The Dos and Don’ts of Social Media for HR
Social media and human resources, a match made in heaven? Believe it or not, this dynamic duo is far from an oxymoron. Despite the wall that might have been built 10+ years ago when social media was emerging, these casual and engaging communication channels can be a great place for HR to educate, recruit and interact. It’s time to break down barriers and embrace social media!
If you’re wondering how to get started or if you need a little guidance on social media best practices for HR, take a look at our signature list of ‘dos and don’ts’ to steer your team towards social success!
Social Media Dos
Have a Social Media Presence
No matter how big or small your business or how niche your industry, it is important to have some sort of social media presence. The channel(s) you choose and the content you share will vary but start with the basics. Coordinate with your marketing team to collaborate on content that can be used to showcase company culture and engage current and future employees.
Examples of HR-centric content include:
- Company events
- Employee vacations
- Volunteer or charity events
- Employee highlights
- Current jobs
The primary goal of these public-facing posts will be to showcase your company culture and to show off your amazing employees and perks. See also: recruiting.
Create Private Groups For HR Communications
One of the best use cases for social media? Communication! Social media makes it easy to reach your workforce in a convenient and efficient place with private groups and chats. Consider setting up a private Facebook group for human resources that can be used to address benefits questions, company updates, and more. HR can also have an account on chat platforms like Slack or Skype, which are already common communication tools used within organizations. Using these user-friendly channels will help break down the barriers between employees and HR and make it fast and easy to get real-time answers to simple inquiries.
Setting up a private group is easy – follow this simple guide for more information. Once you have your group and have customized your page (header image, description, etc.) it’s time to assign roles to your HR team. You’ll want to be sure that employees’ questions and comments are addressed in a timely manner, so have a plan in place to monitor the page for activity. Then, you can invite employees or share the link for others to join. All members should be verified employees of the organization and should be removed if and when they are no longer with the company.
What information should be shared via the company HR group(s)? Don’t post for the sake of posting! Rather, make your communications concise and meaningful.
- Important company news and announcements
- Employee recognition
- Employee benefits education pieces (ex: videos, resources from brokers/carriers, etc.)
- Reminders about upcoming events
Encourage Sharing and Engagement
Sharing is caring! Did you throw a killer Christmas party? Do you have a generous PTO policy that blows other companies out of the water? Did an employee bring their adorable puppy to work? These are all things that make working with your company great and you should be encouraging employees to share! Shout it from the rooftops! Tell all their friends about how awesome their company is!
BambooHR does a great job of this with their #PaidPaidVacation policy. This unique perk provides employees a $2,000 allowance to put towards a personal trip on top of the already paid time off. Bamboo then encourages employees to share their time off using the #PaidPaidVacation hashtag on social media. And, they affectionately refer to their team as ‘#Bambooligans’ and tag their company posts accordingly.
Share content that is unique and meaningful to your company and encourage your employees to do the same!
Post Open Positions
We’ve already established that recruits are scoping out your social pages prior to applying, so why not make it easy by promoting current opportunities? This could include spotlights on specific positions or general posts about careers with your company. If you’re looking for the best bang for your social efforts, focus on recruitment-centric content on LinkedIn. This professional network has a built-in platform for posting positions and offers handy advertising tools if you want to be more aggressive with finding the right candidate.
As you can see above, Seer Interactive, a digital marketing agency, highlights their careers page by showcasing company awards and describing the company culture and employee benefits. This example happens to be a paid ad, but you could easily replicate this same idea with your regularly scheduled page posts.
Social media is supposed to be fun. Spice things up with fun company images, emojis, clever captions and animated gifs. Balance providing relevant content for all of your audiences, including your current and potential employees.
Social Media Don’ts
These are the things your marketing and HR teams should NOT be doing with social media:
Neglect Your Pages
Are your social media pages collecting dust on the internet shelf? Or worse, have you failed to claim and verify your social pages? *Gasp*
If the latter is true, stop what you are doing and go claim your pages! Your company should, at the minimum, have handles and pages claimed for Facebook, Twitter, Instagram and LinkedIn – even if you don’t plan on managing each of these channels. If you have an internal marketing team or work with an outside marketing agency, connect with the appropriate contact to ensure this process is prioritized. If you are working with a lean internal team, go through the process to claim and verify your pages. Claim custom URLs that are intuitive to your brand and consistent across all channels.
Once you are set up, work to create a social media content calendar. Your marketing team might already have a process for this, so collaborate with your contact to include HR-specific posts and messages. Public posts are ideal for showcasing company culture to encourage employee engagement and recruiting.
If you are working to define roles, consider keeping marketing on the outward facing page posts that will be public. HR should be in charge of running any private pages and internal conversations, like a private company Facebook group or slack account. These private channels are great for communicating important internal HR news and company events. It will also allow employees to have an easy and efficient way to contact human resources at their convenience.
Discourage Social Media
Yes, we know, you aren’t paying employees to sit on Facebook and stalk their exes and ‘like’ baby pics. However, you shouldn’t completely shun social media usage during work hours. Instead, set expectations about how social media should be used at the workplace and make sure the rules are clear across the organization.
Do you want to see more social media & HR in action? Download our free guide for more information!
Need a Helping Hand?
PlanSource is here to help! We offer Facebook group management services as a part of our employee communications packages. Contact us below to inquire about how we can help take your benefits comms to the next level with social media!
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