Separate your Consumer and Employer Brand
Depending on your organisation, the likelihood will be that the audience for your consumer brand and the potential candidates you are looking to attract will be totally separate. Not only are the audiences different, but the type of content each wants to engage with is unlikely to be the same either. Piggy backing your recruitment marketing efforts on the back of your established consumer platforms may seem like the easiest option, but with an irrelevant audience you are unlikely to see any real results, and you may find that your attempt to include recruitment marketing content simply waters down your overall brand message. The answer to this is to build out a separate careers focused social presence, which allows you to be more targeted about the information you deliver to relevant followers. Check out AutoTrader Life and Selfridges Careers for inspiration.
Consider what Platforms to Use
Social Media Management Team
If you are separating your consumer and employer brand the likelihood is you are going to need to assign at least one person to look after social media management for your recruitment marketing. Whether you make this part of your HR / recruitment team’s responsibilities, or you hire someone new, the important thing is to make sure they have enough time and understanding of social media to make this work. There is no point in doing this if you are only going to give it 10% of your attention. Finding the right people to work for you is essential to the success of your business, so it deserves the same attention that you give to your consumer marketing.
Building a Relevant Following
Employee advocacy refers to your current employees positively promoting your company to their own networks (usually via social media). It could be a simple retweet or share of a post from your company, or an autonomous post that showcases exactly why they love working for you! Each single share gets your company’s content / brand seen by more and more people, and with Facebook’s recent algorithm changes this is the only way (without paying to sponsor your posts) to guarantee more people will see the content you’re sharing. Example: If you have 100 employees, each with an average of 400 network connections then a single share from each person would give you a potential reach of 40,000 people. Social algorithms limit this to an extent, but the more employee advocates you have the bigger your potential reach will be. These social network connections are often people who live locally to your employees, potentially people who will have studied alongside them at University and may even be their ex work colleagues with the same skill set and experience. Basically, your employees’ networks are an untapped pot of gold full of potentially perfect candidates for your organisation, so empowering employees to become advocates may well help you secure your next hire!
Measure your Results
There is no point ploughing all of this effort into social media management if you aren’t going to monitor what works and what doesn’t, so make it part of your agenda to track the ROI and measure campaign results. When you post from a business account (paid or organic) you will get an insight into key analytics, so try and monitor this closely. If a certain ad set or creative performs better, then you will want to try and replicate this for future campaigns too.
Consider Outsourcing your Social Media Management