Employer branding is a long-term investment. Why? Because great employer branding is storytelling, and storytelling comes down to content. Content that’s engaging and transparent, created organically by your employees. And that takes time and effort. It’s a journey.
To help you along on that journey, we like to tackle some of the meatier questions around employer branding on The Employer Branding Blog (like super detailed breakdowns of real-life careers pages, or how you can examine your own employer brand to see where you stand). But there are also some smaller tips and tricks that we want you to have, too. Little “hacks” that you can use along your employer branding journey to save you time, money, heartache…or all three. So to share those hacks, we’re launching a new blog post series (ingeniously) titled: EBHacks.
First up: a powerful, but practically unknown, feature on one of the social media platforms that can give you the freedom and control your employer brand deserves.
A Marketing Conflict
Quite often, a company has every intention of building their employer brand. Yet when it comes time to execute, there’s a hitch – how do we handle social media? Our social profiles are all product/sales focused – we don’t want to muddy the waters with career-related stuff. I see this even more frequently with B2B companies, where the perceived benefit of touting your company culture to your social media audience is even hazier.
While it’s always best to work collaboratively with marketing and sales (there’s research that suggests a company’s employer brand can potentially help, rather than hurt, sales), you’ll need to consider alternatives. What that often leads to is careers-specific social media accounts, like this:
Staples Careers on Facebook.
At first blush, this approach seems like a good workaround. But really, there’s a catch: starting a new careers-specific property means missing out on the followers on your other social properties. You’re essentially starting a new site, with no audience.
But on one social media platform in particular, there’s a way to do this that not only gives you the control you want, but also let’s you piggyback on the established following of your company’s main account.
LinkedIn Showcase Pages
I’ll admit, it took me a while to stumble across LinkedIn’s Showcase Pages feature – and I’ll bet I’m not the only one (kudos to you if you already know about these; and double kudos if you’re using them). You hear a lot about LinkedIn’s Careers Page feature (which coincidentally costs a nice chunk of money)…but Showcase Pages??
Basically, a Showcase Page is a lot like a Company Page, except that it’s usually more targeted – on, say, a specific product or business line…or (you guessed it) life and culture at your company. You can share updates on it by posting to it, just like a Company Page; and people can follow it so that the page’s updates appear in their feed, again just like a Company Page. Here’s an example, by HP:
The “HP Labs” Showcase Page.
Pretty similar to a Company Page, right? Nice header image and accompanying details, along with a feed of updates. Very much something you could repurpose for career-related content.
And here’s one of the best parts – where the link to it “sits” on the Company Page:
Where the HP Labs Showcase Page sits on HP’s main Company Page.
As you can see, it sits pretty visibly – though not obnoxiously so – on the right-hand side of the page. That allows you to take advantage of the existing audience following the Company Page whenever they come back, without having to post to the Company Page itself and potentially muddying the messaging (what marketing might be worried about). Plus, you avoid having to start a page that’s entirely disconnected from any existing audience.
Finally, it’s free. When compared to what you get for your money with LinkedIn’s Careers Page (which is actually pretty limited as far as employer branding goes), we think a Showcase Page is one of the better employer branding hacks out there.
So, let’s recap the benefits of a Showcase Page:
- A LinkedIn property that you can dedicate to employer branding and recruiting purposes without touching or intermingling with your company’s product/sales content
- Update/posting functionality, just like a Company Page
- Ability for people to follow the page, just like a Company Page
- Link to the Showcase Page sits on the Company Page, allowing you to leverage existing audience
- It’s free
If you want to give it a shot, simply access your Company Page as an admin (if you don’t have access, ask someone who does to complete these steps to set up the Showcase Page and then give you access to it), select “Edit,” and in the dropdown menu you’ll see the option “Create a Showcase Page”:
Easy setup via a tucked-away option in the Edit menu.
Then you’ll walk through a few form fields and can add a header image…and that’s it!
There are a lot of ways you can go with a Showcase Page, so you don’t have to think of it as just a general careers-focused property – you can make it targeted for, say, Diversity hiring, showcasing events at the office, and sharing employee spotlights. They’re flexible. And you get up to 10 of them. So experiment!
If you decide to try setting one up, we’d love to hear what you think – share your thoughts in the comments section below. Same if you already have one – how’s it been working out for you? What do you like about it? Any best practices you’ve discovered?
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