Ep. 03 – How to Build an Engaged Social Media Following
Talent Marketing Solved: How to Build an Engaged Social Media Following
“How do we get more followers?”
It’s one of the most common questions we hear from companies using social media for talent marketing. Obviously, you want people to see your content. Afterall, you didn’t spend all that time on content creation just for it to go unnoticed.
While we do recommend that you keep an eye on your overall engagement metrics (including shares, likes, and comments) to get an overall picture of your performance on social media, amassing new followers is still a vital piece of your overall social strategy. So, let’s take this opportunity to take a look at some tactics you can use to grow your follower base and get more views on your social posts:
1. Brand Your Content
Wherever your post is shared, you want to make sure it all links back to you.
Your first step will be to include a watermark with your logo in any imagery that appears in your social media post. That way, your brand will always be front and center, even if it’s shared by another person or company.
You can also add a call-to-action at the end of all your text that tells users where they can go for more content from your company (e.g. “Join our Facebook group for more exclusive content.” “Go to our career page to learn about career opportunities at our company.” “Follow us on Instagram for a behind-the-scenes look at life in our office.”) Then, make sure to link to your career site or other social pages wherever it’s appropriate. We’ve even seen companies dedicate an entire section of their career site to displaying their social content, which ensures that they’ll get more eyes on their social accounts and grow their follower base.
These steps may sound simple, but those small actions make a huge difference.
2. Reach Out Via Your ATS
Between your applicant tracking system, talent communities, and candidate management systems, you have a wealth of connections at your fingertips. The best thing about using these resources is that you have a pre-existing relationship with the applicants and candidates in your database. These are people who have already expressed interest in your company, and, at one point or another, were interested in learning more. Obviously, it will be much easier to convince them to engage with your content than it is to convert a stranger into a follower.
Your ATS is an invaluable, and often under-utilized, resource you can use to create touchpoints that keep people engaged and interested in your employer brand. While your trusty ATS is probably already a key instrument in your recruitment marketing toolkit, you may not be using it to its utmost potential (if you suspect that’s the case, then stay tuned for more tips from our future Talent Marketing Solved podcasts). Reaching out and promoting your social channels via your ATS is just one way to get the most out the information already at your disposal.
3. Leverage Influencer Marketing
We often think of big-name influencers like the Kardashian clan whenever the subject of influencer marketing pops up, but the truth is that an influencer can be any social media user with a large and active following. The important thing is finding the type of person who is influential in your specific niche. (Remember, it doesn’t matter how large their audience if you’re not reaching the right people.)
The easiest way to find influencers in your niche is simply by turning your attention to within your organization. From your CEO to your interns, everyone is on social media. Chances are, someone within your organization has started to build up a following that you may be able to leverage to raise awareness of your brand.
Additionally, you can’t forget about your alumni community. Employees who leave your organization on good terms can make for effective brand ambassadors. The offboarding process is a good time to suggest that exiting employees keep up with your company on social media and ask for help with promoting to their network of connections.
If you opt to look outside of your organization for an influencer partner, consult your marketing departments for help developing a strategy. While HR should be taking the lead role in creating content that speaks to the type of candidates the organization is seeking to attract, marketing can lend a hand by highlighting influencers within your niche. Those marketing professionals may have connections to subject matter experts in your field who you can leverage to share your social media content.
Industry shows, professional associations, and publications all offer an opportunity to reach new people and, potentially, new audiences.
4. Be Social
When it comes to social media, you can’t just set it and forget it. To drive engagement, you need to be involved with the larger community. Social media is about, you guessed it, being social.
To raise awareness of your brand, you should actively seek out and participate in discussions within relevant groups online. You can do so by searching popular industry hashtags on Instagram, joining chat groups on Twitter, or even starting your own group on Facebook. Just don’t be a wallflower!
Taking a few minutes to like, share, and comment on posts from within your niche will be key to attracting more followers. With more followers, you’ll have more eyes on your content and more opportunities for your content to be shared online.
5. Get Employees Involved
Now, you might be thinking to yourself, “We do NOT have time for all this.” We understand. The good news, however, is that you don’t have to do it alone. Your employees are an excellent source of content and social media engagement.
As anyone who’s directed an employee referral program will tell you, you won’t be able to get people on board with a “one and done” email. You’ll need to thoughtfully execute an ongoing campaign to educate employees on the importance of talent marketing and their role in recruiting top candidates to the company. People are more likely to lend a hand if they understand the reasoning behind the request.
Try gamifying the process by offering a small incentive or recognition for the employee who contributes the most to your social media efforts. You can decide what role you want employees to play in your social strategy—whether it’s actually creating content to post to the company page or simply sharing content produced by HR. The important part is educating and involving them in the process.
There are millions of people on social media, and it can be difficult to make yourself heard over the crowd. That’s why it’s important to cultivate a dedicated following that can help amplify your voice. But, if you’re still struggling to find your tribe, S2E Solutions is here to help. We’ll optimize your social strategies and maximize engagement so you don’t have to worry about your content creation efforts going to waste. For expert advice in taking your social strategy to the next level, give us a call.