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How to use Instagram for your employer brand?
26 Jun 2024
Instagram is a very popular social media platform, especially among young users. It is a powerful tool for brands looking to enhance their employer branding and recruitment strategy. The approach to understanding Instagram and its audience involves a careful reading of the app's statistics and users' usage habits, as well as how Instagram compares to other popular social networks such as Twitter or Facebook. As an employer brand, it is important to understand how to use photos and videos on Instagram to present a consistent and positive image of the company. This involves having a clear content strategy, including the use of relevant hashtags and collaboration with employee ambassadors or influencers. Finally, measuring and analyzing results is essential to adjust the employer branding strategy on Instagram based on the results obtained. By applying best practices to understand Instagram and its audience, companies can leverage this platform to improve their recruitment and enhance their reputation as an attractive employer.
The advantages of using Instagram to enhance your employer brand
The advantages of using Instagram to enhance your employer brand are numerous and can include:
Increased visibility: Instagram offers great visibility thanks to its large audience and popularity, particularly in France. By creating a professional profile, your employer brand can reach new candidates and potential followers.
Rich messaging: Instagram is a digital marketing platform that allows you to share high-quality videos and photos to showcase your company's values and culture. This allows candidates and followers to better understand your employer brand and appreciate its appeal.
Engagement opportunity: Instagram allows for two-way communication between your employer brand and your audience, thanks to features such as comments and direct messages. This facilitates discussions with potential candidates and answers questions from users.
Digiitalisation of employer image: Instagram is an online social network that is part of the increasing digitalisation of companies. By using this platform, your employer brand shows that it is modern, innovative, and attentive to market evolution.
Targeting Generation Y and Z: Instagram is particularly popular among younger generations, who make up a significant portion of the active population and potential clients. By using this platform, your employer brand can reach this audience and communicate with them.
Affordable pricing: Instagram is an affordable platform for promoting your employer brand, with costs that are much lower than traditional advertising.
Generating interest: By sharing relevant information and presenting your employer brand creatively, Instagram can spark interest from candidates and potential clients, as well as current employees.
In summary, using Instagram to enhance your employer brand can be a considerable advantage in terms of visibility, rich messaging, engagement opportunities, digitalisation of your employer image, targeting younger generations, affordable pricing, and generating interest in your employer brand.
Use Instagram stories to humanise your employer brand
What is a story?
A story is a media sharing feature on social networks such as Instagram, Facebook, and Snapchat. It consists of ephemeral visual information, usually in the form of a photo or video, that disappears after 24 hours.
Stories are often used to share fleeting moments of daily life or live events such as concerts, trips, or sports events. Brands and businesses can also use stories to showcase products, share special offers, or give a behind-the-scenes look at their company.
How to make a story?
Open the Instagram app on your mobile phone and log into your account.
At the top of your feed, tap on your profile photo with a blue circle around it to access the camera.
Take a photo or record a video by pressing the round button at the bottom of the screen. You can also select an existing photo or video from your gallery by tapping the square icon at the bottom left of the screen.
Personalise your story by adding effects, filters, emojis, words, or drawings using the icons at the top of the screen. You can also add hashtags or mentions to your story using the "add text" button or by typing directly on the screen.
When you are satisfied with your story, tap the "Send to" button at the bottom of the screen to choose who can see your story. You can share your story with all your followers or choose specific people you want to show it to.
Tap the "Publish" button to make your story live on your profile or the "Your story" icon to post it only in your story. Your story will be visible to your followers for 24 hours, after which it will disappear. Best practices for measuring the success of your employer branding strategy on Instagram
Advantages of stories
Increased visibility: Stories appear at the top of users' screens, giving them greater visibility compared to regular posts. Additionally, users are often more inclined to watch stories due to their ephemeral nature.
Visual and creative content: Stories allow users to create and share visual data, such as photos and videos, in a creative and playful way by adding filters, effects, and text.
Opportunity to connect with the audience: Stories enable users to connect with their audience in a more personal way by sharing moments from their daily lives, events, or behind-the-scenes of their company.
Increased engagement: Stories encourage user engagement by allowing them to respond to polls, questions, quizzes, and surveys. This also enables brands to gather feedback and opinions from their audience.
Targeting the audience: Stories allow users to target their audience by choosing who can see their stories, which can help brands reach their target audience more effectively.
Scarcity effect: Stories have a limited lifespan of 24 hours, creating a sense of scarcity and encouraging users to watch and interact with the post before it disappears.
Use an automatic likes tool, such as Mass Like Stories Instagram, to increase your visibility with qualified people. In other words, you automate your engagement routine.
Tips for humanising your employer brand
Humanising your employer brand is important to show potential candidates that your company is an engaged community and cares about its employees. Here are 7 tips to humanise your employer brand:
Tell stories: Share inspiring success stories of your employees and their impact on the company and the community. Authentic stories strengthen the emotional connection between your company and potential candidates.
Highlight your employees: Post images and videos of your employees working together or engaging in leisure activities. This shows that your company values its employees as people, not just as workers.
Showcase your company culture: Showcase your company culture through events, parties, and activities organised by your company. Potential candidates want to know if they would fit well into your company culture.
Use social media: Use social media to humanise your employer brand. Share photos, videos, and stories that show the behind-the-scenes of your company.
Involve your employees: Involve your employees in creating posts for your employer brand. Employee-generated content can help to humanise the company and provide an authentic voice to your employer brand.
Communicate regularly: Communicate regularly with your employees and potential candidates to show that you care about them. Respond promptly to comments and questions, and engage in conversations to show that you are listening.
Be authentic: Be authentic in your approach and don’t try to hide the less glamorous aspects of your company. Potential candidates appreciate honesty and transparency, which helps to humanise your employer brand.
The best practices for measuring the success of your employer branding strategy on Instagram
Set clear objectives
To measure the success of your employer branding strategy, you must first set clear and specific objectives. For example, you may aim to increase the number of qualified leads for your business or to increase the application rate for your job offers.
Use key performance indicators (KPIs)
KPIs are metrics that allow you to assess the performance of your employer branding strategy. On Instagram, KPIs may include the amount of likes, comments, shares, and new followers.
Track mentions of your brand
On Instagram, users can mention your company in their posts, which can be an indicator of the popularity of your employer brand. Use monitoring tools to track mentions of your brand and see how users interact with your company.
Analyze the engagement rate
The engagement rate measures the total interactions compared to the total views of your posts. It is important to monitor the engagement rate of your employer brand on Instagram to see how your audience is reacting to your content.
Measure the impact on recruitment
To measure the impact of your employer branding strategy on recruitment, you can track the number of applications received for your job offers on Instagram. You can also track the volume of new employees recruited through your employer branding strategy.
Measure the impact on your business
Measuring the impact of your employer branding strategy on your business can be done by tracking traffic to your website from Instagram. This allows you to see if your employer branding strategy is attracting visitors and qualified leads to your website.
Track daily posts
Tracking daily posts allows you to see what works and what doesn't in terms of content for your employer brand. You can use this information to adjust your employer branding strategy and create more effective content.
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