Before the modern digital age, recruiting efforts were focused on cultivating a workplace brand and shaping job postings around a target audience. Employers followed a path to success by simply identifying a specific candidate market and then establishing a workplace culture around that market. This is still a foolproof method for attracting the attention of well-matched candidates, but the resources available to recruiters are changing rapidly in the age of social media. Are your recruiters making the most of these new tools?
Using Social Media to Identify Your Target Audience
Before you put effort into expanding your online presence and shaping your workplace brand identity, you’ll need to make some decisions about the candidates you’d like to attract. Who exactly are you pursuing? Are your ideal candidates young people or mid-career professionals? Are they funny or serious? Relaxed or driven? Competitive or team players? What are their professional and personal goals? And what online resources do they rely on during the job search process?
Your social media campaign will ideally include a list of social media profiles, an active blog, and the inclusion of some video and multimedia content on your website. You’ll want to direct these brand builders to the right candidate population.
Using Social Media to Build Your Workplace Brand
Once you’ve isolated your target audience, you’ll need to take active steps to get in front of these candidates with brand identifiers that set you apart from competing employers. A successful workplace brand starts with a strong, consistent, and functional culture. It’s a hard to portray your workplace as fun and relaxed if the opposite is true. Keep an eye on your culture and maintain pressure in a positive direction. Then use your social media resources to present an image of your workplace that reflects your chosen brand.
- Start an active social media feed for each open position. Teams or departments with open positions should have Facebook or Twitter feeds that are updated on a regular basis in a tone consistent with your brand.
- Each open position should also have a blog. This is less expensive and complex that it sounds. A simple blog can be started in minutes and maintained for free through Blogger or WordPress, and a link to the blog can be embedded in job postings, on the company website, and within social media profiles.
- Keep blogs and profiles active with content like 1) day-in-the-life postings illustrating your company culture, 2) short videos of the hiring manager discussing the position, the workplace, and her own background, and 3) additional information about the company, industry news, and links to similar open positions.
For additional guidance with the recruiting process, contact the experts at Merritt and arrange a personal consultation.