When it comes to recruiting, your employees can be your greatest advocates—but it’s up to you to provide them with content and messages to share with their networks, especially on social media. In the first 10 years of their career, 86% of people are likely to use social media in the job search, making social a crucial channel to support your recruiting efforts.
Having a strong presence on social means thinking beyond your organization’s handles and empowering your employees to share company news, job postings and personal experiences. But no one gets excited about sharing stock messages and marketing-speak. Taking a creative approach to your social content, providing suggested messaging as a jumping off point and adopting an easy-to-use employee advocacy platform will help get your team talking.
As you develop a social content strategy for building your employer brand, here are nine ideas for posts to showcase your organization, engage your team members and publish posts that get prospective employees excited to learn more.
1. Video job postings
Visual content—photos, videos, GIFs, illustrations and more—quickly gets viewers’ attention. On Facebook, videos draw 62% more engagement than photos, and as of March 2016, the time people spent watching video on Instagram had increased 40% in the past six months.
When it comes to sharing your organization’s story and culture, make video a priority. Use Instagram, Facebook or Twitter to share a video that highlights one of your open positions. Keep it short, and make sure the tone reflects your culture. You could have the hiring manager talk about the role, show the team that the new hire would work with or shoot a clip showing an initiative they would contribute to.
2. Employee social takeovers or “a day in the life”
Ask your social team to collaborate with an employee to orchestrate either a takeover of a company social media profile or a collaborative “day in the life” feature. This might work best on a platform like Instagram, which B2B companies in particular can use to demonstrate their culture and workplace environment.
We hope you’re enjoying our 5th Employee Instagram Takeover with Kimberly Bowker, @kimberlybowker, Tour Guide & Brand Ambassador here in Bend. I pass this tree every day on my way into work and notice each time how it changes with the seasons. In springtime March, raindrops cling to it as green buds begin to grow, holding it all. #spring #springseeker #hoppyeaster #oregon #worthsharing #rain #brewery #work #march #easter A photo posted by Deschutes Brewery (@deschutesbeer) on
3. Conversation openers
Social media is a channel designed for two-way dialogue, not just broadcasting. Ask your audience for their opinions, and provide a way to get involved. At Sprout, we decided to throw a party and asked our audience to vote for the theme based on a #HashtagHolidays calendar we developed. Show your employees and prospective candidates that their feedback matters, even if it’s in a fun and silly way—everyone loves to spread the news of a party.
— Sprout Social (@SproutSocial) March 31, 2016
4. Employee-generated content
According to Weber Shandwick, 50% of your employees are already posting on social media about your company. Don’t waste the opportunity—monitor social media to find public posts in which employees are advocating for your company or sharing thought leadership, and amplify them through your brand handles.
Empower your employees to share content about your organization by providing social media and digital literacy training, and make reading and sharing even easier by using an employee advocacy platform where you can curate content you’d like them to share.
— Brian C. (@lightningmonkey) December 3, 2015
5. Statistics, both serious and silly
People love numbers, whether they’re serious or silly. If your organization has numbers to be proud of, turn them into a graphic that employees would be proud to share on social. Consider statistics like: Average tenure with the company, % company growth, and # of new locations or team members added. If you aren’t able to share serious numbers, get creative with statistics that represent values, perks or quirks of your culture: Volunteer hours performed by employee, donations during a philanthropic drive, miles run by your company run club or the number of cupcakes consumed by employees
6. Employee spotlights
Highlight a valued member of your team on social by sharing a photo of them on the job, pursuing a hobby or accomplishing a career goal like speaking at an industry event. These kinds of posts encourage employees to learn more about each other while also putting faces to your brand for both customers and prospective employees.
7. Live events
Take to a live-streaming network like Periscope or Meerkat to share a beloved company tradition with both employees and your broader audience. Whether it’s a community service day, a team-building retreat or a canoe trip, live video gives viewers the sense of an unfiltered window into your company culture.
— Jim Matuga (@jmatuga) March 14, 2016
8. Unique perks
Does your office welcome pets, provide catered lunches every day or offer flexible/summer hours? Don’t hesitate to show and tell on social. Use an image or video to demonstrate the benefit of these perks: For example, an annual picnic encourages team-building and relaxation while (in NerdWallet’s case) encouraging employees to try a new game.
9. Values in action
Your organization’s core values are the foundation of your culture and business practices. Identify moments where employees express those values, whether that’s in the office or through company-sponsored volunteering or social responsibility initiatives.
When it comes to the latter, take note: According to the Edelman Trust Barometer, employees of companies engaged in societal issues are more likely to keep working for their company, recommend their company as an employer and recommend products and services to others than employees of companies that are not engaged in societal issues. Using social media to show your values in action will help keep your employees engaged while giving candidates a look at what matters to your team.
What kind of social media posts does your company use to engage potential candidates?