Tag: Social Media Marketing Osmania University B.com Notes

Being one of the best professional networks, LinkedIn is a hub of job seekers and potential hires. You can post your job opportunities to find the best talent, source potential candidates, as well as build your professional network.

In addition to this, you can leverage LinkedIn to present your company as the best place to work for your potential hires. You can speak about your company culture with the help of photos, videos or gifs. You can also share blog posts written by your employees on your LinkedIn page and showcase your talented team and rich company values to your potential candidates.

A strong employer branding helps you in delivering the right message to your target candidates. With the help of your recruiting team, you can plan out your employer value proposition and take the required steps for effective recruitment marketing. You can depict to your potential hires how it is to work for your company and help them in making an informed decision.

Whether it is your company website or your career website or social media platform like LinkedIn, your employer brand speaks for your organization. Building your employer brand on LinkedIn should be an ongoing activity. Read this blog to learn how to build your employer brand on LinkedIn.

Best Employer Branding Examples on LinkedIn

Many companies today have successfully implemented the right employer branding strategies to build their employer brand and attract the right talent. In this blog, you will find the best examples of companies who are doing their best to strengthen their employer branding on LinkedIn.

1. Canva

Canva simplified the complex process of designing professional images with their easy-to-use online designing tool. It offers you thousands of design templates to simplify the task of designing images for you.

Canva’s LinkedIn Page is as engaging and interesting as their careers site. They are making the best use of their LinkedIn page to showcase their company culture and attract the best talent for their jobs. In addition to having a dedicated section to jobs, their LinkedIn page also has a section showcasing life at Canva HQ. This certainly boosts their employer branding efforts by a great deal.

Canva’s LinkedIn page offers a glimpse of their work environment, company culture and what they have in store for their employees. Firstly, they share informative blogs about interview tips, resume writing, personal branding and much more. Secondly, they give the authorship of their blog to their employees and ask them to share their experience working at Canva.

In addition to sharing the news about the company’s achievements and festivity wishes, Canva has adopted a new way of promoting their job openings. They share an amazing video along with their job openings on LinkedIn. These job ads certainly make Canva stand out and boost their employer branding.

2. Spreetail

Spreetail is a successful eCommerce website delivering a great shopping experience to their customers. They deal with selling products for the styling and redecorating of homes and gardens.

Spreetail’s Career Page gives us visual proof about how much they value their employees. Employee happiness and satisfaction is something that Spreetail does really well. They give prospective job seekers a glimpse of how it is to work for them.

As we all know, LinkedIn is one of the best professional networks to find the top talent for your roles. Spreetail leverages their LinkedIn page to advertise their job openings. They craft their job ads with clear and concise job descriptions speaking about the role and responsibilities in simple language.

3. HubSpot

HubSpot helps businesses simplify their sales and marketing efforts with a host of tools like search engine optimization tools, content management tools, social media marketing tools, and a Sales CRM.

The hiring team leverages the company’s LinkedIn page effectively to promote themselves as an employer of choice. Their employer branding strategies are fresh, creative and innovative. The HubSpot Team speaks about their company culture, the work-life as well as glimpses of their office environment on their LinkedIn page.

Just the way they have shared their culture code on their website, their LinkedIn page also has a short presentation of their company culture. They also showcase some engaging blogs written by the team as well as employee testimonials.

4. Slack

Slack is an instant messaging and file sharing platform that helps teams collaborate with each other seamlessly. Founded in the year 2009, Slack Technologies designed and developed Slack so that ambitious teams could work together.

Slack is an equal opportunity employer and believes in having a diverse workplace employing talented individuals from various backgrounds and experiences. The Slack Team is making the best use of its LinkedIn page to build their employer brand.

5. Zappos

Zappos.com is a leading eCommerce company selling apparel and footwear from thousands of brands online. Located in Las Vegas, Zappos has been growing since its inception in 1999. Currently, the Zappos family consists of approximately 1500 Zapponians.

Zappos.com is slaying at their employer branding efforts. Through their company’s LinkedIn page, Zapponians walk us through their brand, their company culture, and their beliefs. The lively office environment, the perks they offer and the amiable team make Zappos an employer of choice.

