Just as crucial, internal employer branding helps align employees with the company’s mission, values, and identity, creating a cohesive and motivated workforce. When executed effectively, it not only enhances employee engagement, but also drives tangible business outcomes.

Despite its clear benefits though, many organizations fail to prioritize internal employer branding with the same rigor as their external efforts. This oversight can lead to a disconnect between a company’s public image and its internal reality, ultimately affecting performance, culture, and employee satisfaction.

Let’s take a look at how to develop a successful internal employer branding strategy, so you can turn your people into effective brand ambassadors.

What is Internal Employer Branding?

When we think of employer branding, it’s often in the context of how an organization presents itself externally; however, this is only half the story. Equally important, but often overlooked, is internal employer branding.

Internal employer branding uses the same principles as external branding but focuses entirely on the organization’s actual employees. Instead of marketing to potential and future hires, it’s about fostering a culture where the current workforce feels connected to and invested in the company’s success.

At its core, internal employer branding aligns employee values and behaviors with the company’s goals and identity. It ensures that employees understand the business’s mission and their role in achieving it. When employees have a clear sense of purpose and alignment with their organization’s vision, they’re more likely to be engaged, productive, and loyal.

The Difference Between External and Internal Employer Branding

Need a little more clarification? No problem.

The distinction between external and internal employer branding lies in the target audience and communication focus.

External branding aims to attract new talent and create a positive public perception of the company. In contrast, internal branding emphasizes engaging and retaining the existing workforce by fostering a shared sense of identity and purpose.

Related: 5 Employer Branding Activities to Improve Company Reputation

Benefits of strong internal employer branding

Today, internal employer branding is a strategic imperative that delivers significant benefits for both employees and the organization. Let’s take a look at just some of the ways it can help your business.

1. Enhanced employee retention

Internal employer branding creates alignment between employees and the company’s mission, fostering a sense of belonging. Employees who feel valued and part of a larger purpose are less likely to seek opportunities elsewhere.

In fact, organizations with highly engaged employees have been shown to reduce staff turnover by as much as 87%, saving time and resources while maintaining organizational continuity. And that pays off!

2. Reduced turnover costs

Managing your internal employer brand effectively can lower company turnover by as much as 28% and reduce cost per hire by 50%.

How? Retaining skilled employees enables you to avoid the high costs of recruitment, onboarding, and training, while maintaining institutional knowledge and team cohesion.

On the other hand, organizations with a weak employer brand must offer a 10% pay increase to attract qualified candidates, according to Harvard Business Review.

3. Increased productivity

A strong internal employer brand fosters emotional connections, increasing job satisfaction and motivation. And engaged employees aren’t just happier, they’re also more productive.

Studies show that companies with highly engaged employees can boost operating income by 19.2% over just 12 months.

4. More effective employee advocates

Engaged employees naturally become advocates for your brand. In fact, 78% of engaged employees would recommend their company’s products and services, driving word-of-mouth marketing and organic growth.

Happy employees also promote their organization on social media, where nearly half of candidates say they searched for their most recent job. These engaged workers are the best advocates for their companies because they’re authentic, making them three times more trustworthy to prospective hires than external branding efforts alone.

5. Better customer experiences

When employees are aligned with your brand and mission, they’re better equipped to meet customer needs. Engaged employees — 70% of whom report a clear understanding of how to serve customers effectively — translate their enthusiasm into exceptional service, driving loyalty and repeat business.

8 Tips to Foster a Strong Internal Employer Brand

Building a strong internal employer brand takes strategy, communication, and a deep understanding of what motivates your employees. Here are practical and actionable tips to develop a cohesive and engaging internal brand:

1. Define and communicate your company’s values and its story.

Start by clarifying what your company stands for. Identify the core beliefs and values that define your organization and align them with your mission. Employees need to understand not just what your company does, but why it exists.

• Share your company’s story, emphasizing its mission and the impact it seeks to make. Use clear, relatable language that resonates with employees.
• Equip leaders with the tools to communicate this story passionately and consistently across teams.

Related: 7 Employer Branding Content Types for Employees to Share

2. Align internal and external branding.

Consistency between your internal and external branding is key to building trust and credibility. When employees see alignment between what you say to the world and how you treat them, they’re more likely to embrace your brand authentically.

• Use the same colors, logos, tone of voice, and messaging internally as you do externally, but add a unique touch to make it distinct for employees.
• For example, create a specific internal logo, intranet name, or visual theme that reflects your external branding while fostering a sense of ownership among employees.

3. Engage and empower employees.

Employee engagement begins with listening. After all, employees who feel heard and involved are more likely to support and champion your brand.

