Building Employer Brand Reputation: Social Media & Advocacy Strategies

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Organizations must focus on reputational excellence. In addition to creating a more favorable outlook for customers and investors, it also helps attract talent. Businesses that put themselves in the best light will attract talent that drives their company forward.

Several tools can be used to promote and improve a company’s employer reputation, but social media and employee advocacy are key. With the right approach, you can use these tools to your advantage ensuring the best talent lines up to work for your company.

Building Employer Branding Through Social Media

Social media is a powerful tool for employer branding. Here’s how you can use it to attract top talent.

Define Your Goals

The first step involves defining the goals of your employer's branding campaign. Do you want to recruit candidates? Or are you taking a more holistic approach by building brand awareness and enhancing organizational reputation? Once you have defined your goals, you will be better able to create targeted posts and determine your KPIs.

Choose Your Platforms

With so many social media platforms, it’s best to focus on the ones that are most used by your talent demographic. LinkedIn is always a good platform for business purposes, but you may also connect to potential candidates on X, Blue Sky, Facebook, and Instagram. These social media sites are excellent for promoting your company culture.

Create and Share Content

The next step is to create content and start promoting. Your aim may be to specifically recruit candidates by explaining what you’re looking for and what your company offers. Your organization may also take a more general approach promoting company culture through behind-the-scenes footage and customer testimonials.

Regardless of the content direction, utilize different formats, such as video, images, blogs, podcasts, live sessions, and case studies, to showcase your unique perspective. Consider each platform's best practices, such as hashtags, keywords, tags, and captions, to optimize your reach.

Measure Your Results

Each social media platform offers analytics that allows you to measure your results. Track metrics such as reactions, click-throughs, shares, likes, comments, and new followers to assess your campaign's success. Determine what’s working and what’s not and adjust accordingly.

Building Employer Branding Through Employee Advocacy

To effectively build a social media campaign, you must post compelling content that attracts top talent. What better content than employee advocacy? This is authentic content from your employees demonstrating the perks of working for your company.

And employee advocacy content is not for social media alone. It can also be posted on websites, emails, and newsletters. Other forms of advocacy include speaking at events on behalf of the organization, being a podcast guest, talking to friends and family about the benefits of working at the company, and wearing or using company swag.

Here are the steps to take to build an employee advocacy program at your company:

Provide content: Provide content for your employees to share on their social media platforms. Create a library of videos, blogs, and posts to make advocacy easy.
Set guidelines: Set guidelines on what company information employees can and cannot share and how they present content.
Set up a rewards program: Companies should incentivize employees to participate in their advocacy programs. Rewards can come in the form of gift cards and bonuses.
Set up your advocacy channels: Employee advocacy may be more successful if you have control over the process. Set up a time when employees can come in to make a brief video discussing the perks of working at your company. Then post it on your channel.
Don’t always make it about your company: Create advocacy content that celebrates employee milestones like weddings, birthdays, anniversaries, and promotions.
Make it align with your campaigns: Align employee advocacy with your campaigns. For example, if you are celebrating pride week, demonstrate how one of your employees is showing their pride.
Encourage employees to help with talent acquisition: Have an opening in your company? Your employees may have a network contact that’s perfect for the role. Create content advertising the position and encourage employees to share it on their channels.

You Do the Employer Branding-

Stahl Recruiting Will Take Care of the Rest

Strong employer branding is great for talent acquisition, but most companies need someone to deal with scouting and interviewing. That’s where Stahl Recruiting comes in. We use ethical processes to find the best talent for our clients always putting our partners in the best light.