Human Factor

Like Bees to Honey

Hone the social media presence of yourself and your company and attract the savvy young talent that’s needed for future success. BY LAURIE KAHN

For many managers on the older end of the age spectrum, using social media can be a struggle. Not so for the younger generations of employees. We know that both Millennials and

Gen Z’s are huge users of anything digital.

Reports show that they can use five different devices at a time.

Most are very research oriented and will do their homework before they ever consider speaking with a potential employer. Statistics show that 72% of all job seekers will search someone digitally prior to agreeing to a meeting. If they research you after agreeing to a conversation and don’t like what they find, they will more than likely “ghost” you. In other words, they won’t show up.

As unemployment is low, with no change in sight for the near future, employers need to be more aware of their social media image. Onboarding is a hot term right now, and to me, it starts when a company promotes itself. Ironically, while media companies are used to branding their products and services, they don’t consider how prospective staff members will perceive their online presence.

One of the most important factors to help build your image is your company website, especially the career page. Your site is a gateway to future clients and employees and should include a wealth of information in general. The career page should be a sales tool that shows why the sorts of people you want to hire should consider joining your team and how you can help them in their career.

Include video testimonials from happy employees talking about why they joined your company and why they stay. Be sure to include a diverse group so that viewers can see how they would fit in on your team.

Younger generations have a short attention span, so limit the length of videos to keep them tuned in; 8 to 10 seconds are ideal.

Share your mission, how you help your community and local charities. Illustrate how you have helped grow local businesses. Show that you care about your employees and some of the unique things you offer.

Don’t be afraid to add in pictures of company events like holiday or birthday parties,

group gatherings, team-building events or successful community gatherings. Tell them about your benefits and perks. Don’t forget to include your plans to train new hires and how they can grow.

Review and update your company listing on Glassdoor.com. Unfortunately, disgruntled employees can post negative comments if they have had a bad experience. If this is the case, encourage happy employees to leave positive remarks to counter any damaging ones. Be sure to fill out the profile and include all that you offer employees.

LinkedIn is still the premier networking site for business. It is one of the first places most researchers will visit. So again, it’s critical to have a well-written and up-todate profile. If you don’t want to be bothered, have someone help you with it. A solid profile should include a friendly picture, preferably professionally taken, and give an accurate accounting of your work style and history. Use descriptive words instead of a title and include straight slashes in between to allow for stronger searching capabilities. Talk about yourself as a leader – your training process, your management style and what makes you stand out. If you have received awards, this is the place to include it and brag. You’ll build trust and interest by conveying that you are a strong, well-respected manager who is open to helping staff members and cares about them. Share how you started in the business and your promotions.

Show your human side.

I encourage all managers to Google themselves and their employer to see what is out there. If you are an avid Facebook user, utilize the privacy restrictions so that not everyone can see your posts.

Use your company social media posts on Instagram, LinkedIn and Facebook to share news items about your company. Describe new initiatives, platforms or tools. Post info about any awards the company has received, or how it has helped the community, especially after a disaster.

These tools will help you build a better brand. If you don't use them, chances are you will seem out-ofdate to younger generations, and less desirable as an employer.

Include video testimonials from happy employees talking about why they joined your company and why they stay.

Laurie Kahn is president of Media Staffing Network, a search and consulting firm that is focused on media jobs. She can be reached at (480) 306-8930 or laurie@mediastaffingnetwork.com.