Promoting your Employer Brand on Social Media series: Twitter

I believe there are a lot of social media platforms that are under-utilized by employers and/or recruiters. This might result from one of two reasons, either there is a lack of capacity or a lack of understanding about how to best utilize each platform.

If it is the latter, I would highly recommend the book "Jab, Jab, Jab Right Hook" by Gary Vaynerchuk. Gary does a fantastic job illustrating what to do and what not to do when it comes to developing high-quality content for each major platform (e.g. Instagram, Twitter, Facebook, Tumblr and Pinterest). One of the biggest takeaways from this book is the importance of creating native content for each of these platforms. If not, you will not capitalize on the impact that your content could otherwise make.

As attracting talent requires more engagement between employers and candidates, I have decided to start a "Promoting your employer brand on Social Media" series by looking into how some companies are using social media to attract talent while sharing any relevant experiences on I have had on the different social media platforms.

This week, I am focused on different ways companies have used Twitter to promote their employer brand:

1. Previously, I used Twitter to promote Hiring Fairs, exciting collaborations with new employment services agencies, awards presented to team members and a glimpse into the charitable events that our team was engaging with. To this date, the employer continues to utilize the same strategy. In hindsight, based on the engagement I experienced (likes, comments or shares), it was mainly from individuals in our existing network and as a result, I noticed it was ineffective for our sought after talent. Upon reflecting on this, it reinforced the idea that you have to know your target demographic and your intentions on posting on a specific platform. If anything, I believe time would've been better spent on Facebook and LinkedIn to attract talent. However, if the goal is simply to maintain a presence on Twitter, then I believe this objective was successfully met.

2. Looking @LifeatGoogle, they also promote career fairs and exciting things happening at google. It also looks like they highlight job openings, key employer initiatives, career advice/ tips for success from key employees and an inside view of life at Google. Judging by the target demographic that is likely to apply to Google, it looks like this is a great platform for Google to promote their employer brand and exciting campaigns!

3. Not only does @UPSJobs do a great job of telling a story about the perks of working with UPS but they also provide insight into the impact that their team members make. Instead of simply posting job openings, they are intentional about highlighting the possible career paths. This is great especially for those who are looking to grow with a company.

The overall theme? Know your demographic and whether or not they are likely to engage on a specific platform. Why? Because this should influence the level of activity on a platform and how/ what you post.

Needing help with attracting talent? Connect with me for a FREE consultation at hello@newwinsolutions.com