When I present our social media solution to companies, a common question that I get asked is, “Why do I need a separate Facebook and Twitter careers page for our company, can’t we just incorporate this onto the corporate pages we’ve established?” The answer is no.
First of all, I like the St. Louis Cardinals page on Facebook. Does that mean I want to work at Busch Stadium? No, it doesn’t. (Although, if it meant free World Series tix, maybe.) People don’t necessarily become fans of a company on Facebook or follow them on Twitter because they want to work there. A corporate Facebook page is and should be geared toward consumers. Consumers often like to use this as an avenue to voice their praise of a company, but unfortunately, when you take the good, you get the ugly as well. Consumers LOVE to voice their negative opinions and experiences on these pages, which brings me to my next point. Are negative comments about your company the content you want your potential candidates to see?
You’d be surprised, but we rarely see negativity on career Facebook and Twitter pages. When we do, it’s more about not hearing back after an interview or resume submittal rather than unfounded accusations from disgruntled employees. These types of comments are actually a great opportunity to show responsiveness to the person posting and this responsiveness is seen as something positive to other job seekers. Win-win, right? Also, by keeping your employment brand social media pages separate, you can really focus on providing content that will interest your current employees and potential candidates. You can show people what it’s really like to work for your company through posts about work culture, highlighting individual employees for their achievements and showcasing the variety of career paths you have to offer.
Still not convinced? I could give you several other reasons on why you need to keep your corporate and employment brands separate on social media, but here’s the bottom line: Social media is here to stay and the recruitment aspect of it is rapidly growing. Pretty soon, traditional recruitment avenues will become irrelevant and it’s important to stay at the forefront of these developments. By establishing your employment brand on social media, you’re keeping yourself on top of the recruitment game.