Social media. We all know of it, and most of us use the different platforms regularly. It is the marketing tool that we all think we know – but do we really?
Hopefully, you’ve heard enough to know that social media is an incredibly powerful instrument that should be included in your marketing efforts as well as your talent recruitment process. These days, the competition for quality talent is stiff – with potential job seekers holding the world (and the LinkedIn app) in the palm of their hands. It’s a dog-eat-dog world, and the best potential new hires have the tools they need at their disposal to research companies on-demand. So, how can you stand out from other businesses in the hunt for rising talent? The most cost-effective differentiator is social media.
It seems that job seekers care less and less about the fine print of a job description, and more and more about the culture behind closed doors
- Who are the folks that make up the brand?
- What is the work environment like – is it fun, engaging, relaxed, etc.?
- What is a day-in-the-life of company X?
You can be sure these are the types of questions many job-seekers have as they consider whether a job is right for them. I’m not just talking about new college graduates, either. Culture and community are big motivators for all job seekers. So, if your company has great culture, are you leveraging it?
As an example, let’s look at Google.
It’s no secret that Google has an amazing company culture. Google employees are treated to free meals, have access to games during their work day and are entitled to many more perks during their tenure at the company. But it isn’t enough to offer these great benefits – a company needs to show them off. Google’s Instagram has 3.8 million followers and counting, and mixed in with its innovative and promotional posts, you’ll find pictures that showcase the company’s culture. You’ll see employees having fun, their dogs romping around the campus, Google street view teams exploring the far corners of the earth, and more. The payout? Over 2 million job applicants a year and the reputation for being one of the happiest workplaces in the world. Imagine what your company could do with a talent pool like that!
So fun, so colorful – yet still professional.
Obviously not every business can be a Google, but we can scale down the company’s technique to apply to a business of any size. Here’s how:
1. Share photos and stories about your staff and why they love what they do.
Maybe your company hosts happy hours, bagel day or taco Tuesday – use your social accounts to tell the world that you do it.
2. Share photos and stories of whole company accomplishments and activities.
If your company has won an award, was invited to an exclusive event or volunteered somewhere, share it – that’s the type of information applicants are looking for beyond the culture.
3. Be transparent.
In the age of open-source information, it’s a smarter move to control how someone is viewing your company than it is to force them to research it. You don’t want to seem like you have anything to hide from prospective employees, and you’re not afraid to show the personality of your business
This steady stream of controlled stories coming from your company give job seekers an idea of not only who they’ll be working for, but who they’ll be working with, versus presenting just what they would be doing. On the flip side, a company without any social media feels outdated, stiff and possibly unfriendly; not exactly the type of environment that appeals to the masses. Taking an active and positive stance on your company’s social media is a must, not an option, these days.
Helping counteract any negative messaging is an important part of a social media program in general, but certainly when it comes to recruiting. Your efforts on social media will help you stand out from your competition as you vie for the best talent to suite your business. Promoting a positive culture will reinforce that your company cares about the happiness of its employees and takes steps to foster a positive environment.
Now, who wouldn’t want to work for a company like that?
Social media with a side of sushi
-Colleen-