Social media can be an intimidating place for brands, but it’s an unavoidable one. People everywhere are immersed in an always-on, always-connected culture of scrolling and swiping. In fact, 11 new people join social media every second. This is how we’re learning about brands, sharing information and making decisions. So, by avoiding social, your organisation is missing out on a key channel to speak to prospective candidates and engage employees.
Whether you know it or not, your organisation already has a social presence. People love to share things that they’re excited about – both good and bad. Social has made it easy for their voices to be heard. While you can’t control what people are saying about you, you can speak up and tell your side of the story. But where to start?
Don’t overthink it
We hear it often. Organisations say they don’t have the resources or budget to dedicate to social. But everyone has a story to tell, and social is simply an authentic articulation of that story. Social provides the opportunity to bring your workplace to life. No matter how you tell it – whether you go big, bold and multichannel or you just share it with a couple hundred followers – it demonstrates who you are and what your organisation can offer.
Don’t go in without a plan
As a first step, you should determine your objectives and KPIs for social. Think about what you want to say, how you can say it and how it will help you reach your overarching goals. Be sure to utilise your team to share different voices within the organisation that relate to your overall message. It’s helpful to plan ahead by committing to a publishing schedule and having a set time each week to preschedule content. There are tons of free products, such as Hootsuite, Sprout Social and Buffer, that can help you gain insights into metrics.
Don’t make assumptions
The cardinal rule of marketing also applies to social. It’s crucial to have a strategy and communications plan in place and a strong understanding of your audiences’ motivations. Every audience is different, and to do this right you should invest in research to determine where your target audiences are consuming and sharing information. If your budget is limited, a simple survey around candidates as part of the interview process can be useful to find out what channels they are currently using or want to be using.
Don’t spam (delight, instead)
There’s not a “one size fits all” solution for how often you should post. But, people get content fatigue and tend to tune out brands and advertisements. While you don’t want to oversaturate your feed, you do want to make sure your organisation is top of mind. Creating interesting and engaging content will help you stand out in a crowded space, and understanding your channels is key. Twitter is a high-frequency channel where you can post multiple times a day without anybody batting an eyelid. On LinkedIn, however, you should tone down how often you post.
Don’t rule out partnerships
Unfortunately, it’s harder to get in front of the right people in today’s social landscape without paid solutions. We’re living in a “pay to play” environment where social channels have become an advertising space. So, don’t be afraid to partner with other brands who do social well to grow your audience. Look to a brand you already partner with in other capacities, as you have a shared interest that can be leveraged to talk to the right people.
Don’t check out
Success on social means consistency and organic growth. That’s why it’s important to take a regular look at your engagement levels, audience size and reach. Based on your individual objectives, you should check in often to determine whether or not your strategy is working. If it’s not, you need to evolve it. With your target audiences in mind, experiment with different types of content and different formats. Then, review your metrics. Which posts received the most engagement? Can you identify any common themes? That’s what your audiences are most interested in.
Like it or not, people’s expectations of brands and how they communicate have evolved with the media landscape. Social is an effective platform through which you can tell your organisation’s unique story in an authentic and compelling way. So, you can choose to leave the conversation on mute, or you can join in.
How is your organisation using social media to engage potential candidates? Let us know in the comments!
Nicole Dorskind leads ThirtyThree’s North American operation, where she empowers Fortune 500 companies to effectively connect with talent through engaging and inspiring marketing and communication strategies. From global investment banks and professional service firms to technology and healthcare organisations, Nicole and ThirtyThree have transformed the way their clients engage with talent, aligning the people strategy to the larger organisation’s strategy and delivering tangible value to the bottom line. Connect with her on LinkedIn.