‘A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.’ - Scott Cook
How can social media help you find the right talent? What exactly do social media and hiring have in common?
At first glance, probably nothing.
When we think of social media, we often think of sharing personal stories and photos of our lives on one of the many social media platforms there are.
When we think of hiring or recruiting on the other side, we are thinking the opposite, we’re thinking ‘corporate’. We’re not thinking of sharing personal stories during an interview.
Still nothing much in common, right?
We judge an individual by their social media profiles, the same way a potential job seeker forms an opinion on you based on your company’s online profile. Now, that’s where Employer Branding on Social Media comes in!
So, knowing how powerful social media is why wouldn’t companies use it to their benefit?
Why not use the power of social media to recruit the best talent there is? Show them why they should pick you over your competitors!
The best candidates are “the best” for a reason after all and they know they are in high demand. They also know that they are the ones to decide which job offer they will take as they will have multiple offers waiting for them.
So, here’s where your employer branding for social comes into place: To stand out from your competitors and win over that talent everyone is looking to hire, you need to have a strong web and social media presence.
Why is Social Media important for employer branding and ultimately better hiring decisions?
The answer is pretty simple. Candidates are not likely to just hit that “apply for job” button on your job description if they haven’t at least looked at your website and tried to find you on social media. Candidates are looking for reviews, posts of other employees, looking to see if you have any interesting company events, office photos, team photos and so on.
Basically they are trying to understand what it would be like working in your company without having worked there for a single day.
The more you can show them what culture they would become part of, the better.
Think about it this way: You want to hire a person that will not only have the right skill sets but also someone who will fit in with the rest of the team. You don’t want them leaving after a couple of weeks or months just because they didn’t fit in well with the rest of the team. (There’s also many other reasons talent leave organisations but that’s a whole different topic).
If you show them who you are, they will know if they can imagine themselves working for you. If they can’t see themselves working for you because of your culture, then those are not the candidates you want to have on your team anyway. It’s really a win-win situation.
As a company you need to be visible when they look for you.
Below are 4 tactical tips you can start using right now if you want to improve your employer branding and really attract the right talent, the talent that will stay with you and that will be a great addition to your existing team.
1.Show your Culture
Yes, you are looking to fill a position but you are also looking for a person that will fit well within your team. So focus on your team, your people and share their stories. Show images of your company trips or events for example.
Morgan McKinley Hong Kong Team
2. Be very visual
Content and especially video content is playing a crucial role if you are trying to position yourself on social media and attract the right talent. Diode Digital found that online video in fact is 600% more effective than print and direct mail combined.
3. Make sure your reviews are looking good
One of the best and yet easiest ways to show your brand on social media, is to ask your current employees to spread the word and leave a review/feedback. Ask them to leave a review on glassdoor or google for example.
Some interesting facts from Bryan Caplan that show the importance of reviews and keeping an eye on your reviews:
Nearly 9 out of 10 consumers read reviews for local businesses before making a purchase
6 out of 10 customers now look to Google My Business for reviews on a local business
89 percent of prospective customers read the business owner's response to online reviews
4. Produce engaging content
If you’ve ever tried to get something to ‘go viral’, you know that producing engaging content is easier said than done. Still, until you get the right candidate to start at your company, content is the only way you have to engage with them so you should make it count.
Here’s some ideas you can use to create engaging content on social media:
Don’t tell - Show
Similarly to showing your culture, you should also show your content. Make use of infographics, GIFS, Quotes, Memes even.
Food for thought: Imagine you are on LinkedIn just scrolling down on your mobile. You scroll and scroll and one posts manages to get your attention.
What makes it stand out? Was it the color? Was it its length? Was it the author?
OkDork has analysed 3000 LinkedIn Posts and put together a list of 10 LinkedIn Publishing Tips.
- Use high quality photos
While stock images has a wider range of photos, the below websites are great (free!) tools for creating high quality visuals:
- Add Social Media Sharing buttons
Consider adding Social Media Sharing or Follow buttons (or floating sidebars) to your blogs for example. Make it easy for the user to share your content with their network.
You can also add social media sharing buttons easily into your e-mail marketing campaigns.
Never underestimate the power social media has on your employer branding and more importantly on attracting the right talent.