Snapchat, Instagram, Facebook, Twitter, LinkedIn, oh my! The race for creating and cultivating the best employer brand is in full effect. Content has long been regarded as king and while that is true, it has to go hand in hand with the raw data. If your efforts across the candidate points of influence are not aligned to hiring priorities, business objectives, candidate behaviors, etc. your editorial strategy will hold little weight when it comes time to evaluate the bottom line.
Data Informed Decision Making
Before setting your sights on certain platforms or working with internal teams to promote employee testimonials, check in with your Talent Acquisition reporting partners. Ask for data pertaining to sources of hire, open requisitions and time to fill. Once you’ve had a chance to acquaint yourself with those metrics, conduct research centered on the social media and job seeking behaviors of your target demographics. Where do they spend their time on social? How do they search and apply for jobs? From there, you can start crafting your platform strategy and give some creative thought to your editorial calendar.
The Metrics: A Phased Approach
When an employer brand is in its infancy stages, it’s difficult to include metrics like # of hires, application submissions, etc. I would recommend taking the approach of focusing on those social media KPI’s: following, engagement rate, reach, etc. and then shifting to a more holistic reporting structure that includes those conversion numbers. While it’s important to tell the entire story, conversion isn’t always immediate and setting the expectation with leadership early on is best. Get them excited about the evolution of the branding efforts and then shift the conversation to include the numbers that will be looked to when evaluating ROI.
How to Adequately Measure Your Social Efforts
How do you adequately track social’s contributions to hiring? Utilize those source codes, automate when possible and make sure your digital assets are equipped with tracking capabilities. There is nothing worse than getting people excited about that big campaign and not being able to speak to the numbers. You can only distract with the shiny new toys for so long, if you can’t showcase their value, that’s exactly what they are, shiny new toys.
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Every employer brand is different but the factors used to measure their impact is pretty universal. As one of the key players in driving the vision, you’re going to be held accountable for the tactics leveraged across the candidate touch points. Be prepared to explain the platforms you chose and the content you designed. Not only will this help you prove the value you’re providing but it will also help you gain the autonomy you’ll need in order to sustain it.