Digital Marketing Social Media
Social KPI
Social media has probably long been integrated to your graduate marketing campaign and digital employer branding strategy. But how do you measure its impact? Joao Araujo, Country Manager UK and Ireland at Universum, talks about tracking and promoting engagement to ensure you reach your student audience…
…employers
often measure their success on social media through KPIs such as likes,
shares, tweets, page and post engagement. These metrics were built for marketers but fail to provide the critical human context necessary for HR practitioners.
noisy and knowing what to talk about and when to talk about it is critical. Social media measurement tools allows us to view the performance of our social media efforts through the eyes of the actual talent that we aim to speak to. Matched with talent research, they helps make sure that we’re highlighting the parts of the ExxonMobil employer brand that matter most to talent.”
I
n today’s digital society, it is easy to grasp how relevant social media is for employer brands. Employers
have already recognised this trend and have been establishing themselves in the most relevant platforms. They have created pages, built communities and developed content in the hope that it reaches the right talent and enhances their talent acquisition capabilities. However, employers often measure their success on social media through KPIs such as likes, shares, tweets, page and post engagement. These metrics were built for marketers but fail to provide the critical human context necessary for HR practitioners. They tell you who’s won and lost, but not why. That is why we need to develop a robust social analytics platforms able to explain why some content works and why some fails. By asking a very simple question (though profound for employers, HR practitioners and recruiters): ‘what do you think this is about?’, you can now see how your target audience (student talent) perceives your content. With included standard social
metrics, you are able to understand what content garners the best interactions to grow relationships with talent and expand your social reach to new, prospect candidates.
As social analytics platforms tracks all employer brands across multiple social platforms, they provide social content and performance benchmark in the industry. Employers can see how they perform against their competitors, within their industry, region and country. They are a powerful tool to give employers a competitive advantage.
That is exactly what ExxonMobil has been achieving since they have started using such a platform. They have used it to adjust their content plan and to be more relevant to their target audience. To put it simple, they are having a data- driven social media approach. According to Jeffery Paul, Global Human Resources Advisor, “At ExxonMobil, social media is becoming an important tool to connect to talent. However, social media is very
ExxonMobil is not alone in this new approach. Manulife is also taking on social. As Helen Davies, Director & Global Program Lead says: “As we ramp up our presence for Talent Acquisition on social and in particular the Facebook platform, the ability to track content from both a competitor landscape as well as consumption within our target talent has helped support our strategic direction as well as influence our tactics. Insightful data like this has also facilitated collaboration with our Digital teams in the business to better understand the value of integrating our talent and consumer brand messages across our social real estate.”
As social media is rapidly becoming a top channel to engage and capture talent, using a data-driven approach enables organisations to base their strategy in insights and adjust their tactics almost in real time. The rise in their engagement levels proves them right. n
www.agr.org.uk | Graduate Recruiter 27
@Joao_F_Araujo
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