With more than two billion active social media users around the world, job seekers are increasingly using platforms like Facebook, LinkedIn and Twitter to search for employment. According to a recent Jobvite study, 21% of “social job seekers” have found their “favorite or best” job through online social networks like Facebook, LinkedIn, or Twitter. 76% of social job seekers found their current position through Facebook. Additionally, these job seekers used LinkedIn to do most of their job searches, and asked others via Twitter for help and advice in regards to their job search. As social job seeking increases in popularity, it’s especially important for brands and recruiters to participate in job search-specific social conversations when seeking qualified talent. To do this, brands and recruiters should consider these three tactics:
Create Careers-Specific Social PlatformsWhen sharing content about job openings through a brand’s corporate page, it is difficult to ensure that messages will be shared with the appropriate audience. By creating careers-specific social media accounts, you can be assured that most followers are interested in working within your company or your industry in the near future. You can then utilize these careers-specific social platforms to share information about job vacancies, showcase what it’s like to work at your company and why it’s a great place to work, and relate to those who are currently job hunting through shareable, lifestyle-oriented content.
Keep Content Balanced, Engaging and InformativeSince each social platform has its own purpose, unique functionalities, and limitations, it’s important to keep their differences in mind when creating a content strategy for each platform. On platforms that utilize hashtags, a cohesive hashtag strategy should be put in place to attract those interested specifically in your company, as well as those searching for jobs in general. Overall, content should be a fun, balanced mix of information relating to job openings, exciting company news, current employees and their accomplishments, and lifestyle-oriented content relatable to the job-hunt. Aim to create content that relates back to career opportunities at your company. However, keep in mind that it is important to avoid promoting your brand on holidays and when content has a serious subject matter. As a client of 451 Marketing, Ericsson’s Employer Branding team successfully reaches key target audiences by maintaining several recruitment-specific social media accounts including Facebook, Twitter, Instagram and Pinterest. Across these platforms, Ericsson Careers shares job openings, company news, and engaging custom image series like “Ericsson Career Tips,” “Ericsson Careers Inspiration,” and “Ericsson Careers Health Tips.” These custom image series always relate back to the job search and working in a professional environment.
Leverage Employees for Content and EngagementFeaturing current employees is an excellent way of showcasing how and why your company is an exciting place to work. Engaging forms of employee-focused content include: employee testimonials, inspirational quotes from company leaders, career tips from employees and those in hiring positions, and photos from events and exciting office activities. In honor of International Women’s Day, Ericsson Careers asked its female employees to share how they feel empowered in the workplace. These quotes were then implemented in a creative custom image series that was shared on Facebook in an album. The album was a success, receiving about 2,275 likes and 23 shares, and showcasing Ericsson’s dedication to diversity and employee support. Employee engagement on social media can also be another driver of success. All employees should be encouraged to follow your company’s social media accounts and share posts with their friends and followers. During exciting office events, employees should also be prompted to share photos and stories of their experiences. During the 2015 Mobile World Congress, Ericsson Careers shared daily content, uploaded by Ericsson’s student ambassadors attending the event.
What are some creative ways your brand has utilized social media to recruit employees?
To attract new customers and retain existing ones in today's digital age, the need to optimize one's online brand image is more important than ever. This is especially true for community banks. Gen-Z is coming of age, the Gen-Y segment continues to mature, and the Gen-X and Boomer segments are embracing online communications like never before. Therefore, it’s no wonder that the national and regional banks are already using branded content marketing to reach out to your customers. Not every community bank has the internal resources to implement a full-blown online marketing strategy. But branded content marketing used in an engaging, consistent, and timely way will win new business and help retain the business you have—even when done on a small scale. By integrating your brand messaging with content that engages and entertains your audience, you can still stay top-of-mind without saturating them with sales messages. For instance, you might build a news page on your bank’s website and create a planned schedule of posts to be uploaded monthly or quarterly. Topics could include online security, smart money management, investing and saving, or community news. Then, replicate that periodic messaging across multiple touch-points. To be effective your content marketing campaigns should utilize at least two or more of these channels, but the key is consistency and authenticity. It’s important to analyze the results of the campaigns. By understanding the “what, when and where” of audience interaction and consumption of your content, you will know how to fine-tune and refocus your efforts as you go forward. Of course, always be sure to have your legal or compliance officer check over your content first prior to publishing. One of the interesting trends in bank marketing is behavioral retargeting. This is where the viewer will be served up a unique content based on their previous online behavior – where they went and what they browsed. For instance, if a user went to your website and read about how to switch to your bank, but left your site without filling out the contact form on the web page, they would be served banner ads reminding them about switching to your bank while they visit other websites later on. This technology gives you the ability to create content that speaks directly to the consumer’s needs in a timely way. Whatever your marketing plans, know sooner or later you will have no choice but to improve your online brand image. Just as mobile banking is now becoming standard for community banks, so too will branded content marketing. Ultimately, that means understanding what your bank’s brand stands for and how to tell your brand story consistently across multiple online channels. The sooner you can institute these changes to your online marketing strategy, the better it will be for your brand!
