Your employer brand exists whether you’re investing in it or not – the only question is whether it’s helping you attract brilliant talent or putting people off before you’ve even spoken to them.
When was the last time you took a really good look at your company’s social media presence? Really looked at it, through the eyes of an external person.
Your company Instagram page – does it have images from recent team nights out, charity events, staff recognition posts or celebrations?
Does your LinkedIn page document recent client wins, internal events, sector insights, thought leadership or upcoming events?
Did you set up an account on X years ago and it’s no longer being posted on? Close it down or use it!
Have you ever looked at your Glassdoor reviews? If not, you might be in for a shock – or a pleasant surprise! It’s a nice touch to add a personal response to each review – positive or negative.
What about your website? Are your team photos current? Is your careers page up to date? Are people who left two years ago still listed?
I see my clients spend ages making their job descriptions look attractive (side eye to clients who throw one together in 10 mins!) but leave their socials dormant.
Having positive and consistent updates can be the difference between attracting the best talent in the industry and them choosing to accept another offer.
You don’t need to have a dedicated Marketing Manager in your company to have a basic handle on your presence (it does help though – call me if you want to hire one!), it can be a team effort to populate the socials.
And finally, encourage your team (and clients) to interact with your posts. Just launched an insightful survey? Everyone in the business should be commenting, resharing and reposting to their own network. Day after the summer party? Everyone should be leaving comments on what a great night it was. Every interaction helps extend your reach and gives potential candidates a real insight into what it’s like to work with you.
Remember, candidates are doing their research long before they apply, and likely your clients too. Make sure they like what they find!
I’ve looked through literally hundreds of companies’ social channels over the years and picked up some great insights along the way. If you’d like a social media health check of your employer brand, just drop me a message.