Zappos LinkedIn page is constantly updated with fresh content that boosts its employer brand by a great deal. In addition to sharing their active job openings, Zappos takes efforts to post pictures of their latest outings and events. Their LinkedIn page also mentions about their company culture in pictorial representations. Zapponians use quirky and funny captions in their posts which reflects their fun work environment and talented team.

Process

1. Update your Linkedin company page

When is the last time you took a look at the content on your Linkedin company page? Does it reflect your company’s mission or values? Are you proactively promoting the right content? Is it up to date? Answering these questions is the first step to leveraging Linkedin for your employer brand.

Data from Hootsuite shows that complete company pages receive 2X more visitors than those that are incomplete. This means something as simple as reviewing and updating your profile can give a quick boost to your employer brand.

2. Diversify your content

It’s important to keep a consistent tone to build your employer brand, but remember to diversify your content. On Linkedin, you can post updates, photos, videos and more. Be sure to use a diverse mix of content formats to keep your audience engaged. Linkedin is also a great place to display employee-generated content (EGC). Starbucks prioritizes ECG specifically with the #tobeapartner campaign which highlights their employee experience.

3. Share company culture content

People on Linkedin want to know about your business. It’s the perfect place to highlight your mission, employees, and culture. Instead of strictly using ads alone to promote your company, you can create content that gives users an inside look at your business. This increases the likelihood of organic engagement.

One company that does this well is Zendesk. When you visit their Linkedin page, you’ll see a great mix of business content and company culture content. The feed includes photos from charity events, meetings, and even holiday parties. They also use a branded hashtag to group these posts and make them easy to find on the platform.

4. Use sponsored content

Posting sponsored content is another way to boost your presence fast. It allows you to get your message in front of a targeted audience and ensure that you get more eyes on a post. However, you shouldn’t treat sponsored content the same way you treat other types of ads. You can use sponsored content on Linkedin to stand out and help your business reach specific goals.

5. Create a seamless candidate experience

Linkedin is likely the first place many candidates will go to when they want to learn about your business. Having great content on your page and on Linkedin contributes to building a strong brand.

6. Encourage employee advocacy

Remember, your employees’ individual Linkedin profiles also contribute to your employer brand. If your employees are active and have a complete profile, it shows that they’re engaged at work. This can make your company more attractive to potential employees and have a positive impact on company culture. All of these can help you build a strong presence on the platform.

Facebook marketing refers to creating and actively using a Facebook page as a communications channel to maintain contact with and attract customers. Facebook actively provides for this, allowing users to create individual profiles or business pages for companies, organizations, or any group attempting to develop a fan base for a product, service, or brand.

Facebook as a platform for growing your business:

• Has global coverage. Over 1,5 billion users visit Facebook daily. About 2,3 billion every month. More than 7 million active companies create ads for this massive audience.
• Offers highly targeted paid ads. With Facebook Ads, you can tailor your promotions to a specific audience based on gender, age, location, job, interests any demographical or behavioral data, which users willingly share with Facebook.
• Makes organic reach possible. If you don’t have resources to utilize Facebook Ads, build relationships organically by sharing materials that bring value to people on your Facebook page. Your posts will show up in the newsfeed, though the high level of competition will make it harder to build an audience naturally.
• Allows integrations with other marketing channels. Facebook marketing is not a single isolated system. You can combine it with other marketing channels, like email marketing, mobile marketing, search engine marketing, and Facebook Messenger ads, to develop a promotion mix that will increase your brand outreach.

Featuring nearly a billion potential customers, every business should be using Facebook. It is at least as essential as having a business web page and actually much easier to create. Whether you represent a big brand or a small business employing only a handful of people, you can bet that some portion of your customers are already on Facebook. Commonly, Facebook marketing is used by:

• Food, electronics, home goods, restaurants nearly any kind of brand can be promoted through Facebook, turning passive customers into active fans who follow news of promotions and developments, and who share with their own friends.
• Local businesses. Whether a business is family-owned, or a franchise of a larger company, a Facebook page can be used to turn a local customer base into a fan base that more commonly visits your store.
• Musicians, celebrities, authors, syndicated columnists anybody who makes their money through being known wants to be known by as many people as they can on Facebook.
• Non-profit organizations. Charities, political groups, and public service campaigns can all leverage the natural sharing capabilities of Facebook.

