5 Ways to Promote Your Employer Brand Beyond LinkedIn

An employer brand (or company brand) is the way an organisation’s prospective applicants, candidates, and employees perceive it as an employer. It includes the sum of a company’s efforts to communicate to existing and prospective staff, what makes it a desirable place to work.

While there are plenty of reasons to make LinkedIn the hub of your employer brand strategy, many companies take a multi-platform approach. Twitter, Facebook, Youtube, SlideShare, and Pinterest all offer unique value for your brand and the list below gives you a shortcut to the pros and cons of each network.

Just remember that – only build a presence if you can manage it. You need time to make and execute a plan for each platform.  And your employees need time to learn how and where they can reinforce your message.

#1 – Twitter

Pros: it is simple and conversational with over 200 million active users. Its 140-character limit forces you to be concise. You can send targeted messages by only tweeting to followers.

Cons: There’s a lot of noise – tweets from the likes of Justin Beiber and Barack Obama can overshadow your messages. It can also be difficult to work around the character limit.

Quick tip: Build credibility by re-tweeting messages from followers and industry thought leaders.

#2 – Facebook

Pros: about one billion people use it to connect with friends. Its informal tone is great for showing the most casual aspects of your company culture.

Cons: it is first and foremost a personal network. Most users want to keep their professional lives separate. Many even use it to escape from work. You’re left with a relatively small captive audience.

Quick tip: get creative! Show fun photos from the holiday party or highlight an employee achievement.

#3 – YouTube

Pros: it’s a video hub with a billion users. Videos are engaging, and great ones go viral. You can embed clips on your website, blog, and other social platforms. You can even create a YouTube channel similar to Inside Zappos.

Cons: YouTube has its fair share of flash mob and silly animal videos – we suggest using it primarily to support other platforms. Keep in mind that even amateur videos can be resource-intensive and may need outside help.

Quick tip: Film employees talking candidly about life at work. Keep it simple and real. Include some negative comments to be more believable.

#4 – SlideShare

Pros: it allows you to host long-form content in a blog or website. Its 50-million member base is small compared to others, but its professional focus means its users are more relevant.

Cons: growing a large following will take time, so for now you should use it in conjunction with LinkedIn, Facebook, and/or Twitter.

#5 – Pinterest

Pros: it’s a fast-growing online pinboard with a visual focus and about 48 million active users. Images, graphics, and charts are great for enlivening your brand.

Cons: its focus is on personal interests, not professional ones. And it reaches a more limited audience – over 80% of its total users are female, and almost half are between the ages of 18-34.

Quick tip: the more visually appealing your images are, the bigger impact you will make. Take extra care to ensure they are warm and positive.

*Post culled from The LinkedIn Talent Blog.

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