This is a quick video intro on moi.
Please note to send champagne in June 2018 😉
This is a quick video intro on moi.
Please note to send champagne in June 2018 😉
Attracting the right candidate includes making sure you provide a positive brand experience when potential employees research you online. The recruitment process works both ways here. As much as you are screening the candidate, they too are investigating you as much as they can by consulting their networks and resources to scrutinise you are a future employer.
Here we look at a few steps to consider when evaluating your online presence as an employer to help present your company in the best light possible.
Say what? Find out the word on the street
Prior to developing an online employer brand strategy, it is imperative to understand how the industry perceives you as an employer. Are you a good employer to work for? Check out GlassDoor.com for example. Current and previous employees are your greatest evangelists, and if they’re not saying good things about you online, it’s important to find out why. Conducting employee satisfaction surveys, exit interviews to employees who have left your company together with monitoring reviews of your organisation online are just a few of ways to better understand the perception your employees about the company.
Consider your values. Define your culture and goals
So, what separates you from your competitors and keeps your employees engaged? This answer should give you a clearer understanding of why people should want to work for your company. It may be your environment of continual improvement with sought after training opportunities, or simply that employees get flexible hours to accommodate child care. Once you have a clear understanding of your company culture and goals, you will be better prepared to move forward with attracting the right individuals to join your team.
Say yes! Commit to an online presence
Online visibility and engagement is essential to attract the right talent to your organisation. People want to work for an organisation they’ve heard of, with a name they trust and values they want to identify with. When information about your company and industry is readily available online, promoting your brand across your digital platforms is key in order to engage and connect with existing and future employees.
Your preferred platform. Study the tools available
Spoilt for choice! There are several social media channels that can be used for branding, but it is not necessary to utilise all of them. Take time to examine the platforms available to you in conjunction with your message and audience. Then decide on a social media strategy that plays to the unique strengths of your brand. For example, if you are keen to highlight your cutting-edge office environment, record and post a video on YouTube, Facebook or Instagram that showcases it. To increase engagement with a post, encourage your staff to comment on their experience working for the company.
Other resources that potential employees turn to when checking you out include:
Need to appeal to a specific niche of potential candidates? There are several geographic, industry and skills-specific social networks to consider getting involved with. Investigate the online tools of choice for the specific groups of people you want to speak to; your existing employees should give you some good direction.
Who manages your online voice? Allocate ownership
Bear in mind, although the social media output will typically be a result of the collaboration between different departments (digital marketing, HR, communications, line management), overall ownership needs to rest with an individual/department to ensure consistency.
Keep that message consistent
The branding used to engage with graduates will differ to that at director level so ensure you select the appropriate channel for connecting with each audience. Segment your audience and speak to them as groups, rather than a whole, as specific information may be irrelevant to the majority. Ensure you understand the social media channel you’ve chosen on a practical basis. However, as it is important to deliver consistent branding, be sure to ensure the tone and vice of messaging remains the same across all social media channels.
Demonstrate your USP’s
While effective branding through social media can create a great behind the scenes for what life is like at your organisation, it helps demonstrate your know-how and thought leadership to really engage employees. For example; don’t just say that you’re an employer of choice because you have a great training scheme, show your audience with videos, case studies, interviews with staff, and give them the chance to interact with the training team. This develops your credibility.
Straight to the point. Dealing with negativity
By encouraging engagement, brace yourself, the feedback received online won’t all be positive. Grab the bull by the horns and acknowledge negative opinions in the forum and outline your commitment to rectify the issue. The only negative feedback it’s advisable to delete is trolling. Which is any feedback that is out-and-out spam, deliberate or untrue attacks.
ROI – Measure your success
You will not be able to see the success of a consistent approach to branding on social media overnight. But it is advised to implement a tracking process from the beginning so that you can gauge the success of your developed strategy. Google Analytics is an excellent tool for online tracking, and qualitative feedback from potential candidates can be taken at interview stage.
