How social media can shape your employer brand

 When considering a new job, 62% of job seekers use social media to evaluate organisations. Like it or not, social media is powerful.

It’s no secret that attracting top talent requires more than a job description and posting an ad.

Recruitment is marketing. Attracting the right people involves proactive management of your   digital presence. Today’s job seeker is digitally-savvy, so employer brands need to show up where people spend time online, not just on job boards.

The facts are clear. 75% of job seekers research your reputation online before applying. Your reputation and credibility rely on the posts, reviews, images and videos you share. 

Talent are watching, so make sure you’re seen

Today’s consumer is more considered than ever before. We have a world of information at our fingertips and because we can know (almost) anything, we want to know as much as possible.

Employees (and job seekers) are consumers. We expect to be fully informed before committing to a product. Applying for (and accepting) a job is no different.

In 2022, Google reported a 60% increase in the search term ‘compare,’ proving people’s need to understand what they are buying into. People are more connected than ever, with immeasurable amounts of information at the touch of a button. Google is an everyday tool leaned on by every modern consumer, processing over 99,000 searches every second. Today’s job seeker uses this tool to gather a holistic view of a potential product or job.

HubSpot research shows that consumers typically have 8 touch points with a brand before a final decision is made. Like consumers, job seekers have a complex path to application. 

If we think about the 8 touchpoints rule, the first few of those will always be online and with
82% of active social media users in Australia, your talent audience are almost definitely getting social with your brand.

Make social media work for you

Social media can reflect your organisation’s persona and help showcase your employer brand.

According to StandOut CV, 21% of recruiters admit to rejecting an applicant after looking them up on Facebook. There’s no reason why a job seeker wouldn’t do the same to an employer. It’s a two-way street!

Learn more

For more insights on how to use digital marketing to attract, engage and retain top talent, visit the Heart Talent blog.