Times sure have changed. In less than 15 years, digital innovation and the meteoric rise of social media has dramatically changed the way we live, and where we spend our time.
In fact, according to research by Sensis, Australians spend an average of 10 hours per week on Facebook alone. So being part of the social media movement is an absolute must for employers. But how?
1. Be there!
Gone are the days of relying solely on traditional recruitment advertising to build your employer brand, or to recruit and retain talented employees. Presence on social media is essential, but you don’t need to go too big too soon. Choose your platform/s based on the types of employees you are trying to recruit and define your approach before you dive in. Check out The Undercover Recruiter for some great tips on selecting the right platform.
2. You don’t have to start from scratch – use what you have
In the past, the employer brand traditionally fell under HR. But according to research by Universum, many leaders now place primary responsibility for the employer brand with the CEO or marketing instead. So, collaborate with your marketing colleagues. They’re likely already creating great content as part of their broader customer campaigns, so work with them to understand how you might leverage, or redress and reuse marketing content in a way that works to support and promote your employer brand as well.You don’t always have to reinvent the wheel!
3. Empower your employees
In today’s sharing culture, there’s no better way to build trust than hearing about what employees have to say about an organisation on social media. Recruiting talent relies more heavily on employee engagement and advocacy than ever before, so make sure you’re empowering your employees to play a role in representing your employer brand. There are always great things going on inside different teams so encourage your people to create content and get sharing! It could be something as creative as a behind-the-scenes video or something as simple as a designated hashtag for photos at a staff social event. Keep it engaging and visual, real and human, and as transparent as possible.
4. Engage, engage, engage!
According to Universum, while 74% of their respondents claimed to have at least a moderate employer brand presence on social media, only a third said they had dedicated employees posting content and responding to users on a regular basis. The number one rule of social media is that it’s not “set and forget”; make sure you stay active. Employ social listening techniques to keep track of conversations, keep an eye on review websites, and respond to comments and feedback where necessary or appropriate.
For additional handy hints on how to boost your employer brand using social check out this great article by Social Talent.
Remember, social media can be a very powerful tool for managing and promoting your employer brand – make it work for you.