In a highly competitive market, organisations are investing in initiatives to attract and secure first-rate talent and one of these methods includes using social analytics to inform content creation. Here are three forms of content that succeed in engaging talent.
New technologies like AI (Artificial Intelligence)and data analytics are creating huge transformations in business. Social analytics is part of this, as organisations are starting to discover the advantages of measuring key metrics across social media platforms.
Social media analytics includes data surrounding social media engagement: likes, comments and shares, as well as followers and follower changes. Leverage this data to discover trends and insights about what drives engagement and growth.
According to Lux Narayan reporting for TLNT, social analytics can make your branding campaign more effective: “Social analytics can help HR departments determine what matters most to potential candidates and provide insight into the values they seek in a company. For instance, if a company wants to attract recent college grads with STEM degrees, it can take steps toward hiring these kinds of candidates by producing content targeted specifically to that audience.”
Research into social analytics suggests there are three types of employer branding content that succeeds in attracting the best talent.
- Employee profile stories
Sharing stories from your people is one of the most effective modes of engaging potential candidates. Candidates want to know about a day in the life of a role they are interested in gaining, as well as learn more about potential colleagues. Employee profile stories, whether written or video, are an authentic and persuasive way to showcase your Employee Value Propositions (EVPs).
“Analysis of social data demonstrates the effectiveness of posts that spotlight employee voices and provide a peek at their personal lives. For example, Merck and Co. has established a regular cadence in highlighting employee voices as part of its #ThoughtLeaderThursday series on Twitter… This type of content humanises the brand and garners significant traction because it inspires and engages audiences…It’s becoming increasingly important for brands to publish content that is meaningful because it leads to a greater follower base and in turn raises the profile of the hiring brand.”
- Providing life and career advice for candidates
Great content provides value to readers, which in turn increases visibility, engagement and trust. Sharing useful information to help candidates with life and career advice is a powerful way to do this. For example, consider sharing content about how to manage work and home life, best practices for attaining career success, and juggling parenthood and career responsibilities for parents returning to work.
(Tip: providing tips for candidates to structure their resumes effectively may have the double-whammy effect of streamlining your shortlisting process!)
“Social intelligence can go a long way for HR departments seeking to boost their talent acquisition efforts. By providing life and career tips, HR departments can foster discussion around topics important to job seekers and in this way generate engagement that will receive more visibility for the hiring brand.”
- Showcase reward and recognition
Does your organisation promote reward and recognition? If so, building content around this is a great way to demonstrate how you value your people and their work. Who doesn’t want to work at a place where hard work and innovation is appreciated and rewarded.
Use social analytics to feed into the type of content you create. Posts that generate high engagement demonstrate that they are relevant to your audience.
“In this way, HR departments can be informed by social analytics about values that resonate with employees and prospective candidates.”
Surprisingly few organisations are tapping into social analytics to shape their content creation, so use this strategy to give your organisation a competitive edge, as it has huge potential for attracting the best and brightest. Use this data to shape your employer branding strategy across your social channels and create high-quality content that is authentic, persuasive and engaging.
Building an effective content strategy to strengthen your employer brand translates into real results, such as netting more high-quality candidates, narrowing your talent pool by turning away the wrong candidates, and retaining your high-performers.
Source
Analytics Can Make Your Branding Campaign More Effective
Lux Narayan
TLNT
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