Digital. Cross-linked. Online: Within the period of only a few years, social media have become a critical factor in virtually all areas of life. In the search for new employees, too, they have long taken on an essential role. Enterprises can reach a vast number of potential candidates at reasonable cost there. At the same time, ’social recruiting’ is one of the most effective tools for Employer Branding – and ties in with our latest Expert Tip in this series, Employer Branding 6: Your Staff, Your Ambassadorss.
The increasing scarcety of skilled personnel is taking its toll on the real estate sector as well. Projects have to be put on hold or even canceled. According to a recent study, 55 % of the real estate businesses are already looking at this as an investment impediment and, consequently, as an impediment to their entire future development.
The good news is that you can be one step ahead with consistent Employer Branding. Social media with their formats, such as pictures, videos, podcasts, etc, offer many possibilities to let your employer brand come to live. This even applies to your job offers – be it as a dedicated landing page, your website, or as a post on Facebook, LinkedIn, Instagram, YouTube, or TikTok.
A Sustainable Strategy With a Recurrent Theme
The supreme discipline of social recruiting built around sustainability, however, is a long-distance run. For not every potential candidate is currently looking for a new job. Some are happy with their current position and quite simply curious to see know options. Some have a career plan and are only willing to change at a later point in time. Junior jobseekers and job changers often look for orientation. In all these cases, social media are the perfect tool for first contact and engagement. The employer brand serves as your recurrent theme in the process:
- It helps you to create a consistent strategy: Which topics go well with your company as an employer? What are your key messages?
- Implemenation governs the editorial plan. This is how you determine which media will cover which topics and stories, and how frequently. Do not get overwhelmed in the process: It is better to occasionally post something substantial than to let off the proverbial fireworks, then allow months and months without any news.
- Follow the golden rule ’Show, don’t tell’ when putting things into practice: If, for instance, your topic is diversity as an element of your employer brand, you do not have to repeat this again and again. In this case, it is much more compelling to document a project as a combined video and text post, preferably one in which your audience can witness your diverse team at work and listen to the team members reporting on their first-hand experience.
Of course, special corporate events or benefits, such as your own child care facility, always make for popular media content. Such gratifying extras will easily whet your applicants’ appetite for working for you. Do make sure, though, to not fall short of the key purpose of your Employer Branding: Show the actual working environment. Speak openly about challenges and obstacles that are part and parcel of your type of work, of your industry – and, obivously, about how you, as the employer, help your staff to overcome those obstacles.
Social Recruiting – 3 Hands-on Tips
- Employees are the credible advocates. Short, authentic interviews or statements on working in your enterprise or on a vacant position will convince future colleagues much more than any standard self-praise phrase. Why not have your staff interact with candidates directly? Whoever wants to voice their negative opinion, will do so on kununu or Glassdoor anyway.
- Place so-called social symbols of the most common platforms on your website’s Career section. This way, it will be easier for your staff or other users to share interesting job openings and send them to their friends.
- Always be authentic: Small mishaps, presented in a humorous way, brighten up your Employer Branding and leave a much more honest impression than a glossy and perfect corporate portrait will ever do.
1 Human Resources Monitor Immobilienwirtschaft 2022 of EBZ Business School Bochum, October 2021