Finding and keeping exceptional team members is a critical part of any company’s long-term success. In today’s competitive job market, when the most talented employees have options, career-minded individuals consider company culture equally, if not more important, than attractive pay and benefits.
Simply put, company culture illustrates the organization’s personality. It is defined by the workplace environment and what current and former team members think about the company. To effectively target and reach quality candidates, it is important to effectively promote the company culture through social media.
Statistics indicate that a company’s culture has a direct impact on employee turnover, which affects productivity, and therefore success. A particular Columbia University study, for example, shows that the probability of turnover at a company with a favorable culture is 13.9 percent while the likelihood of turnover in a negative company culture is 48.4 percent.
Before learning the details of how to implement a thorough social media strategy to spread the word about your company culture, exploring why it is valuable offers beneficial insight.
Why Company Culture Matters
Among the benefits of creating a strong company culture are:
In a Harvard Business Review blog post written titled “Transform Your Employees Into Passionate Advocates,” Rob Markey wrote that: “Loyal, passionate employees bring a company as much benefit as loyal, passionate customers. They stay longer, work harder, work more creatively, and find ways to go the extra mile. They bring you more great employees. And that spreads even more happiness - happiness for employees, for customers, and for shareholders.”
A thriving company culture attracts top talent and tends to keep that talent for the long term because they feel engaged with their career. This results in lower turnover and fosters better chemistry among team members since there are fewer new hires.
Consistent with Markey’s writings on the value of passionate employees, companies are treating their promotion of company culture in a similar fashion for their traditional marketing. Employer branding is just as important for attracting and retaining employees as it is capturing new business.
Understanding all of this, it makes sense that organizations are devoting abundant time, money and resources to create an inviting company culture. Using different social media platforms to showcase your company culture represents a significant part of your branding and marketing.
Here are tips for effectively using social media to promote your company culture:
Make Your Brand Personable
Social media forums like Facebook, YouTube, LinkedIn, Instagram, and your blog helps promote your company culture and humanize your brand. Engaging infographics, photos of company events, smiling employees, and the workplace environment, and captivating content contribute to a favorable social media strategy.
It is important to showcase your business as having a friendly and welcoming company culture. That not only helps attract talented candidates, but it also appeals to prospective clients and customers.
Be professional, but do not hesitate to inject humor and personality into photo captions and content, as long as it is appropriate and relevant. It is all part of humanizing your brand.
Use Content Created by Employees
User-generated content involves posts and images that are created by your audience, which in this case is your team. This demonstrates how much they enjoy their environment.
Engaging with the company on social media should not be mandatory for your employees, but you should encourage participation. Suggest group photos at company events and outings. Recommend that team members share these images on their own social media accounts as well as placing it on your company’s social media channels.
Consider offering incentives for employees to repost photos to their personal social media accounts. Create a contest to see which employee can get the most likes on an image. Reward the winner with a gift card or another gesture of appreciation.
Remain true to your brand values and to industry relevance, but do not set unnecessary barriers to the content your team members can contribute. Providing a glimpse behind the scenes allows potential employees and consumers alike to better understand what your company culture is about.
Showcase Your Employees
Content, videos, and photos of team members who receive Employee of the Month recognition, win industry-related awards, or make positive contributions to the community make employees feel appreciated and contributes to positively promoting your company culture.
Remember to get permission from employees before posting photos of them; especially before tagging and sharing on their personal Facebook, LinkedIn, Instagram and other social media profiles.
Engage on Social Media
It is encouraging when your Facebook, LinkedIn, Instagram, YouTube, and Twitter activities are generating likes and attention. Responding to comments represents another opportunity to reflect a positive company culture by letting followers know you notice them and value their feedback.
This demonstrates that your team is attentive and reinforces that your clients and customers are important to your company. A key element of building and maintaining positive company culture is reflecting your values by the way you interact with existing and prospective customers and employees.
Instead of relying solely on posting your job openings online, expand your reach by creating online videos and placing them on your social media forums. Engaging videos display your company’s energy and enthusiasm, showcase the people at your company and humanize your workplace.
Implement a Diverse and Consistent Social Media Strategy
When you visit a company’s blog and Facebook page, as two examples, and notice the last posts were a year ago, chances are you will not return to these destinations. Remain active with your audience by creating and posting articles, infographics, photos and videos on a regular basis.
Google embraces websites with blogs that are frequently updated. Create a blog, develop an editorial calendar, and post regularly with relevant and engaging content. Share your company parties, after work gatherings, corporate retreats, and company softball games among other topics.
Start conversations that will attract visitors to your site and give people a reason to consistently return. Write general posts that ask readers for their insight and viewpoints. Ask them about their favorite workouts, activities, foods, drinks, movies and TV shows, for example. Suggest that employees talk about accomplishments they are proud about, and what they like most about their job.
Develop a Company Tour
We live in an age of vast information where companies have an array of avenues to showcase their brand. There was a time when the only positive publicity you could generate for your business was through traditional media coverage, and company newsletters and brochures. Now you can promote your company through your website and the multitude of social media forums, like the aforementioned LinkedIn, Facebook, Instagram, Twitter, and other outlets.
Create a behind the scenes video tour with graphics and music. Show a peak into offices, recreation areas, meeting spaces and other parts of your environment you deem worthy of showcasing.
Creating an attractive company culture is one step to helping attract and retain employees just as you strive to do the same with customers. Developing a social media strategy is the next critical step. Implementing, maintaining, and growing your social media presence is the third and most essential aspect of promoting your company’s culture. After all, nobody will know about it if you do not publicize it and get your team members to be regular participants!
4 Corner Resources (4CR) is an experienced and innovative leader in helping companies like yours find skilled and qualified team members for your vacant positions.
At 4 Corner Resources (4CR), we offer staffing solutions for businesses of all sizes - from startups to SMBs and large corporations throughout the United States. Our knowledge and passion for what we do, and our flexible terms and conditions, set us apart in the world of headhunting and recruiting.
If you need help identifying the right candidates for your vacancies, we welcome the opportunity to connect! We’re on standby to help you transform your workforce and find the ideal candidate today!