The average American knows about 600 people. Say you have 30 employees at your company. That means your staff knows 17,130 people (570 each once you subtract your team from the total). How big is your email list? How about your social media base? If you’re a 30-person organization, it’s likely smaller than 17,130. Even it’s it larger, imagine adding over 17,000 people to your reach! That’s more potential for new team members, for clients, for partnerships, and more. That’s a pretty powerful and free construction marketing tool right at your fingertips.
Why Your Staff Matters
The fact is, 90% of consumers read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations. That’s why websites like Glassdoor are so popular. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. According to an informative infographic assembled by Hubspot, 71% of consumers said they would be much more likely to make a purchase based on a recommendation, compared to just 7% that would purchase without such a recommendation. That includes candidates searching (passively or actively) for a new role.
But, What Does This Have To Do With Recruiting?
33% of men and 39% of women consider a company’s reputation “very important” while job searching and selecting. 55% of Job Seekers who have read a negative review have decided against applying for a position at that company. Job Seekers rank current employees as the most trusted source for information about a company, followed by online reviews from job applicants and former employees as the second and third most trusted sources, respectively.
How To Get Started
Step 1: Provide Guidelines
This is something the leadership/marketing team should think about before actually giving permission to employees. If you don’t have time to create guidelines (not rules, rules are scary!), then lead by example. How do they link to your accounts? Is there specific language they can use? (Copy and paste, is so easy!) Are there privacy issues they need to respect?
Step 2: Give Permission!
Employees will often hesitate when sharing information about their employers publicly, especially on social media. What if they get in trouble? Many organizations and managers banned social media at work, trying to understand its impact on productivity and the transparency it gave businesses. Could they control it? If you want your team to celebrate your company publicly, to contribute to the personality of your brand, you need to tell them it’s ok.
Step 3: Make It Easy
Provide content. Take good photos. Share ideas with staff and make them easy to share, via text or email. Get your staff involved in creating that content. For example, if you use email service, you can add share buttons to content right within your email.
Keep this in mind as you encourage your team to promote your brand, job openings, etc: convenience, value, and fun.
The more ways you can provide your employees with content to share, the more impact you’ll have on motivating your staff to create a buzz around your company and the less you’ll need recruiters!