This week’s Dear Katie is special. We’re on the 100th issue of Dear Katie.
Thank you to those who read this newsletter, reply to the newsletter, and submit questions. I appreciate every single one of you!
Now on to this week’s question: Can you give some examples of content to post that helps attract employees?
Content that attracts employees is something a lot of firms are working on because 92% of recruiters use social media for recruiting.
Accountants want to work for firms that “get it.”
You know, firms that are forward-thinking, working on their content marketing and have employees that show off the work culture because they like where they work.
But you need a mindset change for all of this to work, too.
The best candidates aren’t just looking for a paycheck. They can get that from any firm.
Your best candidates are the ones who want to feel:
You must create content that attracts employees and showcases your work culture online. But how can you do this?
“We have a great culture” is not very convincing.
Every firm says that.
Candidates want to see what a great culture means.
For example, rather than posting “We believe in work-life balance,” post a team member’s testimonial about how they structured their workweek to make time for family, hobbies, or how they worked no more than 40 hours during tax season.
Leaders should be active on social media and try to get the rest of the team involved, too! Candidates want to see real stories from your employees, so deliver on those demands.
Encourage employees to create content and be the voice for your firm.
Ask your team to share:
If an employee wants to discuss tax deductions, encourage them to do so. It’s all about getting your team to be active on social media in general.
That being said, don’t “force” anyone to be active on social media. It’s not for everyone and that’s okay.
Let’s be honest.
Every firm offers “great opportunities” and “competitive pay.”
But if your goal is to attract ideal talent, you’ll need to go a little deeper.
What actually makes your firm different from the rest? Talk about those things. Highlight your unique attributes.
Remember that your hiring process should repel the wrong candidates just as much as it attracts the right ones. If you talk about what makes your firm unique, you’ll go a long way in achieving this goal.
Today, top talent wants to work for firms that align with their values. What are your firm’s values? Do you support specific causes, invest in employee well-being or prioritize DEI? Talk about it!
For example, you could share a post featuring your last volunteer event and talk about why giving back is part of your firm’s DNA.
Candidates want to get to know the people they’ll be working for.
If you’re in a leadership role at your firm, you need to be visible online…and no, not just on your company page.
You need to be active on your own accounts, building your personal brand and helping potential candidates learn more about you.
After all, a firm is the sum of its people’s brands.
The firms that are winning the talent war are the ones actively marketing their culture online.
If you’re a great firm but not telling your story, I’d be willing to bet that you’re missing out on some ideal talent.
And that’s a shame!
Ideal talent wants to work for a great firm. So, get out there and start sharing your culture online. Before you know it, you’ll be attracting candidates who are the perfect fit for your firm.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Share behind-the-scenes videos of team collaboration, employee testimonials about work-life balance, and candid moments from team meetings.
Invite employees to share their experiences and perspectives on social media, and allow them to create content that reflects their career growth and wins.
Highlight unique attributes such as your approach to remote work, mentorship, and the specific qualities that thrive in your work culture.
Very important; share posts about your values in action, such as community involvement, wellness programs, and initiatives that support personal growth.
Leadership should be active on social media, sharing personal stories and career advice to help candidates connect with the people behind the firm.
Regularly post engaging content that reflects your culture, values, and employee experiences to attract candidates who align with your firm.