In case you missed last week’s edition, check it out below.
How to leverage social to fuel your employer branding
1/ If you’re the founder or a company leader, you should be posting daily.
People want to follow people, not brands.
By posting daily (or as often as you possibly can) you allow people to become fans of you and by extension of you, fans of the company brand.
Also, personal accounts tend to get better reach and engagement than brand accounts.
It makes sense to have an active presence on both in order to reach as many potential hires as possible.
For your personal account, I’d encourage a mix of thought leadership, company updates, and personal updates.
Thought leadership should include what you’re good at, what you know, and what you’ve done in your role or as a leader in the company.
Company updates can include brand messaging, partnership updates, growth metrics, conferences you’ve attended, or anything related to the brand.
Personal updates can include your interests outside of work, things you’re funding interesting, or what you’re currently learning.
If you don’t have time to create this content on a daily basis, carve out an hour or two every week to write and schedule for the week ahead.
This way, you can just log into your accounts every day knowing that you have fresh content coming.
Then shift some of your energy to engaging with your replies or other people int your feed.
2/ Empower Employees to post.
Employees are extensions of your brand.
They might be willing (and excited) to represent the brand on their personal social accounts but may not know how to do so.
Provide them with a document that includes brand guidelines, language on how to talk about the company, mission, vision, press, podcasts, blog posts, or any other resources that would help them spread the message you want candidates to know.
If an employee is in a highly specialized role, encourage them to share what they know or things they’ve learned throughout the years.
Allow them to become a thought leader in their niche.
It’ll attract other people who look up to them and will make the hiring process for those teams much easier down the line.
3/ Leverage your brand account.
Reinforce your brand messaging on a regular basis.
What are you building?
Who are you building this for?
Why are you building it?
What success have you seen thus far?
Why should people want to work for you?
What are other people saying about your brand?
You have to repeat yourself over and over so that people clearly understand why you stand out from everyone else.
Also be sure to highlight individual thought leadership pieces by employees (via the brand account).
You should try to cross-pollinate audience from personal accounts to the brand accounts (and vice versa), since not all of your followers see each post that you share.
4/ Allow your brand account to showcase the personality of the company.
If you want to stand out from all of the other brand accounts (and competitors) in your niche, then allow your account to show some personality.
Spice up your tone of voice and content output from time to time.
Don’t be afraid to share memes, have fun with your replies, and be more edgy with your content.
If people like your social presence, they will follow.
If they follow, then over time, they will become a fans.
If they become fans, they are much more likely to work for you when the opportunity comes up.
5/ Hire from your community.
Keep track of the people who are most engaged with your social content, Discord, or other online platforms.
These people are probably already bought into the idea of working for you since they’ve shown support over an extended period of time.
Then simply treat this like you would a sales campaign.
Nurture high-potential prospects by building 1v1 relationships in the DMs, inviting them to private events, or simply ask them if they’d be open to talking about how you can improve your product.
Make people feel special (or give them access to exclusive stuff) in return for them being so supportive of the brand.
Whenever possible, allow them to get face time with company leaders.
This will result in warm leads when roles open up down the line.
If you’re finding value in this newsletter, I’d really appreciate a share on social!
It goes a long way for me.
Thank you!
Ish
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