YouTube and Instagram

Social networks are the top channel in which the world most attractive employers invest, according to Employer Brand Now survey by Universum.

However, some social networks are more attractive than others.

Company websites, Linkedin and Twitter usage is decreasing and Youtube and Instagram have significant increase in employer brand communication preferences. They seem to be the most preferred channels with growth of 15% (both for YouTube and Insagram), followed by to Facebook increasing by 8% compared to previous year. (Employer Brand Now)

59% of job seekers use social media to research the company culture of organizations they are interested in, according to Jive 2016 Annual Social Recruiting Survey.

Employee Generated Content (EGC)

“Employee Generated Content (EGC) is the biggest HR strategy that most companies overlook. Your employees are smart, talented, and have plenty of things to say about your company.” Muriel Macdonald

The most noticeable trend in content shared in 2017 is the Employee Generated Content (EGC).  With the increase of the transparency, employer branding is moving away from the “too polished” corporate marketing materials and towards focusing on the real experience in the day-to-day life of the employees.

Some of the examples of such campaign are the Brand ambassador program of GE, Google employee sharing pictures on Instagram and other social media, Coca Cola, IBM and many others.

 “When  IBM first enabled EGC, less than 0.01% of the workforce produced their own videos. However, within only a month of the content launching, employees shared the videos internally nearly 4,800 times and left 3,212 comments.”

The most used EGC is pictures and video, followed by employee testimonials and inside stories.

Sources:

1.    Employer brand NOW 2017 research

2.   3 Social Recruiting Trends to Prioritize in 2017, Katrina Collier, Social Recruitment Expert, The Seachologist

3.   Employee Generated Content: How It Impacts Company Recruitment, Anna Gotte

4. HR and Social Media: Employee Generated Content matters, Muriel Macdonald                 

5. Jive 2016 Annual Social Recruiting Survey

6. 3 Reasons Why you Should Enable Employee Generated Content, Ramp.com