Attracting top talent requires more than just a compelling job description and competitive salary. A strong employer brand has become a critical component of talent attraction, and one of the most effective ways to build and maintain this brand is through social media.
Not convinced?
Really? Ok, well at least let me persuade you…
79% of candidates use social media as part of their job search. On top of that, 96% of recruitment, talent acquisition and employer branding teams use social media, with 64% of talent teams having dedicated channels for employer branding and recruitment.
So if you’re not showcasing your employer brand on social media, your competitors definitely are, and they’re reaching potential talent before you.
But there’s a secret weapon you can use to speak directly to the candidates you want to attract:
Community Management.
What is community management?
Community management is the process of building, growing, and nurturing relationships with your audience across various online platforms.
It goes beyond just posting content — it's about engaging with your followers, responding to their comments, and creating a sense of community around your brand.
Effective community management involves listening to your audience, addressing their needs and concerns, and fostering a positive, inclusive environment where people feel valued and connected.
When it comes to employer branding, community management is particularly important. It allows you to showcase your company culture, highlight employee experiences, and interact directly with potential candidates. By actively managing your community, you’ll build a loyal following, enhancing your employer brand, and creating a positive impression that attracts top talent.
Online communities live in a plethora of chat rooms, discussion threads, and all kinds of digital platforms. We’re going to be focusing specifically on social media and unpacking what’s going on in your comment section.
Integrating community management with a social media strategy
Social media strategy is a crucial aspect of community management. With billions of users across various platforms, social media offers a vast pool of potential candidates. Here’s how you can integrate community management into your social media strategy to strengthen your employer brand:
Best practices for effective community management
To maximise the benefits of community management, consider the following best practices:
Be consistent: Consistency is key to maintaining an engaged community. Regularly update your social media channels, respond to comments, and participate in discussions. This shows that you are committed to your community and value their input.
Listen and adapt: Actively listen to your community’s feedback and be willing to adapt your strategies based on their needs and preferences. This could involve tweaking your content, addressing concerns, or introducing new initiatives.
Foster inclusivity: Ensure that your community is inclusive and welcoming to everyone. Promote diversity and encourage participation from all members. This fosters a sense of belonging and strengthens your employer brand.
Celebrate achievements: Recognise and celebrate the achievements of your employees and community members. This not only boosts morale, but also showcases your company’s commitment to recognising and valuing contributions.
Master your community management strategy
Here are our top tips to help you level up your strategy:
1. Understand your audience
To build a strong employer brand, you must fundamentally understand your target audience. Who are the people you want to attract? What are their interests, values, and motivations? Use this information to create personas that guide your community management and recruitment marketing efforts. Tailor your social media strategy to resonate with these personas, ensuring your messages are relevant and engaging.
2. Craft culturally relevant responses
When replying to comments, make sure your responses are culturally relevant and timely. Use a friendly, conversational tone and sprinkle in humour, memes, or pop culture references where appropriate. This shows that your brand is in touch with current trends and creates a relatable image. For example, if someone comments on a team photo, consider replying with a gif or a light-hearted joke which hits the zeitgeist.
3. Foster genuine connections
Building a strong community requires genuine interaction. When responding to comments, personalise your replies to show that you value each individual's input. Use their names, reference specific points they made, and thank them for their engagement. Encourage current employees to participate by responding to comments as well, sharing their personal experiences and insights. Authentic engagement fosters trust and loyalty, which are key components of a strong employer brand.
4. Know when (and when not) to engage
Whilst it's important to be responsive, it's equally important to know when not to. Avoid engaging in negative or controversial discussions that could harm your employer brand. If a comment is particularly sensitive or could escalate into a negative situation, it's often best to address it privately or not at all. Use your best judgement to engage in a way that reflects your company's values and culture. Remember, sometimes silence is golden.
5. Measure and optimise
To ensure your community management efforts are effective, it's essential to measure and analyse your results. Track key metrics such as engagement rates, follower growth, and the sentiment of the comments you're receiving. Use this data to identify what’s working and what needs improvement. Continuously optimise your strategies to enhance your employer brand and achieve your recruitment marketing goals.
Bonus tip: embrace outbound engagement
Don't just wait for the conversation to come to you — go out and find it! Outbound engagement involves actively seeking opportunities to connect with your community where they're already having conversations. This could mean commenting on your followers' own posts, engaging with content from other brands that your audience follows, or joining relevant industry discussions. By showing up in these spaces, you demonstrate that your brand is actively interested in and connected to the broader community. This proactive approach can significantly enhance your employer brand by making your company more visible and approachable.
Summed up
Community Management is crucial for enhancing your employer brand and attracting top talent. By leveraging a strategic community management strategy, you can showcase your company culture while building a positive and authentic employer brand that resonates with potential candidates. In today’s digital age, where information is readily accessible and candidates are more discerning than ever, investing in effective community management is not just beneficial — it’s essential. You can transform your employer brand and stand out in a competitive job market through consistent engagement and strategic recruitment marketing.
