Social media is an important component of an overall content marketing strategy. If managed correctly, it can be especially effective at communicating a company’s culture. The article below shares more. CK
Article written by Mark Schmukler originally appeared in Marketing Insider Group on July 18, 2021.
Over the past year, it’s been extremely challenging for companies to build and maintain a positive company culture—especially those that transitioned to a remote model.
Without the traditional in-person company outings, happy hours, team-building exercises, and other events, companies were challenged to pivot their company culture strategy to attract and retain qualified people.
Now that (some) employees are safely gathering in offices and other venues for meetings and events, it’s the perfect chance to invest in and showcase your company culture.
We already know that B2B companies rely heavily on platforms like LinkedIn and Twitter to connect too, so it makes sense to leverage social media to showcase company culture as much as possible. Here are five tips to get you started.
1. Clearly Articulate What Makes Your Company Special
Any company can say they have the best culture, and for many, that’s all they say. To set your company culture apart on social media, it’s important to promote the specifics behind it.
This may be highlighting your company’s core values or promoting your unique benefits and activities. Consider these ideas for how you can articulate your company’s culture on social media.
- Promote your core values, stating what they are and what they mean
- Interview employees about what the core values mean to them
- Showcase employees who go above and beyond to demonstrate your values
- Make infographics or quick posts highlighting aspects of your benefits package
- Post images of team-building events or activities that show your culture in action
2. Selecting Social Media Platforms
For B2B companies, LinkedIn is the leading social media platform for digital marketing. Still, company culture posts can offer a bit more freedom of tone and aesthetic than traditional ads, so you may find more success with the younger audiences of Instagram and Twitter.
- Want to welcome a new hire or congratulate someone publicly on a work achievement? LinkedIn is a great choice.
- Want to show off pictures of your office axe-throwing party or happy hour? Consider Instagram!
- Want to start a conversation with your audience about the key to building better work relationships? Twitter would be the ideal platform.
The content and purpose of your post should inform the platform you choose to publish on. That’s not to say you can’t post your axe-throwing pics on Twitter and LinkedIn, too, but may not receive the same response from followers.
Be conscious of how social media platforms evolve and be ready to adjust your tools and strategies as changes happen. Examples include character counts, how links work, image sizes, preferred type cases, and emoji functionality.
3. Develop a Social Media Calendar
Many social media platforms are designed to create quick, off-the-cuff posts about whatever is on your mind or in response to some news.
Candid photos of in-office events and gatherings make fantastic content for those types of spontaneous culture-focused posts, but to maximize the potential of social media, it’s also essential to have a consistent, planned social media calendar that features your team culture as a whole.
Calendars offer visibility into your entire social media strategy and allow you to generate high-quality posts and content at a sustainable pace.
Consistently posting quality content two or three times per week can increase engagement, shares, and visibility much more effectively than low-quality posts every single day.
4. Vary Your Content and Media
If you ask the average digital marketer to visualize a social media post about work culture, a common thought might be an image of employees happily working around a conference table (or a Zoom meeting).
That could make a good post or two, but we need a lot more to work with. Promoting a positive work culture can include posting and your stance on causes or issues you support and believe in and sharing messaging from partners or like-minded companies in the same space.
Try showing off individual employee personalities in get-to-know style posts. Letting your employees show off their expertise in a venue created by you is a great way to demonstrate how much you value their commitment to the team. Other ideas for culture-related content include short videos, memes, infographics, and quotes.
5. Encourage Employees to Like and Share
The better your company culture is, the more willing your team will be to participate in sharing, commenting on, and liking your posts. Having a team that wants to participate and advocate for your business is invaluable in leveraging social media to widen your reach among new talent and sales opportunities.
But, it also works the other way around; companies that don’t put effort into understanding their culture or building positive workplace relationships don’t get much enthusiasm when asking for likes and shares.
Start Sharing Your Workplace Culture With the World
The content and tone of culture posts will vary between companies, but these five tips are a great starting point for any business figuring out how to communicate your workplace culture, deciding how and where to showcase it, and developing a plan to promote it.