In an era where transparency and authenticity are highly valued by employees and job seekers alike, companies must strive to showcase their unique culture, values, and employee experiences genuinely to elevate their brand and attract top talent.
Authentic employer branding builds trust, fosters engagement, and resonates with potential candidates who align with your company’s mission and values.
Crafting Authentic Stories On Social Media
Social media platforms offer a plethora of opportunities to showcase your company’s culture and values authentically. From employee spotlights and behind-the-scenes glimpses to testimonials and real-time updates, sharing authentic stories humanises your brand and creates a connection with your audience.
- Employee Spotlights: Highlighting employees’ achievements, passions, and contributions not only celebrates individual successes but also showcases the diverse talent within your organisation.
- Behind-the-Scenes Content: Sharing behind-the-scenes content, such as office tours, team outings, and day-in-the-life features, provides an insider’s perspective into your company culture and work environment.
- Testimonials and Reviews: Encourage employees to share their experiences working at your company through testimonials and reviews on social media. Authentic feedback from current employees can significantly influence potential candidates’ perceptions of your employer brand.
Engaging With Your Audience
Engagement is key to building a strong employer brand on social media. Actively engaging with your audience fosters meaningful connections, encourages dialogue, and demonstrates your company’s commitment to listening and responding to feedback.
- Respond to Comments and Messages: Take the time to respond to comments, messages, and inquiries from your audience promptly. Engaging in two-way communication humanises your brand and shows that you value your audience’s input.
- Host Q&A Sessions: Host live Q&A sessions or virtual AMAs (Ask Me Anything) with company leaders, employees, or recruiters to address questions and provide insights into your company culture, values, and career opportunities.
- User-Generated Content: Encourage employees to create and share user-generated content showcasing their experiences at your company. Employee-generated content adds authenticity and credibility to your employer brand while amplifying your reach on social media.
- Showcasing Diversity and Inclusion: Diversity and inclusion are integral components of a strong employer brand. Embracing diversity and showcasing inclusive practices not only attracts top talent from diverse backgrounds but also fosters a culture of belonging and innovation within your organisation.
- Highlight Diversity Initiatives: Share stories and initiatives that celebrate diversity, equity, and inclusion within your company. Showcase employee resource groups, diversity training programs, and community partnerships that demonstrate your commitment to creating a diverse and inclusive workplace.
- Feature Diverse Employee Perspectives: Amplify the voices of employees from diverse backgrounds by featuring their perspectives and experiences on social media. Representation matters, and highlighting diverse voices reinforces your company’s commitment to fostering an inclusive culture.
- Thought Leadership Videos: Share insightful commentary from company leaders or industry experts via short video clips. This showcases expertise and adds a personal touch, connecting viewers with your brand. It positions your company as a trusted authority and attracts talent aligned with your values.
- Track Key Metrics to Improve Engagement: Monitor metrics such as engagement rate, follower growth, sentiment analysis, and applicant tracking to measure the effectiveness of your social media efforts in building your employer brand. Reiterate your content strategy based on feedback from employees, and followers.
Take a cue from Salesforce, a company that truly connects with its employees and potential hires on social media. Their approach goes beyond posting attractive pictures; they share authentic stories that make you feel like part of the team. Salesforce’s commitment to diversity and inclusion sets them apart, as they highlight initiatives and amplify diverse voices. They’re not afraid to pivot when necessary, showing a genuine dedication to improvement.
In a world where authenticity is key, you need to lead the way in employer branding on social media, don’t just put up a show.