The rising cost of employee recruitment and the competitive job market will make it hard for any company to find the best talent. That’s why building a positive and effective employer brand is a necessity. Social media will play a colossal role in that process.
One might think that branding is something you attach to the customer side of your business. But without a strong brand in the eyes and hearts of existing and incoming employees, your business will struggle to grow.
In this article, we share some ways to build a strong employer brand on social media. Implement them, and you’ll be more likely to attract the best talent.
What is Employer Branding?
Let’s start by clarifying employer branding. The process involves marketing your company to potential employees and building a reputation that attracts top talent. Good employer branding can shape an employer of choice in the minds of current and prospective employees, stakeholders, and the wider public.
88% of employees consider a company’s brand before applying for an opening. How do you build a good employer brand? You can highlight key aspects of your company’s HR efforts and people management, such as:
- Company mission, vision, and values
- Employee value propositions
- Team culture
- Incentives and reward systems
- Employee wellness programs
- Career growth and development.
Is Building an Employer Brand on Social Media Effective?
Building an employer brand on social media is increasingly becoming a crucial part of an organization’s overall strategy to attract and retain top talent, so yes, it’s something that companies should do. Here are some reasons why:
1. Wide Reach and Visibility
Social media platforms have billions of active users globally. Facebook alone has more than 3 billion active monthly users. Social media’s increased visibility allows companies to showcase their culture, values, and opportunities to a broad audience. That includes passive candidates who might not be actively looking for a job but could be tempted by the right opportunity.
2. Engagement and Interaction
Social media platforms provide an excellent opportunity to network with professionals and find potential employees who have completed relevant certifications. For example, businesses can leverage platforms like LinkedIn or Facebook to connect with graduates from the best online bookkeeping certificate programs and initiate discussions with them.
By engaging with these qualified individuals, companies can ensure they recruit candidates who possess the necessary skills and credentials. Additionally, by focusing on those who have completed a bookkeeping certificate, businesses can maintain high standards for their finance departments, enhancing overall operational efficiency.
3. Cost-Effectiveness
Compared to traditional recruitment methods, social media provides a cost-effective solution for employer branding. Many platforms offer free accounts and posting capabilities. Additionally, while paid advertising options are available, they often come at a lower cost than other recruitment channels.
Employer Branding Strategies for the Top Platforms
Each platform offers unique opportunities to showcase your company culture, values, and what makes it a great place to work. Here are some ideas tailored for the top social media platforms today, namely LinkedIn, Facebook, Instagram, X (formerly Twitter), and YouTube.
- Showcase Employee Stories – Share articles or posts featuring interviews with employees across different levels and departments. Discuss their growth, projects, and the impact of their work. Encourage employees to share their stories on their profiles, too.
- Highlight Company Culture and Values – Post updates about company events, CSR activities, and any awards or recognitions. Use LinkedIn Articles to go in-depth about your company’s mission and values.
- Leverage LinkedIn Live – Host live sessions with leaders discussing industry trends, career advice, and insights into your company’s innovation and success stories.
- Share Educational Content – Post articles, whitepapers, or infographics created by your team. This shows potential employees you value knowledge sharing and development.
- Create a Community – Use your company’s Facebook page to build a community of current employees, alumni, and potential candidates. Share updates, job openings, and host Q&A sessions to engage with your audience.
- Employee Spotlights – Regularly feature employees from various departments. Include their photos, a brief interview, and their achievements.
- Live Office Tours and Events – Use Facebook Live to broadcast office tours, employee events, and participation in trade shows or conferences.
- Educational and Inspirational Content – Share content that educates your audience about your industry. You can also inspire them with stories of success within your company like employees winning awards or experiencing financial success.
- Behind-the-Scenes Stories – Use Stories to share behind-the-scenes content from your office or company events. This ephemeral content can show the fun and human side of your workplace.
- Employee Takeovers – Have employees take over your Instagram account for a day. They can share their typical workday, special projects they’re working on, or team outings.
- Highlight Company Culture – Post photos and videos that reflect your company’s culture, values, and what it stands for. You can also use hashtags to increase visibility.
X/Twitter
- Engage in Industry Conversations – Use hashtags to join relevant industry conversations to show your company’s involvement and knowledge.
- Share News and Achievements – Regularly tweet about company news, product launches, and any achievements. Retweet employees’ accomplishments to show appreciation.
- Employee Highlights – Tweet about your employees’ success stories, milestones, and professional growth within the company to humanize your brand.
YouTube
- Employee Testimonials and Day in the Life Videos – Create videos where employees share their experiences and what a typical day looks like for them. It helps potential candidates visualize working at your company.
- Leadership Insights – Have your leadership team share insights on the industry, future visions for the company, and advice for professionals in the field. It builds credibility and trust.
- Recruitment Videos – Create engaging recruitment videos that detail the benefits of working at your company.
Sky is the Limit
Of course, these ideas are barely the tip of the iceberg. You can customize and evolve them as needed. The bottom line is that you have so much you can do to build your employer brand on social media. To do nothing would be the biggest way to miss out on this golden opportunity.
