An employer brand (or company brand) is the way an organisation’s prospective applicants, candidates, and employees perceive it as an employer. It includes the sum of a company’s efforts to communicate to existing and prospective staff, what makes it a desirable place to work.
While there are plenty of reasons to make LinkedIn the hub of your employer brand strategy, many companies take a multi-platform approach. Twitter, Facebook, Youtube, SlideShare, and Pinterest all offer unique value for your brand and the list below gives you a shortcut to the pros and cons of each network.
Just remember that – only build a presence if you can manage it. You need time to make and execute a plan for each platform. And your employees need time to learn how and where they can reinforce your message.
#1 – Twitter
Cons: There’s a lot of noise – tweets from the likes of Justin Beiber and Barack Obama can overshadow your messages. It can also be difficult to work around the character limit.
Quick tip: Build credibility by re-tweeting messages from followers and industry thought leaders.
Pros: about one billion people use it to connect with friends. Its informal tone is great for showing the most casual aspects of your company culture.
Cons: it is first and foremost a personal network. Most users want to keep their professional lives separate. Many even use it to escape from work. You’re left with a relatively small captive audience.
Quick tip: get creative! Show fun photos from the holiday party or highlight an employee achievement.
#3 – YouTube
Pros: it’s a video hub with a billion users. Videos are engaging, and great ones go viral. You can embed clips on your website, blog, and other social platforms. You can even create a YouTube channel similar to Inside Zappos.
Cons: YouTube has its fair share of flash mob and silly animal videos – we suggest using it primarily to support other platforms. Keep in mind that even amateur videos can be resource-intensive and may need outside help.
Quick tip: Film employees talking candidly about life at work. Keep it simple and real. Include some negative comments to be more believable.
Pros: it allows you to host long-form content in a blog or website. Its 50-million member base is small compared to others, but its professional focus means its users are more relevant.
Cons: growing a large following will take time, so for now you should use it in conjunction with LinkedIn, Facebook, and/or Twitter.
#5 – Pinterest
Cons: its focus is on personal interests, not professional ones. And it reaches a more limited audience – over 80% of its total users are female, and almost half are between the ages of 18-34.
Quick tip: the more visually appealing your images are, the bigger impact you will make. Take extra care to ensure they are warm and positive.