When an HR recruiter wants to find the best candidate to fill a C-level vacancy in a shorter time span, pursuing a star employee at a competing firm is often a common practice. If the candidate agrees to come on board, the company saves time, even if it means they have to spend more money to get the job done.
As a result, they’ll have a capable new staff member who is ready to hit the ground running on day one, leading the company to further success or helping it reclaim a stronger status in the marketplace.
Expert panelists from Forbes Human Resources Council suggest 12 social media techniques to implement and, possibly, attract talent away from a larger or more established company.
1. Demonstrate Culture And Growth Opportunities
Our social media data has shown that employee and culture posts have the highest engagement of all content. If you take that a step further, the data indicates that individuals who come to our company are tracking the company’s growth. Employees are being recognized, certified and promoted, allowing future candidates to visualize opportunities for themselves. – Kelsey Habich, Mission Critical Solutions
2. Share Your Story Through Visuals
The more you share, the more opportunities there are to get prospective talent excited about the firm. Also, visuals are key, so any opportunity to share photos should be used. If you state that your company practices diversity, equity and inclusion (DEI) or that supporting your local community is a priority, the proof is in the pudding. Pictures from your last DEI or community event can go a long way. – Angela Persaud, G/O Media
3. Promote Work-Life Balance
Create an environment of inclusion and communicate an organizational passion for diversity. Highlight learning and development successes. Promote how leaders facilitate success at work and at home. We maximize employment branding that allows our diverse workforce to expand brand awareness with their own reality. – David Alsop, Ultradent Products, Inc.
4. Be Transparent About Your Hiring Expectations
We work with early-stage startups, which takes the right candidate with interest in this environment. You can’t force the culture on anyone; they have to be excited about it, the growth, the challenges, the wearer-of-many-hats title and the creativity of getting involved early on to build something new! Be honest. Candidates respond to transparency. The one who’s up for the challenge will surface. – Amy Odeneal, Business Enablement
5. Highlight Your Virtues And Passion
In the past, I have focused a lot on our company’s passion statement, our virtues (our spin on values) and connectivity with employees. I do this while nudging the idea that employees can make a huge impact and grow, which is atypical in larger companies. Typically, alignment to our culture and passion as an organization has drawn in interest for candidates wanting to make a switch. – Rob Catalano, WorkTango
6. Collect Resumes Using Facebook
Utilize all social media foundations, including Facebook. It’s a great tool because a lot of companies do not recruit prospective employees from social media platforms like that one. LinkedIn is great and Indeed is okay, but if you are looking for a lower-skilled employee, Facebook is the key. That share button that people use is amazing. Trust me you will get ample resumes that way. – Melissa Bolton, JB Martin
7. Showcase A Company Culture Video
Give candidates an authentic view of what their job would be like. One way of doing this is via LinkedIn Life which allows potential candidates to see how your current employees like working for you. Your employees are your best brand ambassadors. At AIHR, we also worked with our employees to create an engaging video that illustrates our company culture to help candidates see how they would fit in. – Erik van Vulpen, AIHR | Academy to Innovate HR
8. Interact And Pay-It-Forward’
Social media interaction is “paying it forward.” Interacting when you need or want something will not attract talent. Frequently and consistently sharing learning opportunities, transition tips, personal stories and company agnostic community efforts generates a following. Prior to posting, ensure you have the bandwidth to engage with comments and respond to messages (i.e., InMails in LinkedIn). – Britton Bloch, Navy Federal
9. Emphasize What Makes Your Company Culture Attractive
Employees today want realistic previews of the workforce filled with employee pros and cons. Smaller companies need to emphasize what makes them the most attractive option. Typically this is shown within their organizational culture. I encourage a work environment that is transparent on social media and showcases employees’ voices about a multitude of topics. – Nakisha Griffin, Neustar Security Services
10. Show Off Employee Creativity And Events
At our company, we are always eager to showcase the fun events we host, with most events being dreamed up by colleague creativity. We know our culture- and event-based social posts help us recruit talent as these posts demonstrate high levels of engagement and impressions. – Megan Leasher, Talent Plus
11. Let Employees Tell Their Stories
People trust people more than they trust organizations. For that reason, showcasing employee storytelling and recognizing employees via social media is incredibly powerful. Not only does it lend credibility to the messaging that is being put out, but employee content also generates more shares and engagement externally. Plus, when you feature employees, you boost internal pride and engagement as well. – Nicole Fernandes, Blu Ivy Group
12. Post Your DEI Report
We have posted our diversity, equity and inclusion report on our social media feeds and careers page for all candidates to see. It’s helpful to reflect on where your company stands on the issues and learn how you can improve. If the company holds itself to a higher standard, candidates with similar values will be attracted to your decision to prioritize this. – Jessica Adams, Brad’s Deals