Choosing Social Media Networks: Pinterest and Snapchat
Your employer brand plays a huge role in helping job seekers decide whether or not to apply for a position. After all, 75% of job seekers consider employer brands before even applying for open jobs.
With 79% of job seekers likely to use social media during their job search, it's important to think about where social media and your employer brand meet. Living and working in an increasingly digital world, there are more and more opportunities to connect with job seekers and show them why it's so great to work with your company. An important thing to consider is the audience you're trying to reach - this will help you identify which social media channels you should focus more of your effort on.
We've done posts on using Facebook, LinkedIn, Twitter, and Instagram to build up your employer brand. To wrap up our series, we'll be having a closer look at two platforms that could help you connect with niche candidates: Pinterest and Snapchat. Pinterest's audience is predominantly made up of women, and Snapchat's users skew younger - if you're looking to target or connect with either of these groups, getting on these social media networks could give you a big boost in exposure and relatability.
Pinterest has over 110 million active users and is the social media network of choice for women aged 18 to 34. With an engaged user base that spends an average of 98 minutes on Pinterest and views 2.5 billion pages each month, there's (growing!) opportunity for you to connect with potential employees.
Thanks to how easily users can share photos and visuals on Pinterest, it's a great way to show off your company and the people who work there. By creating Pinterest boards with different themes, you can share more targeted content. For example, you can create a board that lets visitors "Meet the Team" by pinning photos of your employees with quick bios. You could also create a board showing off your cool office space, what a day in the life of different roles is like (how about one for your IT team and another for Marketing?), or even a board about all of the fun perks your company offers.
Did you know that 80% of the activity on Pinterest is made up of users re-pinning existing content? As people more often re-pin content rather than create it, other users help you do the sharing. You can take advantage of this by getting your employees to jump start the sharing by liking and re-pinning your posts. This should be particularly easy if you're showing off the employees themselves or the fun things they get to do at work!
Valued at approximately $18 billion, Snapchat has quickly become a big player in the social media landscape. With over 150 million people using the mobile app on an average day, Snapchat isn't just for teens anymore (though the majority of its users are under 24). Snapchat's introduction of Live Stories (which let people see events unfold around the world from different perspectives) and Discover content (which is produced by a number of media companies partnered with Snapchat, including Buzzfeed, The Food Network, and CNN).
With Snapchat, you have the opportunity to show off your company in an informal way - Snapchats are typically quick, casual photos or videos with captions, doodles, and stickers added. Snapchats photos and videos are typically 10 seconds or less, however you can use these to create a Story, which is viewable for up to 24 hours. Using your story allows your friends to engage with you at their leisure. Use your Story to
Recently, Snapchat introduced the ability for organizations to create custom Snapchat geofilters (filters that appear based on the user's location). One way to encourage your employees to act as advocates for your employer brand is to build Snapchat geofilters for your office, allowing them to show off a behind-the-scenes look at what it's like to work for your company. Users are more engaged on Snapchat that other platforms, so when your employees send Snapchats about your company, their friends are likely to see it.
Before you get started with Snapchat, it's important to note that it can be a lot harder to track metrics or see the immediate impact of what you're doing. Unlike other platforms, everything is self-contained in Snapchat - you aren't able to share links that send the audience directly to your Careers page. This limited functionality also means that you may get less information to work with. While you can see the number of friends (potential viewers) you have, exactly who has viewed your Snapchat Story, and the number of people who have taken a screenshot of one of your Snapchats (meaning that they're saving it for later), Snapchat doesn't offer comprehensive reports like Facebook's page Insights and Twitter Analytics.
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