Communicating Your Brand Through Social Media – Part 2

A couple weeks ago, we gave you an introduction on how to communicate your employer brand through social media. This week is the final piece to what you should be posting on your social networks and how you can get employees and consumers to buy in.

Upload more compelling videos

You have heard it before, but it’s still true, video is key! It is easily viewed on social media and can give someone a real look inside your company. People want to connect, communicate and see behind the closed doors. Give them what they want! 1-3 minute videos are really the longest they should be unless you look like Kerry Washington or Liam Neeson. Describe the job, the team, show a day in the life, answer frequently asked questions or send out a welcome video to prospective team members.

To use: Vimeo, Youtube or new visually focused EB platforms like

Keep up to date job openings

Yes, this seems simple but not everyone does it. Also, you want to make sure that your ATS offers the option to share current openings via social media. Encourage your staff to share those positions with their friends and family so you can grow your referral pipeline.

A great social employer brand will help you attract more qualified candidates and candidates that will fit into your company culture better. 94% of job seekers say they’re likely to apply for a job if they can tell that the employer actively manages its brand.

Do you have a small to zero budget? It doesn’t matter. Remarkable and authentic content will build trust and positive feelings toward your brand. It will increase your talent acquisition effectiveness: a strong brand can translate into over 50% savings in cost per hire and 28% lower turnover rate.

A great social employer brand will also engage your current and future employees. Your employees should be proud of the place that they work. Being able to share that with their friends and family will make them even more excited about the place that they work. Companies with engaged employees outperform those without by 202%.

A great social employer brand will build your audience. Candidates will see what it is like to work for your company. You will start to notice your candidate are more qualified and fit into your company culture. After someone is interested in your brand or product, 56% looked at the company’s website for more information.

Lastly, a great social employer brand will make you a better employer because it makes you more transparent with your employees and customers. 78% of job seekers say that ratings and reviews from those on the inside are influential when deciding where to work. Give employees their say in what to post on social networks. Don’t just assign it to do it. Alicia Elson says, she “pulls in staff to help with job ads for social media posts.”

Employer branding through social media isn’t just delivering a message, it’s a conversation between you, your employees and the wider market. Encourage interaction and participation – the results will reflect your true culture far more than the official line you take in the ‘about us’ section of your website.

What initiatives have you taken to support your employer brand? Do you think that you can build your employer brand strategy on social media based off of this series? Let me know what you think in the comments below!

Eric Foutch

Managing Partner at Red Branch Media.

Eric Foutch is a Managing Partner at Red Branch Media, a leading digital marketing agency specializing in SaaS and technology clients. With 12+ years of experience and a track record of driving results, Eric is committed to helping SaaS companies navigate the complex world of digital marketing and achieve sustainable growth.