Not all candidates are created equal. We all want more candidates, sure, but what we really want are more of the right candidates. Y’know, candidates who turn up and are engaged and make your headaches (or at least one of your headaches) disappear. So today, we want to talk about one of the tools in your arsenal to find those candidates: job branding.
Here’s the elevator pitch: job branding allows you to better focus your social media job posts to target the right candidates. Sounds good? Let’s break it down.
Job branding refers to using your employee value proposition (EVP) to discover your target candidate, and using that information to tailor your job posts to find them. (Technically, it applies to job descriptions and social media posts alike, but we’re gonna focus today on social posts because—as we highlight later—most people already do this for job descriptions.) It’s taking those extra few seconds to reflect on who you want to reach, and what wording, images, and/or hashtags you can use to better reach them.
How much of your social recruiting should be influenced by this approach? That’s up to you. It could be specific social media posts you feel you want to add that extra touch to, or it could be a tailored approach to crafting every social media recruiting post you put out. Obviously, the more you use job branding in your social recruiting strategy, the more effective it’ll be, but—as they say—every little bit helps.
It sounds nice: with a little job branding, you can fine-tune your social media hiring posts to better target qualified candidates. But with the average social media post taking 4 minutes to make and TA leaders overwhelmed as it is, who actually has time for job branding?
Fortunately, job branding doesn’t have to be that complicated at all. Here are some tips and tricks to make it effortless.
ULTA Beauty is a prime example of a company that weaves job branding into every aspect of their social recruiting presence. From the wording they use to the images they create, it’s clear that they have a strong vision of who they are, who they want to attract, and how to attract them.
An example of how ULTA Beauty brands their posts. Notice how they highlight the perks of working for them, and make sure to use both branded hashtags and employer brand hashtags in addition to their recruiting hashtags.
Here’s another example. Referring to a seasonal opening as a holiday celebration reflects a strong understanding of who they’re trying to attract.
One last example. ULTA Beauty understands that their candidates care about beauty, and therefore weave that into the wording they use to promote their positions.
Related: How ULTA Beauty achieved a 53% YOY increase in holiday hires.
Another great example of a company that understands job branding: Texas Roadhouse. As you’ll see in the examples below, rather than just use generic images and captions to attract candidates, Texas Roadhouse shows candidates images of their actual restaurants and uses language reflecting the benefits of working specifically for them—namely, great food and service—to find the right candidates.
Use of branded hashtags, specific imaging, and the branded name they call their employees—Roadies—help target these posts to reach specific candidates.
Related: How Texas Roadhouse attracted 400k applicants in 12 months.
CVS is a company that gets a ton of candidate traffic, and for good reason. As you’ll see in the examples below, CVS makes sure to highlight why candidates should want to work for them, as well as use specific images that reflect the position the post is about.
There two examples both use specific captions written specifically for the job in question, both highlighting why candidates should apply to the respective position. In addition, the pictures are both of an employee doing the job in question in the exact setting they’d do it in.
Related: How CVS effortlessly automates their social recruiting strategy with CareerArc.
Inspire Brands is a company that understands the value of social recruiting, and it shows in their posts. With multiple brands under their umbrella, it would be tempting to use the same wording and images for all their job posts. But, as you’ll see in the examples below, they know to cater their different posts according to the EVP of each brand.
By using different and distinct images for these posts—even though they’re both job posts for open positions—allows Inspire Brands to target their reach effectively.
Related: How Inspire Brands drives talent to their global restaurant brands with CareerArc
When you churn out a whole bunch of social media job posts, sometimes it can feel like they’re all the same. “We’re #hiring, if you know of anyone who’s interested let them know, etc. etc.” But United Pacific has mastered the art of making every job post feel unique. In just a few short sentences, they brand their job posts as fun, humorous, and exciting.
The above two examples both highlight the fun and pithy tone United Pacific is going for in their posts.
Though this last post is more practical, it’s important to remember that benefits are something candidates look for. Highlighting benefits helps target candidates better.
We talked a little earlier about how strategic automation can make job branding effortless. CareerArc strategically automates your social recruiting for you, ensuring you’re broadcasting your employer brand and vastly improving your reach while also saving you tons of time in the process. Plus, our Magic Posts feature auto-creates countless new posts for you, allowing you to put out an endlessly versatile stream of engaging content.
Source: https://www.careerarc.com/blog/job-branding/
All Rights Reserved | Indigenous Jobs Australia
Made with 💛 by Shazamme