It's here, we're all using it, yet somehow social media still seems to fall into the 'too difficult' box for many organisations when it comes to strengthening their employer brand.
What should we be sharing? Who is going to do it? What happens if something goes wrong?
Really it shouldn't be that complicated and these Five Bs are a really straight forward, logical guide on how to make it happen.
Be where your audience is
Now I don't think it's necessarily about looking 'cool', but instead about being authentic, genuine and relevant.
Essentially it's about having a plan, being organised and getting the right people involved. Not that tricky really.
Lack of content: employers often think they have nothing to publish – or want to publish too much content related only to job offers. The golden ratio is what both sides – employers and audiences – need. Lack of manpower and expertise: social media, for many employers, are considered to be a sad duty and extra work for someone who is already employed. People who are in charge of a social media presence are often just employees in the HR department, or someone who is not connected with marketing at all. This impacts the quality or regularity of posting. Lack of awareness: entering the “social media stage” doesn’t mean rainbows and butterflies. Many companies, including employers, are not ready for social media crisis management, and they don’t have procedures to handle any difficult situations.