With Twitter coming to Canada (Welcome Twitter!) we thought it was appropriate to share our best practices for promoting your employer brand on this popular social media channel. With over 500 million active users, this 7 year old social media channel is a tool that companies need to consider as part of their employer branding social media strategy. That being said, like any other social media channel, employers need to review overall talent management strategies including target candidates and demographics prior to engaging.
Please find below our top 5 best practices to promote your employer brand on Twitter
1. Don’t just tweet open positions
Although employers are starting to use Twitter, the majority are using it solely to promote open positions. When employers just tweet available roles it will be difficult to retain followers as there is no other content being shared. To engage and retain your followers create content areas and a schedule. Examples of content areas, in addition to available jobs could be:
Employee stories – highlight different employees and roles in your companies
Company highlights – share good news about your company, as well as your EVP, employee perks and benefits
Helpful tips – we love when employers provide tips to their talent community on how to get hired including how to navigate through the interview process
Community involvement – share with your followers your CSR initiatives and stories that you are proud of
Once you have your content areas defined, create a schedule so that your tweets are varied. This strategy will definitely attract, engage and inspire your talent community. Regardless of what content areas you define, make sure your employer brand messaging is entrenched in all areas.
2. Engage and interact with your talent communities
In addition to having varied content, think of ways to engage your talent community. Engaging and interacting with your community can be done by asking questions as well as listing the contact information for your social media team (we love when employers include pictures of their social media team and contact information).
3. Add multiple career accounts if hiring high volume for segments that are compellingly different
If your company does a lot of campus recruitment then you should create a separate twitter account to communicate, engage and inspire with this talent community.
4. Be aware of trends and best practices to increase followers
Once you have a strategy, Twitter is easy to use especially with tools like HootSuite that allow you to schedule tweets and track engagement. There are a lot of statistics available on Twitter that can help you best utilize the tool. Two recent statistics that are noteworthy are:
– Tweets with hashtags receive 2x more tweets than those without hashtags. Prior to posting your tweet simply visit Hashtags to determine the hashtags that will drive the most engagement.
– Tweets with images receive 2X more tweets than those without so as part of your content schedule make sure you include some pictures!
5. Follow Twitter careers influencers
As part of your Twitter strategy, make sure to do your homework on potential influencers to follow. Influencers can provide you with great insights and trends as well as increase your talent pool if they decide to follow you back.
Source – DMR