a conversation with them on their own terms.
And as a bonus you’ve drawn their eyeballs and clicks over to your company site where you can demonstrate your employer brand and employee value proposition in even greater detail, or use a chat tool right on your blog post to engage them in conversation.
Something to remember when using any of these platforms is that interaction doesn’t only mean a direct comment. People may give your post a ‘thumbs up,’ or they may re-share it with their followers. This is where it’s important to have someone monitoring your accounts, so they can reach out to these people as well with offers of further information, invites to an open house, etc.
In closing, there is no shortage of social media venues online. They can change and evolve at a rapid pace. The tastes of different demographics also ebb and flow, making it difficult to pin down the best places to reach your target audience. Knowing a little bit about each platform, and having a clearly defined target are the first steps to effectively using social media to get the word out about what a fantastic, up-to-date, and cutting edge company you’re recruiting for.