How to do social media employer branding [Steps + Tips]

In recent years, employer branding has become very important for various companies and the topic people are talking about. Knowing about social media employer branding strategies would significantly boost your knowledge.

If you want a role in a company, from where will you start your research from?

You will go and search online. Social media will be the first thing that will come to your mind. Right?

If you want to attract highly efficient employees, social media employer branding strategies will help you. You need to do it actively.

You can also learn from Mr.Beast how he used social media to build the brand of his name. He is an excellent example of this.

In this, we will guide you through some social media strategies for employer branding to help you build a strong social media image.

Interesting! Isn’t it?

What is Employer Branding?

Employer Branding is a term used to represent your company as the best employer to attract efficient employees. Employer branding helps exhibit your company as an excellent workplace so that the best talent will knock on your door.

The main objective of employer branding through social media is to attract the right people to your company to achieve the company’s goal.

As an employer, your company should present itself as a reputed one.

Now you would be thinking, Why?

Approximately 75% of job seekers seek an employer brand before applying for any position.

This makes learning the social media strategy for employer branding to attract and retain the right talent more critical.

Let’s dive deep into it!

How does Social Media help in Employer Branding?

Billions of people use social media every day. Every minute, millions of posts are shared, and people interact with each other online.

Not only this, but if any job seeker is searching for a role, they will search on social media before searching anywhere else.

If we go by recent trends, 80% of job searches are done online. Now, this is a considerable percentage. This is why social media plays a massive role in employer branding.

Now you know how important it is, right?

6 Social Media Employer Branding Strategies

There are various social media employer branding strategies. We have curated the best 6 social media strategies for employer branding for you.

1. Show the workplace

Before going somewhere, who doesn’t google the pictures of that place?

Everyone does.

So, post pictures or videos of the workplace of your company that would help potential candidates know where they would be working.

Post the best images of the working area and other vital areas on social media.

2. Follow My Day of Employees

Who doesn’t want to know how work is done in the office?

Everyone, right?

Showcase your potential candidates through pictures and videos of the happenings in the company.

Select an employee in the company and show what they do throughout the day. People are intrigued to know how the work happens in the organization.

This can be a good employer branding through social media strategy.

3. Post about employee success

Celebrate the achievements of your employees to encourage them to work harder. Make them feel happy about their accomplishments and celebrate as if it is of the company.

This will boost their confidence and be an excellent addition to your company’s image.

Showcase others what an employee achieved after stepping into the company. This will help you attract prospective employees.

Just like this, it can be a great social media strategy for employer branding.

4. Announce if you are hiring

Have you considered how people would know if a company is hiring?

Well, most job seekers follow the company’s social media pages to get updates about when they are hiring.

It becomes necessary to post when you are seeking applications for an open position of people with apt skills.

You can also learn how to announce if you are hiring through a YouTube video.

With this, you can easily do social media employer branding of your company and have many potential candidates interested in you.

5. Post about the rewards

Show the world the rewards and benefits they can get after getting into your company. Show them the good side of the company. It will help the company gain recognition.

Will giving off the paychecks and bonuses will make good social media content?

Definitely not!

Doing the bare will definitely won’t help.

Offer your employees something others don’t generally offer, like providing them with gifts they have wished for.

6. Post content consistently

Posting content consistently will help you be on your target audience's feed. Your posts on the feed of the potential candidates will intrigue them to know more about the company.

After learning more about the company, the potential employees may apply for the job position. You can take the help of AI to generate content quickly.

While using different social media platforms, you need a tool for consistently posting your content. You can use social media scheduler tools like Cache for scheduling posts to save time and effort.

How HR Can Contribute to Social Media Employer Branding?

HR professionals can effectively utilize their expertise in employee engagement, talent acquisition, and company culture to create and successfully implement social media campaigns for employer branding.

HR can curate content showcasing company culture, values, and employee experiences and engage with potential candidates through comments, conversations, and live events.

The most effective social media platform for employer branding

Following is the list of social media platforms that are most beneficial for implementing social media marketing strategies for employers-

1) LinkedIn: LinkedIn is a networking platform professionals use to connect with others in their field. It is an excellent platform for those seeking jobs to find the work that suits them.

With the right social media employer branding strategy, the company can reach the right talent at the right time.

You should share posts related to the company’s events, employee interaction, and the overall environment that would help attract potential candidates.

LinkedIn is quite different from other social media platforms for professionals. Use this platform to position your company as the best among the potential. Grow your page to reach more audiences and get the right audience.

2) Instagram: Instagram is a platform where you can post visual content for your audience. Since it is a visually driven platform, you must post visually appealing content.

Post pictures and videos of the events in the company, the healthy employee interactions, and the benefits that would appeal to the potential candidates.

Use creative hashtags to reach more audiences and get more followers to reach the suitable candidates. The more appealing your Instagram page will be, the more it will contribute to employer branding through social media.

According to statistics, there are over 2.35 billion monthly active users on Instagram.

Isn’t it a huge number?

Implementing a social media strategy for employer branding makes it more critical.

You need to monitor the insights of your company’s Instagram page so that it will help you to know if your strategies are working or not.

3) Facebook: Facebook is the most used platform globally, with around 3 billion monthly active users.

Wow! That’s a huge number!

This is what makes Facebook an excellent platform for social media employer branding. You need to implement the best social media strategy for employer branding.

We are learning about Facebook’s algorithm to top people’s or potential candidates' feeds. Facebook uses these algorithms to determine what content should be presented to its daily users.

