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Hi there, everyone. This is Denise with The Recruitment Marketing and Sales Podcast, and we’re on Episode 405 as we cycle through December.
We are recording answers to the most common questions that we have had over the past year at Superfast, and today we are talking about standing out on Social Media.
We’re often asked.
Should social be something that I have as part of my marketing plan?
- If so, where should I be?
- What should I be thinking about?
- What sort of content should I share?”
They are all good questions.
In fact, in September, we ran a webinar for the NPA. We are MPA members over in the US, it went incredibly well. We shared all of the things to consider when you’re standing out on social.
We’re going to run that as a webinar masterclass in January next year. I will talk about it again in the future and if you would like an invitation, drop me a quick email through the contact form here.
I will make sure that you get an invite, and we will go into a lot more depth than I can in a podcast.
Let’s talk about social media.
Social Media and The Buyers Cycle
It is important to frame this conversation about why social is so important.
Here is the thing; People can’t work with you if they don’t know who you are.
Fact: You have to be where the people are because if you aren’t there, then people are never going to come across you, they’re never going to know who you are, and they’re never going to know the value that you can bring.
People make buying decisions according to the buyer’s cycle.
The buyer’s cycle explains the decision-making process that we all go through when we are making a major purchase, which is obviously from a B2B context, which is what we are.
It’s a moot point that recruitment’s slightly different, isn’t it? Because logically, you’re selling to candidates as well.
I think you get the general gist that people need to be taken from being unaware of the problems that they have and how to fix them, and also the providers of solutions for them in their market through to awareness about problems, awareness about suppliers, and then they go into a decision-making process.
To get people into the top of that purchasing funnel, which it is, people are funnelling from being unaware to starting to work with you.
Logically then you need to be where they are; and they are on social media in their millions!
Then, you need to be where they are.
Your Candidates and Clients Are on Social Media
When you look at market data currently on Statistica, which is a huge market research organization in the US, you can see that almost half of the Western world is on social media.
And you have an opportunity to be in front of them with your message, and they are on multiple platforms. Don’t make the mistake of thinking that your market is not on Facebook, they’re not on X, they’re not on Instagram.
Each of these platforms has, I’m not sure about X now, but the majority of platforms have millions and in the case of Facebook and Instagram billions of users.
There is something like 1.5 billion people now on Instagram, and something like 3 billion people are on Facebook now. Even if a percentage, even say worst case scenario, 30% of your potential clients and candidates are on those platforms, if you could be on those platforms, then that would make a huge difference for you.
Top Tip: make sure that you are on multiple platforms, and that you are sharing content down these platforms.
What Content Should You Share on Social Media
What content should you be sharing?
There are three real content themes to be using and to be sharing when it comes to social media that work. We have been monitoring this for many, many years. As some of you will know, we had a full-service business as a marketing service provider in recruitment.
We wrote content for years and we monitored everything that was going on, and we still do with our Superfast Circle clients.
The three basic content themes that you need to use, I am going to share with you below.
Promotional content is obvious; Recruiters love to promote themselves. There’s nothing wrong with promoting yourself, provided that you balance it with two other content types.
The two other content types are positioning content and personal and company branding.
Let’s talk about positioning first.
This is where you position yourself as an authority and expert in your market. That is not by telling people how good you are.
Instead, it is by giving people insights and possible solutions to their problems because you can. This is where you help people by actually helping them. This is where there’s that value exchange, and you help people, and that anoints you as an expert, and that is the sort of content to be sharing.
The final content is personal and company branding. Personal branding is very much the rage, and I understand why.
In fact, we are in the middle of running a personal and company branding boot camp for our Superfast Circle membership. When you join I will give you access.
Those are the sorts of things that you need to consider when you are creating content and sharing it with your market.
Positioning content includes things like your blog posts, ideas, suggestions about what people can do, reports that you’ve written, and blog posts that you have gone into detail about how you can help people; All of these things are part of your positioning.
Logically, when it comes to promotional, you’re thinking about your call to action, asking for people’s email addresses to opt into something useful for them.
You’re talking about who you are, how you can help, case studies, and testimonials.
Personal and company branding is the longer post that you probably see on LinkedIn.
I’m sure some of you have read some of my posts. I write longer posts, it might be a tip, it might be an observation, it might be an insight, polls, or motivational quotes.
These are key as well to communicate your brand and your values.
It might be sector news or company news. All of these things, if you share them out in front of your market, you get back on their radar and they start to see you.
That’s when the DMs start happening, when people start messaging you or when you message them or you go out and you start connecting with them and you’re sending them messenger campaigns, then you will start to get awareness and brand building.
[We write all of these for our clients.]
People often say, “How often should I post on social media?” We always say, as often as you can stand it!
We post easily three or four times a day on our various channels. posts. It always keeps us front of mind with our clients because the thing is, lovely LinkedIn and other social channels will not show all of your content to all of your followers; you need to mix up the times, you need to mix up the days, and you need to mix up what you’re sending out.
What is so good today is there are so many ways that you can do this. There are so many software tools that will help you.
There are people in the market like us who can provide content and direction for you.
There is no excuse not to get onto social. I think for many of you, I know some of our Superfast Circle members some of them have like 15,000, 20,000 connections that they can get in front on LinkedIn alone.
This might be the same for you; so imagine if you are not regularly posting the opportunity you are missing 🤷♀️
Many of our clients, when they join Superfast Circle, suddenly say, “I’ve started posting, I’m getting loads of people commenting and messages.” That’s because if you’re not doing it and suddenly, you’re there in front of your market again, it makes a huge difference.
A final word from me: Social media, be all over it in 2024.
Thanks
Denise
How We Can Help You
As a member of Superfast Circle, we give you all the consulting, training, campaigns, and content you need to stand out in your market.
If you would like a quick call with us book in here.
