Show Your Employer Brand Through Better Social Media Posts


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The old ways of hiring are gone. These days, in order to reach the best talent, your employer brand must be evident online.

But it’s no longer enough to just have a company website or Facebook page that’s rarely updated. Job candidates want to get a view of what the company actually stands for and how they put their values into action. They’re looking for unique insight, and they’re doing so long before you go looking for them.

In fact, of the 1,600 talent acquisition leaders canvassed for the 2016 Jobvite Recruiter Nation Survey, 66 percent said candidates admitted they had already done extensive online research about the company before they heard about job openings there.

However, there’s no “one size fits all” solution to social media job posting. Each platform requires a unique approach. Despite the fact that individuals have various accounts, you need to reach them where they’re most likely to be searching for jobs.

Here’s how to effectively use social media to enhance your talent search:

1) Facebook

Facebook users are mostly interested in the social approach to job postings. This means you should create content that demonstrates the company culture, such as volunteer outings and charitable functions.

Boasting more than 106 million Facebook fans, Coca-Cola posts funny and heart-warming videos. This creates an emotional connection, which fits into job seeker’s desire to find a positive cultural fit.

Along with similar videos, Avon regularly provides their more than 19 million followers with links to the online portfolios of fans. When individuals feel valued and even flattered, they’re more apt to seek job opportunities with the company.

In fact, retail giant, Walmart aims to create a connection with their more than 33 million fans by posting photos and videos related to the preferences of those following the page. Job seekers are more engaged with a company when they can see a common interest.

2) Twitter

Job seekers visit Twitter for brief posts that link to an outside source (company website, online application). Engage qualified candidates here by posting polls and questions, as well as imagery that relays the company mission and vision.

Starbucks has attracted a Twitter following of nearly 12 million by tying their products to personal comforts. This brings back memories, which creates an emotional connection with the brand. Job seekers are naturally drawn to companies where they feel a positive experience — even before applying.

Another approach by Whole Foods aims to “educate, not sell” with posts to their more than four million followers. By offering instructional videos and links to information people find useful, the company demonstrates an investment in people, not just products. This attracts job seekers who are community-minded and interested in social improvement projects.

Meanwhile, Esty makes a point to regularly re-tweet content posted by their nearly three million followers. This willingness to showcase potential talent suggests a robust workplace culture that takes notice of everyone as individuals.

3) LinkedIn

Often viewed as the “work” social media platform, professionals look for compelling content that offers insight beyond what can be easily found on the company’s website.

One benefit of LinkedIn is that users tend to be in a professional state of mind when they visit the site. They’re already interested in networking and career growth. This is an opportunity to source passive talent.

The Nature Conservancy, a nonprofit with more than 98,000 LinkedIn followers, prominently displays their mission and vision and then posts content that aligns with those goals. Job seekers who share the same passion are instantly aware of these common goals.

Employment agency AppleOne posts humorous photos and articles, along with actionable tips and job postings. This demonstrates to their more than 95,000 followers that work can be fun, and also stresses the importance of cultural fit and team building.

Along with employment opportunities, cosmetics giant L’Oréal routinely posts photos from civic engagement programs such as charitable drives and volunteer events. This engages their more than one million followers on a personal level, which compels them to feel involved with the company regardless of whether or not they’re current employees.

When you engage on social media, you create a personal connection that shows job seekers you’re interested in them as individuals, not just someone to fill a vacant position. This is also an opportunity to demonstrate how the company aligns with candidate goals and professional desires.

How do you connect with job seekers on social media? Let us know in the comments!

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Val Matta
Val Matta
Val Matta is the co-owner and leader of business development at CareerShift, a comprehensive job hunting and career management solution for companies, outplacement firms, job seekers and university career centers. You can connect with her and the CareerShift team on Facebook, LinkedIn, and Twitter, LinkedIn.