Internet Marketing Managers

• Promote company engagement with social media, including Facebook
• Coordinate Internet marekting campaigns, including Facebook, Twitter, company blogs and websites, and affiliate programs
• Establish goals and metrics for marketing efforts through Facebook, and evaluate success
• Assign and monitor teams to create content for the company’s Facebook page

Advertising and Promotional Managers

• Develop promotional videos and other content that can be posted to a company website, and shared through Facebook
• Create advertising slogans to represent products and brands
• Manage specific promotional assignments, such as conducting an online contest for Facebook fans
• Advertise internally as well as externally, so that a company’s employees are more likely to become a part of the company’s Facebook fan base

Public Relations Managers

• Write short-form press releases to post to a company’s Facebook page
• Identify trending attitudes towards a company, and craft messages to respond
• Develop spotlight stories for particular people or products within the company, which can be shared on the company Facebook page, among other places
• Develop a narrative for the company

Benefits

• Precise targeting. You already know that Facebook allows users to deeply segment their audience but let’s take a closer look at the options available. Within demographic targeting, you can select an audience with a particular income, education level, life events, relationship status, or job. You can look for customers, taking into account their interests, such as their preferred entertainment, sports, hobbies, and shopping habits. Also, you can reach clients based on purchase behaviors, intent, device usage, etc.
• Increased website traffic. With this platform, you can drive your audience directly to your website. Moreover, these people will be higher quality leads than users who land on your site organically because they already know your company. Hence, you have more credibility in their minds. Encourage your followers to visit your site to find out more about your products. Besides, when linking to a site, Facebook generates a full-size image if your site page has one. So, it will attract many users’ attention and help you boost website traffic.
• Variety of ad formats. Facebook provides businesses with excellent opportunities that allow them to showcase their products from the best angles. Ads on this platform include both text and visual formats. You can boost your post by turning it into an ad, produce stories to show your behind-the-scenes, make a slideshow of your new collection, use carousel ads to demonstrate up to 10 products linking to the corresponding pages, etc.
• Customer support. A lot of people prefer to connect with a brand via social media. Phone calls have become a thing of the past. Create a chatbot for Facebook Messenger to communicate with users based on their popular queries keywords. They can include “price,” “delivery,” “payment options,” “purchase,” “book,” etc. You only need to develop a scenario based on users’ FAQs and write the answers. Your chatbot will imitate the real conversation. As a result, your support team will have time for more complicated issues and you can automate routine tasks.
• Positive impact on SEO. Some marketers claim that social media influences search rankings. It’s believed that robots take into account your data in the About section while ranking. Moreover, your social media engagement contributes a lot. Shares, likes, and comments tell Google that people are interested in your brand and engage with it. Although there is no exact proof, it isn’t superfluous either.

A Twitter marketing strategy is a plan centered around creating, publishing, and distributing content for your buyer personas, audience, and followers through the social media platform. The goal of this type of strategy is to attract new followers and leads, boost conversions, improve brand recognition, and increase sales.

Creating a Twitter marketing strategy will require you to follow the same steps you would if you were creating any other social media marketing strategy.

• Research your buyer personas and audience
• Create unique and engaging content
• Organize a schedule for your posts
• Analyze your impact and results

1. Customize and brand your profile.

When someone looks at your company’s Twitter profile, you want them to automatically know it’s yours. Meaning you should customize and brand your Twitter profile with your logo, colors, and any other recognizable and memorable details you want to incorporate. There are a few locations in which you can customize your profile.

