This is an excerpt from “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands” by Hudson RPO and HRO Today magazine. To download the full report, visit http://EmployerBrandGuide.com.
Today’s job seekers are savvier than ever, using social media to seek and find as much information as possible about your company well before they fill out your online application. They check out reviews on Glassdoor and similar sites to find out what it’s really like to work at your organization from current and former employees. With information so readily available about your industry and competitors, promoting and protecting your employer brand online is essential to engage future and existing employees.
According to a recent study of HR professional by Hudson RPO and HRO Today magazine entitled “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands,” the main difference between Top Employer Brands and Other Employer Brands is that Top Brands leverage more social channels beyond LinkedIn to promote their employer brands.
Most Often Used Online Social Networking Sites
| ||Top Employer |
|Other Employer |
|LinkedIn ||77.2% ||78.5% |
|Facebook ||74.6% ||63.9% |
|Twitter ||56.1% ||46.5% |
|YouTube ||27.2% ||20.8% |
|Blogs ||21.1% ||18.8% |
|Forums ||18.4% ||15.3% |
|Pinterest ||7.9% ||2.8% |
|collegefeed ||4.4% ||1.4% |
|Tumblr ||1.8% ||0.7% |
|Etsy ||0.0% ||0.0% |
|Other ||12.3% ||15.3% |
Source: Hudson RPO & HRO Today’s study:
“How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands”
Other social networking sites used that were not part of the question set were Glassdoor and Instagram. Glassdoor in particular was frequently cited for its appeal to job seekers looking for feedback about prospective employers.
How to Promote Your Employer Brand on Social Media
Be deliberate – So many social channels exist. Analyze your target candidates and understand how they use each channel. Is a particular channel truly worth your time? You may need to run small tests in the different channels to gauge which will have the best impact. Will it have other ripple effects? For example, some companies avoid Facebook due to a concern that they’ll spend their time responding to customer service inquiries, which is not the channel they wish to use for such inquiries.
Social media cannot always be controlled, and that concerns senior leadership at some organizations. If you face detractors, understand what is at the core of their concerns. Address those points to create an overall risk mitigation strategy. It goes without saying that anyone using your social channels should go through training to limit risk.
Be spontaneous – Once you’ve determined your target social channels, it’s time to be spontaneous. You want to put the employees and their experiences working at your company front and center. Conduct video interviews of employees discussing what it’s like to work at your company. Post photos of employee events, charity activities – anything about the internal culture.
You may even consider rotating social channel access to different employees from week to week to show diverse perspectives on working at your firm (be sure to change the passwords between users). This creates buzz and will demonstrate your internal culture better than any written messages ever could. Be sure to cross-promote your efforts by adding social feeds to your career websites.
To discuss your employer branding strategy today, contact a Hudson RPO representative and download the complete report by visiting http://hudsonrpo.com/employer-branding-strategy.