Ep. 02 – 7 Steps to Generate Compelling Social Media Content
Talent Marketing Solved: 7 Steps to Generate Compelling Social Media Content
To be successful on social media, you need to think of each individual post as just one piece of the larger puzzle. It’s all connected to an overarching strategy that takes a wide range of questions into consideration. Who am I’m trying to reach through this post? What platforms should I incorporate into my marketing mix? How should I format this social media content to make it engaging to this audience? Does this sound overwhelming yet?
Not to worry! We’ve laid out a step-by-step guide to help you not only generate quality content but also create a custom strategy to maximize your efforts (and your results) on social media:
Step 1: Set Useful and Realistic Goals
How will you know if your social strategy is successful if you don’t know what success looks like?
Without realistic expectations for the outcomes you’re trying to achieve, you’ll have no clear direction for the content of your posts. You might as well be driving blind.
Social media is, of course, a completely different beast from the familiar job board like Indeed or ZipRecruiter, so your goals are naturally going to be a bit different. You likely won’t be able to directly track how many applications come in as a result of your social media efforts, but that doesn’t mean that they aren’t worthwhile.
Your main focus will likely be on driving awareness of your employer brand and career opportunities. We’ll talk about how exactly we measure the success of those goals later on, but for now, it’s important to understand what you’re accomplishing through social media and how those goals will differ from some of your other talent marketing efforts.
Step 2: Get to Know Your Audience
Who are you talking to?
Depending on the type of candidate want to attract, your content will change. The type of content that appeals to one demographic will not necessarily appeal to another. Also, keep in mind that your audience will also be different depending on the platforms you decide to add to your social media mix. LinkedIn’s key demographic is going to be a bit different from that of Instagram or Twitter.
So, take some time to understand who you’re trying to reach and the type of content to which they respond.
Step 3: Create Valuable Content
Easier said than done, right? Well, not necessarily.
Social media, as we’ve said, is about telling the broader story of your company and your brand, which means you have a lot of freedom when it comes to the type of content you can use to promote that narrative. This is your chance to get creative, go beyond the job listing, and introduce your audience to the faces behind the company logo.
Creating good content doesn’t need to be difficult. It can be as simple as tapping record on your phone and talking about your job. It can be unpolished and impromptu. That just adds to the appeal because it feels authentic.
Remember, your content should, above all, be informative and valuable to your audience. Everything else is up to you.
Step 4: Collect Existing Content
Okay, so we’ve talked about how you can generate new content from scratch, but where do you go for existing information and expertise that you can leverage to fill out your content lineup?
Here’s where you’ll benefit from bringing in some folks from your company’s marketing department. Chances are, they’re already producing some great content in the form of blog posts, white pages, newsletters, and sales materials. Their expertise in promoting the company is an invaluable resource to help kick start your social strategy. That’s why we recommend setting up a social team with a recruitment focus that includes marketing and talent acquisition professionals. Working together, you’ll be able to reuse and repurpose content for your new social initiative.
Step 5: Build a Content Calendar
Your social strategy will live and die by your content calendar. It’ll hold you accountable in the present and help you plan for the future. This is where you’ll house all the nitty-gritty details of your social strategy roadmap—including the actual content of each post, your posting schedule, and the platforms to which each piece of content is published.
For help getting started, take a look at your industry calendar. Every industry has key events and holidays throughout the year, and you should plan your content to effectively capitalize on social activity around those dates.
Step 6: Format and Distribute Your Content
Now, you’ll need to take all the information you’ve gathered so far and use that to craft your social content. To decide how you want to format and distribute your content, you’ll need to know who your audience is and what you’re trying to communicate. Would this idea be best communicated through an infographic? A video? A quote card? Who are we trying to reach with this content, and what platform would be the best choice for targeting that demographic? How is content typically formatted on that platform? It’s a lot to consider, we know. However, the success of your social strategy will depend largely on how well you match your content for maximum impact on your chosen platform.
Step 7: Measure Your Performance
Remember those goals we set in step one? Well, now’s the time to actually measure how well your social strategy is living up to those expectations. Social media platforms tend to offer a great number of different metrics you can use to determine the overall success of your content. The trick, however, lies in figuring out which metrics are the most valuable to you. Tracking how well each post performs based on key engagement indicators will be key to tweaking and improving your strategy over time.
Keep in mind, however, that while scoring 100+ likes on a Facebook post might be a great ego boost, it may not necessarily be the most useful metric to figure out how effective your posts are at driving awareness of current employment opportunities. In addition to those so-called “vanity metrics” such as likes and followers, you’ll also want to take a look at whether or not your content is inspiring your audience to take action. In other words, are they clicking through to your career website?
Different metrics will tell you different sides of the story, so make sure you understand what each one means and how it relates to your overall social strategy goals.
Strategy is in our name. From strategy to execution, S2E Solutions helps our clients to maximize their social engagement and generate compelling content. Give us a call to see how S2E’s social media expertise can benefit your talent marketing efforts.