A Comprehensive Guide to Employer Branding on Social

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Your workplace is a wonderland.

Your colleagues are some of the smartest people you have ever met and they're amazing to work with. Your office has gaming consoles, TT, foosball and coffee so good, it brings grown men to tears. Overall, it is the kind of company and culture you can brag about and everyone would love to work for.

Problem is, you are not attracting the talented folks you are supposed to.

Hiring good people isn't easy. It is worse if those good people didn't know you existed. Which is why it is very important for your company, budding or veteran, to have a great employer brand. And there is no place to build it better than on social media.

According to a survey by Careerarc, social media is the primary activity of everyone in recruitment. Basically the talent you are looking for, the people you are competing with and their extended families, everyone is on social media. If you aren't there, aggressively promoting your brand, now is a great time to start.

Without further ado, we'd like to give you the starter kit for building a solid employer brand with social media.

Quora

Quora ranks 24th in the most popular Indian sites and it is estimated that more than 30% of their overall traffic is from India.

The golden opportunity to go viral comes with numbers like that. Crowdfire, who have built an awesome onboarding, leveraged this question to showcase their culture. And the result: A ton of questions and a general interest around everything that happens at Crowdfire.

Quora also comes with the additional appeal of being a Q&A platform. Which means you can directly address any possible question that prospective candidates may have about your company.

For example, this question on What it's like to work at Freshdesk is well put for anybody who wants to have a glimpse at life there.

Some other good examples are on the theme of 'What is it like to interview at X', or 'What does X company look for in freshers' etc. These questions may look trivial, but keep in mind that they are out there because of the dilemmas and doubts running in the candidate's mind. So when an employee, someone who has gone through all the motions, addresses them, it adds credibility and sincerity.

Blog on LinkedIn Pulse/Medium

If your company genuinely believes in something, the best platform to leverage that is LinkedIn Pulse. For example, when Rohit Bansal wrote down his thoughts on the importance of company culture, it gained excellent traction amongst his peer and professional circles. Anybody reading that can gauge the importance Snapdeal has on culture and will be open to exploring an opportunity with the company if he/she shares that view.

Blogging about personal experiences from employees tends to do good on these platforms as well. Sunshine Bhandary's first day at InMobi is a good example. Omid Scheybani and Peter Juszczynski's first week at Google is another example.

That is not all, companies leverage different social channels to showcase the faces behind the company. Wingify regularly posts photos of everything that they are up to and Buffer uses Instagram and interesting hashtags to do the same.

Spread the Word With Some Press

You could be blogging, facebooking, tweeting, instagramming and LinkedIn-ing (it's a made up word, just go with it) about all the amazing things happening at your workplace. Unfortunately, that doesn't guarantee instant popularity. So for your voice to be heard by a bigger audience, it is a great strategy to use a channel that is already in touch with them. Like our national dailies, local editions and popular blogs.

Check out this piece, which was featured as a part of Yourstory's Fabulous workplaces.

Practo - Yourstory Fabulous Workplaces
It is hard to look at that and not go "damn, that is a cool place to be at!"

The Holy Grail of Hackathons

Hackathons are possibly the best way to attract good talent and give your company excellent visibility. Hackathons attract people who are passionate in their respective fields and are looking for new problems to tackle. And by inviting them to your turf, they get a glimpse of your company, people there and the culture. As an added bonus, you'd be building a presence among their peer group.

A good example for this is Freshdesk's Savethehacker. Just check out their twitter feed!

Company Blog

Every day, the teams at your company are solving interesting problems in different functions. It could be the backend team sharding databases or a campaign from the marketing team that went viral. A good way to draw attention to these accomplishments is blogging about it. After all, anyone interested in your company would like to see the problems you are solving and the people solving them.

Exotel's Tech blog has done wonders for them. And closer home at Belong, Bhargav's post was a huge success amongst the JavaScript community.

A Better Careers Page

A careers page shouldn't just be a noticeboard where you pin the available positions in the company. It should also tell the candidate why he/she should consider working alongside you. Include testimonials of other employees, a brief overview of the perks and candid pictures of your workplace - even if the candidate can't decide right away, you'd have made an impression.

If you have a look at ThoughtWorks' careers page, you'd know what I am talking about. They have even embedded a video on what it's like to work at their company.

We all want to work with awesome people who challenge us and from whom we can learn. If you are determined to bring them in, your hiring strategy should stretch beyond sourcing. If you are putting in all that hard work in building a great company, you should also invest in letting people know.

“If the reputation of a company’s products and services is its face, the talent brand is its heart and soul.”- Hank Stringer & Rusty Rueff

 

Employer Branding
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