How to Market Company Culture on Social Media

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.

How to Avoid Job Search Burnout

Looking for work is like a job itself. It involves a lot of strategic planning, hard work and patience. Whether it is the pandemic that has forced you to look for new employment opportunities, or you have been on the hunt for a while now, don’t let job searching burn you out.

Here are some best practices to help you:

1. Develop a Strategy: Build a daily routine with specific goals and work your way through them. Start your job search process by determining your career aspirations and evaluating any skills gaps. Update your resume with latest work experience, certifications and expertise. Use your time effectively by brainstorming ideal companies you would like to work for and make yourself familiar with their job application process.

2. Track Your Job Search: When you do not have a plan in place, it is easy to lose track of the jobs you have applied for. It is very common these days to apply for multiple opportunities, confuse companies and positions and forget to follow up. One of the best ways to keep track of your job applications is to maintain an active spreadsheet that details out company name, job role, job title, job source, point of contact etc. This will help you stay organized during your job search, keeping priorities in check and saving you from squandering precious time and energy.

3. Leverage Your Network & Social Channels: This is the right time to tap into your network, connect with former colleagues, friends and get your name out there. Let people know that you are actively looking for opportunities and share your personal brand. Utilize this time to get creative and make the most out of your social profiles. According to a CareerBuilder survey, 70% of hiring managers use social media to screen candidates. Channelize your passion and engage in meaningful conversations on social media. From updating your LinkedIn profile to creating content, getting yourself out there can put you in the right place at the right time.

4. Be Patient: During your job search process, try to maintain a positive outlook and believe in yourself. Remember that job searching is a process and will not deliver results overnight. Ideally, you want to find a role that motivates you to work better everyday and be a part of a work family that supports professional and personal development goals.

The Do’s and Don’ts of Remote Leadership

Currently almost 40% of Canadian employees are working remotely due the COVID19 outbreak. If given a choice, 80% of employees would prefer to continue working from home at least some days of the week, according to Global Workplace Analytics. Employees consider remote work as their ideal work scenario because it leads to greater work-life balance and increases productivity levels. But managing a remote team is not always easy. Managers struggle with feeling of decreased control over their team, monitoring challenges, and problem solving.

Here are some tips to help leaders become better remote workforce managers:

Do

1. Communicate Frequently: Keep your team engaged and connected on a daily basis. Utilizing communication channels and collaboration software is a great way to build and retain engagement. Schedule regular check-ins via video meetings to ensure inclusivity and provide opportunities for employees to raise any issues. Make sure to develop and communicate appropriate work-from home guidelines that define expectations. Just as you would at the office, encourage collaboration on projects and regular feedback.

2. Be Flexible: Regular work hours might be difficult to impose especially under the current circumstances where many kids are at home with their parents. Recognize that this is an un-ordinarily challenging time for many of your employees and being rigid will do more harm than good. Trust your team and provide them with flexibility to work on a schedule that helps them be the most productive. If productivity becomes an issue, especially with an employee that has always been outstanding at their work, learn what is causing this decrease, and work together to develop a solution to get back on track.

3. Set Your Team Up for Success: Remote team collaboration is highly dependent on reliable technology. Ensure that your team has access to appropriate resources and equipment to help them get their work done effectively and to work well together. Also provide your team with sufficient IT support should something go wrong. Remind your team to take breaks and take good care of themselves, physically and mentally. Develop strategies to keep motivation up such as rewards or positive feedback.


Don’t

1. Avoid Video Calls: Digital tools have made remote communication convenient, but that does not guarantee effectiveness. Face-to-face interactions are extremely important to understand non-verbal cues and develop reactions based on what you see, rather than what you read or hear. In addition to emails and texts, managers should incorporate adequate face-to-face communication in their daily routine.

2. Focus On Control: Sometimes managers tend to focus too much on controlling scenarios and how work is performed. This creates a hostile environment for employees, who may already be feeling the pressure of a new way of working. Trust your team and focus on the outcomes, not processes.

3. Lose Company Culture & Connectivity: Remember staying well into the evening, eating pizza with your colleagues, working on that milestone project? Or popping your head into your co-worker’s office to bounce some ideas off of them? This is part of what builds a strong corporate culture and binds people together. Try to translate traditional office activities into your new virtual setting. Organize in-person team gatherings at least once a month, bringing everyone together to reconnect in person.