In the second guest post from Glassdoor, the jobs, recruitment and employee review site, Emily Piskulick, Social Media Specialist for Glassdoor in San Francisco, discusses the ins and outs of using social in your recruitment marketing to attract the brightest candidates.
If you’re looking to attract top talent, one of the best (and easiest) ways to do this is by showcasing what’s great about your company. Do you get free lunches? Is your company made up of fun-loving, hard-working 20-somethings? Publicise what makes you a great place to work and the job candidates will come flowing in. Here are three ways to do that:
- Social media. According to a 2013 Universum study, social media is the third most popular vehicle for employer brand promotion. Additionally, 79% of job seekers are likely to use social media in their job search, according to a March 2013 Glassdoor survey. If you’re looking to promote your brand to potential candidates and truly showcase your culture and company values (especially to Millennials), then you have to be on social media.However, nearly three in four people say their employer does not (or know how to) promote their employment brand on social media, according to a March 2013 Glassdoor survey. This means that while job seekers are spending their time on social media, employers aren’t meeting their expectations.To up your social media game and showcase your company culture, develop a formal social media strategy and treat it like a marketer or community manager would. Use the right tools, including a social media management and scheduling tool such as Hootsuite, Buffer App or SproutSocial. Pay attention to analytics to see what types of posts your audience responds to, and which are falling on deaf ears. Share photos and videos that showcase what makes your company a great place to work and engage job seekers by creating a company hashtag for this kind of material, like #JoinTheFlock.
- Glassdoor. According to a 2013 Glassdoor survey, 46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiting or hiring manager. This is why it’s crucial to showcase your culture on review sites like Glassdoor — one in two people read reviews to get a better idea of what it’s like to work at your company before they have any contact with you.So how can you showcase your culture on Glassdoor? Upload photos and videos to show people what your employees love, whether it’s dogs in the office or your great location and view. Link your social media profiles so job seekers can follow you across platforms and stay up-to-date with messages you’re pushing out. You can even publish these messages on your Glassdoor profile in the “Company Updates” section. Then, encourage your current employees to leave reviews (we’ve got some tips for that here). Glassdoor reviews highlight the pros and cons of working at your company, including what’s great about your culture and company values.Lastly, once you’ve compiled a fair amount of reviews, develop a strategy for responding to them. Having the reviews is only part of the puzzle; the other half is doing something with them. Job seekers want to see that your company is taking feedback into consideration and making positive changes because of it. This type of behaviour signals to job seekers the type of great culture they’d be joining.
- Brand ambassadors. Developing a social media strategy and managing your Glassdoor profile are great ways to showcase your culture to potential candidates, but they mean nothing unless your employees are on board. Ultimately, your employees are your culture, and what they say goes.To get your employees involved and encourage them to become brand ambassadors for your company, it’s your job to first trust them. The days of companies pushing out standard messages on career sites are dead; people want to hear what makes your company great from the people who know best, your employees.
But how do you do this?
Use company huddles or your internal communication system to explain why it’s important for your employees to join the conversation and leave honest reviews on Glassdoor. Then, host company-wide social media trainings that cover what your employees can and can’t share on social media. At Glassdoor, we host these quarterly, and with each new product launch or list, we update our employees about the proper social media procedures via email. The more prepared our employees feel, the more likely they are to share.
To truly communicate your company’s culture and values to potential candidates, a multi-touch strategy is best. Hit candidates on every platform they’re on, including social media sites and Glassdoor. Then, while they’re in the research stage of their job search, they’ll be seeing photos, videos and reviews about what makes your company great. Lastly, getting your employees on board will solidify the message in job seeker’s minds and leave a lasting impression.