Customers often tell me that they “have no content at all”, that “content marketing is still in its infancy here”, or even that they “don’t have the time for it.” Yet a quick glance at the customer’s website often reveals that they already have all the content they need: studies, blog posts, videos, and links to media coverage. The best websites even feature the stories of employees or customers who have overcome a challenge to generate an emotional response and provide an aide memoire that keeps their brand top-of-mind for potential job applicants.
Content is an excellent way to build an authentic employer brand, especially when it follows the principles of storytelling and dramatic composition. But hiding positive stories away on the website won’t achieve the reach that translates into a lot of applications and hires. Most company websites simply do not generate sufficient hits.
Even highly professional employer videos often get lost in the depths of Youtube, generating just a few hundred clicks.
The answer: mobilise your own employees as brand ambassadors and influencers, using their social networks. If you transfer recruiting to your employees and move it to social media, you will benefit from high authenticity and a broad reach. In fact, with just 1,000 employees, you can achieve a solid 340,000 social contacts.
Here’s a four-point guide to successful content distribution:
1. Assign different content to different ambassadors:
Content must be prepared and made available to brand ambassadors in such a way that they can share it immediately. It really helps to look at things from the perspectives of the different departments. A colleague in marketing will almost certainly have different interests from a colleague in IT. Content should be categorised accordingly and fed to the right target group in order to reach the right candidates.
2. Motivate employees:
If you reward your employees for frequently sharing, commenting and liking, you create a positive experience that colleagues will be happy to repeat. We recommend you reward employees for selected actions with points that can later be converted into cash or other material prizes, additional vacation days or donations.
3. Make the right use of social channels:
What sounds straightforward in theory becomes a challenge in practice because the tone, character length, hashtags and user names are all very different on LinkedIn, Instagram and Twitter. Company training courses on the correct use of social media are becoming increasingly popular.
4. Conversion to job adverts:
All too often, high-quality content leads nowhere. Users of social networks who consume your content should automatically come across current job offers that are relevant to them. By combining content with job adverts, employer branding can have a direct impact on recruiting.
Plainly, these measures require a great deal of manual work. In fact, it is almost impossible to maintain an overview of content and processes in large companies with a corporate group structure and tens or even hundreds of thousands of employees. Only a digital platform gives you the control you need to manage content and campaigns efficiently. HR departments also benefit from clear analyses.
Contact us to learn more about employee advocacy.