Why You Need a Separate Employer Brand Strategy for Each Social Media Channel


Recruiters adjust their behavior depending on the situation; for example, attending a career fair requires a different approach than meeting candidates for an informal coffee.

Recruiters adjust their behavior depending on the situation; for example, attending a career fair requires a different approach than meeting candidates for an informal coffee.

Similar principles apply for employer branding strategies on social media, but it’s common for an organization to create an account without researching which channels and practices best drive results. Here’s why you need to develop a separate employer brand strategy for each social media channel.

Identify Your Talent

Audiences differ depending on the social network. For example, Facebook is an open door for practically anyone, allowing people across the globe to share the most intimate details of their lives. In contrast, LinkedIn’s audience is primarily professionals.  An employer branding strategy designed for LinkedIn might not be successful on Facebook, and vice versa. Even the content needs to be tailored. Facebook is a great place to share stories, and highlight the environment and culture of a workplace. On LinkedIn, talent expects insightful posts and knowledge sharing.  Data from Iris indicates that corporate social responsibility issues get more attention on LinkedIn than they do on Facebook. On the other hand, engagement on Facebook is higher for issues related to compensation packages.

You save lots of time up front when you pinpoint the best social media platforms for the audiences you want to connect with. However, it’s important to monitor your demographics. For example, many younger professionals well-versed in Facebook and Twitter have not signed up for LinkedIn, but that could change as they grow older. Instagram, with more than 400 million active users, is a place where people come for visual inspiration. Employer on Instagram have the opportunity to inspire talent by providing a visual perspective into their business culture

Focus on the Most Productive Platforms

It is also important to understand social media consumption habits. For example, 4.3 is the number of hours global talent spends on average each day on social media.  Suppose your target talent group spends 2.5 of those hours on Facebook, 1 hour on Twitter and the rest of the time across other platforms. That information tells you to make Facebook your primary network for connecting with that audience, with Twitter serving as the secondary network.

Identify relevant metrics:

Page likes? In the early days, Facebook encouraged brands to build their Page likes in order to increase reach. Currently, organic reach has fallen dramatically. Less than 10% of your fans actually see the page posts. The real numbers that matter are conversions.

Click-through rates, subsequent actions taken, applications etc. Figures that relate to the bottom line. These are the metrics that we have to focus on.

Engage Your Audience

Your content strategy depends on which social platform you use. For example, you might post fun and educational material on Facebook, short nuggets and photos on Twitter and delve into serious issues on LinkedIn. In fact, LinkedIn is a smart platform for connecting with suppliers and other potential business associates, while Facebook is a great way to become more visible overall.

Engagement also means posting the right number of times: enough to hook and keep an audience but not so much so that you annoy and drive away folks. Not surprisingly, the numbers are different for each social network. In particular, it’s great to post on Facebook seven days a week if you can, while you’re probably wasting your time if you post on LinkedIn during the weekend.

When you create a separate employer brand strategy for each social media channel, you are in excellent position for communicating the right messages to your audiences.

Finally, remember, as the saying goes, “Where the money is, measurement quickly follows.” This statement is undeniably true with social media platforms. With the recent social media land-rush, newsfeeds have become incredibly busy, social platforms have focused on sophisticated algorithms that measure the time spent reading each post. Great content gets rewarded with a lot more reach. It is no longer about ‘likes’, or ‘big fan pages’, today content is King, which is why in order to be successful, organization need to tailor their content strategy to their target audiences through a data-led, human and purposeful approach.

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Source: Universum Global

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