By learning Facebook’s algorithm, you can also grow your Facebook page and gain more followers. You can reach the exact candidates you are looking for.

You can post about the events, the opening positions, the company's news and updates, and various content that would appeal to the right audience. This can be the best for employer branding through social media.

4) Twitter (Now X): Twitter, which has rebranded to X, is a microblogging site where people share short messages, also known as tweets, with some visual content.

According to statistics, approximately 61% of job seekers use Twitter to look at a company’s profile, contributing to selecting the right company. This will be great for employer branding through social media.

Here, you can easily engage with the potential candidates by posting about the company’s environment and work culture and starting social media campaigning on Twitter.

You should know how to tweet effectively with appropriate Twitter hashtags to reach more and more people. Adding visuals can also help in attracting potential candidates.

Only tweeting will not help your employer-building process; tracking Twitter Analytics to know whether your social media employer branding strategy is working. You can read a guide to learn to use Twitter analytics.

These are just some social media platforms where you can do employer branding. You can use many others to implement social media strategies for employer branding.

Common Mistakes that Should be Avoid in Social Media Employer Branding

While carrying out a social media strategy for employer branding, it is important to avoid mistakes that can cause potential harm to your brand image and make it more difficult to hire top talent.

The following are some of the common blunders that should be avoided.

1) Not building relations with present employees: A poor employer brand image may result from a failure to interact with current staff members and learn about their experiences and opinions.

2) Avoiding negative reviews: Ignoring the bad reviews given by people and not working on them will have a major negative impact on employer branding.

3) Being inconsistent: Being inconsistent on social media will generate confusion and mistrust among the target audience, which will have a negative impact.

What are the various methods to measure the success of social media strategies for employer branding?

A social media employer branding strategy's success must be tracked and evaluated to determine the campaign's effectiveness and make data-driven changes to improve it over time.

The following are some ways that will help measure the success of social media strategies for employer branding.

1) Tracking website traffic: Monitoring how many people visit your website will help you know how well your potential employees interact with the brand.

2) Measuring employee referrals: Analyzing the number of employee referrals can tell how well the employer branding strategy reaches out to potential employees.

3) Tracking social media engagement: Measuring the number of interactions with the posts on social media may indicate how effectively the brand connects with its target audience.

4) Tracking the number of job applications: Monitoring the number of applications and hiring can provide insight into the success of the employer brand on social media.

Here is the table on different methods used to measure the success of implementing social media strategies for employer branding.

Strategies for overcoming employees' opposition to employer branding on social media

Companies may face employee hindrances while implementing social media strategies for employer branding. It is important to build an authentic employer brand on social media, which can be attained by overcoming the resistance caused by the employees.

The following tips can help overcome the hindrance employees might create for social media strategies for employer branding.

1) Explaining the benefits: Inform employees of the advantages of social media employer branding, such as better candidate quality, increased exposure, and improved brand image.

2) Encourage employee participation: Encourage employees to share their experiences and insights on social media and give them the tools and training required to involve them in the employer branding strategy on social media.

3) Offering incentives: Offer rewards, recognition, and opportunities for professional growth to staff employees who participate in social media employer branding.

A case study on the negative impact of social media on employer branding

Shopper Stop case study

Shoppers Stop, an Indian retailer, utilized digital and social media to engage with customers. Despite its large following on LinkedIn, Facebook, Twitter, and YouTube, complaints about customer service led to low ratings.

On Facebook, Shoppers Stop received 3.3 stars out of 5 stars, with 309 rating it 1 star, potentially threatening its brand image.

These reviews often criticized the company's subpar customer service, creating a perception that it did not prioritize customer satisfaction. This could deter potential job seekers from considering Shoppers Stop's employment opportunities, hindering their ability to attract top talent.

Despite acknowledging the potential damage, Shoppers Stop struggled to manage its online reputation effectively.

In May 2018, Shoppers Stop investigated the negative impact of underperformance on its employer brand and identified strategies to leverage its presence on social media and align its employer brand with its customer brand.

Takeaways from the case study

1) The effect of Customer reviews: Negative customer reviews can impact the employer's branding and significantly hinder top talent.

2) Management of online reputation- Companies should keep checking their online reviews and address the negative reviews, as it also affects employer branding.

3) Social media’s role in creating views- Social media plays a significant role in changing people's perceptions and creating an employer’s brand.

Reference: Shoppers Stop: Leveraging Social Media for Employer Branding

Conclusion on Social media Strategy for Employer Branding

Social media can help build your employer's brand. Even though there are no shortcuts you could use for employer branding through social media, you can still reach the masses and meet potential employees.

So, here you learn social media strategies for employer branding. You must put some time and effort into building your employer brand, but you should try social media management tools to save effort and time.

Through AI tools offered by Creatosaurus, you can also build your employer brand.

Further Readings Social Media Employer Branding

Best Inspirational Social Media Campaigns to Assist You in 2024

Why your small business needs social media in 2024? [Guide+ Examples]

FAQS on Social Media Employer branding

1. What is the main aim of social media employer branding?

Ans. Social media employer branding aims to attract the right talent, recruit them, and retain them afterward.

2. Is social media beneficial for implementing a social media employer branding strategy?

Ans. Yes, social media helps reach your content to the masses, which would be beneficial for your company to find the right talent.

3. What should be included in social media strategy for employer branding?

Ans. Social media employer branding strategy should include information about the company’s environment and the employee’s life.

4. Can I measure the success of the implemented social media employer branding strategy?

Ans. Yes, you can measure the success of all the strategies you have implemented for social media employer branding by using the analytics tool of that particular site.