Now more than ever, candidates are vetting your company on culture fit just as much as you are vetting them. Many employers are getting creative by selling job seekers on their “great culture,” a “work hard, play hard” mentality and maybe even getting flexible with vacation time. The problem is, not everyone is looking for that type of environment. While you’re looking for the best talent, you should also be looking for the right talent, and social media can help.

Here are seven ways to attract the right people to your organization with strategic employer branding.

1. Be transparent.

Show your audience there are real people behind the company logo. When advertising what you have to offer to potential talent, identify your key selling points. What can you show them about the experience they will have as an employee? Take a photo of a professional development class you offer or other benefits you provide and post them on social media. Nothing fancy, but don’t be afraid to pull back the curtain a bit and let others see some of the inner layers so potential candidates can imagine themselves working there.

2. Be authentic.

Candidates want to see the real “you” and may not be impressed by a generic-looking marketing ploy that looks like all the others. They want to know what your company stands for, how you’re different and what a day in the life looks like. So show them. Record a tour of your office or snap a photo of a project an employee is working on, and post them on your company’s blog or social media feeds.

You want to attract the talent who matches your company’s DNA and culture. If your company’s success relies upon documented process and following procedure, don’t advertise as having a laid back, less “structured” work environment. Play to your strengths to attract the job seeker who genuinely likes what you have to offer. Don’t try to be something you’re not.

3. Create an employer profile.

There are plenty of public online spaces outside of your normal LinkedIn and Facebook pages and your Twitter profile where job seekers are going to learn more about you. Sites like Glassdoor are specifically designed to help job seekers vet potential employers. These platforms help job seekers understand the faces behind the employer and are a good opportunity for you to advertise the benefits you provide and your workplace culture. Consider setting up a company profile; some are free or require a small fee.

4. Use photos and get creative.

Search engines like Google, Bing and Yahoo give more weight and visibility to videos and photos. The best part? You don’t need to hire a videographer or photographer to produce good quality content. Get creative with your mobile phone on a Friday afternoon at the office. Are people gathering in the kitchen for a group lunch or taking a break around the foosball table? Snap a photo and post it to your company’s Facebook page with a compelling caption about what Friday afternoons are like and mention that you’re hiring with a link to your internal job openings. It’s quick, simple and easier than you may think.

5. Be active.

Regardless of what social media platforms your company is using, the worst thing you can do is be inactive on them. Post status updates frequently, add photos of your team volunteering at a local nonprofit and publish your weekly blog post(s). These social media channels are where your customers and potential hires are going to interact and evaluate you. Imagine what they might think if they see no recent activity; they might assume you’re disengaged with your audience, you lack credibility in your industry or, even worse, you don’t care about them. To make it easy, download a content scheduling tool like Hootsuite, Sprout Social or Buffer to make sure your posts are frequent and cover all of your bases.

6. Post relevant and interesting content.

Depending on the talent demographic you are targeting, many candidates seek a job where they can be part of something larger than themselves. So showing them that you’re working on a cool project that’s going to revolutionize the way your company operates or that you recently adopted new software should grab their attention. Too, update your social followers on how you’re listening and adapting to industry demands. For example, write a blog post about how your cloud company plans to adjust to a new cybersecurity law.

7. Get your employees involved.

If you think restricting your employees’ access to social media is a good thing, reconsider this strategy. Employees have their own minds with their own interests, so employ them as brand ambassadors. Let them share their excitement towards the upcoming holiday party. Not only are they promoting the uniqueness and strength of your company culture, but it’s coming from a source more trusted than your company’s marketing team. Peer evaluations are the strongest form of advertising; use them to your advantage.

Social media has become an integral part of talent acquisition, and companies who don’t capitalize on it won’t be able to throw their hat in the ring for quality talent. Carving out time and resources to focus on employer branding with the help of social media is an investment that will pay back quickly.

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