Brands using social media to post jobs on a hope and a prayer that great candidates will miraculously appear really are missing the point. We all know that post and pray yields poor results, so why are so many organizations continuing to do it? For some reason, the social in social media is forgotten in the mad dash to fill open jobs.
There are so many ways to use social media to build brand awareness and connect with talent segments, but in order to do it well you need a solid content strategy. And that content strategy must include a critical ingredient – connection.
Great content stands out.
With so much noise on crowded social media channels, you need great content to get noticed. You’ve got to be clear, concise and make an impact – and you’ve got to do it before the reader swipes past your content. No pressure! The good news is that when you take a strategic view of content development and align your message to your employer brand strategy, your content will begin to take shape and cultivate a personality. It will be easy to identify as yours and your audience will begin to seek out your content because it is memorable.
Great content tells a story that only you can tell.
The cool thing about employer brand content is that no one else can tell your story. You’ve got that market cornered! When you are able to talk about what makes the employee experience different within your organization and share your unique employee value proposition, you will begin to connect with individuals whose values are in line with yours. That is your key talent segment and you need to use great content to tell your story and take ownership of that space.
Great content makes a connection.
When you take the time to develop great content that reflects your employee value proposition and employer brand, your employees will connect with what you have to say and they will begin to amplify your social media content with likes and shares. They will engage with your content through two way dialogue, adding their perspective to validate your message with their personal comments.
This definitely won’t happen if your social feed is primarily a laundry list of vacant jobs.
If you want to use social media to increase employer brand awareness, be perceived as a thought leader in your industry and stand out as an employer next to the competition, start with great content. Provide candid insight into the employee experience for your talent communities to drive great perceptions about your organization as a place to work and differentiate against the competition.
About Blu Ivy Group
Blu Ivy Group is a leading employer branding and employee engagement consultancy that aligns your organization with contemporary workplace paradigms. Our mission is to help client’s build award-winning people practices, inspire extraordinary employee engagement, and cultivate unique and desirable workplaces. We provide integrated solutions in employer brand and engagement research, strategic consulting, employer brand integration, creative and talent communications.
Blu Ivy Group is a trusted partner to many of North America’s most respected employer brands. For more information, visit us online at bluivygroup.com or contact us atinfo@bluivygroup.com