An untapped opportunity to reach 8 in 10 people, daily
Digital is the fastest growing fundraising channel and social media is more than a digital platform, it’s considered a ‘fundraising megaphone’.
This isn’t surprising, given that more than 82 per cent of the Australian population are regular social media users. Australians aged 16 to 64 spend an average of 1 hr and 51 minutes per day on social media.
What we found very surprising is this:
4 out of 5 NFP organisations don’t have any talent-focused content on their social media channels.
This is one of the key findings from our review of the state of talent attraction and employer branding in the Australian NFP sector.
Between November 2023 and March 2024, Heart Talent reviewed the employer brand presence of more than 200 not for profit organisations across Australia. We looked at all aspects of organisations’ external-facing talent brand including careers page, job advertising, employee reviews and social media presence.
In this article, we’ll share our findings about Australian NFPs’ use of social media in talent attraction.
We all know LinkedIn as the go-to platform for work-related content and professional networking. It makes sense that 43 per cent of NFPs share talent-focused content on LinkedIn.
While more than 80 per cent of Australian NFPs are active across more than one social media platform, only one in five use other social channels to speak to talent.
Despite challenges with attracting the right talent, 4 out of 5 organisations don’t have any talent-focused content on their social media channels.
Today's job search is very different to how it was in the past. Millennials are the largest generational cohort in the Australian workforce and 73 per cent of them found their last job through a social media site.
Australian NFPs leading the way - Redkite
Redkite people are featured in regular posts across all social media channels, including behind the scenes content, information about the role employees play, celebrating the social work profession and demonstrating opportunities for learning and collaboration.
The Redkite ‘Work with us’ page is another example of strong employer branding. It creates an emotional connection immediately, through a clear purpose statement and description of the impact employees can have on the lives of others. The reader is presented with an outline of why you might choose to join this organisation and a clear value proposition for employees.
The page content and design is consistent with other Redkite brand content and assets, creating a seamless experience for the reader whether they’re considering a job opportunity, want to understand Redkite services or support through a donation or volunteering.
Just as NFPs have embraced digital and social media in fundraising, advocacy and awareness, there is a largely untapped opportunity to engage with potential employees where they spend time online.
Read more about this and other talent solutions in Heart Talent’s NFP Talent Attraction Report.
You can also read about the state of talent attraction in the Australian NFP sector in this free download.
For a confidential chat about your talent strategy and how to attract the right talent to your team, get in touch with Cynthia Harris.