Idea Club Newsletter
The answer is probably "no." Sure, your company is on social media. Every staffing company is. And you probably use LinkedIn
every day for recruiting or prospect research. You may use Facebook to post jobs. And Instagram
for employment branding. But are you really getting the maximum value out of social media? Ten years ago, marketing on social media was easy. Create a company page. Invite people to follow
you. Share content. If you were consistent with building your following and sharing good
content, you'd get lots of likes, shares, and traffic to your website. But over the years, social networks changed.
Or, more accurately, they updated their algorithms. Social media exists to make money for the
mega tech companies and their shareholders. And the way they make money is by getting companies
to pay for advertising. So how do they get you to advertise? By taking away your ability to reach your audience
organically. Over the years, the algorithms that social networks use to determine who sees what
content have been adjusted so that content from company pages is less likely to be shown and
content from friends, family, and groups gets greater priority. This year, if you share a post on Facebook from your company page, it will reach about 5.5% of
your followers (source: Hootsuite blog). And that's down 2.2% since 2019. In other words, if you've worked hard to get to 1,000 followers on Facebook, that job post you
just shared will only be seen by 55 people. Of those, only 3.6% will engage with the content.
And Facebook is not alone. All the major social networks prioritize content shared by individuals
over content shared by brands or company pages. For example, LinkedIn has stopped showing
content to anyone who is not a first-level connection. Most companies are integrating paid content distribution (PPC) in with their organic content
sharing. The beauty of social media is that it allows companies to target their ads with a great
deal of precision, so ads are hitting the right people with the right message. For staffing companies, ad targeting options are limited. In reality, any job advertising (almost
any paid content by a staffing company) gets classified in a special ad category for employers.
According to Facebook, this includes: Ads that promote or directly link to an employment opportunity, including but not limited to
part- or full-time jobs, internships or professional certification programs. Related ads that
fall within this category include promotions for job boards or fairs, aggregation services, or
ads detailing perks a company may provide, regardless of a specific job offer. Because of this classification, ads cannot be targeted based on most demographic factors or
within very tightly defined geographies. Despite these limitations, you can still reach your target audience quite accurately with social
PPC. Targeting by behaviors, interests, job titles and more. You can also upload a list of
contacts (e.g., all the candidates in your ATS), and target ads to that list to re-engage and
reactivate your candidates. But what if you don't want to pay for advertising? Team-based sharing, or employee advocacy, is when your team members to share your company content
with their connections on social media. Unlike company pages, social media algorithms don't
restrict the content shared by your team members. If you need to be convinced this is a good idea, consider these stats: Brand awareness and positioning. Companies produce content to illustrate their
positioning, convey their value proposition, and build their brand recognition. Blog posts.
Infographics. Video. The content can come in any format. Once produced, these organizations
invite their employees to share (more on this in a minute). Lead generation. Some companies use team sharing to promote services, special
offers, and jobs directly. They create content with a strong call to action â and usually a
focus on driving people from social media back to a landing page on the company website. Employment branding and recruiting. For most staffing companies, the most
significant value of social sharing is recruiting. Team based sharing increases company
visibility, expands reach for job posts, and builds employment brands. Personal branding for salespeople and recruiters. Social sharing is not just
about company branding; it's also about building the brands (visibility and reputation) for
individual contributors. In staffing, personal branding is a BIG deal because staffing is a
relationship business. Job seekers want recruiters they trust, and personal branding is an ideal
way to develop that trust. If you've ever tried to get your team to share company content, you know the frustration. You
create amazing content. You promote it to your team. You send countless email reminders. And crickets... Or maybe your team shares the company content for a week or two, and then it stops. There are lots of tools available that can help you to automate sharing. Two that we've used for
a long time at Haley Marketing are Buffer and Dlvr.IT. They are great for individuals that want
to put their social sharing on autopilot. But what if you want more control... or at least more coordination? NetSocial is a software to automate social sharing across your entire organization. Recruiting.
Lead generation. Branding. NetSocial increases your content reach...and your social marketing
impact. NetSocial is a platform for managing and automating the sharing of content to social networks,
like LinkedIn, Facebook, Twitter and Instagram. The beauty of NetSocial is that it allows you to centralize content curation, so you keep control
over what your people share. You can create sharing groups for your entire company, individual
branch offices, sales teams, recruiters, people who work in the same job specialty, or any other
group you choose. With centralized curation, you select the content you want each group to
share. Content sharing is distributed for your people, so individuals stay in complete control over
their social networks. Each person can choose when to share, where to share, and whether they
want to approve content before it is shared (approvals can be done via text or email). Want to know more about NetSocial? Contact us at 1.888.696.2900 or visit https://www.netsocialapp.com. Want to know more about team social sharing? Watch our on -demand webinar: https://lunchwithhaley.com/2020/07/27/team-social-sharing-for-staffing
Employee Advocacy
How staffing companies get more from social media
with team social sharing
The deck is stacked against you... but don't take it personally.
How can you beat the algorithms?
Option 1: Pay to play
But there is a catch...
Option 2: Team-based social sharing
How are companies using team-based social sharing?
How do you get your team to play along?
To ensure the success of your team social sharing, don't beg, automate!