Here at Wiser, we are experts on meeting talent where they are already spending their time, and showing them the right message. And, arguably the best space for activating an employer brand is on social media - one of the most visible parts of your business.
The social media channels
So let’s delve into the world of employer branding across social media avenues - specifically, why LinkedIn, Instagram, and TikTok are your key players in attracting diverse talent pools.
According to Glassdoor, a whopping 79% of job seekers scout social media for career prospects. But, social media isn't a one-size-fits-all affair, and you will find different people searching for opportunities in different places. According to Meltwater's findings for instance, only 29.4% of TikTok users are also on LinkedIn, and only 54.2% of LinkedIn users also use Instagram.
So, let's start with LinkedIn - where you can meet more experienced talent.
Insights from Meltwater reveal that 60% of LinkedIn users are aged 25-34, and nearly a third of them are actively researching brands.
In-house data from two of the partners we work with here at Wiser spill the beans further on how content performs on LinkedIn. Our engagement rates are cruising at an average of 14%, soaring way above the platform benchmark of 3.1%. Plus, the algorithm favours impressions, ensuring our content reaches nearly half a million people monthly.
TikTok & Instagram
But what about the fresh faces exploring career paths? When we asked Wiser Academy students what platforms they use for seeking early talent opportunities, 66% said Instagram and 41% said TikTok. And insights from Hype Collective revealed that 40% of Gen Z use TikTok and Instagram as a search engine over platforms like Google.
When we take a look at who is using TikTok specifically, Wallaroo tells us that 60% are Gen Zedders aged between 16-24 and, according to Hype Collective, 30% of them trust creators on TikTok more than on other platforms.
And that’s because platforms like TikTok provide the perfect place for giving creators (or, in our case, employees) a voice which frames all content to paint a picture of life at your company in an authentic and people-first way.
In our current social sphere, the power of UGC cannot be overlooked (that’s user-generated content if you’re new here!) According to BusinessWire and Clickz, 85% of consumers find visual UGC more influential than brand photos or videos and 55% of consumers across all ages trust user-generated content over other forms of marketing. And with the growth of TikTok, we have the perfect home for this UGC.
Plus, here at Wiser, we have found TikTok is one of the best spaces for following, with 51% growth in three months (compared to 4% on LinkedIn and 17% on Instagram) when we launched with Kraft Heinz.
Activating your employer brand
So, what’s the key takeaway here?
In order to reach each different talent cohort, you’ll need to activate your employer brand in unique ways across the channels.
And what could this actually look like in practice? You guessed it, it’s case study time!
For the last five years, we have been working closely with Kraft Heinz to bring their EVP (that’s Employee Value Proposition, btw) and employer brand to life. The social channels we predominantly activated on were LinkedIn and Instagram. Senior talent is their strongest demographic on LinkedIn, and the big bulk of their Instagram demographic is 25-34, but one of their key hiring focusses are Gen Z graduates and apprentices, so we set out a refreshed strategy tailored to Gen Z to bring them to the Kraft Heinz table.
In March 2023, we launched @HereAtKraftHeinz on TikTok, alongside a whole new social media strategy aimed at getting Gen Z excited about a career in the food industry. This included content series tailored for TikTok and a paid strategy for getting them in front of the right candidates in the place where they are already spending their time.
But did it work?
It sure did! In the first six months of the channel launching, we gained over 4K followers, 80% of which are an engaged Gen Z audience, demonstrating that they want to see what it’s like to work at Kraft Heinz.
To sum up, ultimately it's all about connecting with talent where they spend their time so that you can find the best quality candidates for your business. And this is never going to be in just one place - in order to find a diverse range of potential talent, you need to be meeting them across the holy trinity of LinkedIn, Instagram and TikTok.
Get in touch with us to get started on your very own employer branding social strategy.
