The Ultimate Guide to Effective Employer Branding on Social Media

Social media is growing beyond measure and is today a beneficial part of many companies’ employer branding strategy. The vast number of users, the ability to engage with a global audience, and the constant flow of information make social media platforms a prime channel for employer branding. 

So let’s talk about what’s on the horizon in terms of employer branding on social media and how you can use your platforms in the most optimal way to stand out as an employer. Using the different channels to attract and show off culture is already a frequently used strategy by enterprise companies such as Microsoft. Not only will it strengthen your brand and engage future job seekers, but it is also a great way to reach passive candidates.

How to build your Employer Brand on social media

Social media platforms, such as LinkedIn, Twitter, Facebook, and Instagram, can serve as powerful tools in shaping your organisation's employer brand. They provide opportunities to showcase your company culture, values, and achievements while engaging with potential candidates in a more authentic and interactive manner. Here are some essential strategies to consider when using social media for employer branding:

1. Develop your strategic approach

Just uploading posts and hoping for the best will only take you so far. Make sure you have set a content strategy that is in alignment with your values and purpose before starting posting. What is your organization's mission and vision? What sets you apart from other employers? Knowing who you are as an employer online includes the whole package, all the way from picking a relevant username to finding your own unique style of writing and, most importantly, posting content that is actually relevant, interesting, and has a purpose.

2. Show your employees

Your most important asset will always be your employees. They are your representatives and voices out in the world and should be a central part of your branding strategy. Here are 3 useful tips:

1. Promote your employees in a way that doesn’t feel forced and gives a sense of the diversity of the company. Asana is a brilliant example of how to capture your employees in a way that gives them character, maintains interest and showcases diversity in a creative way.
   
   
2. Secondly, consistency builds brand awareness and is an effective way to keep your followers updated and interested. Why not implement weekly takeovers or Friday chats with an employee? 
   
   
3. Lastly, let everyone know what’s going on behind the scenes! Klarna definitely knows how this is done. Through their account @lifeatklarna they are giving us a sneak-peak into their working culture and yummy behind-the-scenes content while still keeping it real, employee-focused and authentic.

3. Interact with your audience and tell your story

Let’s not underestimate the power of interaction. Establishing relationships takes time and building employer branding on social media is about showing up, over and over again. It’s about humanizing your brand and going deeper than the facts you might have on your “about us” page.

Here’s your ultimate chance to share your story. Being a storyteller gives you the opportunity to step out of the crowd and let the world know what makes you unique as an employer. People want to get a taste of how genuine you are and feel like they can resonate with you. Connect with your followers through the commenting section and let them engage with your posts by conversation-starting content.

4. Know the difference between your channels

Employer branding on social media is not a one-size-fits-all approach. The different platforms have their own distinct features and user demographics, which require customized strategies for successful employer branding. It is crucial to adapt your strategy for each channel in order to make the most impact.

Interested in digging a little deeper into authentic employer branding? We’ll be happy to help! Don’t hesitate to contact us!