Can recruitment, corporate communication, or marketing be present on social media, or should corporate accounts use different media for employer branding/employee experience communication?
A title suitable for our FAQ section. The answer is, “it depends on the company.” So why don’t we take a closer look at the analysis together?
Analyze the Scale of Your Company.
This question is actually entirely about the quantity of content necessary for effective communication for both consumer and employer branding. Sometimes this scale creates difficulties in telling the employer brand story with depth and breadth on the same page.
Analyze both your consumer and recruitment needs. How much space is allocated to employer branding within the realm covered by corporate communication content? Will job seekers be able to access career content immediately in the navigation of your corporate page? Should the corporate page serve as a sort of subheading in this sense?
Depending on your employer brand and career content needs, content marketing in corporate communication on social channels may leave little or no room to meet recruitment needs.
Where is Your Target Audience?
Knowing where your target audience spends their time is extremely valuable here. Therefore, separating corporate accounts from the corporate account can create significant value. Even if managed together, the media unit addressing the majority of the target audience may need to be managed by HR. Let’s also make our recommendation here, such as suggesting that LinkedIn communication be managed by HR or shoulder-to-shoulder with corporate communication.
In short, if your target audience isn’t hanging out or engaging on a social channel, you shouldn’t be there. In that case, the management of which media will be in whose hands can be easily decided according to your target audience. So the decision is definitely not entirely black or white. Some companies may have one or two social channels managed by human resources/recruitment, while others may be managed by marketing or corporate communication. Thus, each unit can create a consistent content strategy by publishing on relevant media.
How Adequate Are Your Resources?
Constantly thinking about what attracts the interest of your target audience can sometimes be exhausting, and quality content also takes time. In this sense, even if there is agency support, do you have a colleague on your team who can efficiently provide this brief flow to the agency?
On the other hand, only 3% of your followers (on a good day) see your content. So it is necessary to accelerate your metrics with targeted advertisements to the audience you have selected. Otherwise, you’ll be publishing a magazine but only reading it yourself. Then you’ll have to reach into your pockets to sponsor these company updates to the right audience.
Finally, do you have data, information, projects, stories, and applications from “inside” to feed your strategy and content? How sustainable can I ensure the continuity of these data? The answer to such questions is valuable at this point.
Do Your Customers in Your Industry Overlap with Your Potential Candidates?
A corporate page can have various target audiences. These can be classified as investors, press, consumers, partners, educators, suppliers, and job seekers. This situation brings together the corporate content that needs to be classified with the career content that needs to be classified, and this naturally puts some restriction on telling the story. In some sectors, however, these customers/consumers may largely overlap with potential candidates. The brand must deliver its promise through experience, and HR must overcome the job experience with EVP. While each unit draws its own strategy, can both provide the experience they want to present in a common area in digital architecture, here is where the analysis is needed.
Finally, dear human and culture colleagues, you may also be at the helm of managing career accounts, in which case my recommendation is to offer an employer brand post to the relevant unit once a week. A story about a successful customer project from a colleague could be a great start. This is one way to develop your own career follower after sustainable content. Also, encouraging employees to share their experiences in the workplace through their social networks will be a support force for your company at the forefront, like a kind of “employer brand ambassador” for your company.
Remember, a well-managed career profile creates value for your corporate communication like never before.