What Is Social Media & Employer Branding?

social media 

A company’s image or brand among consumers is a vital factor in marketing and sales campaigns. Businesses create a consumer brand that connects the company name with quality and value, which inspires loyalty and repeat purchases among the buying public. A company’s employer brand connects with the workforce and talent in the job market. Social media is a strategy a company can use to improve its employer brand.

Companies must tailor their social media efforts to attract the type of employees they need for the business. The research for an employer branding strategy is similar to the marketing research a company uses in consumer branding. The company must segment the employee pool and research the behavior and lifestyles of workers with the skills and talents the company needs. The branding strategy will tailor the social media message to appeal to the segment of the employee pool the company wishes to attract. For example, if research shows that employees with the skills the company is interested in attracting are concerned with environmental issues, the company may promote an eco-friendly message in its social media efforts.

Social media can be a powerful tool for any business, but it is important that corporate ethics are considered. Because this method...

Establish accounts with and use bookmarking sites like digg, reddit, delicious and Technorati to search for sites that link to you or mention your product.

Social media gives consumers the ability to see brands as more than just brands. A June 2011 assessment by Mashable of the top nine brands on Twitter found that the most engaging brands were those that focused on the people -- and the personalities -- behind the brand. Twitter accounts, blogs, Facebook pages and other social media tools are among the few outlets that consumers have to really see who makes up a brand, from the CEO to the marketing department to the front-line workers. Consumers are much more likely to feel closer to a brand when they can hear directly from its operations.

In 2007, social media accounted for one of every 12 minutes spent online. Jump to 2011 and that number shifted to one of every six minutes, according to a May 2011 report from comScore. Brands of all shapes and sizes want to be where their consumers are, making social media platforms like Facebook and Twitter a natural space for them to inhabit. While these outlets can help brands market themselves, they have value beyond ads and promotions. Social media also allows consumers to be closer to brands by opening up dialogue and bringing consumers into the conversation.

Customer service plays a significant role in brand loyalty. Social media provides an open forum for lodging complaints, but it also gives smart brands the opportunity to engage the unhappy consumer by starting a dialogue, quickly resolving the issue and making the customer feel heard. Even consumers who just want to find answers to their questions are more likely to align themselves with brands that are responsive to them. A May 2011 survey of Twitter users conducted by inboxQ found that 64 percent were more likely to buy from a company that responded to their Twitter question. Consumers appreciate responsiveness and are drawn to brands that provide it.

Social media administrators must have an acute understanding of their employer's brand, and have the ability to relay it consistently across multiple social media networks.

Social media websites are a new form of medium. The social media administrator must have a keen understanding of the culture and function of these sites.