• Gather feedback through surveys, focus groups, and open forums to understand how employees perceive the brand and their role within it.
• Help employees create an emotional connection to the brand. For example, when multinational company KPMG launched its “Purpose Program,” it asked employees about what their jobs means to them. The result? More than 40,000 responses ranging from “I advance science” to “I help farms grow.” (The company went on to have its biggest year in its 100+-year history.)
• Identify and support brand ambassadors, those employees who naturally champion your company’s culture. Provide them with resources and recognition to amplify their impact.

4. Embed internal employer branding into daily operations.

Your internal employer brand should be more than just a mission statement — it needs to be woven into every aspect of the employee experience.

• Incorporate branding into onboarding processes to immerse new employees in your culture from the very beginning.
• Use internal touchpoints such as intranet homepages, email signatures, and office decor to reinforce key messages.
• Support initiatives that reflect your brand values, such as community events, charity partnerships, or employee recognition programs.

5. Cultivate a sense of community and belonging.

We spend about a third of our lives at work, so build a workplace where employees feel connected, supported, and able to thrive.

• Create spaces for employees to share ideas, celebrate achievements, and connect on both work and personal topics.
• Highlight individual employee stories and successes through newsletters, events, or digital platforms.
• Form employee resource groups to foster collaboration among colleagues with shared interests or backgrounds.

6. Launch an employee advocacy program

Turn your employees into passionate advocates by giving them the tools and incentives to promote your brand, both internally and externally.

• Provide training and resources to help employees confidently represent your brand.
• Encourage employees to share their personal success stories and workplace experiences, whether through internal channels or social media.
• Recognize and reward employees who go above and beyond to live out your company’s values.

See why the world’s top brands — including Amazon, Meta, and NVIDIA — trust EveryoneSocial to activate their people.

7. Invest in growth and development.

Showing a commitment to your employees’ professional growth demonstrates that you value them as individuals.

• Offer training programs, mentorship opportunities, and clear career paths to help employees succeed.
• Celebrate milestones like promotions, certifications, and work anniversaries to show appreciation for employees’ contributions.

8. Start small with your internal employer branding efforts.

Start with small, meaningful initiatives that align with your goals and build momentum from there.

• Use key moments, such as a product launch or rebranding, to introduce internal branding initiatives.
• Recognize early wins and build on them to create lasting change over time.

By focusing on these strategies, you can cultivate an internal employer brand that inspires your employees, strengthens your culture, and drives your business forward.

We’re Your Secret Weapon for Successful Employer Branding

A strong internal employer brand turns your workforce into advocates who embody your company’s values. And these are the people you want talking about your company on social media.

Here at EveryoneSocial, we’ve seen firsthand how both internal and external branding efforts can transform a company.

If you’re ready to prioritize your employer brand, we’d love to help.

Get started by requesting your free Modern Advocacy Report, which will identify your socially active employees and the companies engaging with their content.

The post Essential Strategies to Improve Internal Employer Branding appeared first on EveryoneSocial.

As your team gains skills and knowledge, chances are, they’ll want to progress, and professional development is key. Yet, in recent years, career development and employee advocacy has been put on the back burner for a lot of industries. But this presents you with quite a unique opportunity! 

In this article, we’re going to talk about the benefits of investing in employee advocacy and encouraging your key players to focus on career development. So grab a coffee, and let’s get into it!

What Is Employee Advocacy?

First, let’s recap what employee advocacy actually is.

Employee advocacy is the practice of empowering employees to represent and promote their company’s values, mission, and brand on social media and other digital channels. Essentially, it is a type of marketing that leverages the power of employee networks to increase brand awareness, trust, and, ultimately, revenue.

Employee advocacy has become increasingly important for B2B companies lately, especially with the rise of social media and, in particular, LinkedIn. The adoption of online communities means that businesses can no longer rely solely on traditional marketing methods to build their brand and attract new customers.

Employee advocacy, when done right, can have a significant impact on a company’s bottom line. In fact, according to recent data, 84% of consumers value recommendations from friends and family, and 77% of consumers are far more likely to make a purchase after hearing about it from someone they trust. This means encouraging employee advocacy as a business can really help improve brand awareness and increase your sales potential!

Additionally, companies that encourage employee advocacy are seen as more trustworthy and authentic, which can help to build long-lasting relationships with clients and customers.Want to learn more? Here’s everything you need to know about employee advocacy.

Why B2B Companies Should Prioritize Employee Advocacy

B2B companies should prioritize employee advocacy for several reasons.

It allows companies to tap into the power of their workforce.

