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Leveraging the Power of Digital Media in Recruiting

When building your employer brand on social media, there is no one-size-fits-all approach, and each platform yields different demographics and reactions.
By: | January 10, 2019 • 3 min read

The following article was originally featured on HRE’s sister site HRM Asia. In the first part, HubSpot’s Shahid Nizami wrote about how the single most important thing that can help a company pick the best candidate is actually found within the organization itself. Click to read Banking on Culture for Better Recruitment.

As the lines between people’s work lives and personal lives continue to blur, job titles and descriptions are no longer enough to attract the best talent.

As with the research stage in a consumer’s purchasing process, a whopping 62 percent of job-seekers use social media to evaluate a company’s employer brand before making a decision.

There are several platforms that work well for boosting employer branding, and which allow companies to connect with prospective candidates. Each has its own strengths:

When building your employer brand on social media, there is no one-size-fits-all approach, and each channel yields different demographics and reactions.

A little trial-and-error and analysis of content performance will help you identify what channels and content best suits your organization’s persona, objectives and candidate criteria.

Engage on Employee Review Sites

Some of your greatest brand advocates are your existing employees. According to LinkedIn, 47 percent of candidates noted that existing employees of an organization were the top way they learned about a company’s culture.

What job-seekers see on your job listing is only surface level. Encourage existing employees to provide candid reviews on employer review websites like Glassdoor.

Most importantly, be genuinely (and publicly) receptive to any constructive criticism you receive via these reviews.

This is a great way to help candidates have more in-depth understanding of your company’s culture and demonstrate your commitment to being a remarkable place to work.

Unlocking the Future with Culture

Companies need to recognize that hiring is not just about skills, qualifications or filling the role as fast as possible.

An employee brings more than a particular set of capabilities to a company and finding the right person can take time.

In the long term, tapping into your culture to grow your talent pipeline is not only effective; it also allows you to build a team that is more productive, more innovative and ultimately helps your organization grow better.

Shahid Nizami is the managing director for Asia Pacific at HubSpot.

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