Employer branding refers to the reputation of a company or organization as an employer, and its value proposition to employees. Social platforms are a key tool for creating an employer branding program that is attractive to both the company’s employees and job seekers.
Creating a good employer brand is one of the best ways for a company to find qualified candidates. This is achieved by spreading an attractive image of the company (based on its mission), being transparent in values and objectives, and, of course, making good use of the various existing social platforms.
Social media is a powerful tool used by companies to reach their audience. Therefore, it is imperative that companies have consistent and appealing content on social media.
Which social networks should I use as part of my employer branding program?
In the past, the only option available to employers was to use LinkedIn. Nowadays, there are many options, although there are some companies that are still reluctant to enter social sites such as Facebook and Instagram, while others want to go old school with a website and little else. This is a mistake, as they are closing themselves off from the benefits that social media offers to employer branding.
LinkedIn for employer branding
The most popular and common use of this professional social media is as an employer branding tool. 90% of recruiters and human resources professionals use LinkedIn to find candidates. This network allows employers to gain insight into what their potential candidates are really looking for in a job. It gives them the opportunity to connect with potential candidates by showcasing their unique personality and brand.
Facebook as an employer branding tool
Facebook was born in 2004 as a social site linked to human relationships and leisure activities; with little relation to employment or business. However, in less than 20 years it has managed to become the social platform with the largest number of followers (it currently has more than 2.7 billion users), a potential that neither companies nor workers can ignore. Having a Facebook page for employer branding allows organizations to interact with their audience and also provide information about job openings, career opportunities and company culture.
Twitter for employer branding
Twitter is a powerful employer branding tool for a brand. Its hashtag campaigns, trending topics and user-generated content are resources that companies use to grow their online audience. As social media has become important in the marketing world, in an effort to keep up, employers have also been trying to use it. While some companies are only using Twitter as a way to reach out to potential candidates, other companies have gone a step further and created accounts on this social network to interact with those people and not just be testimonial to them. Some employers are even offering jobs on Twitter.
Does your company already use social networks to implement its employer branding strategy?