The average employee has a network of 400 people, many of whom could potentially become customers or clients. By encouraging employees to promote their brand on social media and other channels, B2B companies can significantly increase their reach and generate new business leads.

It’s the most cost-effective and authentic way to market a company.

While traditional marketing methods can be expensive, employee advocacy is essentially free. By empowering employees to share their brand story on social media, companies can significantly reduce their marketing costs while still achieving their business goals.

It build trust and authenticity for B2B companies.

In a world where consumers are increasingly skeptical of traditional advertising, employee advocacy can help companies build more authentic relationships with their target audience.

And, when it comes to career growth, employees can enhance their own online credibility and position themselves as industry experts by investing in employee advocacy programs. In fact, 86% of employees involved in formal advocacy programs revealed that it had a positive impact on their careers!

By leveraging the power of their workforce, B2B companies can show that they are committed to transparency, honesty, and integrity, which helps build long-lasting customer relationships.

The Connection Between Employee Advocacy and Career Development

Employee advocacy and career development are intimately linked.

By investing in employee advocacy, B2B companies can demonstrate their commitment to helping employees grow and develop in their careers. In doing so, they can create a workplace culture that fosters innovation, creativity, and collaboration.

One way that B2B companies can promote career development through employee advocacy is by encouraging employees to participate as themselves on LinkedIn. Engaging in the comments of other people’s posts is a great place to start!

LinkedIn employee advocacy is a great example of how companies can utilize employee networks to drive career development.

The platform offers employees a unique opportunity to showcase their expertise, connect with industry peers, and build a personal brand. By encouraging employees to engage with LinkedIn and other social media platforms, companies can help employees to establish themselves as thought leaders and expand their professional networks.⁴

Another way that employee advocacy and career development work together is by creating a culture of learning and development within the workplace.

By encouraging employees to share their knowledge and expertise with others, B2B companies can create a more collaborative and supportive work environment. This, in turn, can help employees to develop new skills, gain new perspectives, and grow in their careers.

Final Thoughts on Employee Advocacy and Career Development

Investing in employee advocacy is a smart move for any B2B company that wants to improve brand awareness, build trust with customers, and foster employee growth and development.

Just take the IT software company Ivanti, for example. The company used an employee advocacy program to supercharge its brand awareness and reached 16 million people on social media in the first month!

By empowering employees to become advocates for their brand, companies can tap into the power of social networks and build a competitive advantage in the marketplace. However, to successfully implement employee advocacy, B2B companies must be willing to invest time and resources in training and educating their employees.

Training is something we excel at and take great pride in at EveryoneSocial, so don’t hesitate to ask us how our client success team can work with you every step of the program. Get in touch with us, we’d love to discuss how advocacy can help your organization facilitating employee career growth and reach your business goals.

In short, employee advocacy training should focus on educating employees on how to effectively represent themselves (i.e. building a professional personal brand) and their company on social media and other digital channels. This includes providing guidelines on what can and can’ be shared, as well as best practices for engaging with others online.

Additionally, B2B companies should provide ongoing support and feedback to employees who participate in employee advocacy programs. This can include monitoring social media activity, providing regular updates on the company’s brand story and mission, and recognizing employees who go above and beyond in promoting the company’s values.

Ultimately, employee advocacy is not just about promoting a company’s brand. It is about empowering employees to become thought leaders, influencers, and advocates for their industry.

By investing in employee advocacy, B2B companies can create a more engaged and empowered workforce, multiplying your employees’ social media reach for optimal networking and career growth!

Want to empower your workforce through employee advocacy? Let’s chat!

The post Why B2B Companies Should Invest in Employee Advocacy for Career Development appeared first on EveryoneSocial.

Could your talent pool use some improvement?

Then read on for some best practices that’ll help you maintain a steady supply of skilled workers that’ll give your organization the competitive edge it needs.

What is a Talent Pool?

Just a quick refresher: A talent pool is a group of people with specific skills, knowledge, or abilities that are relevant to a particular organization, industry, or field.

Companies establish them to identify, attract, and retain top talent, and to ensure a ready supply of skilled workers for future needs.

Talent pools are composed of current employees, job applicants, or individuals who’ve expressed interest in working for a certain company.

By maintaining a talent pool, organizations can streamline their recruitment and hiring processes, reduce the time and cost associated with finding and onboarding new employees, and increase their ability to quickly fill critical positions.

How Can Companies Expand Their Talent Pool?

There are several ways to grow your talent pool to remain competitive and meet industry demands. Let’s dive in.

1. Improve the recruitment and application process.

If you want more skilled people in your talent pool, start by streamlining your processes.

