With 79% of applicants using social media in their job search, it’s clear that social channels play a key role in the recruitment process. And it looks like employer branding and recruitment teams have caught onto this. Our recent survey found that 96% of them already use social media as a communication channel.
But how can you make the most of social channels? How can you use social media to strengthen your employer brand and stay top of mind? How can you increase reach, engagement, and, ultimately, fill more job vacancies?
In this blog post, I share my top employer branding social media best practices, as well as tips and inspiration from some of our clients.
1. Develop a consistent identity for your employer brand
To build a recognizable and memorable brand, you need a consistent style, tone of voice and story. The same best practice applies to an employer brand.
I often see recruiters communicating in a number of different ways on LinkedIn, with different styles of content, even though they work for the same brand. This makes it difficult to easily spot which job ad belongs to which company.
So, ensure you take a moment to develop a cohesive brand identity. This will help you build a stronger, more recognizable employer brand on social media.
This best practice applies to any employer branding content — whether it’s content for your company or employer branding channels, or for recruiters and employees to share via their own social profiles. Ensure your visual style and messaging remain consistently on-brand.
2. Launch dedicated careers social media channels
Having your own, dedicated careers social media channels gives you a platform to tell a stronger employer brand story, get in front of more potential future employees, and engage current employees.
And this is a growing trend. Our latest employer branding statistics show that almost half of employer branding and recruitment specialists already launched their own careers social media channels.
Check out these examples from across different industries:
- A.S. Watson on LinkedIn
- Salesforce Jobs on Twitter
- Work at Eneco on Instagram
- Unilever Careers on Facebook
Which is the best social media platform for employer branding? LinkedIn and Instagram came out on top in our recent report. But some of the employer branding specialists we surveyed also mentioned using Facebook (44%), Twitter (22%), YouTube (33%) and TikTok (4%).
3. Tell an authentic employer brand story
No workplace is a complete paradise. It’s important to tell your own story and be authentic.
This social media best practice comes recommended by Nicole Matijssen, Employer Branding & Recruitment Specialist at A.S. Watson Benelux and Content Stadium client.
She adds: “Share both the good and the bad. Because that’s the reality. For example, Kruidvat [one of A.S. Watson’s retail brands] is a fun place to work, but it’s also hard work. We tell both sides of the story on our channels. We’ll put on team challenges which show the team having fun, but also working hard.”
Your future candidates are likely to be looking across different social media channels to get an impression of your company.
From reviews on Glassdoor, to current employees’ LinkedIn profiles, and even comments from applicants who did not get the job — these are all sources of information about your company that can impact your employer brand.
Sending mixed messages and making promises that you cannot deliver upon can only work against you. So a fundamental best practice for employer branding is to make sure the messages you are pushing across your social media channels reflect the reality of life at your company.
4. Vary your employer branding social media content
Social recruitment isn’t just about posting job vacancies. Our employer branding statistics show that employer branding specialists create social media content about life at the company (celebrations, new starters, tours of the workplace, employees at work, etc.) as much as they do about job openings.
So, think about creating different types of content that will grab your target audience’s attention and that your employees will want to share.
From behind-the-scenes shots, throwback photos and employee interviews, to quizzes and questions to engage your audience — there’s plenty of ways to keep it interesting.
An inquisitive leader with a can-do attitude, Executive Chef DeeAnn is a constant inspiration to her team at @RenWorldGolf. Outside of work, she’s deeply committed to her community, regularly volunteering and teaching cooking skills at local schools. #WomenOfMarriott #IWD2021 pic.twitter.com/BRO48ZBeoJ— Marriott Careers (@MarriottCareers) March 3, 2021
5. Leverage your employees’ social media networks
Your employees are your biggest influencers. By tapping into their networks, you can expand your talent pool by 10 times.
Make the most of this huge combined social media reach by providing your employees with content to share with their own networks.
You can approach this in multiple different ways, including the following best practices:
- Create fun photo opportunities. Celebrate key milestones or successes with fun team events, certificates, balloons, or other small tokens. Employees will often organically capture and share these moments on their social channels.
- Create branded graphics or videos for employees to share on their channels, such as job openings in their team or company news that’s relevant to them.
- Or take it one step further: give employees self-service access to on-brand templates, with tools such as Content Stadium. They can then communicate about your company with professional and recognizable graphics that help strengthen your employer brand.
Thanks to our fantastic employees, we have just been named one of the Best Workplaces in Ireland and one of Ireland’s Best Workplaces for Women by Great Place to Work. Here’s more about the steps we are taking to create a great workplace for all: https://t.co/Rf6qWJcgYc pic.twitter.com/3kpicAb9Z4— Salesforce Careers (@salesforcejobs) March 10, 2021
And it’s not just your current employees who can act as influencers for your employer brand on social media.
Another best practice is to build an alumni community, such as via a LinkedIn group. This lets you keep former employees up to date with company news, and ask them to share recruitment content with their networks.
6. Let your employees do the talking
Give future employees a real and trustworthy insight into your workplace with employee takeovers of your social media channels.
Once a week or month, let employees from different departments take over your employer branding or company channels. They’ll be able to give your audience a behind-the-scene’s look at what it’s really like to work for your company.
This sort of content is perfect for Instagram Stories. And it makes for super engaging and relatable posts. Check out the Instagram Stories on Eneco’s careers channel to see how they do it:
7. Secure the necessary resources
To effectively create the social media content you need, you’ll of course have to invest time and resources. But according to our recent survey, the vast majority of employer branding and recruitment specialists lack the time, budget and/or resources needed to create the content they want:
To solve this challenge, the first hurdle to overcome is to secure budget or resources (including time) for your employer branding activities.
This means convincing higher management of the benefits of employer branding. From more and better quality applicants, to higher retention rates and even lower salaries, there is already plenty of research that highlights the importance of employer branding in the success of an organization, as well as the importance of social media for employer branding.
You should also look at what tooling can help you speed up and simplify your social media content creation. So you can free up resources by spending less time and money on the creation process.
A.S. Watson Employer Branding & Recruitment Specialist Nicole Matijssen explains why she chooses Content Stadium to create social media content for her 4 employer brands:
“Content Stadium made it easy for us to build recognizable employer brands on social media. Thanks to our branded templates, we can quickly create images and video content that look professional and tell a consistent brand story.”
Want to learn more about how Content Stadium can help you create more and better social media designs and animations? Request your personalized demo to speak to me or another of our social media experts.