Great brands and great causes need great people on their teams. Social media marketing can play a powerful role in attracting and retaining talent. Here’s how…
Somewhere in between the shorts, reels, threads and snaps there is always a great story. A story that not only communicates mission and impact, but one that celebrates the people who are bringing that vision to life. Those storytellers may be the unsung heroes of your entry level staff or the senior leaders who have been with your firm for upwards of a decade. They may be the tireless volunteers who sit on your Board or spearhead your fundraisers or the generous funders who often fade into the background. Regardless of their seat at the table, they are all people with a connection to your company or cause, and they are the lifeblood of your brand’s storytelling campaigns. And – don’t forget – many of them could be an inspiration that helps draw first-class talent into your organization, too.
Finding the right people isn’t a new challenge for businesses and nonprofits. However, a post-COVID talent shortage is a pain point shared by many businesses and nonprofits. And, while there are several programs in place helping people to build new skillsets to fill these gaps, the staffing needs that many organizations face are here and now. As recruiters, executive search firms and HR teams all rally to meet these needs, marketing departments can become their allies by bringing additional communication channels to the table in support of talent acquisition. And, among the most powerful of those is social media marketing.
Let’s start with, the benefits of engaging employees in Instagram takeovers and going Live.
Incorporating Instagram takeovers – and Lives – into your talent recruitment strategy
Who better to discuss the benefits working at ABC Co of volunteering at XYZ Nonprofit that the actual employees and volunteers themselves. Not only does it bring an added dimension of authenticity into the equation but it can also help prospective employees to feel comfortable asking the questions that matter most to them. This can be done by going Live or allowing your best brand ambassadors to take the reigns and do a ‘Day in the Life at ABC Co’ takeover.
Making the right connections
LinkedIn’s power as a job seeking platform is undeniable. This makes it an incredibly effective place to look for talent. The one challenge, though, is that popularity comes with increased competition and, unfortunately, even more clutter. With so many companies and causes integrating LinkedIn into their talent recruitment strategy, it is critical to be creative, clear and compelling in order to set oneself apart from the competition. To come up with some campaigns that are clear winners, think about:
–Asking current employees who discovered your organization’s job opportunities on LinkedIn what they were looking for and what stood out about your approach
–Asking current employees the number one question they wished a LinkedIn jobs ad had answered when they were looking
–Ask current employees what they found off-putting about how other organizations who do similar work approach talent recruitment on social media
Tapping into the why
Successful companies and causes know what makes their stakeholders tick. From the junior-level employee with minimal work experience to the six-figure donor with a plan for legacy giving they are well-attuned to the what, when, where, why and how to communicate with them. This keen understanding of the audience is admirable and it often bears the fruit of learning why people are attracted to your organization – be it as customers, collaborators, employees, volunteers, investors and more. This ‘Why’ is the key to selling your organization to everyone from prospective interns to senior-level execs to program managers and division leaders. When capturing the ‘Why’ for your next social media talent recruitment campaign focus on authenticity, relatability and relevancy. Then, take the time to package those key components in the most compelling and click-worthy way possible.
Remember, social media marketing is a powerful tool that can help businesses and nonprofits to achieve a wide-range of strategic goals. When it comes to talent recruitment, in particular, social media offers a widely-accessible and cost-effective medium with broad user bases and loyal fans. Incorporating social media into your next talent recruitment campaign to help reach new audiences, deepen engagement with existing prospects and could ultimately help land your next MVP – or should we say MVE.
