SOCIAL MEDIA AND COMMUNICATIONS
SLP Scenario
You are the HR manager for an organization with 1,500 employees in three
locations. In recent months, several employees have retired. This has left openings
in key areas of the organization. You posted the open positions prior to their
departure but have received very few viable applicants.
Your CEO is concerned that the information is not reaching the ideal audience. You
suggest using social media as a tool to reach a wider and more diverse pool of
applicants.
For this SLP, research organizations that have successfully used social media as a
recruiting tool. Using some of their marketing ideas, create a colorful job posting
handout for a social media venue of your choice. In two additional pages:
a. Give examples of three employers who use social media as a recruiting tool.
b. Identify the differences in creating a job posting for Monster or Career Builder
versus one of the social media sites.
Sample Solution
Social Media Job Posting Handout (Instagram)
Eye-catching Graphic:
- A bright and colorful collage showcasing your company culture (diverse team members working together, happy employees enjoying company events, etc.) with the company logo prominently displayed.
Compelling Headline:
- "Launch Your Career with Us! [Company Name] is Hiring!"
Engaging Content:
- Who We Are: Briefly describe your company's mission, values, and what makes your work environment unique.
- The Opportunity: Highlight the open position, its key responsibilities, and the impact the role will have on the company.
Full Answer Section
- Why Choose Us: Emphasize the benefits of working for your company (competitive salary, growth opportunities, positive work culture, etc.).
- How to Apply: Include a clear call to action with a link to the full job description on your company website.
- Diversity and Inclusion: Briefly state your commitment to a diverse and inclusive workplace (optional but recommended).
- Include relevant hashtags to increase discoverability (e.g., #yourcompanynamecareers, #nowhiring, #jobsin[yourcity], # [industry-related hashtag]).
- Encourage engagement by asking viewers to share the post with their network if they know someone who might be a good fit (e.g., "Know someone who's awesome? Tag them below!").
- Include your company's social media handles (Instagram, LinkedIn, etc.) to encourage further exploration.
- Warby Parker: This trendy eyewear company uses Instagram to showcase their vibrant work culture and employee stories, attracting young talent who resonate with their brand image.
- Zappos: Known for their fun and quirky company culture, Zappos utilizes social media platforms like Twitter and Facebook to highlight employee testimonials and behind-the-scenes glimpses of their work environment, appealing to candidates who value a unique and playful work atmosphere.
- Deloitte: This professional services firm leverages LinkedIn to target specific skillsets and experiences through targeted ad campaigns. They also share informative and thought-provoking content related to their industry, attracting highly qualified professionals.
- Focus: Detailed job description with extensive list of requirements and responsibilities.
- Format: Formal and text-heavy.
- Audience: Generic pool of job seekers.
- Engagement: Limited.
- Focus: Short, engaging, and visually appealing. Highlighting company culture and benefits.
- Format: Creative and attention-grabbing (images, videos, concise text).
- Audience: Targeted based on demographics and interests.
- Engagement: Interactive and encourages sharing/referrals.
- Character limitations: Social media platforms often have character limits for posts, requiring a more concise and impactful message.
- Visual appeal: Images and videos are crucial to capture attention and stand out on social media feeds.
- Authenticity: Showcase your company's genuine personality and culture to attract candidates who fit your work environment.