Although crucial for candidate attraction, ensuring positive employer branding also plays a big part in the engagement and ongoing retention of your top talent. Candidates who turn into employees have done so, in part, because of their positive experience of your brand.
Remember to keep engaging. Employer branding through social media isn’t just delivering a message, it’s a conversation between you, your employees and the broader market. Encourage interaction and participation – the results will reflect your true, authentic culture far more than the official ‘about us’ section of your website.
It is becoming harder for brands to get our attention and brands are trying to connect with audiences across a range of social platforms in as many ways possible. It is challenging to get a client’s attention as competition is increasing and attention spans have decreased to around 8 seconds. Every day, users must scroll and filter through a vast volume of content. This gives brands such a tiny window of time to get the users’ attention. So, how can your brand start developing ideas that work for the speed of feed?
Consider the following for your social media strategy development in 2018.
Facebook, Instagram and Snapchat stories have led the popularity of ephemeral content and have demonstrated the best engagement rate. Most of this content is shared for up to 24 hours and then disappears. Brands now create content for their social channels as well as having a separate strategy for their ephemeral content marketing. If you are not building this into your planning, you are missing a trick.
Creating a marketing strategy for permanent content is a no brainer but a strategy for stories must be developed as well. Having stories that appear at the top of your follower’s feed helps keep your brand visual and in their minds. There are approximately 250 million stories daily and your brand needs to discover ways to make yours stand out and count.
Suggestion: Develop a plan to reach audiences with the help of an ephemeral content marketing strategy. Aim to be more authentic and offer real-time content to engage audiences in the short time you have their attention. Create a strategy around your storytelling and invest time and thought into this.
The use of Augmented Reality on mobile devices provides a niche and engaging way for marketers to reach their target audience – it’s quick, easy and very interactive.
With Apple recently announced the launch of iPhone 8 and iPhone X which is due to provide users with new augmented reality experiences. It is likely more social channels will now plan on introducing ways of integrating AR into their platforms. Snapchat rolled out a new AR feature which allows users to use their Bitmoji (personalised moji) to project themselves into the real world through the app’s camera. Mind blown!
Keep an eye on the features and tools on big social platforms like Facebook. Brands need to find ways of tap into this growing trend.
Suggestion: If you are planning on using AR make sure it adds value for the user and is shareable. Don’t use AR for sake of it. It’s important to consider how your strategy fits in and what these new features and tools might facilitate in time.
2017 saw the rise of the influencer. But watch out, the popularity of influencer marketing has made it hard to know who to trust and so provides its own challenges. That given, you need them to evangelise your product / services, so do your due diligence before you engage.
Consumers demand authenticity from influencers they follow. Brands have found that when teamed up with a real and relevant influencer, engagement rates boom.
Building meaningful relationships with influencers will be key in 2018. Why? Many brands will want to work with influencers and those influencers will become more thoughtful on who they are associated with. Maintaining these relationships is complex and requires time and TLC. As the influencer market is becoming quickly saturated and it is difficult to know who to trust, brands will also need to consider which influencer is an expert in the field. You need to associate yourself with experts in your market.
Suggestion: Understand who your audience regard as influential and build solid relationships with them. Set clear objectives to see if working with an influencer will enhance your ROI.
In 2017, 90% of all content shared by users on social media is video. This means that video is now our main consumption. The challenge: how can you capture your audience’s attention in 3 seconds. That is all time you have.
Brands need to start using video as part of their social media strategy and getting in front of their audience. Not incorporating it as a tactic, means missing out. Video is the fastest growing ad format in the world and has been doubling YoY. 2020 will see video making up 80% of all online consumer internet traffic.
Facebook, Snapchat, Instagram and Twitter have all been investing in video to help generate engagement and build followers. Use these tools they have provided.
Suggestion: Ensure all your video content is high quality and engaging. Research what your customer and target audience are looking for and test different content to see what works best. Consider the rule of ‘design for sound off, delight with sound on.’
Chatbots are no longer clunky and robotic. They are bots that can provide an instant connection with customers globally. 2017 saw many brands testing chatbots with varying degrees of success.
