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Wednesday, September 11, 2013

C#2 of social recruiting: Consistency — Follow-through your branding strategy

This post is part of a series describing the nine "Cs" that drive a successful social recruiting strategy and started with You do social sourcing. Now start your social recruiting strategy!
On Monday we discussed the first "C," Continuity.

Following-through your branding strategy is critical.

Your social pages express your brand and your message. They are consistent across the various social sites: Facebook, Google+, LinkedIn, or Twitter. They are your social image. Still, when candidates respond to your call of action, your employer branding magic ends: you transport candidates into the bland environment of a standard ATS. Just like customers, candidates immediately feel when they are treated impersonally.

Consistency across your social media accounts is key to quality social recruiting. You brand is not just a show to be seen from afar. Your brand must be present, inspiring and immersive at all times — especially when people get closer to you.

You must pursue your employment branding initiative inside your network, and again, bridge your public persona and your internal corporate identity.

Here is an example of great brand continuity created by The Home Depot.

On Twitter

On their talent network powered by TalentCircles

Using TalentCircles, you can customize the look and feel of your entire talent network.
  • Most capabilities are point-and-click features.
  • A free customization toolkit allows full custom branding of the header and the footer of the platform — plus custom CSS and JavaScript. This toolkit allows for complex and deep customization of any page of the network.

The image that you have developed for your company on the Web at large must be continued inside your private network. The candidates who "like" you on Facebook must be immersed in the same type of experience if they happen to want to work for your company, now, or later down the road.

In short, if you want customers and candidates to take your brand seriously, take it seriously yourself!

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