The average person will spend a third of their life at work, so it’s pretty important we make the right decision when it comes to choosing a job – but what’s getting in the way? Research from LinkedIn has found that the biggest obstacle for candidates in the recruitment process is not knowing what it’s like to work at an organisation. In fact, it’s become such a big issue that 73% of people say they have left a job because they felt they did not fit the company culture. Like with most issues, people are turning to social media for solutions – but what do they want to know?
Employer branding is concerned with allowing candidates to understand who their potential new employer is; their values, benefits, what makes them different – it’s all about creating trust. After all, you wouldn’t expect someone to commit to living with a complete stranger, so why should work be any different?
With 72% of leading recruiters agreeing employer branding has a significant impact on recruitment, your social media is the key to unlocking a whole host of benefits, including:
- Finding more qualified applicants
- Speeding up the recruitment process
- Reducing costs
- Increasing retention rates
A big part of employer branding is company culture. When it comes to this, candidates are really looking to hear from the employees themselves; the people who can show them who works there, the way they work and why they enjoy it. Finding an employee that fits your company culture will not only increase their motivation and job satisfaction, but will also offer a range of benefits for you – from improved performance to increased retention rates – so let’s get sharing! If you’re unsure of what to post, the best way to get started is by taking a look at some companies who are doing it right, so here’s three to get you going…
Microsoft
A great example of an organisation who really knows how to use social media to extend their employer branding is Microsoft. They have created ‘Microsoft Life’ hashtags and accounts across various social media platforms which are dedicated to sharing employee thoughts, experiences and insights. They use their social platforms to show the value of their employees, putting them at the very heart of their company and everything they do.
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T-Mobile
A second great example of a company doing social media right is T-Mobile. They use their social platforms to promote their benefits and highlight what makes them different from other employers. They encourage all their employees to be themselves – no matter how different they may be – they embrace diversity and encourage everyone else to do so, too. By adopting an informal approach and allowing their employees to share content, T-Mobile has been able to break down the corporate barrier allowing them to build stronger relationships with both potential and existing employees.
No matter the platform, T-Mobile always ensures the content they share is in line with their brand, helping to reinforce the idea that they have a clear mission and set of values that are consistent throughout the company.
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Marriott Hotels
With over 1.3 million Facebook followers, and making use of almost every social media platform – from YouTube to Snapchat – Marriott Careers really know how to show off their brand. They put their staff at the forefront of their brand, using their platforms to celebrate their employees and show gratitude for their service; this is how they sell their brand. At one point or another, we’ve all worked somewhere that has made us feel undervalued, leaving us feeling unmotivated and resenting our jobs – a situation we never want to be in again – and that’s why Marriott’s career pages work so well. They have taken a common problem and presented themselves as the solution. Through social media, Marriott has become one of the most sought-after places to work in the hospitality industry, building a reputation as the ‘dream’ employer – one that appreciates and understands the value of their staff – attracting hundreds (sometimes thousands) of likes and applicants per job advertisement.
Marriott engages with candidates from the very beginning of their recruitment journey – from posing direct questions to posting insightful ‘behind the scenes’ content – they offer endless opportunities to learn more about their brand.
The Final Takeaway
If there’s one key thing we can learn from all of the above examples, it’s that people want to hear from employees – people they can relate to and trust – the people who they are potentially going to be working with, or even become. And remember, every photo you take, every post you make, should be selling you.
