Businesses often view social media as a channel only for attracting and retaining customers. However, social media’s value now extends well into all external communications.
Employer branding, communication, and attracting top talent are key areas where social media plays a vital role for businesses. Your online brand presence plays a key role in attracting top talent today. A strong social media presence often dictates the quality of candidates your business attracts. Employers without a real presence will struggle to compete.
How Does Social Media Contribute to Employer Brand Value?
Social media employer value involves more than a glitzy page showcasing team events. My own experience through talent recruitment shows that culture on display is only one part of talent acquisition. Candidates also judge your performance as a business and look for signs of growth and opportunity.
The Key Channels and Strategies for Talent Attraction
You need to incorporate the following fundamental elements into your employer brand value strategy:
1. Target the Right Platforms
Your employer brand communication strategy must consider various channels:
- Social Media Platforms: Focus on professional platforms like LinkedIn, as well as Facebook and Instagram for culture.
- Review Sites: This includes Facebook reviews, as well as dedicated employer sites like Glassdoor.com.
- Content Hubs: Use blogs and forums to share expert knowledge.
- Video Platforms: Platforms like YouTube are essential for showcasing dynamic content and culture.
2. Five Core Elements of Your Brand Strategy
To successfully build your employer brand, you must focus on these elements:
- Be a Thought Leader: Stay relevant by delivering up-to-date and consistent content.
- Show Third-Party Endorsement: Showcase positive reviews and highly rated community recommendations.
- Manage Your Community: Professionally manage and maintain community engagement.
- Share Milestones: Share company milestones and internal training and development initiatives (e.g., team strategy sessions, workshops, speaking opportunities).
- Present Your Culture: Show candidates the company culture and the specific personal growth opportunities that exist within your organisation.
Case Study: Call a Cooler
Attention Experts worked with Call a Cooler, a water cooler small business. We built a social media strategy based on the five elements above. This strategy immediately improved their hiring process.
They successfully established a summer sales team specifically tasked to sell products door-to-door. Third-party endorsement and online reviews played a key role in attracting talent. By building a reputable online presence, the company showcased its culture and its mission around supporting the environment. This mission strongly aligned with the talent they wanted to attract.
Summary: Be Consistent and Authentic
A successful employer brand value on social media demands consistency. You must understand the value you offer as an employer and show these strong points in the most genuine way possible. Be authentic and deliver value. This value will return to you when great talent eventually finds you via your great employer brand.
Ready to Elevate Your Employer Brand?
If you’ve read to this point, you are clearly interested in growing your business through Social Media Marketing. You should join our next FREE webinar to learn more about Social Media Marketing & ROI.
Our Growth Director, George Hawwa, presents a 30-minute webinar covering a new topic in the social media space. You will learn, ask questions live, and grow your business.
Wondering what our current topic is? Check out the upcoming webinar HERE.
George leads Attention Experts’ overall growth and best practices. His accolades include being named in the ‘Top 30 leaders under 30’ in 2007 by Entrepreneur Australia Magazine. He also won ‘Outstanding Young Entrepreneur of the Year’ in 2018 at the NSW Business Chamber Regional awards. George currently lectures at Sydney University and speaks globally on social media strategy.
You can also call us for a FREE Strategy Session at 1300 809 935 or book a meeting with us via our website.