3. 2019’s magic key to make it on social media
Authenticity is a key factor in successful brand communication in today’s world of social media, and this year one main component will be telling stories. As many as 62% (2019 Employer Brand research by Randstad) of all job seekers are researching companies’ social media channels before applying. This means that we need to meet candidates where they are today, ready with quality content that resonates with the audience.
Unfortunately, the modern digital world is loud and messages do not get through unless they are unique and captivating. You can shoot out content day in and day out but that doesn’t always equal good results. To truly write your way into people’s hearts, you need something that moves emotions and is relatable. One of the most underestimated ways of cutting through the noise and engaging with people, intellectually and emotionally, is to tell a story. Storytelling is, in fact, one of the most authentic and primary ways to communicate and the most effective way to catch someone’s attention.
Promote stories from employees that showcase working culture. Do they think it’s great working for you? If so, let them answer the big “why?”. The why, the details and the personal elements are where the story takes place, which will give future candidates valuable insight and a clear idea of who you are. Don’t just let them know that you’ve got a great work environment. Let them be guided through a day at your office (show faces, smiles, visually show the work environment, include video). Showing details will humanise your brand and automatically improve the candidate experience.