Social media platforms are a godsend for consumer branding, and in 2015, brands found creative and innovative new ways to exploit that technology.
This new tech is helping companies all across the spectrum. Cosmopolitan won 3 million daily readers through Snapchat Discover, while Domino’s gave users the opportunity to order pizza with emojis. YouTube’s #360Video made waves in music videos and computer game trailers, and Doritos ran a 12-hour periscope of objects colliding to launch its new range of potato chips offering two flavors in one bag.
These were all great campaigns, but it isn’t just consumer branding that can benefit from the growth of new platforms — employer branding and recruitment can, too.
Engaging Existing and Potential Hires
Social media platforms offer companies an opportunity to give potential employees a view into life at the office. One of the hottest companies on this front is SAS, based in Cary, North Carolina. It has a 97 to 98 percent annual employee retention rate and routinely appears among Fortune’s Best Companies to Work For in the U.S., ranking fourth in 2015.
Look at the SAS Instagram page and, among the presentations, you’ll see photos of corporate events, pumpkin carvings, and offline programming with Sphero, the company behind the popular BB-8 droid of Star Wars: The Force Awakens.
Not only does this social media activity serve as a great recruitment tool in its own right, but it also provides opportunities for existing employees to engage with the company. Whether it’s a brand-new client, an upcoming launch, or a recent PR stint, proud employees are the first to share company achievements on social media.
Here are two easy ways to engage current and potential employees via social media:
1. Live-stream everything.
Live streaming isn’t new, but the trend really took off in 2015. Ten million people downloaded Periscope, while others preferred Meerkat and Snapchat’s Live Stories for their streaming needs.
Big brands are taking notice of this platform for marketing purposes, but live streaming is an amazing tool for recruitment as well. Try offering “day in the life”-style live streams of the office to immerse prospective talent in your workplace, and take them along for company trips and events. Why not upload a 360-degree video of the office to YouTube?
The more information you can provide to potential employees about the actual experience of working for your company, the more likely you are to recruit top talent who will commit to your business. Your videos and live streams will build up curiosity and reinforce brand affinity, while also providing exposure to the day-to-day activities of the company.
2. Pique interest with informational snippets.
Learn from the way Snapchat Discover delivers content to users. It’s succinct, dynamic, and visually captivating. Your social media presence should adopt a similar approach.
Post company achievements, employee stories, industry expertise, and case studies to your owned social media channels. I’ve written previously about the ways my own company forges a collaborative work environment through creating office traditions, celebrating a diverse array of holidays, and breaking bread with new employees on day one. If your company does likewise, these events are worth sharing.
Don’t just stop with the office, either. Support employees in their outside endeavors, sing their praises on Twitter, and document their successes on Instagram. If somebody runs the New York City Marathon, congratulate her on her time. Seventy-two percent of Millennials care about whether companies treat employees fairly. Go beyond that by supporting their endeavors, and document it for all the world to see.
Social media isn’t just about selling your product — it’s about selling your business, too. With the right online engagement, your company can connect with top talent and ensure your company’s success for the future.
Yuriy Boykiv is the co-founder and CEO of Gravity, a full-service advertising agency that helps brands connect with cultural and international consumers. Connect with Yuriy on Twitter.
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