Building Employer Brand Advocates (No Instagram Models Needed)
We’ve talked before about how your current employees make or break your candidate experience and how important they are for your employer brand. Thanks to social media, your marketing team doesn’t have sole guardianship of your brand. Your employees’ day-to-day posts, interactions, and profiles are accessible to candidates as a way to judge your company’s structure, culture, and values.
Especially if you’re working for a smaller company, it’s important to make sure your employees understand the importance of amplifying your employer branding on their social media platforms. Give them guidance on the best ways to build their own brand, and incentivize sharing elements of your work-life and culture. The more they are networking, the better your brand looks to job seekers.
Beyond Just Sharing Job Openings
If your team hustles hard, then chances are they already share job listings with their social media networks. But employer brand advocacy goes beyond this. Do they share marketing material and posts from your corporate page? This helps to widen your general audience and shows peers that they are proud of what your company is achieving.
Do you have a blog on your site? Consider asking managers or team leads to write a short article related to their contributions to your product or service and post it to the page. They will be more incentivized to share their own work, your marketing team will benefit from multiple points of view in their content, and applicants and candidates can read about the team they’re considering joining and get a good idea of how it is run.
Take a Note from Social Media Moguls
In today’s society, there are many celebrities that gained their status by simply being social media savvy. While you shouldn’t expect to build a Kardashian dynasty, you can take a few tips from the experts: motivate your brand advocates to post often. Consistency is key. After a few months of consistent posts about your company’s culture, goals, and superior product, mentioning an open sales position will garner much more interest from their networks.
Similarly, an active social media page helps to put a face to a brand’s name, which will help you to create a more personal connection to candidates and improve their experience. Make sure that your department heads, recruiters, and hiring managers are frequently sharing content that’s relevant to their positions. The more their connections see your brand mentioned, the more curious they will get about who you are.
Not every employee at your organization can (or should) be a brand advocate. In order to really connect with candidates on social media, you want to find advocates who already have a decent following. It’s best to work with employees who are already active on social media, instead of houding your technophobic department heads to tweet every once in a while.
The best way to get potential advocates to view branding as a task and not a chore? Offer incentives that are easy for them to promote. Occasionally give movie tickets or gift cards to your top salesperson. Cater an occasional lunch or happy hour. These are things that your employees will want to share, and only help to make you look good.
Don’t forget to recognize employees’ efforts to share your branded content as well. Publicly recognize employees who share the most content or generate the highest number or engagement. Consider making it a competition, and recognize your top sharers at meetings and company events.