Have you finally decided that social media needs to be an integral part of your recruitment strategy?
Social is fantastic for creating consistent, genuine interest in your talent brand. It can also drive leads to your business. But how do you get your employees involved? How do you manage a thoughtful approach to sometimes volatile platforms?
- Be positive. Explain to your employees what you would LIKE to see them post about on social media and incentivize the process. Only telling them what they CAN’T post discourages sharing and makes employees wary of engaging on social on your company’s behalf.
- Give employees a reason to engage! Try to encourage sharing around stories that employees would find relevant and showcase company pride – community service activities, work milestones, team-building, holiday celebrations, and open positions in their departments, to name a few.
- Involve employees in the content creation process. Solicit success stories within your organization, implement a “high-five” program where employees can recognize one another for a job well-done, and use social media to create an encouraging work culture.
- Your employees can be your best recruiters. A recent Nielsen study found that although consumer trust in brands is falling, in friends and family it continues to rise. Users trust their peers and friends on social media, and if they are saying your organization is a great place to work, their networks are far more likely to believe it. Leveraging employee networks to help fill open positions is a way to create trust immediately.
- Develop a proper social media policy. Developing a social media policy is about explaining what is important to post on social for your company, and putting the tools and tactics in place to help them use it the RIGHT way.
- Find out what platforms your employees are on. To determine which would be best for your employees and businesses, analyze your employee demographics and survey them on what platforms they use. Facebook is the most common and popular platforms, yet depending on employee demographics, might not always be the right fit. For example 7 in 10 adults age 18-29 use Instagram.
- Engage WITH your employees…moderately. Your employees are going to post on social media. They’ll do throwback Thursdays, post pictures of their food, put up silly Snapchats, and have fun sharing their lives online. Naturally engaging with these posts requires diligently monitoring your employees, but then you can reach out by liking, sharing, and commenting on their posts. Try to strike up conversations online with your employees. Comment and ask questions, show genuine interest in their lives, and be friendly. Just don’t do it with every single post. There is a point where constantly commenting and posting could become creepy and just plain disingenuous. Moderation is key to doing social media the right way. Posting too much gets annoying, but not enough makes people forget about you.
As engagement on social media becomes increasingly crucial for brands to be successful, you’ll want to use all of the resources you have available to grow your engagement rate. By leveraging passionate employees with strong social channels you can grow your brand awareness and your company culture in one.