What’s the Role of Social Media in Employer Branding?

We all know there are many factors that contribute to the strength of an employer brand, ranging from overall market brand awareness to the candidate experience during the application process. Although it’s just one component, social media can play a significant role in helping candidates understand what it’s like to work at an organization. In fact, 89% of job seekers say they utilize social media during their job search. So how should an organization leverage its social channels to reinforce and build an even stronger employer brand? Let’s take a look.

Can you hear me now?

When most people think of using social media for recruiting, they think of recruiters networking on an individual level, sharing open job requisitions, sending direct messages. Although this can be an important step in filling your candidate pipeline and leaving an impression with candidates, it might not necessarily help strengthen an employer brand on a broader scale.

To me, the real magic happens when a company leverages its social channels to share authentic content that allows candidates to truly get a feel for what it would be like to work there, day-in and day-out. Social media is an opportunity to amplify and disseminate your authentic culture, providing an effective way to link the casual browser to deep, interactive content about your organization.

Paving the way

But does social media’s role end with just sharing unique content? Of course not. When engaged candidates feel as though your organization might be a great fit, you want to make sure they can easily continue their journey with you. Most often this means including a clear call to action in your content, directing them to your informative and intuitively designed career site. Don’t have a great career site? It’s time to build one, and STAT.

A great candidate experience on social should continue throughout the entire digital experience. Think about it this way: it’s estimated that two-thirds of the workforce is not actively looking for a job, so the amount of effort they are willing to put into learning about your organization is probably low until they’ve invested emotionally. Ensure that information about what it’s like to work at your organization is easy to find and that there is always an option to move to the next step in the recruitment process.

How do you know when social is working?

Of course, getting buy-in from the rest of the organization to support your efforts on social media is important. And the strength of an employer brand can be hard to measure. But here are a few metrics, both indirect and direct that can help you measure your efforts:

  • Follower growth rate: Track the growth rate of your channels over time. In addition, compare the growth rate before and after you start your employer brand efforts or after specific campaigns are released.
  • Engagement with your candidate-centric social content: Keep track of how many interactions your content has received to understand how well your message is resonating.
  • Link clicks from social to your career site: Include URL shortners in your call to action statements to track the number of clicks.
  • Incoming traffic from social: Track the volume or percentage of career site traffic that is sourced from social media using Google Analytics.
  • Goal conversions: In Google Analytics, you can set up goals to measure specific actions your incoming users are taking, like how many are joining your talent community or applying for a specific position.

Why does this matter, again?

With so much investment, it might be easy to lose focus. But remember, research shows that organizations with strong employer brands drive more applicants per job, have a lower turnover rate, lower cost per hire and can even impact financial success, like share price. So make sure you’re getting the most out of your social media and use them to better attract and connect with the talent you need.

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