Research shows that 60% of job seekers abandon online applications because of their length and complexity. Plus, 60% of Gen Z job applicants — who will soon make up 30% of the workforce — say they won’t spend more than 15 minutes filling out an application.

Meanwhile, companies that reduce the application process to five minutes or fewer increase their application completion rates by more than 300%.

For more ideas on how to improve your recruitment and application processes, check out this detailed post on talent acquisition strategies.

2. Be flexible with terms of employment.

An easy way to expand your talent pool is to appeal to more people by loosening up your employment terms.

This can be done in a variety of ways, such as allowing remote or hybrid work, offering flexible work hours, or experimenting with job-sharing.

3. Offer competitive benefits and pay.

This one seems obvious, but it’s incredibly important. After all, you can’t expect to catch the eye of candidates, add them to your talent pool, or get them to apply for a job at your company if it doesn’t actually benefit them.

So if you really want to grow and improve your talent pool, you have to offer competitive benefits and compensation packages. Not only will this attract top talent to your company, but it’ll also help you retain it.

Can’t necessarily afford to pay top dollar? There are numerous things you can offer job candidates besides just salary.

These include flexible work hours, remote work, work-from-home stipends, equity in the company, unlimited vacation time, and other perks.

Just be sure to make all of these benefits clear by including them in your company handbook, on your website, in job listings, and on social media.

4. Encourage employee referrals.

Turn your employees into recruiters by incentivizing them to refer people for open positions.

In fact, 96% of companies with 10,000+ employees — and 80% of those with fewer than 100 — say referrals are their top source for new hires.

Encouraging your people to make referrals not only provides a steady stream of quality candidates for your talent pool, but it also helps build a strong company culture.

5. Offer professional development opportunities.

Invest in professional development opportunities for employees, such as training, workshops, and certifications. Or allow employees to seek out their own education opportunities by providing access to LinkedIn Learning, Udemy, or another online learning provider.

These kinds of offerings allow employees to expand their skills and knowledge, as well as making your organization more attractive to top talent.

6. Build and showcase your company culture.

Create a strong company culture that values diversity, inclusiveness, and employee well-being.

A great culture is essential to transforming your people into true brand advocates, as well as improving employee motivation, engagement, and retention.

While the best endorsement of your company culture is what employees say and post about the organization, it’s also important to show your talent pool why your company is a great place to work.

You can do this by dedicating a page of the company website to work culture, using social media to highlight what makes your company special, and sharing photos to the “Life” section of your company’s LinkedIn page.

8. Partner with educational institutions.

Team up with local colleges, universities, and trade schools to build relationships with students and recent graduates.

Your company can provide internships, co-op programs, and other opportunities for students to gain real-world experience. In return, you’ll be top of mind for new talent as students graduate and you’ll expand your talent pool exponentially.

9. Utilize social media.

More than half of the world (4.76 billion people) uses social media today — and millions of those people are job seekers.

Just take a look at the stats:

• LinkedIn has more than 900 million users.
• 79% of job applicants use social media in their job search.
• Job seekers rank social media as the most useful job resource.

In other words, there’s no shortage of professionals out there who you can easily reach via social media — and potentially add to your talent pool.

And even if you’re not hiring right now, you can use social media to build demand to work for your organization.

Your company needs to do more than simply be visible on social platforms like LinkedIn or make the occasional post in order to expand its talent pool though.

It needs its most valuable resource — its people — to create and share content on social media as well. That’s where the magic of employee advocacy and employee influencers come into play.

How Does Employee Advocacy Grow Your Talent Pool?

An employee advocacy program can play a critical role in expanding a company’s talent pool because it allows you to leverage the power of employee social networks to attract and retain top talent.

Here’s what launching an employee advocacy program can help with:

Employee Referrals

It can automate and streamline the employee referral process, making it easier for employees to refer their friends and contacts for open positions.

Social Recruiting

It allows organizations to tap into the power of social recruiting by empowering employees to share job postings and other recruitment content on their social networks

This expands the reach of your recruitment messages, attracts a wider pool of candidates, and even saves you money.

So it’s no surprise that 84% of companies engage in social recruiting.

Employee Engagement

By fostering a culture of engagement and collaboration, an employee advocacy program increases employee satisfaction, reduces turnover, and improves the overall health of your talent pool.

Employee Brand Ambassadors

It helps turn employees into brand ambassadors by providing them with the tools and resources they need to share their positive experiences working for your organization.

This can help build your organization’s reputation and attract top talent.

Employee Networking

Advocacy programs help employees connect with one another and expand their professional networks, creating opportunities for them to share job openings and other recruitment information with their contacts. And that’s great news for your talent pool!