Chatbots give brands the chance to interact quickly with their audience in a way that feels personal. As bots become smarter and more human-like you can customise your brand voice and send personalised messages directly to users.
The quickest adaptors to chatbots are currently millennials, with nearly 60% having already used chatbots and 71% saying they would like to try a chatbot experience from major brands.
Suggestion: 2018 might be the year to test chatbots for your business if you have not already. But before you launch a chatbot, test it out on a range of target users from all generations.
6 reasons you might.
It is the launch day for your business, alternatively you have been in business a while. You are ready to add social media to your marketing channels. You have studied the social media gurus online and are ready to start implementing all those wonderful techniques you discovered and downloaded all the tools. Those gurus make it sound so easy. They also assume you have a few hours a day to devote solely to marketing for your business.
Ask yourself, wouldn’t you rather be building your business in alignment with your vision than using social media to market it? Then you’re in the right place. You may need a social media marketing consultant to help you, but there are some workarounds and DIY solutions. Let’s look at what the best option is for you.
In your opinion, social media marketing is a necessary evil.
I wasn’t a huge fan of social media marketing when I first got into the business and now it’s my thing. Some of us grow to live and breathe social media marketing. Others will resent it forever!
DIY Option: Okay. You admit to yourself that you don’t like social media marketing. You have two choices: hire someone else to do it for you or figure out how to make social media marketing bearable for you. Simple as that.
DIY Option: If you don’t “get” the why behind social media, you should really consider getting a social media marketer on board to show you the ropes. There is a big WHY behind social media marketing, and it will drive business, no matter what market you are in.
Even with the best of intentions, this happens to the best of us on a regular basis. It is easy to lose focus on the things that actually matter on social media through all the noise. Anyone else get sucked into yet another time-wasting Facebook group when checking their Facebook page?
Time is the most precious resource you have. A great social media marketer keeps you on track and helps you focus only on what will move you forward towards your goal, now and in the future.
DIY Option: Decide on three things you believe will make the biggest impact on your business right now. Of course, you should also be building a solid foundation for your social media marketing initiatives, but unless you are a social media marketer by trade, this can be overwhelming and time consuming. I’d rather you do something, than be paralysed by the vast amount of tasks you think you need to do.
We all like to have an expert in our little black book who we can call upon for those random questions. Personally, I always appreciate external feedback. It’s easy to get wrapped up in the minutiae and lose sight of the bigger picture.
DIY Option: Find some good forums about social media marketing, about your industry, and about things you need to learn. I could suggest dozens, so if you need some specific suggestions, leave a comment below.
I’m a workaholic by nature, so I enjoy being immersed in my work. I literally have to schedule spontaneity to get in “chill time.” But for those of you who don’t want to spend every spare minute poring over Google Analytics dashboards or optimizing your Twitter ads for better engagement, just get someone to do it for you.
DIY Option: If you still insist on doing it yourself, you are going to need to make radical changes to your current schedule. Plan on getting up an extra 15-30 minutes each day to do social media marketing. Sound like fun to you? If not, enjoy spending those extra moments with your loved ones and just hire someone.
And you don’t have to. To run a successful business, you are not required to do your own social media marketing. I feel the same about accounting – so I outsource that! Most of the personality brands, best websites, and top entrepreneurs start out doing it themselves, but they eventually outsource the parts they don’t enjoy or are not very good at.
DIY Option: My opinion is that choosing to do your own social media marketing is YOUR choice. Don’t feel pressured to hire someone if you’re not ready. And don’t feel pressured to do it all yourself if you don’t want to!
Any questions, get in touch.
1. Bad Data
Marketing already relies on hunches, intuition and gut. This combined with bad data is driving the rest of the decisions, it’s asking for a disaster. There are two issues to consider here: There are two simultaneous problems here to consider: (1) Data is inaccurate, and (2) Marketers are often measuring the wrong data to begin with. It’s impossible to plan for the future without understanding the present as best possible.
