We don’t think we need to tell you that the world has changed. Advertising no longer has the impact it used to; everything is now customer-centric. Candidates are in control as they search for the best places to work based on lifestyle and culture as well as salary and career progression.
Research by Employer Brand International (EBI) has shown that social media is the number one channel for communicating their brand, whilst few are using career-focused websites to communicate their benefits and culture. It’s all about creating a dialogue and engaging with your talent pool.
So, how do you make the most of social media and what content should you be sharing?
Start by finding the right channels. LinkedIn is an obvious choice and a recruiter’s dream but also look at where your target audience spends most of their time. Instagram for example is a great tool for sharing light-hearted photos so your potential employees can get a flavour of what it would be like to work with you.
Client wins, award wins, new initiatives, new hires…. Keep content varied and get the tone of voice right. Blogs, insights and thought leadership pieces are all good ways to share content and increase profile. Simply commenting or liking someone else’s post can show your audience the type of company you are.
The old saying ‘content is king’ has never been more relevant than it is today. And, video wins hands down as one of the most effective ways to engage. Expensive video production is long gone thanks to smart phones and a simple video or clip can be shared and posted on social media in seconds.
Recruitment films are also growing in popularity. It’s not surprising as they show you rather than tell you what it’s like to work in a company. These are worth investing in to get a real professional production; it’s the official showreel for your company.
Social media is all about engagement and creating conversation. So, make sure you interact with other people it’s not all about telling. Many companies also encourage team members to use social media on their behalf, so that potential employees can get a real flavour from existing employees.
Social media is a powerful tool if used in the right way, so it’s important to take a strategic approach. It won’t necessarily bring your candidates in, but it will raise awareness and build your profile so that when you are ready to recruit, either by agency or internally, you have a very strong launch platform.