Employer Branding

Advocacy also plays an important role in building the company’s employer brand.

When your people post about their workplace on social media — regardless of whether they share company news, an employee story, a job opening, or simply a funny thing that happened at work one day — it contributes to the company’s reputation.

It also builds trust in your brand because who better to weigh in on what it’s like to work at your organization than the workers themselves?

Everyone at the company contributes to its reputation, and employee advocacy is one of the most effective ways to improve employer brand.

The Tool You Need to Expand Your Talent Pool

Now that you’ve made it to the end of this post, it should be clear that there are numerous ways to expand your talent pool and improve the quality of individuals in it.

And one of the most effective strategies is tapping into the power of social media and your employees’ networks via an advocacy program.

That’s exactly what this Fortune 50 company did with the help of EveryoneSocial. Just check out its phenomenal results.

Curious what EveryoneSocial can do for your company?

Get a custom, shareable report highlighting the ROI you can expect to generate through employee advocacy, or schedule a demo to see our product in action.

The post 9 Ways to Grow and Improve Your Talent Pool This Year appeared first on EveryoneSocial.

And it’s not just about educating people on how to appropriately use social media in the workplace. It’s also about building camaraderie among teammates, helping employees establish personal brands, and providing formal training in employee advocacy.

In fact, one FAANG company educates all its employees in social media best practices and worked with us to create a course to teach new hires how to succeed on the EveryoneSocial platform.

The results? In just one quarter, the company grew employee social reach to nearly 11 million and drove more than 83,000 clicks and 51,000 engagements.

Clearly, when you train your people and get them excited about being employee influencers, it pays off.

Benefits of Including Social Media in Onboarding

Modern companies not only understand the pros of social media in the workplace, but they also encourage employees to create, post, and engage with social content.

After all, when it comes to employee advocacy, there’s no shortage of benefits for both the companies and their people. Just take a look.

With that in mind, here are just some of the upsides to including social media in onboarding.

It familiarizes new hires with the company’s culture, mission, and values.

If your organization has a strong employer brand, it’s likely that its culture, mission, and values were a big part of what attracted that new hire to begin with.

Getting further acquainted with how the company puts its values into practice and engages with its audience on social media will only help employees develop a better understanding of the company.

And if your employer brand is still a work in progress, it’s even more important that new employees familiarize themselves with these things.

Taking a close look at how the company conducts itself online and the content it shares is key to this. Plus, we can’t underestimate the message it sends to new hires when their employer not only trusts them to post about the organization online, but also encourages it.

It encourages people to form relationships with co-workers.

Eighty-five percent of new employees decide to leave a company within the first six months.

One reason for that? They don’t feel connected to their co-workers.

People want more friends at work, according to a BetterUp study, and 53% of workers would even trade some compensation for more meaningful work relationships.

Forty-three percent of employees say their company should do more to promote such connections, so do this from day one by encouraging new hires to follow their co-workers on LinkedIn and EveryoneSocial.

And, when announcing a new hire to the company, suggest that employees follow the new hire as well.

Not only will including social media into your onboarding process help people integrate into the company, but it can also help improve retention rates.

It motivates people to create and share content about the company.

Encouraging employees to use social media at work from the very first day, makes it a part of company culture and sets your advocacy program up for success.

When social media is part of the onboarding process, employees are more likely to share their work, post company content, and talk about the company online.

This, of course, benefits the organization, but it’s good for employees as well since it helps them build their personal brands, expand their networks, and contribute to their learning and growth.

How to Incorporate Social Media Into Onboarding

Now that you understand the importance of including social media in the onboarding process, let’s take a look at the various ways you can integrate it into your existing operations.

Ask new hires to follow the company’s social handles.

Suggest — but don’t mandate, of course — that new hires follow the company on LinkedIn, Twitter, Instagram, or on any other social channels you use.

Explain that this is a great way to get to know company values and culture, meet co-workers, and stay up to date with the organization’s happenings.

Create images for new employees to share.

You can get employees involved with social media — and posting about the company — even before they officially start by sharing custom images or GIFs for them to share on social networks to announce their hiring.

Here at EveryoneSocial, we send each new hire a selection of GIFs they can choose from to post on social media. If they want to.

It’s important that employees’ social participation is always voluntary. That’s how you get authentic content that helps the company and its brand.

Provide branded social media banners.

In addition to imagery to announce their new job, you can also give employees branded social headers for LinkedIn, Twitter, or any other social network they use professionally.

Again, it’s a great idea to provide various banner options so your people can choose the one that best reflects them.

Provide social media training.

Seventy-five percent of people say they don’t receive social media training from their companies, but research shows that they do want to learn.

