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Top 10 Social Media Myths and Your Online Reputation (Part 1)

By

Bernard Hodes Group

Top 10 Social Media Myths and Your Online Reputation 1. All the information candidates need to know is found on our careers page.
Your website is top-notch; you’ve added videos, pages of content and employee testimonials. Not enough. Job seekers want more.

  • Through online user-generated content in social media, job seekers can read about what it is like to work at your company from the perspective of your actual employees. This is authentic information. Just what they are craving.
  • Like it or not, candidates, current and former employees can say almost anything they want about your company on forums, social networks and blogs. It is imperative for you to have a clear, comprehensive policy on employees using social media. While developing theirs, IBM used an interim policy: “Don’t do anything stupid.” Kind of says it all.
  •  Increasingly, this information may carry more weight than the scripted copy you’ve placed on your website. It’s more important than ever to encourage your employees to share their positive experiences on cyberspace.
  • Candidates are increasingly relying on authentic user-generated content to get an inside and unvarnished look at the company.

2.  Marketing should be in charge of our social media strategy

  • Social Media is often viewed as just another marketing channel, but it is so much more. it is a completely different approach to interacting with candidates and employees.
  • Marketing has a different set of objectives that don’t always include the employer brand —HR needs to be involved to make sure this voice is heard.
  • Sure, you can advertise in a social media environment, but the true return on investment comes from developing communities, creating content to be shared, and talking and listening directly with candidates.
  • HR professionals should take the initiative in becoming involved and making sure that the employer brand is conveyed within this strategy.

3. Every employer should have blog and a Facebook page

  • No one social media channel or tactic is right for every employer or company culture.
  • Depending on your reputation, a blog might be just another forum for your job seekers, employees, and former employees to vent.
  • It’s important to understand what is currently being said before potentially opening the flood gates to criticism.
  • There are many great sites out there in the blogosphere that have been created by recruiters in an effort to have their employer participate in Web 2.0. There are also examples of great Facebook pages that have been developed by recruitment teams for their companies. The key to both of these is that there is a strategy—who will manage the effort? What is the goal? What are you trying to accomplish?
  • A good Facebook page isn’t just a huge ad. It should be a platform for developing relationships, sharing content, and more.
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4. When Candidates Google our company name they easily find our career site.

  • Unless your site is search engine optimized and you have relevant content that can be easily indexed, there’s a good chance your job seekers are going to see a forum review or news article before they even get to your site.
  • While doing a Google search for “get a job at” and the name of one of the country’s largest retailers, you’d think their career website would show up first, right? Wrong; not even in the top 30 search results!

5. Social media is a magic bullet that will let us cut out other means of marketing.

  • Participating in social media needs a long term strategy that starts with listening and understanding the current state of your online reputation.
  • To build a community, distribute content, and get people actively discussing you as an employer can take time.
  • Social media is not an advertising campaign, it’s a permanent approach to communicating with candidates.
  • While many of the tools that can be employed in social media marketing are free to use, integrating these tools into an overall candidate communication and community building program requires skill, time, and money.
  • Success with social media takes an integrated approach, strategy, experience, and know-how.
  • Building a career site, company page, and/or community site that incorporates interactivity and allows user-generated content takes immense skill and is not inexpensive.

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