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Social media is no longer optional if you want to engage your employees and build your employer brand. Mobile devices are a primary source of information and communication for most Americans, and platforms like Facebook and Twitter are central to the mobile lifestyle. In short, if you aren’t on social media and you don’t have great social media video, your message isn’t being heard – and that inhibits your ability to attract top talent and retain your most highly-qualified workers.
While it is possible to connect with employees through text-based posts and long-form content, research shows that the most effective way to capture the attention of your audience is through images. When those images are delivered in the form of short, creative videos, you can count on a positive response. One study demonstrated that four times as many consumers would prefer to watch a video about a product than to read about it – and that preference extends to receiving all sorts of information, including your employer branding messages.
RELATED: Why Your Employer Brand Matters
Perhaps the most important reason to communicate through social media video is the retention factor. Your employees are 65 percent more likely to remember your content after three days when it is presented in a visual format versus a text-based format. That means more time to consider your message and share it with colleagues, extending your reach dramatically.
Consider the benefits of a strong social media presence. Creative, engaging employer branding encourages job-seekers to become applicants, and it keeps current staff members connected with the company. Employers have successfully leveraged social media video to communicate with current and prospective employees about benefits, company culture, and social responsibility. Some even use this forum to encourage strong connections between management and the workforce, effectively discouraging unions from their attempts to stir discontent.
While it is possible to use the same social media video content across multiple platforms, your social media campaigns should include slightly different strategies for each of the popular sites. Differentiate your content based on the culture promoted by individual channels. These are the basics for today’s top social media platforms:
Getting started on social media doesn’t have to be complicated. Start with Facebook, then expand to other popular platforms. For more information on connecting with your employees through innovative, engaging social media videos, visit Projections, Inc.
Walter is Projections’ CEO and the founder of UnionProof & A Better Leader. As the creator of Union Proof Certification, Walter provides expert advice, highly effective employee communication resources and ongoing learning opportunities for Human Resources and Labor Relations professionals.