What topics do they wish their employers would cover? Take a look at this slide from our 2022 Employee Influencer Impact Report.

So teach new hires how to engage professionally online, optimize their LinkedIn profiles, and more.

This won’t only help your people, but also the company.

In fact, research shows that high-growth companies have a higher ratio of employees trained in social media.

Need a little putting together an effective social media training plan for your people? We’ve got you covered with this guide.

Give them a tour of your advocacy solution.

Remember that FAANG company I mentioned that educates all its new hires in employee advocacy?

A key part of its new hires’ training is learning how to use EveryoneSocial’s various features, as well as how and why the platform can help them achieve their personal goals.

This approach has been essential to the corporation’s success, so take a page from their book and set your people up for success by taking them step by step through your advocacy solution.

Let EveryoneSocial Transform Your Employees Into Influencers

Including social media in your new-hire onboarding process is just the beginning.

To really get the most out of your employees’ networks — and to help them reap the benefits of employee advocacy as well — you need a platform designed to make it easy and fun to create, share, and engage with company content.

Enter EveryoneSocial, the pure play advocacy solution you need.

Book a demo to see all the ways we can level up social media at your company and how it’ll impact marketing, sales, recruiting, and more!

The post How to Include Social Media in Onboarding — and Why You Should appeared first on EveryoneSocial.

We’ve all heard the Steve Jobs quote that “The most powerful person in the world is the storyteller.”

Jobs was speaking to product marketing, but as Maasa Walker exemplifies in this episode of Social At Scale recruiters and employer brand strategists also set themselves apart with storytelling.

“The storyteller sets the vision, values, and agenda of an entire generation that is to come…” 

That describes a recruiter nowadays, right? Of course! Not to mention the employer brand social leader, who sets the tone with their authentic and audience focused storytelling.

Want to grow your candidate pool with authentic and engaging storytelling?

Tune in and catch Maasa and Cameron covering the following employer brand and recruitment marketing topics:

• The journey from recruiting to employer brand
• External and internal storytelling
• How to differentiate yourself as a recruiter on social
• Employer brand enables recruiters and sales
• Who are the best networkers in any organization
• What lights you up determines your best routine
• Promising platform trends looking forward

Watch the Full Episode

Three recruiting & employer brand takeaways:

Key takeaway 1: Grow and nurture your candidate population

With over a decade of talent acquisition success under her belt, Maasa knows how important it is to nurture a candidate pool in advance.

This all begins with knowing what your audience wants, and what they are interested in.

Listen to this clip from the full episode to hear more!

Key takeaway 2: Always read the channel (then do your own thing anyway)

This is another way of saying the familiar idiom: read the room. 

Before engaging with an audience, always listen to the tone and survey the range of topics engaged with on that platform.

What lands on Twitter might receive crickets on LinkedIn. The greatest gap to straddle but often pulled off with big results is refitting TikTok videos for LinkedIn. 

Sometimes this slaps, and sometimes TikTok videos on LinkedIn get banned, but many creators and employer brand leaders are making splashes with precisely this cross-platform strategy.

Wouldn’t it be great if you could curate all your content in one place and set the tone in advance for various channels and networks?

Queuing up content in EveryoneSocial for any kind of professional enablement is a cinch.

Easily provide share copy options along with various featured images to select from, so everyone in your organization can post the best content for any network with just a few clicks. Learn more here.

Key takeaway 3: Leadership is about showing up (on social)

It’s about how you show up. Simple enough, right?

So how should I show up? As yourself, no doubt! 

Check out this clip from the full episode.

As so many marketing and branding leaders have pointed out: you need to play to your strengths or in Maasa’s words “What lights you up”.

If you want to be a lighthouse brand, then get lit!

“Showing up” doesn’t necessarily mean forcing yourself to follow a prescriptive best practice or recommended cadence to achieve optimal social impressions. 

Instead, listen to your audience, read the channel, ask yourself what you care about (e.g. diversity in the workplace as Maasa explains) and then establish your employer brand routine accordingly.

You got this!

Want to take a page out of Maasa’s employer brand book and emulate her successful campaigns at Meta for your own recruitment marketing goals?

Let’s talk more about how employee advocacy can build awareness, leadership, and grow your candidate pool for hiring the best technical talent.

The post How Personal & Employer Branding Drives Recruitment Marketing f/ Maasa Walker at Meta appeared first on EveryoneSocial.

Starting out at Meta five years ago Camille Richardson had about twelve people on her employer brand team.

The value of employer brand for Meta has since been proven, and as a result Camille’s team has grown considerably since first joining. 

Not only that, but visibility and support at the executive level has increased exponentially, especially over the past 18 months.

