How to Communicate Your Employer Brand Authentically Through Social Media - TMA Conference 2015
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Nando Rodriguez, Head of Employer Branding & Candidate Experience for Horizon Media presents at the 2015 TMA Conference: How to Communicate Your Employer Brand Authentically Through Social Media. Reach out on twitter @NandoRecruit for more info
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How to Communicate Your Employer Brand Authentically Through Social Media - TMA Conference 2015
- 1. Communicate Your Employer Brand Authentically Through Social Media
- 2. Nando Rodriguez Horizon Media Head of Employer Branding & Candidate Experience nrodriguez@horizonmedia.com @NandoRecruit
- 3. 1. who are you?
- 4. 80% of active & passive job seekers say they will not follow a company on social media if posts are irrelevant, uninviting, or solely self-serving.
- 5. Job seekers are looking for specific content tailored as they research the possibility of working at companies. (Videos, Blogs, Tweets, Facebook Updates, Instagram Posts, etc.)
- 6. 2. where should you be?
- 8. Create engagement & excitement as opposed to frustrating them.
- 10. Create the tool kit for brand ambassadors to easily share our career-focused content on their social media platforms in order to engage and attract talent, ultimately amplifying our employer brand.
- 11. In the 6 months, ONLY 3 PEOPLE posted that that they got hired at Horizon
- 12. Create SUPER FAN EMPLOYEES to “like,” comment & share the content that resonates with them to the outside world.
- 13. SOURCE: BLUEBERRY DOES THE POST TOUCH ON: People/Culture What’s it like to work inside our company? Equality, Respect, Cohesiveness Employer Reputation Products, Ethical, Prestige, Innovation Remuneration & Advancement Career Prospects, Advancements, Benefits & Perks, Work Programs, Referral Campaigns Job Characteristics What do I do, Variety, Challenge Misc Happy Friday, #WednesdayWisedom 5 relevant post types across all platforms:
- 14. social content types TEXT Articles, editorials, and think pieces written and curated by Horizon Media’s Recruiting Team. Career Site, LinkedIn, Outside Blogs ,Snapchat IMAGES Vibrant, insightful imagery inviting candidates to learn about Horizon as a workplace. Instagram, Twitter, Facebook, Snapchat VIDEO Company Info, Employee spotlights, Interview tips and more. Leadership Series, “Same Page” Youtube, Instagram, Twitter, Facebook, LinkedIn, Snapchat MISC Spontaneous reasons to post, share, and engage Instagram, Twitter, Snapchat
- 15. Info graphic
- 18. holidays
- 19. fun
- 20. snapchat
- 21. internal events prime for brand ambassador sharing & growth
- 22. internal events prime for brand ambassador sharing & growth
- 23. internal events prime for brand ambassador sharing & growth
- 26. Measurement/Roi
- 27. 1. followers 2. engagement (tweets, likes, comments, snaps views, etc) 3. brand awareness 4. employee referrals 5. employee engagement 6. hires
- 28. thank you
Editor's Notes
- Before you start you want to figure out a few things: Your tone, your brand, your visuals This will help in connecting with your audience. Many companies don’t have an EVP – employee value proposition – So take it easy….take it from a mission statement….take it from your culture while you establish one Are you funny, witty, sarcastic, bold, neutral?
- Why does it matter? 80% of talent gets frustrated that job seeker info in NOT EASLIY found On a company’s website or social channels.
- KEEP IN MIND We all digest info different – we have to address those needs in various content platforms.
- resources is the name of the game. There are so many platforms – but you have to be realistic if you can only be on 1 platform but you’re going to kick butt…embrace it. Don’t be shamed that other companies have a team of designers and social media crews working round the clock… All you have is A and she’s about to R in 3 months. NO snapchat.
- Where ever you go….ideally, you wan it to be a hub of career content info about your culture & company.
- Create content that is true to brand – that’s why step 1 is vital because you don’t want to put the wrong message out there. In dating it’s called the bait and switch. On a job it’s called….I’m quitting.
- Having our own career based channels with content DESIGNED for sharing will Will raise employee pride & influence and the message will be…I’m PROUD TO WORK HERE.
- Hootsuite – Google spreadsheets