Why companies should activate their employer brand on social media

A strong employer brand can be the key to standing out, and the most visible part of any employer brand is social media. 

With 79% of candidates actively using social media as part of their job search , it's essential for brands to meet talent where they are already spending their time. 96% of employer branding teams are already using social media as a space for activation.

So, if you’re not activating your employer brand on social media, where have you been?!

Social media is the perfect place to showcase your company's culture directly through the voices and experiences of employees. When employees share their authentic experiences, it not only shines a light on what working for you is really like, but builds credibility. This transparency directly correlates with a reduction in turnover. According to Gallup, there is a 34% reduction in the likelihood of employees looking to change jobs when they feel proud of their company and its actions.

However, not all talent groups spend their time online in the same places… 

Different demographics, interests, ages, and locations influence where and how potential candidates engage with content. For instance, only 29.4% of TikTok users are also on LinkedIn, and only 54.2% of LinkedIn users are also on Instagram, showing that a one-size-fits-all approach to social media activation is not effective. Companies need to develop a comprehensive social strategy that identifies where their target talent groups are spending their time and what kind of content resonates with them.

For example, while LinkedIn might be the ideal platform for sharing industry insights and professional development opportunities to more experienced talent, platforms like Instagram and TikTok might be better suited for showcasing company culture and reaching more junior talent. By diversifying your social media presence, you can ensure you are reaching a broader audience and engaging with potential candidates in meaningful ways.

Successful employer brands will also address the different stages of the candidate journey on social media. Each stage—awareness, consideration, and acquisition—is an important part of your talent pipeline and can be effectively targeted with specific strategies.

Employer brand ‘awareness’ is the extent to which talent knows your company is an employer of choice and offers a great culture and employee experience.

The ‘consideration’ stage of the candidate journey is tapped into via content which tells talent why they should join your company, and the sorts of opportunities that could be on offer to them.

And, last but certainly not least, the ‘acquisition’ stage drives prospective talent to navigate from the social channel to an application on the careers site.

To build awareness of an employer brand, you can leverage organic social to paint a picture of your culture and values. Encourage potential talent to consider life at your company via the voices of employee advocates sharing their experiences. And convert prospective candidates into new hires through ads targeted at talent most likely to be interested in specific roles.

And what is the impact of a successful employer brand activation on social?

Knight Frank, a leading global real estate consultancy, faced challenges related to diversity and industry perceptions. To address this, they partnered with our social team here at Wiser to launch the #LifeAtKnightFrank social strategy, aimed at transforming their employer brand and showcasing the diverse, inclusive culture within the company. This strategy involved launching a new Instagram page and enhancing their LinkedIn presence, focusing on authentic stories from employees. The initiative was grounded in extensive research, which informed content tailored to different target personas, effectively resonating with both internal and external audiences.

The #LifeAtKnightFrank strategy successfully built a global community, reaching over 400 major cities and engaging people in more than 95,000 locations worldwide. This broad reach not only enhanced the visibility of Knight Frank's employer brand but also connected employees and potential candidates across different regions, creating a sense of global community.

There was also a noticeable shift in how people perceived Knight Frank as an employer of choice. When we asked the working population ‘Would you work for Knight Frank?’ the percentage of people saying ‘Yes’ increased from 38% to 57% after seeing their social content (Wisdom).

Mission accomplished!

But hang on a second. Before we go, we’ve got a present for you…🎁

Hit this link to slide into our DMs with details about the Wiser expertise that would most benefit you and your company. Who knows, you might be hearing back from us with a free Employer Branding Health Check which will cover market insights, where your employer brand is shaping up across organic social, campaigns and employee advocacy, and our strategic and creative recommendations for leveling up.

So, what are you waiting for? It’s time to make your social Wiser.