What is Camille’s secret to proving the value of employer branding as a critical component of the hiring funnel and for enabling recruitment marketers?

Camille and Cameron explore in this episode of Social At Scale:

• Objectives, value, and purpose of employer brand
• The structure and disciplines within Camille’s employer brand team
• How employer brand became a priority for Meta
• Growing an employer brand team strategically
• Visibility and support at the executive level
• Is sharing job posts too straightforward?
• Connecting employer brand to recruitment marketing
• Engaging your talent audience through storytelling
• Getting programmatic and personalized
• And seriously, so much more…

Watch the Full Episode

Three employer brand takeaways:

Key takeaway 1: you have employer brand no matter what

Whether or not you invest in employer brand, you’re going to have a reputation online.

The talent audience sees your company through whatever content and engagement your employees exhibit on social media and elsewhere. Not to mention, the explicit reviews of customers and other such rankings.

You could leave this public reception to chance and go with the flow.

Or you could engage in strategic employer branding and shape the narrative that you want candidates to see.

If Camille’s success at Meta is any indication: investing in employer brand has a proven impact on establishing a competitive hiring funnel, especially for technical talent.

Key takeaway 2: don’t shy away from calls to action

As you might have heard, there are different perspectives on sharing job posts forthright.

But in this episode, Camille makes a good case for why seeing openings from former colleagues often captivates us. 

Cameron corroborates: our own data at EveryoneSocial shows that job listings are some of the hottest pieces of content out there – everyone loves engaging with a job listing, even if they are not looking for a role.

Employer brand starts at an early stage, somewhat analogous to marketing in relation to sales: employer brand plants the seeds of awareness early so recruitment marketing can close candidates later.

But that doesn’t mean employer brand managers can’t provide direction with their talent audience as well – guiding prospective candidates through pointed content that leads them further into the hiring funnel.

For example, Camille suggests showing a technical talent audience what Meta engineers are actually doing, and inviting those candidates to imagine themselves doing such work.

Sharing employer brand information without a clear invitation is still useful and often foundational, but don’t shy away from providing a call to action for candidates.

Key takeaway 3: here’s where to start with employer brand

Perhaps you already saw in this clip, but Camille identifies two main criteria for successful employer brand initiation: knowing what your company stands for, and establishing partnerships.

Knowing your ‘why’ speaks to the company’s vision, mission, and values. 

Dialing down a bit more, having a deep understanding of any given team’s goals and strategies allows you as an employer brand storyteller to further differentiate yourself from competitors. 

Knowing priorities at the team-level allows employer brand managers to hone the ‘why’ to the specificity of any given role, and therefore educate candidates who want to see what their prospective team will be working towards.

In terms of partnerships, employer brand touches the whole company, so the more reciprocity and collaboration the better.

High synergy and proven partnerships that Camille has benefited from include the involvement of creative strategy, recruitment marketing, consumer marketing, company brand, and of course executive leadership in all aspects.

Want to take a page out of Camille’s employer brand book and emulate her successful campaigns at Meta for your own recruitment marketing goals?

Let’s talk more about how employee advocacy can build awareness, leadership, and grow your candidate pool for hiring the best technical talent.

The post Meta Leading By Example With Employer Brand and Recruitment Marketing f/ Camille Richardson appeared first on EveryoneSocial.

Derek Lakin comes from the future and here’s to tell you that there’s a convergence coming. 

Rest assured, we’re all on the same timeline as Derek, and his point of origin is actually London right now in the year of 2022.

But nonetheless he has some forward thinking insights on recruiting that are worth listening to on this episode of Social At Scale.

Just as other leaders and executives have experienced the CRO and CMO increasingly overlapping, the reality is that the future is here. 

And similarly as Derek’s success is testament to – recruitment marketing and employer brand not only overlap, but are part of every manager’s toolkit now if they want to keep the best talent on their teams.

In this episode Derek and Cameron dive into:

• How engineering managers can effectively use social
• More overlaps: employer brand and personal brand
• Using social to prepare for first interviews
• Your employer brand’s response to candidate needs
• Two kinds of recruitment content that Derek shares
• How authenticity preps and caches a hiring pool
• Foundational content for your team to share is key

Watch the Full Episode

Three takeaways for technical recruiters and engineering managers:

Key takeaway 1: EveryoneSocial helps Derek in two main ways

EveryoneSocial helps Derek build positive awareness for Meta and cultivate his own personal brand as well.

Of course, these are two sides of the same employee advocacy coin: the more personal branding you authentically reach out with, the more people see who you work for in a humanized context.