TOP STORY: SXSWSouth by Southwest is inarguably the festival of festivals. With 4 days of conferences featuring some of the most innovative leaders in the interactive world, 5 days of concerts by some of the world’s hottest artists, and 8 days of film screenings from some of the best indie minds out there—it’s certainly an event that makes a splash. South by Southwest doesn’t end until this Sunday, but we’ve compiled a list of some of the most buzz-worthy moments in interactive, film, and music from the festival so far:
TrainwreckA work-in-progress version of director Judd Apatow’s new film Trainwreck premiered to excited audiences at SXSW. The film, written by lead actress Amy Schumer, is a humorous romantic comedy about a thirtysomething journalist-by-day, partygirl-by-night. Schumer explains that the film is loosely based on her life and experiences growing up in New York City. Viewers akin the film to Schumer’s work on her cult Comedy Central TV show Inside Amy Schumer. Though the film is yet to be released, one thing is for sure—Amy Schumer is the Next Big Thing in comedy (she’s even being considered as a replacement for Jon Stewart). Take a look at the trailer: [youtube]https://www.youtube.com/watch?v=2MxnhBPoIx4[/youtube]
Music Festival BeginsWith the music festival portion of SXSW launching just yesterday, buzz is still generating over which acts will take the cake this year. We’ll leave you with some lists compiled by Billboard, SPIN, and The Guardian of what acts to pay attention and what sets are sure to thrill audiences. With 2,000+ bands playing during the five-day festival, we’re likely to see some new stars emerge from SXSW.
TOOL OF THE WEEK: MEERKATSXSW is famous for helping to launch apps like Twitter and Foursquare. This year, the app to pay attention to: Meerkat. Meerkat is a live-streaming app that allows users to live-stream video from their phones with just a click of a button. How does it work? Meerkat connects your phone camera to your Twitter feed, and once you've downloaded the app, you type in a status and hit "stream." Voilà, a link goes out to your Twitter followers with live video. The goal is citizen journalism. With Meerkat, broadcasters can share what they're seeing in real-time. The app has already been used to show the world a demonstration from Ferguson and a U.S. Secretary of Commerce swearing-in ceremony. You can also catch novel bits of journalism, like Jimmy Kimmel being interviewed by USA Today as it happens. The festival turned out to be the perfect place to launch as festivalgoers used the app to live-stream concerts, conferences, panels, and the more from SXSW. Already the app is growing traction outside the SXSW community and Meerkat’s developers are working quickly to make the app more streamlined and available on Android. Take a look at Meerkat in action:
UNDER THE RADAR: MARCH MADNESSIt’s that time of year again—March Madness. The NCAA teams are preparing for the “Round of 64” that will kick off the Tournament. Everyone is filling out their brackets, eager to see how their teams will perform, with even President Obama joining in on the action (with the prediction that the Wildcats will win). Kentucky is going in undefeated with their next game tomorrow against the Pirates. The top seeds in the other tournament regions are Wisconsin in the West, Villanova in the East, Duke in the South. Do you have any opinions on who is going to make it to the Sweet Sixteen? (Or if basketball isn’t your thing, enjoy a Film vs. TV themed bracket from io9)
AROUND THE HUB: RECORD-BREAKERS 2K15As if Boston’s winter wasn’t bad enough, now it’s gone and broken a record. On March 15, after a late afternoon flurry, Boston gained the 2.9” it needed for it to set the record as the snowiest winter in Boston history with 108.6 inches of snow total. The previous record was from the winter of 1996-97 (107.9 inches). Prior to the record being broken, some were rooting for the record to be broken; others just wanted the snow to stop. Which side were you on? See images of the historic snowfall here.
It’s no secret that online privacy is a pretty big deal these days. It’s such a big deal that last summer, Google announced that they’d begin to give a slight boost in rankings to sites that used strong HTTPS encryption by default. The announcement wasn’t missed by many webmasters, who rushed to enhance the security of their sites in the hopes of improving rankings and grabbing an easy share of more leads or driving more sales. Unfortunately, as many as 80% of these webmasters didn’t take the extra steps necessary to ensure their site’s improved rankings. Google’s Gary Illyes announced recently that 80% of eligible HTTPS URLs aren’t being displayed as such in Google Search Engine Results Pages (SERPs). It’s an unfortunate number, but it’s not surprising. If your site is using HTTPS URLs but you’re not seeing them in SERPs, here are some of the most likely reasons why, and what to do about them: