What Does Your Social Brand Say To Prospective Employees?

By Brian Murray

Information is abound and people are talking. Companies are not able to control what is said about them on the internet. Companies are only able to truly control what official properties say about them, but people can now dive in deeper--nobody is fooled by the jargon of corporate speak. Marketers certainly care about what customers and clients are saying, but I think management and Human Resources professionals should be obsessed with their Social Employment Brand. Below is a list of things to consider about your company’s social media if you ever plan on hiring someone.

What Does Your Official Presence Say?

When a prospective employee is researching your company and really wants to work for you, they will do research beyond your website. They will Google you, they will judge you by your social network selection, content, and voice. Social media is a great place to learn whether or not you are a company of listeners or a company of babblers.

  • Things to consider:

    • Is your company responsive?

    • What does your content look like? Does it sound like it was written by your logo rather than a person?

    • Are you a publisher, curator, or a little bit of both?

    • What networks are you on and how well do you use them?

    • Is your brand consistent across networks? Is the language the same?

What Are Your Employees Saying About You?

Social media policy is a hot topic. People are discussing how and why companies should police their employees use of social media. From where I sit, this is hogwash. I believe you shouldn’t hire people you wouldn’t trust with Twitter in the first place. All these years we’ve trusted people to use the phone, so how is this any different? Beyond the highly regulated industries and disclosure policies surrounding the FTC, as well as the sharing of sensitive materials, companies should position their employees to be brand advocates. If a company is really concerned about what is going to be said about its culture, they have much bigger issues than social media. If you want to impact your employees, education is always a better option than limitation.

  • Things to consider:

    • How do your employees appear on LinkedIn? Is there consistency in the way they appear? Do job titles match? Are roles and responsibilities the same across positions?

    • Are your employees excited to share information about your company across their networks?

    • What does your profile look like on Glassdoor? While not your typical “network” this review site is very important.

    • Have you educated your employees about best practices for social media?

What Does The World Say About You?

People want to work for companies with a mission. Our society is filled with people who are no longer looking for pension, but instead purpose. As they investigate your company, what will they learn about it from others? What does the conversation on Twitter say about you? Is there even a conversation at all? Do your Yelp reviews scream terrible customer service and staff arrogance?

  • Things to consider:

    • Your product is important. Don’t try to fix what people say about you. Fix the sore points and issues.

    • Have you searched for your company? What happens when you look on Twitter? Are you a thought leader?

    • Have you built your presence in the right place?

Employment Branding and the Social Evolution

Most of what we see in terms of social media marketing rhetoric revolves around service and sales. But as social media continues to evolve, companies will have to understand that it cannot live within a specific department and that it is not just a tool for moving product, but a communication channel with various audiences.

Do you like us? Do you want to join our team? Apply here: http://bit.ly/JobsWithLikeable, and then shoot me a tweet @BTMurr!

Do you use social media to source employees? Does your social employee branding paint the picture you want?