While building awareness for your employer is essential to beginning any conversation – what you offer and why it’s unique – the best way to do so is by putting a face to the product or service.

People trust people. People talk with people.

Which is to say, personal branding confers employer awareness. You’re in for a win-win!

Key takeaway 2: your content and conversations help candidates

Who is my interviewer? What are they interested in? What are they passionate about? What’s this person going to be like to work with?

These are the questions Derek asks and that we’ve all wondered when preparing for an interview.

Sharing content as a recruiter allows you to establish a common ground upfront with candidates and prospects.

In short, you’ll have something meaningful to talk to, saving time that might otherwise be awkwardly wasted on small talk and perfunctory icebreaker questions.

Cut to the chase of a candidate’s fit by sharing conversational content that you care about.

And as with this episode’s recurring theme of overlaps and reciprocity: sharing goes both ways. 

Both recruiters and candidates benefit by sharing content that resonates with them on professional networks.

Key takeaway 3: make it easy for engineers to share on social

Especially for recruiting, engineers and technical professionals sharing on social media has a huge impact.

As Derek knows however, to make social worth the time of your engineers, you must prioritize two things: curation, and quality.

We’re doing a fantastic job right now, foundational content, of having really high quality material.

If you want to attract topflight candidates for technical roles, curate high quality industry specific content that other specialists will find interesting. 

Having foundational content will set a good example for other departments to activate employee advocacy for their HR and hiring needs as well.

Ready to leverage social for your engineering leadership and recruiting but don’t want to distract your team from their essential work?

Let’s talk more about how employee advocacy can build awareness, leadership, and grow your recruiting pool for hiring the best technical talent.

The post The Impact For Recruiting And Brand By Building Authentic Awareness On Social w/ Derek Lakin appeared first on EveryoneSocial.

If you’ve ever wondered how Amazon Studios & Prime Video tackles recruiting in Brazil and LATAM, then this episode of Social At Scale is a must-listen.

Leveraging social for hiring in the entertainment industry, Fernanda Martins has been a Senior Recruiter at Amazon for over a year and a half now.

The big platforms and networks reign supreme in Brazil: Instagram, Twitter, with Facebook often used for recruiting in Costa Rica, and of course LinkedIn throughout the region as well.

In this episode Fernanda and Cameron dive into:

• An overview of the major networks for recruiting in LATAM
• Why social media is important for her business goals
• How posting authentic content humanizes the hiring process
• Parallel recruiting efforts from the website and the network
• Employee advocacy driving event adoption
• Global and regional language accessibility
• How executives can learn from successful employees on social

Watch the full episode:

Three pointers for social recruitment:

Key takeaway 1: confirm your humanity with authentic content

We’ve all fumbled through the quick “CAPTCHA” tests online that ask us to confirm our humanity. But in a sense, what if other social media viewers need a similar confirmation from their own perspective? 

Of course, most of us are presumed to be real (and not a bot) but even then, authenticating oneself is table stakes for beginning conversations and building trust.

But how?

You guessed it: content that you can meaningfully speak to – relevant information that you care about.

And this is how Fernanda primarily uses social media: sharing authentic content to show candidates and prospective applicants that she is not only real but also empathetic and definitely human.

As an aside, this same approach applies to any kind of recruitment marketing, sales social enablement and employer branding. 

If there’s advocacy, there’s authentic content.

Key takeaway 2: share in the regional language as well

Posting in tandem with two languages greatly increases the accessibility of that content, and facilitates more inclusive engagement.

Amazon is a global brand of course, and most everyone knows what they’re looking at when they’re browsing jobs with Prime Video for example. 

But as Fernanda points out, many operational or junior roles don’t require fluent or native English skills. And without also posting in Portuguese or Spanish, many qualified local candidates could feel discouraged and fall out of the hiring funnel altogether.

Employee advocacy platforms are a great way to engage with local populations and segments in the language they are most comfortable engaging with.

Key takeaway 3: even leaders need training for social media

We’ve seen it time and time again – executives leading employee advocacy in any way results in big successes.

So why are some executives still hesitant to use social media in Brazil?

The usual hangups are content regulation, or perhaps just not enough time. But the answer could be as simple as: executives aren’t sure how to advocate for themselves and their company on social media.

In short, the problem might be lack of training. 

While employee advocacy has driven the success of Amazon event adoption in Fernanda’s experience, many leaders are still not socially active as she explains in the podcast.

If you’re looking to leverage social media for recruitment marketing and HR, or for a strategic partnership to better enable executive engagement, we would love to talk.

The post Social Recruiting in Brazil and Latin America w/ Fernanda Martins appeared first on EveryoneSocial.