Posts Tagged ‘employer branding’

Employer Branding on your LinkedIn Company Page – A myriad of missed opportunities

July 1, 2013

Social media is a great means to do Employer Branding.  There are not only content platforms such as YouTube, Pinterest, Blogs  and others, but also engagement platforms such as Twitter, LinkedIn, Facebook and Google+.

When it comes to B-2-B platforms, LinkedIn stands out with the company profile as a the flagship.  However, many companies do not take advantage, to say the least, of its functionality.  A myriad of missed opportunities!  Let me try and show you the way.

Of course, you need to start by creating a company profile which not only has a your logo as a company profile picture (100 x 60 – Max 2MB) but also the basic data about the company (description, website, size, industry, etc.).  Most companies have got this correct and needs no further explanation.

When it comes to Employer Branding, the Cover picture, LinkedIn calls this the “Image” is widely forgotten.  This image (646 x 220 pixels – Max. 2MB) can help you send out a clear message about who you are. A missed opportunity to make a strong statement.

Image LI comp prof

Giving future candidates a view of your product portfolio is a key element in your Employer Branding.  And can be done the “Products and Services” tab. It is still strange to see that few companies have completed this.  Here you can not only add the description of different products and services your company is offering but also include a video or promotion.

Image LI comp prof products

We all know that employees  are your best ambassadors.  However, most do not recommend the products/services of their company on the LinkedIn company profile even though these employees do link their personal profile to the company profile.  Probably it is not because they do not want to but they do not know about this.  Yet another missed opportunity.

I am amazed to see how few companies use the company profile status update to start conversations with both employees and followers.  This is the perfect way to engage future candidates or request referrals to fill job vacancies.  Nothing to post?  How about the employee testimonials, job openings, best place to work, picture of the last event, company information, etc.

Image LI Comp prof status

Coming back to your employees being your best ambassadors, it is a good practice to enlist their support to LikeShare or Comment on your company profile status updates.  It will broaden the reach of your company messages.  It can create a must wanted ripple effect.

Finally, if you want to spend some money, you can of course create a Career page on your company profile.  There is a silver subscription coming with a price tag of around €8.000 and a gold subscription over €15.000 giving you as an employer some great Employer Branding functionality including banners, video, information and employee testimonials.

All companies are looking to pick the low hanging fruit and don’t see it most of the time.  The LinkedIn Company profile is one of those low hanging fruit ripe to be picked.  Why wait?  Get started today!

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The Twitter “Black Hole”

May 1, 2013

I was recently putting together a presentation on Employer Branding when I ran across what I would like to call the Twitter “Black Hole”.  Many companies are using Twitter for posting jobs as part of their employer branding strategy which makes perfect sense.  However, Employer Branding is about how you look to the outside world.

Twitter black hole

On Twitter, there are 3 visual ways that will help you with this Employer Branding.  There is of course, the profile picture.  Getting rid of the “egg” as a profile picture is a basic step that everyone has conquered.  Having a personalized good background is another visual that a lot of companies have mastered, but when it comes to the Twitter “cover” picture (Header), that has been lost in translation. A missed opportunity to make a statement.  Or are you sending your candidates into a black hole?

This phenomenon is not only showing in recruitment and employer branding accounts but also on many corporate accounts.  Why?  I think it is more about ignorance that inability.  Some organizations are doing it right as shown below.

Twitter EB

Having a great cover picture (Header)  on your profile is a great asset as we all know since a picture says more than a thousand words. The picture should say something about you or the type of company that you are.  Like on Facebook there are creative ways to make use of this picture as shown below.

Twitter clever

Next step?

Time to update your 3 Twitter visuals and brand your account.  Knowing the dimension of these picture is key, so here are the dimensions for your reference:

Twitter profile picture: 81 x 81 pixels (Max 2MB)

Header picture: 520 x 260 pixels (Max. 5MB)

Background picture: 1600 x 1200 pixels (Max. 2MB)

Have you seen any creative use of pictures on Twitter profiles?  Let me know!

The Employee Engagement Index

October 22, 2012
Companies want to pick the low hanging fruit, but when it comes to social media, it seems they are not seeing the ‘low hanging fruit.  Many companies are creating corporate social media accounts but fail not only to communicate them to their clients but also their employees.  A lot of companies do not mention their social media accounts on their website allthough that is changing.

Companies, especially the marketeers, are struggling to get engaged fans/followers/connections, etc.  A lot of effort is put in creative marketing to be able to attract clients and have them become ambassadors. Through these fans/followers they hope to get their messages amplified.

But what about engaging your employees as ambassadors and amplificators.   During a series of awareness sessions in different companies, i could not help to see that few people were actually following their company on platforms such as twitter, facebook or linkedin. The main reason being a lack of information and awareness. Companies expect their employees to follow these account automatically. There are a few simple solutions to address this situation and could include:

  • Social media awareness sessions
  • Mention all  accounts in the social media policy
  • Training program includes following all company accounts
  • Email and intranet campaign to increase account awareness
  • Adding links to intranet and website

How do you measure if you are successful? Why not create an Employee Engagement Index.   The number could reflect a ratio such as:

  1. # of employees  following corporate accounts divided by total employee count
  2. # of employees that follow corporate accounts divided by the employees on social media (or specific platform)

This number by itself is not so important. It serves as a baseline. Tracking the progression as you undertake social media awareness building is more important. It will provide you with insight of how well you are doing.

The next challenge is get corporate messages amplified by these people. Here too there are several scenario’s. The best of all worlds is that your employees take the initiative to share message by themselves but we all know this is the most difficult route.  the WIIFM factor has to big. Alternatively, you could offer tools to re-publish but that is really a bad idea. People want to be in control of what they share with their network.  And then there are some tools available (www.gaggleamp.com) that allow users to select what they forward. In any case, the network of your employees is the first step to client engagement and conversation.

Which innovating techniques and tools are you using to use your employees as amplificators and ambassadors?