How to target the right audience and optimize content on social media platforms and career websites?
What matters most to your talent audience? Authenticity and representation are among the many key components to attract the right pool of candidates.
Potentialpark shares exclusive Best Practices taken from the 2024 audit period - the freshest data you can get!
Candidates of different backgrounds and experiences behave differently and do not look for the same things in a company. For this reason, employers must have a clear understanding of their needs and behaviors in order for their message to be heard by the right audience.
This article will show our findings and insights on the type of content that should be optimized in order to communicate with the right talent target audience.
Authenticity is key to reach the newest generation
The new generation of candidates uses more social media such as Instagram and TikTok in their search for information and jobs. They also have a higher level of trust in these platforms [1] than previous generations. This puts a particular emphasis on authentic content that is created on video and photo-based social media.
When it comes to online talent communication, it is important to establish an honest dialogue with candidates, especially on social media where job seekers expect authenticity. A clear message from a current employee on their relation to work and their tasks is something that easily builds trust between a potential candidate and employee.
Potentialpark Best Practice: Autodesk on Facebook - Employee’s testimonial
An employee shares his daily tasks and what he likes to do outside work, alongside a selfie of him with other people smiling and eating food together.
In summary, effective talent communication hinges on understanding and catering to the distinct preferences of diverse candidate groups. Inclusion requires effort. Cooperation is not always organic. Creating an environment where the words and promises build trust and credibility and where the visuals are supporting the message of the content is hard work. Achieving this requires attention and devotion. Employers must tailor their communication strategies, creating an authentic and inclusive narrative that resonates with their target audience across various channels.
The ever-changing landscape suggests that there is no definitive answer on how talent communication’s presence will mold itself. Talent behavior itself serves as a key indicator of this evolving trend. The ultimate solution lies in staying attuned to the pulse of talent and adopting a flexible and responsive approach to navigate this ever-shifting terrain.