How to Market Company Culture on Social Media

August 20, 2020

There aren’t too many companies today that don’t have a social media presence. Social media is a mainstream marketing tool, highly effective at growing brand awareness, cultivating relationships with your customers, and promoting your products or services. But do you ever use this all-star tool to highlight your company culture? If the answer is no, you’re missing out on an important opportunity to attract talent.

Passive and active job seekers will inevitably explore your company pages across different social channels and will even look at profiles of your existing employees. Which is why it’s so important to regularly post social content that paints a genuine portrait of your company’s culture, the perks and benefits of working there, and the amazing people that you employ.

Celebrate your employees
One way to showcase your company on social media is by celebrating your employees. Highlights of employee milestones, personal stories, and welcome messages about new additions to the team are great suggestions. A big trend on social media right now is content around unique ways in which people are working from home and dealing with its challenges (sometimes comically). Doing this shows the potential candidate that you value your workers, that you take pride in their contributions. Plus, such posts are also more likely to result in greater brand advocacy, yielding more internal likes and shares.

Promote company events
Does your company host a regular social outing? Or do you organize an annual team building affair or a charity drive? If so, show it off! Candidates love seeing the fun (and charitable) side of your business. While the pandemic has put the zap on any physical events for the time being, if you’re big on organizing any virtual ones, like a virtual coffee break and catch-up session, make sure to promote this as well. It’s important for potential candidates to see that you are going the extra mile, especially now, to bring your team together, in a fun way.

Profile your leaders
Building a profile for your leadership team is also a good way to showcase your company culture. Some organizations post written messages by leaders, others share videos of them speaking about an important topic. Videos, in fact, generate 12 times more likes and shares than text and images. Both are great ways of showing their personalities and thought leadership. Also, encourage your leadership team to comment on content posted through the company page. A vocal leadership team that is at the forefront of your content will give a glimpse to potential candidates of how your company operates.

Boast about perks and benefits
If your company provides any cool perks or in-demand benefits, talk about that in your social media content as well. For example, one company we worked with allowed dogs in the office every Friday, so their social media post for Fridays included photos of dogs working alongside the employees with a cheeky caption. Company perks, progressive policies, and benefits are all the hype and something that candidates definitely look for when choosing which company to work for.

Identify your values
Lastly, but very importantly, don’t forget to include curated content about your company’s values. Whether it’s a statement about your commitment to diversity and inclusiveness or philanthropic initiatives, job seekers want to know what you stand up for, what you believe in, and what principles guide your organization. By being vocal about this you will more likely attract candidates that share these same values.

It’s a good idea to embed company culture in all of your marketing materials but social media allows you to do it in creative ways, more frequently, and helps to spread the message further. By seeing who you are as a company, candidates will be able to make more informed choices and be better matched to your culture.

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