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Have you just developed a wonderful strategy for your employer brand? With a unique employer value proposition and great values? Congratulations! Unfortunately, we also have to give you some bad news: Because this is exactly where your ongoing brand work begins! Many companies think that by adopting an employer branding strategy, their brand will now work for itself and attract job seekers like a magnet. Unfortunately, due to the market situation we are all familiar with, this does not work in most cases. In recent years in particular, it has become clear that employer branding needs social media to be truly effective. Without a presence on social media platforms, the employer brand loses visibility and credibility, and companies miss out on important opportunities in the competition for the best talent. In this blog post, we would like to show you how you can transform your brand strategy into a vibrant employer brand with active social media work and how this can benefit your HR work. And we would like to give you our 6 best implementation tips as well as a presentation of the most important social media channels in employer branding.
Today, social media is an essential tool for companies to build and maintain their employer brand in the war for talent. By using platforms such as LinkedIn, Xing, X, Instagram or TikTok, companies can present themselves and showcase their positioning, work culture and attitude. Authentic insights behind the (work) scenes give potential applicants a feeling of what it would be like to work for you. For example, you can also provide insights into your benefits and working conditions or share employee statements and success stories. And social media offers you the opportunity to enter into dialogue with potential applicants. Post surveys; call for feedback! Social media enables a wide range of interaction options. Quick and uncomplicated. If you present yourself authentically, you will be successful in two ways: your employee loyalty and the visibility and attractiveness of your employer brand will increase.
You can no longer avoid social media if you want to publicise your employer brand or keep it present and top-of-mind. Social media channels are an excellent platform for strengthening your employer branding. This is because you meet your target groups where they regularly spend time. Companies can also use social media to make an emotional impact at a low cost. Here are some tips on how you can use social media recruiting to actively build your employer brand:
Various social media channels are suitable forstrengthening your employer branding. Business platforms such as LinkedIn and Xing are particularly suitable for targeting potential applicants and presenting the company as an attractive employer. Here, companies can regularly share content that reflects the employer brand, place job adverts and interact with followers. Visual platforms such as Instagram or YouTube can also be used to present the corporate culture and everyday working life in an authentic and creative way. However, it is important to choose the right channel for the target group and adapt the content accordingly.
LinkedIn is the world's largest business platform and offers companies the opportunity to present themselves as attractive employers. To strengthen the employer brand on LinkedIn, companies should regularly share content that reflects the employer brand. For example, employee portraits, testimonials or insights into everyday working life can be used for this purpose. Job adverts should also be published on LinkedIn in order to reach potential applicants.
Xing is the largest German-language business platform and is also ideal for employer branding in the social media sector. Companies can book a professional company profile here that presents their employer brand comprehensively - with texts, photos and videos. Xing also offers the opportunity to place job adverts and target potential applicants. Here, too, it is important to regularly share relevant content and interact with followers.
Instagram is a visual platform and is particularly suitable for presenting the employer brand in a creative way on social media. Companies can share images and videos here that give an insight into everyday working life or reflect the corporate culture. Influencer collaborations can also help to strengthen the employer brand. However, it is important that the content is authentic and relevant and does not come across as too promotional.
One social media platform that has been increasingly used in employer branding in recent years is TikTok. The platform is considered one of the best social media channels for companies to reach the target groups ofmillennials,Generation Z or Generation Alpha. With over one billion users worldwide, TikTok offers companies an opportunity to present themselves to younger target groups in particular. A significant advantage of the platform is that it creates a relaxed and authentic presentation of the company. Users of the TikTok social media platform rely on honest, informal and, above all, short videos. The actual working day can be shown by providing insights behind the scenes or reacting to humorous trends, for example. The quality of the content does not have to be perfect. Companies are offered the opportunity to interact directly with their followers, which increases trust and the interest of potential applicants. Relying on corporate influencers is another way for companies to promote their employer branding on the Tiktok social media platform. Corporate influencers are internal employees who build up a channel through regular content and take followers directly into the workplace and show the day-to-day work in the company.
In order to strategically integrate social media into employer branding, it is important to first set goals. As a company, you should precisely analyse your target groups and their needs and tailor the content accordingly. The selection of social media channels should also be based on the target group. Regular and consistent content planning and interaction with followers and applicants help to strengthen the employer brand. The top priority is authentic and credible content that reflects the many facets of your corporate culture. Through targeted monitoring and evaluation of activities on social media channels, companies can track the impact of their postings and thus optimise their employer branding.
There are various ways to monitor the success of social media activities. One important KPI is the reach of your own posts on the various platforms. The number of followers and the interaction rate are also important indicators of the success of your social media activities. Companies can also evaluate feedback in the form of comments and direct messages to analyse even more precisely how the content is received by the target group. The use of special analysis tools, which for example map the mood surrounding the company on social media, can also help to measure the effectiveness of activities and optimise them in a targeted manner. We recommend regularly analysing social media activities in order to strengthen employer branding in the long term and tailor it to the needs of the target group.
As an experienced employer branding agency, our service does not end with the development of your employer brand strategy. We develop employer branding concepts together with our clients. For example, for the social media presence of your employer brand. We select the social media channels that suit your target groups and objectives. We define messages and create attractive content in the form of texts, photos and videos.
