Step 1: Find interesting content already in your company<\/span><\/h2>\nThe first steps is not to decide which features of the corporate culture you want to communicate to your audience, but rather to listen to your employees.<\/strong> The first step that Lori and Stacy took was to thoroughly investigate the company\u2019s business life by questioning: \u201cWhat do you like about your work?”, “What projects are you working on?” And “How do you decorate your work area?”. This made it possible to create a series of content already available in the company. For example: some employees published images of the company headquarters in their Instagram profiles, while other wrote independently on their blogs to describe their working experience.
\nIn doing so they achieved two goals, firstly identifying the real characteristics of the corporate culture; secondly, finding material that was already available for the promotion of the brand.<\/p>\nStep 2: Design a roadmap to develop your Employer Branding <\/span><\/h3>\nBuilding Employer Branding is a process that consists of several phases and takes time. For this reason it is crucial to draw a roadmap that you can follow. Skipping this first step is risky: you could end up only focusing on short term tactics, losing sight of the overall strategy.
\nIn particular, the Talent Acquisition team at TripAdvisor planned a strategy before everything else that governed the whole process and only at an advanced stage did they develop the content to be published on different platforms.<\/p>\n
Step 3: Create a dedicated brand (if possible)<\/span><\/h2>\nPreviously TripAdvisor used the Twitter account @TripAdvisorJobs to promote its Employer Branding, using Twitter primarily as a channel to serve job ads and vacancies. However, they realised that this minimal approach could be holding back the development of a full Employer Brand.
\nSo the goal was to identify a name that could be used consistently across all social networks. Considering that the platform was also aimed at the consumer public (customers), they wanted to choose a name that would really connect with this section of their audience (potential employees).
\nEventually the Talent Acquisition team chose the name @GoTripAdvisor. One of the reasons was that this name could be given a few different interpretations: when you go on a trip you say that you go with TripAdvisor, but the name is also an exclamation, like an enthusiastic fan cheering \u201cGo! TripAdvisor\u201d.<\/p>\n
Step 4: Choose a hashtag that strengthens the brand<\/span><\/h2>\nHashtags have a specific importance in social networks (particularly Twitter and Instagram), so Lori and Stacy had to choose one that would reinforce and be in line with their brand. In the end they decided to go for the most obvious but also most consistent solution, to use #GoTripAdvisor (the same as their Twitter account) to flood the market with one unique message. <\/strong><\/p>\nStep 5: Choose the pillars of your content<\/span><\/h2>\nOne of the reasons for this change was that TripAdvisor did not want to simply publish its job ads and vacancies but to have a wider approach of improving their Employer Branding.
\nFour columns (categories) of content were chosen to be published. Each represented a different point of view or feature of the TripAdvisor identity.<\/strong><\/p>\nThese are the four pillars:<\/p>\n
1. Life at TripAdvisor. Small fragments of the working life of the employees.<\/p>\n
2. Work it. Tips for making a career and finding work, dedicated to job seekers.<\/p>\n
3. Love travel. Content related to wellness and travel.<\/p>\n
4. Locations. News about events near Boston (the company headquarters) and other TripAdvisor offices.<\/p>\n
Step 6. Create your social recruiting team<\/span><\/h2>\nOnly a small number of the TripAdvisor recruiters had Twitter accounts, so a key step was taken to train the whole team on how to create, configure and manage a Twitter account. This made it possible to align the entire team in promoting the Go TripAdvisor brand, even on their personal channels.
\nThey chose to use personal Twitter accounts because the goal was to get a true mix of professional and personal elements:<\/strong> they wanted the recruiters to show their interests and their personality, not just to share content created by the Talen Acquisition team.<\/p>\nStep 7: set goals and fix KPIs<\/span><\/h2>\nSpecific goals were defined for the recruitment team: each person was responsible for Tweeting at least five times a day from their personal account. Performance indicators (KPIs) were set for the main social activities and finally a contest was opened to encourage the team members to participate.
\nAn old adage says that \u201cwhat you can\u2019t measure you can\u2019t control\u201d.<\/strong> Set targets and specific KPIs giving precise directions to the recruiters on what you expect them to do. Active participation is a fundamental part of building Employer Branding.<\/p>\nStep 8: Develop your content curation strategy<\/span><\/h2>\nDoing content curation also means monitoring your network to find content created by other people which could be interesting to your audience.<\/strong> Stacy Zapar emphasised that three out of the four pillars of the company\u2019s content strategy do not have a direct link with the company (Work it, Love travel, Locations) but that\u2019s what they wanted: there are many users producing interesting material in these topics that aren\u2019t linked to TripAdvisor.
\nIn particular they chose to use Pinterest as a content curation tool, because it is intuitive to use and directly addresses the public. One of the features allows a user to follow the bulletin board, so the company gets additional benefit of actively overseeing an additional social network, reinforcing its online presence.<\/p>\nStep 9: Put shared management of social networks in place<\/span><\/h2>\nStacy Zapar (Employer Branding & Sourcing) decided not to give one person 100% responsibility of the @GoTripAdvisor (Twitter) account, rather to give shared responsibility among all 25 recruiters in the Talent Acquisition team. Each week one recruiter has the responsibility of being the \u201cTweetAdvisor\u201d. This choice was made for two reasons: firstly no single recruiter can devote all their time to social network management, they would neglect the actual goals of their job. Secondly, in this way @GoTripAdvisor would not be an impersonal business<\/strong> account but rather, would have a changing personal character and dynamically representing the corporate culture.<\/p>\nStep 10: Organise your weekly content<\/span><\/h2>\nOrganising your content in an editorial calendar and defining the amount of time devoted to various activities is crucial to effectively coordinate all of the recruiters\u2019 activities, including social networking.
\nTweetAdvisors were encouraged to schedule all posts at the beginning of the week so they could spend most of their time interacting with followers. It was estimated that the recruiter would take about an hour to choose and upload content (Monday and Friday) and then 15 minutes each day for other interactions on social networks.
\nIn conclusion, a case history analysis such as this highlights two elements: 1) only be encouraging employees to spontaneously share their business experience can you build a \u2018business narrative\u2019 that can make Employer Branding seem real and not cold or impersonal. 2) A process like this needs to be governed and precise goals are to be set and proper tools are to be used, only a coordinated management of these two elements will be able to support an effective Employer Branding process.<\/p>\n","protected":false},"excerpt":{"rendered":"
Developing an Employer Branding strategy that can attract the best talent to your business is not easy.<\/p>\n","protected":false},"author":3,"featured_media":3707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":""},"categories":[80],"tags":[],"featured_image_src":"https:\/\/staging.in-recruiting.com\/wp-content\/uploads\/Employer-Branding-TripAdvisor.jpg","author_info":{"display_name":"Jacopo Boscolo","author_link":"https:\/\/staging.in-recruiting.com\/en\/author\/jacopo\/"},"_links":{"self":[{"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/posts\/397"}],"collection":[{"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/comments?post=397"}],"version-history":[{"count":0,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/posts\/397\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/media\/3707"}],"wp:attachment":[{"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/media?parent=397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/categories?post=397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.in-recruiting.com\/en\/wp-json\/wp\/v2\/tags?post=397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}