• Handle: Your Twitter handle is your username (for example, our handle is @hubspot) this should include your company’s name so your followers, customers, and fans can easily search and find you on the platform. You create your Twitter handle when you sign up for an account.
• Header: The header on your Twitter profile is your background image. You might choose to create a unique image for your header, use your logo, or another branded image.
• Profile picture: Your Twitter profile picture represents your company’s every move, interaction, post, and tweet on the platform. It’s the image that sits above your bio and might include a picture of your logo, company’s initials, or CEO.
• Bio: A Twitter bio provides everyone who visits your profile with a brief synopsis of what they’re about to see in 160 characters or less. It might include your mission statement, a blurb about what your company does, or something humorous and engaging.
• Website URL: Beneath your profile picture and bio, there’s a location where you can include your URL to direct traffic straight to your website.
• Birthday: In the same location as your URL, you can insert your company’s birthday or the day when the company was founded, so your audience gets to know your business on a more personal level.

2. Create Twitter Lists.

A Twitter List which any user has the ability to create and view is an organized group of Twitter accounts you’ve selected and put together in specific categories. For example, at HubSpot, lists include Leadership Experts, Top Marketing Experts, Top Business Podcasters, and more. When you open a Twitter List, you only see tweets posted by the accounts on the list.

Twitter Lists are great if you want to follow only specific accounts. You might segment your lists into groups such as business inspiration, competitors, and target audience so you’re able to easily review their posts, interactions, and content.

3. Host a Twitter Chat.

You can schedule and host a Twitter chat to engage your followers, discuss a topic, create a sense of community, and ask your audience for their opinions or input on something you’re working on.

To host a Twitter Chat (or TweetChat), you’ll need to choose a topic, set a time and date for the chat to occur, and create a hashtag for the chat. You can share this information with your followers in a tweet, on your website, in your Twitter bio, and wherever else you choose.

4. Advertise on Twitter.

Advertising through Twitter is a great way to reach your audience. This will make your tweets easily discoverable by thousands of people, helping you increase your influence and following. You can do this through promoted tweets or Twitter Ads.

Promoted Tweets

Promoted tweets make your tweets appear in the Twitter streams or Twitter search results of specific users. This is a great option for anyone looking to get more people on a specific webpage. Your business will pay a monthly fee as long as you’re promoting a tweet.

Twitter will put your promoted tweets in a daily campaign targeting the type of audience you want to reach as previously indicated in your settings. All Twitter users have the ability to interact and engage with Twitter Ads the same way they would with your organic content.

Twitter Ads

Twitter Ads is a great option if you’re using different types of tweets to achieve one goal for your business. It’s ideal if you’re looking to grow your base of followers and brand awareness significantly through the platform.

Your business can decide between different objectives when it comes to your Twitter ads including app installs, video views, and website conversions, as well as audience targeting for your campaigns. This decision will impact the price you’ll need to pay to run your ad.

5. Drive traffic to your website.

Twitter can help you direct traffic to your website there are a number of ways to include your website’s URL on your profile as well as add links to your web pages and blogs in your tweets. Here are some ways you can use the platform to direct traffic to your website to help you increase your conversions and sales.

• Add your website URL beneath your bio on your Twitter profile.
• Incorporate links to your website in your tweets.
• Retweet any content that includes direct links to your website and/ or blogs other people have shared.
• Embed tweets on your website with a Twitter Timeline.
• Set up Twitter Ads to drive users to a specific landing page on your site.

6. Use Twitter Moments.

Twitter Moments are collections of tweets about a specific topic or event. They’re like a “best of” collection of tweets regarding your topic of choice. For example, Twitter’s Moments section includes “Today”, “News”, “Entertainment”, and “Fun.”

7. Get verified on Twitter.

You might choose to apply to get your Twitter profile verified depending on the size of your company and your industry. Twitter states they typically only accept requests for account verification if you’re in “music, acting, fashion, government, politics, religion, journalism, media, sports, business, and other key interest areas.” If Twitter accepts your application and verifies your profile, a badge with a blue checkmark inside of it will appear next to your handle. This symbolizes an authentic account.

Marketing

• Use keyword targeting in your Twitter Ads
• Implement hashtags
• Organize a content sharing schedule
• Create a Twitter campaign
• Write a strong profile bio
• Use images and videos
• Interact with your followers
• Share media mentions
• Keep an eye on your competitors’ Twitter accounts
• Focus on followers’ interests and needs when creating content
• Promote your events
• Check your direct messages regularly
• Keep track of your analytics