Employment16 Oct 2023Simon Druery

The role of Social Media in building and promoting an Employer Brand

After successfully crafting your Employer Brand with all its components, it's time to reach your target audience, i.e. your prospective talent pool. And social media is an ideal channel for just that.

One of the most utilised online channels, social media, is very effective in reaching the talent pool since most candidates and employees of various companies have a presence on social media platforms like Facebook, LinkedIn, Twitter and Instagram. The beauty of digital content is that it can easily link prospective employees to other ‘owned’ online channels like your company’s career website or job portals, helping move the prospect through the hiring funnel.

Social listening is essential for organisations that want to build their Employer Brand since both positive and negative messages about the company need attention. Ignoring social media platforms where industry professionals mark their presence with thought-leadership content, may lead to the ineffective building and promotion of your Employer Brand. Many of the important conversations are happening on social. Are you adding your voice?

Why social media matters for your Employer Brand

Leveraging social media has become standard for building or promoting an employer's brand on social media. Current and prospective employees use social media to see and understand what an employer or organisation has to offer regarding its values, culture and future vision. When an employer has a strong presence on social media, it helps attract the desired candidates and even repels those that are not ideal. 

Social media acts as a mirror where all external stakeholders can see the face of the organisation. It's like a channel between the organisation's internal workings and external people like suppliers, customers, prospective employees and Government. Strategic and consistent use of social media will help companies effectively build and promote their Employer Brand.

Social media can support viral content in terms of images, videos and blogs helps companies develop and promote their Employer Brand by creating authority within their industry and beyond.

Role of social media in building and promoting an Employer Brand

Social media is one of the best ways to build and promote your Employer Brand because it offers the opportunity for your content to spread organically. Beyond the benefits of ‘viral’ content, social media posting helps create authority among candidates and employees. Its beneficial role in Employer Brand building and promotion holds because of the following reasons:

Tips for your social media Employer Branding strategy

Belong Creative has helped some of Australia’s most sought-after employers become trustworthy Employer Brands through social media. We guide your Employer Brand to attract employees, showcase your work culture effectively and create compelling branded people stories.

Here are a few general points every company should use to build a compelling Employer Brand on social media:

1. Use a genuine employee voice across social media platforms

2. Empower your employees to become employer brand advocates

3. Choose the right mix of social media platforms to nurture your talent needs

4. Respond empathetically and timely to social comments

5. Design content that is relatable to your target audience 

Frequently asked questions

What social media platforms are ideal for Employer Branding?

Social media platforms such as LinkedIn, Meta (Facebook and Instagram) TikTok and Be Real may be suitable for Employer Branding depending on the type of talent you wish to attract. For example, experienced, white collar workers are more likely to be found on LinkedIn, while young, early careerists will be on TikTok and Be Real.   

What is the role of marketing in Employer Branding?

The role of marketing in Employer Branding is to deploy a consistent brand message that gets amplified through social media and other marketing channels to bring awareness and association for your Employer Brand positioning. It’s all about reaching the right type of candidates in an effective and efficient way in the places where they hang out.

Why is social media important in recruitment strategy?

Through compelling content and messaging, social media helps companies attract a more suitable talent pool. Most employers are present on one or other social media platforms. Therefore it becomes necessary to use the right social media platforms to not only engage and attract a talent pool with similar values and beliefs and help candidates choose you as an employer over others. Social media can amplify an authentic employee voice, which is seen as more trusting over a corporate voice. This is why social media can help cut through and attract the right talent in an authentic way.

What are some examples of successful Employer Brand social media content?

While various corporates worldwide effectively use Employer Brand social media content, some of favourite companies to watch who do it well include Google, Spotify, Canva and Telstra.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.