Social media can spread a message like wildfire. For instance, on January 18, 2012, SOPA was the hot topic, and anti-SOPA messages blew up on Twitter, Facebook, blogs and more. In one day, Google alone collected 4.5 million signatures from people who took the time to register their discontent… 4.5 million! So how does this relate to your recruitment marketing strategy?
Viral content can be extremely impactful to a brand (employment brand included). The power lies in the organic nature of the shared content, which cannot be bought or guaranteed. Unfortunately, it’s difficult to predict what content will reach viral status because the spectrum is as wide as it is varied. According to Facebook, the most shared content in 2011 ranged from a video of twin boys talking in gibberish to a story of a Navy SEAL’s dog mourning at his funeral.
For recruitment marketing material, the challenge is to develop content that appeals to job seekers in a unique way but is also shareable across networks. Here are a few ideas to get you started:
1. Social media referrals. There are a number of social apps that allow users to share jobs with friends. Be sure to keep your current opportunities up-to-date, and encourage your employees to advocate for your company and culture.
2. Fun with photos. Create a contest encouraging employees to post photos of a company-branded item on your Facebook careers page. Imagine Mickey Mouse holding your company’s water bottle at Disneyland or the bottle sitting in front of the Eiffel Tower. Your Facebook careers page will benefit from the interesting content and new fans generated during the contest.
3. Recruitment marketing videos. Create a unique recruitment video that can be shared through social media. Then, take it up a notch by developing a contest to elicit user-generated videos. Encourage prospective talent to submit videos about why they want to work for your company, or ask current employees for testimonials about why the love working for you.
While your recruitment marketing videos and career posts may not technically go ‘viral,’ shareable content is critical for your recruitment marketing strategy. Have other ideas? Share your shareable content tips in the comments.