Social media is now an indispensable tool in employer branding. In this workshop, companies learn how to effectively communicate their employer brand via platforms such as LinkedIn, Instagram and Xing. Participants receive practical insights into how to create targeted content that reflects corporate culture and how to authentically connect with potential talent. The goal is to build a strong employer brand that not only attracts the attention of the best talent, but also promotes the retention and engagement of current employees.

Employer branding via social media enables companies to strengthen their employer brand in a targeted manner and to position themselves as an attractive employer. Through authentic content and direct interactions with the target group, companies can attract talent and build their employer brand over the long term.

Benefits for you as a company:

• Increasing visibility and recognition as an attractive employer
• Addressing and recruiting talent through targeted social media campaigns
• Strengthen corporate culture through authentic insights and stories
• Improving the image through positive communication and employee feedback
• Building a loyal community that continues to promote the employer brand

1. Introduction to employer branding and the role of social media

• What is employer branding and why is it important for companies?
• The importance of social media in employer branding: How platforms such as LinkedIn, Instagram and Facebook can strengthen the employer brand
• The difference between traditional branding and employer branding
• Benefits of a strong employer brand: employee retention, recruitment of talent and company perception
• Successful companies that use social media effectively in employer branding

2. Target group analysis: Who are the talents you would like to attract?

• How a clear target group analysis supports employer branding
• Demographic characteristics: Which age groups, professional fields and interests are relevant to your company?
• Analysis of target group behavior: How potential talents behave on social media and what interests them
• Creating personas: How to target different target groups on social media
• Best practices: How other companies successfully address their target groups through social media

3. Platforms at a glance: The best social media channels for employer branding

• LinkedIn: The key to reaching out to professionals and managers
• Instagram: Visualization of corporate culture and insights into everyday working life
• Facebook: Wide reach and community building
• Twitter: Quick communication and interaction with talent
• XING: Professional network for German-speaking countries
• TikTok and YouTube: Creative and entertaining formats to appeal to the younger generation
• Selecting the right platforms depending on business goals and target groups

4. Content Strategy: What and How You Should Post

• Types of content that strengthen your employer brand: Behind-the-scenes, employee interviews, success stories
• The importance of authenticity: Why talent values real insights into the company
• Storytelling in employer branding: telling stories that appeal emotionally
• The power of visual content: images, videos, and infographics that communicate your culture
• How to adapt and optimize content for different social media channels
• Best practices: How companies create creative and engaging content

5. Engagement and Interaction: How to actively engage your target group

• The importance of interactions and engagement: How companies should communicate with their followers on social media
• How to build an authentic relationship through comments, likes, and shares
• Employees as brand ambassadors: How to actively involve your employees in employer branding
• Social media as a platform for dialogue: How to address and enquire about potential applicants directly
• Best practices: Successful engagement strategies from companies that strengthen their brand on social media

6. Employer reviews and reviews: The power of Glassdoor & Co.

• How reviews on platforms such as Glassdoor, Kununu, and Indeed influence employer brands
• Dealing with positive and negative reviews: Best practices for handling feedback correctly
• The role of testimonials and employee reviews in employer brand building
• Why transparency and authenticity are key to positive reviews
• Best practices: How companies successfully integrate and manage assessments

7. Campaigns & Hashtags: Generate attention with targeted actions

• How to create and run employer branding campaigns on social media
• Using hashtags: How to increase the reach and visibility of your campaigns
• Influencers and collaborations in employer branding: How to generate additional reach through partnerships
• Topic-related activities: “Open House”, “Meet the Team” contributions or employee events
• Best practices: Successful social media campaigns that have strengthened employer brands

8. Social media advertising: Targeting talent

• The benefits of paid social media ads for employer branding
• How to use social media ads for targeted recruitment campaigns: LinkedIn Sponsored Content, Instagram Ads, and Facebook Ads
• Targeting strategies: How to reach the right talent
• Analysis and optimization of social media ads to increase reach and number of applicants
• Best practices: How companies successfully use social media advertising for their employer branding

9. Measurement and performance monitoring: How to measure the success of your social media strategy

• Important KPIs (Key Performance Indicators) for social media in employer branding: reach, engagement, conversion rate, applications
• How you can monitor and evaluate your social media performance
• Tools and methods for analyzing social media metrics
• How to use the insights gained to continuously improve your strategy
• Best practices: Successful companies that regularly evaluate and optimize their social media strategies

10. Long-term brand management: How to make your employer branding sustainable

• The importance of a long-term strategy for employer branding on social media
• How to maintain a consistent employer brand message over time
• The impact of employee experiences on employer branding: How the work environment influences your online presence
• How companies are continuously expanding their social media presence and strengthening their employer brand in the long term
• Best practices for sustainable employer branding on social media

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