2. Ensuring the Sales and Marketing teams are talking
Ultimately, a purpose of marketing is to drive sales. Oddly enough, many marketers get distracted in the details of their tactics and forget about this key outcome. It’s essential for marketing to coordinate with other departments, but no department is more important than the sales team. Managers also need to make sure incentives align accordingly. Messages can become diluted and lost if Sales and Marketing teams are not coordinated.
3. Not focusing on what works
This seems obvious, but it’s often missed by marketers for all sorts of reasons, including cognitive biases. Ryan Holiday, author and media strategist, says that not “doubling down” or going “all-in” on a tactic that works is a huge mistake. If something is working, put more money and focus towards that channel until the returns dip down.
4. Underestimating the speed of change
The world of social media marketing changes so fast and so too does that of customer behaviour and it is difficult to keep up and of course, to plan ahead. But becoming complacent can lead to flops in your marketing strategy. You have to invest time in trialing of new platforms, channels and tactics in order to stay current. Not allocating time and resources to this is one of the biggest marketing budget mistakes made by companies.
5. Evaluating efforts too late and too little
In today’s digital world, it’s extremely easy to test new ideas or campaigns through A/B testing and other simple means. Because of this, all ideas should be tested, adjusted, and re-tested at the micro-level on a real-time basis. Infrequent or inadequate testing and evaluating can lead to missing out on ideas, techniques, channels and platforms that could have proven useful or even essential.
Ok, so you have decided that you are going to use Instagram for your business. GREAT – smart move! It is an effective platform to use as the numbers from Techcrunch suggests.
Here is a quick check list to ensure you got the basics covered.
USER NAME: Choose a good user name! Use full name for the profile, then under name, say what you do? i.e. Fitness Expert
PROFILE PICTURE & BIO: Have a good profile picture and description: Have a great profile picture and consider your information to say exactly what you do.
FACEBOOK BUSINESS PAGE: You have created a Facebook business page. WHY? Facebook owns Instagram and by having a business page, you are able to change your Instagram profile from personal to business. This allows you to analyse the content you put out. You can see how your audience interacts with your content – which will help you to figure out what works (What posts get more likes, more engagement, more saves, more eyeballs etc).
INSTAGRAM BUSINESS PROFILE: Modify your Instagram to to business profile: Here I would suggest you have a contact button. I would just put email but if you are happy to have your mobile – you are able to have this noted on your profile as a professional little button which saves you adding it onto the bio!
TOOLS: If you are serious….download the following immediately, if you have not already done so. Iconsquare will allow you to look at the stats behind each picture you upload. It will help you figure out what content is working, what is not. UnUm allows you to upload your images and see how they look on your Instagram feed before you publish them. You can use this tool to schedule release of posts as well. Hootsuite is a platform for managing social media. The system’s user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+, YouTube, and more. Lastly, decide on a photo editing app that suits you – see link for recommendations.
CONTENT: So you have an account ready to go, however followers are not going to just roll in. You need to create and develop inspiring content or just accept having no impact at all and being mediocre on the platform. Need inspiration? Check out these top 10 tips from some of Instagram’s influencers.
SCHEDULE: A post a day keeps your account interesting. To save yourself the hassle, plan your posts and images as far in advance as you can. Upload them in into hoot-suite or your scheduler platform of choice.
STORIES: A story a day (video) keeps you at the top of your game! The fact is, Instastories are beneficial to keep the your engagement alive and flowing.
IMAGES: Get some decent images of you or your product. It is worth getting a set of images every quarter that you can use for fresh new content.
CURATE: Share posts from other Instagram accounts you like and give credit to them. You are now part of the sharing economy – play nicely.
HASHTAG: Up your # game. You are allowed up to 30 hashtags!
Remember, be prepared to test ideas, images, concepts on your profile. You will soon figure out what your audience connects with and what they do not. And while you are spinning all these plates (developing content, looking at your reach, impressions and likes), be yourself.
Oh and why Instagram helps your secret weapon, is because it gives your secret weapon a platform. And that secret weapon is you. 😉