Why you don’t need a social media strategy for your employer brand

Blasphemy! We’ve been reading article after article about how Snapchat is where to reach millennials, and at the very least I need an active Twitter feed!

Yes, that’s right, I don’t think you need to worry about a social media strategy for your employer brand…but more on that in a second. First, I want to share two personal stories.

Learning something new is overwhelming
A few years ago, I taught myself to program. I learned a few small things, like how to write a for loop, and I was really excited about the potential. Then, disaster struck. I learned about the amazing amount of work in front of me to be a competent programmer. I got a bit discouraged…and I almost gave up. Honestly, it wasn’t until I got strep and couldn’t leave the house for a week that I really dove in.

A few years after that, I started learning about SEO. At a high level, it’s easy enough to think about. The internet is a voting machine, links are votes, more links and the more Google will rank you in results. Then I heard about meta tags, and schema.org, and rich snippets and I got really discouraged. It seemed like SO MUCH to figure out. I almost threw in the towel. Luckily, I decided to take it one concept at a time, and realized that learning 10% of the knowledge out there could get me 80% of the value I needed.

Employer branding can seem overwhelming
Ok, so the reason I’m talking about my experiences learning new concepts is that I think many people out there are in the beginning stages of learning about employer branding. They understand at a high level that candidates research them in the same way a consumer would research a new pair of skis before purchasing. It makes sense, and it’s exciting to think about the benefits you can now reap.

However, when you start hearing about EVPs, candidate journeys, mobile friendly career pages, content, social media, etc….it can be very overwhelming. And, instead of capturing this opportunity, you may get discouraged. And, while I bet you won’t give up, you will let this slide down your to-do list. Procrastination is real.

So, what’s the point of my blog post? Is social dead? No, but I bet that title would get a lot of traffic!

The point is not to get overwhelmed by the myriad ways all the experts say you should be building your employer brand. Just focus on the 10% that will get you 80% of the value.

Check this out!
Here is a list of corporate careers twitter handles. Here is what stands out to me:
1) Most of these companies are quite large! If you’re a SMB, don’t try to copy Geico.
2) None of these that I can see have many followers. If you’re not getting the followers/shares/retweets, are you getting value?
3) Some of these are ghost towns and have clearly been abandoned. If a big company is abandoning this effort, how will you do it with the resources at your disposal?

This tells me that it’s hard to capture value via social for your employer branding efforts. Ok, so forget about it (at least until you have a team helping you out on it), and let’s focus on the things that matter.

Get the most bang for your buck
The number one source of information for candidates, and the most trafficked place online for candidates, is your careers page. That’s amazing. You own this, you control it, and you don’t have to do a thing to drive traffic to it. All you have to do is make sure this is a place where the right content exists.

So, your careers page is the best place to start when thinking about your branding efforts.

In Summary
Don’t fret over all there is to learn about employer branding. And, don’t think you have to do it all. Pick 2 high priority projects for the year, and make sure they get done. Here’s a pro tip, use employer branding software to make your life easier. It may just allow you to do more than you anticipate.

Phil Strazzulla

Founder at NextWave Hire
Phil is a founder of NextWave Hire.Previously, he was a VC at Bessemer, and has a MBA from Harvard, and studied finance at NYU.

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