Effectively Using Social Media to Tell Your Company Story

June 16, 2017

Effectively Using Social Media to Tell Your Company Story

Is your company engaged on social media? Engagement is more than simply having an up-to-date company profile; there are numerous social media platforms, and each one has its own focus. Social media is how the new generation is looking at your company, both when searching for a new job, and as prospective clients. Your company has a unique opportunity to shape your own message and first impression with your social media presence.

Social media doesn’t just provide your location and what you do; it represents who your company is to the outside world (including clients, potential clients, employees, and prospective employees). It should tell a story about your culture and what it is like to work there and what it might be like to be a client. Taking full advantage of the different platforms is essential to give job-seekers and clients a look at your culture, for customers to see you engaging in industry trends and discussions, and to help generate good PR around company happenings or your reactions to negative events.

The Platforms and Their Purposes

Here are the biggest platforms that you need to be aware of as both a business and a potential employer:

  • Facebook: Facebook is a personal and more casual platform best suited to highlighting your corporate culture and the experience of working at your organization. It’s a great place to share photos of company events and “snippets” about day-to-day life.
  • LinkedIn: LinkedIn is a more professional platform where you should showcase your company and services. It’s also a good place to post your open positions, as well as share relevant industry news, or even your own blog posts and editorial-type content.
  • Twitter: Twitter’s purpose for companies can be a combination of Facebook and LinkedIn. While the character limitation means you can’t post lots of content, you can post about your corporate culture, available jobs, and more industry-relevant stories if you link out to the main content.
  • Glassdoor: Glassdoor is where job-seekers can learn about what working for your company is like from your actual employees. Current and former employees can rate your company, including your benefits, salaries, and interview process, and candidates often consider this feedback when applying for a position. You can also add personalized content and post jobs directly to Glassdoor with a paid employer account.
  • Indeed: Indeed is one of the largest job sites out there, but it also has extensive company profiles similar to Glassdoor. It allows job-seekers to post questions about the company that employees can answer. Employers can use company accounts to post their jobs and manage their company profile as well.

Using Social Media for Recruiting

The workforce’s latest generation expects to know a lot about your company before they even apply for a job (about 70% of job-seekers check out employer reviews before making a career decision today!), and your website might be the last place they visit before making a decision to apply or interview. Because of this, full engagement on your social media profiles is essential! This extends beyond ensuring accurate information and sharing content; you need to have someone on staff responsible for monitoring the profiles and interacting with visitors when appropriate, including:

  • Responding to reviews: Even with a free employer account on Indeed and Glassdoor, your company can and should respond to reviews of your workplace left by your employees. Responding to a negative review takes tact and understanding, but can improve your company’s image immensely when handled well. And showing gratitude for a positive review will also reflect well on you!
  • Working on improving your ratings: If you’ve been monitoring negative reviews and the cons that employees see at your workplace, try to improve those things so you can improve your future ratings, and encourage current employees to share their honest experiences and feedback (often those that are most motivated to leave a review are those that have something negative to say).
  • Engaging with your social content: When you share a blog, photo, or article on Facebook or LinkedIn, keep track of the “likes” and comments, and respond to this feedback whenever you can. This makes it more likely that visitors will continue to engage with your content (leading to more visibility), and it gives you more credibility.
  • Asking employees to rate your organization: To garner more positive reviews on Glassdoor or Indeed, you can also ask your current staff to submit their (anonymous!) reviews. It can also be a good idea to reach out to new employees for their feedback so that you get a fresh new perspective; new hires are also good for providing specific feedback on your interview and hiring process!

The channels to engage with job-seekers and the rest of the world are out there, and today they are more important than ever for your business if you hope to remain a competitive workplace. To do this, you need to take full advantage of the opportunities for interaction that social media has presented and engage with visitors, employees, customers, and potential candidates in a positive way. Don’t wait to get your profiles active and engaged; people are already searching for them today!

David Townsend

President and COO - David is a Business and technology leader who drives innovative change, and has an exceptional talent for connecting people, process, and technology to meet the demands of the business. Above all else he is committed to the success of the team, helping Awecomm optimize performance and deliver exceptional results.

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