Who are corporate influencers?
Many respected company directors maintain personal blogs or social media pages. This is done by Tesla CEO Elon Musk, Apple CEO Tim Cook, and Alibaba Group founder Jack Ma.
Tim Cook has 13.2 million followers on Twitter, while Apple has 7.3 million. Elon Musk has 69.5 million subscribers, while Tesla has 12.4 million. Jack Ma does not have such an impressive 652 thousand readers, while Alibaba Group has 222 thousand, but still almost 3 times more than the brand. As you can see from these examples, on social media, people tend to follow people more than brands. And Tim Cook, Elon Musk, and Jack Ma can be called the leading corporate influencers of their companies.
Corporate influencers – people who present their companies to the outside world through social networks.
Such people can provide information about behind-the-scenes life and allow their subscribers to participate in the development of innovations. This comes in the form of images, videos or texts that they share with their community.
Thus, existing and potential customers receive first-hand information. There could be no more reliable information. This greatly strengthens the bond with the company.
Referral marketing works similarly in recruiting.
Here, corporate influencers don’t target customers, but promote job prospects and share company events on social media.
They also regularly share their company’s current vacancies so that interested employees can apply immediately as soon as they’re interested.
Naturally, many corporate influencers do not have direct reach of millions of subscribers, like Tim Cook or Elon Musk, but the more employees participate in the program, the greater the overall reach. Just try and see!
Pros of corporate influencers
Corporate influencers are very powerful weapons in the battle for talent today. More than half of applicants (59.7%) follow the company’s ambassadors in search of a new job, and the overwhelming majority of candidates (79.5%) trust corporate ambassadors the most.
Corporate influencers provide candidates with exactly the information that interests them. From the point of view of the employee – unfiltered and without marketing water. Examples include topics such as:
Is there a corporate culture and what is it?
What training and professional development opportunities does the employer offer?
What career opportunities does an employer have?
What attracts colleagues?
What are the bonuses and benefits?
How does an employer approach work-life balance?
This is an important help for candidates, because thanks to the information provided by corporate influencers, they do not need to do additional research on a recruiting site or on employer rating portals to understand how an employer is suitable for them. As a result, hiring decisions are made faster and hiring times are shorter.
Perfect selection of candidates thanks to personal recommendations
Successful referral marketing can bring tremendous benefits, especially for small to medium sized companies on a tight budget. Thanks to the high response rate of perfectly matched candidates, you can post one or two job advertisements on the most expensive job portals without losing coverage.
In addition, candidates who come to the company on the recommendation of employees are usually better suited than others. Remember: corporate influencers recommend new jobs as part of their personal networking. This includes people with similar interests, experiences and knowledge who fit as well into the organization as they do.
Cons of corporate influencers
Certainly not without complications. Since employees often recommend employees who are similar to them, recruiting too actively with the help of corporate influencers can lead to the fact that companies will always choose from the same pool of specialists.
The problem of forming a diverse workforce can arise, and this can lead to some kind of operational blindness, clusters, the exclusion of external, unknown candidates and the abandonment of new ideas.
The best option would be to focus on the balance between recruiting channels for recruiting employees.
In most organizations, corporate influencers are currently undervalued rather than overvalued when it comes to recruiting, so few companies need to worry about the downsides of a corporate influencer program.
How to make an employee an ambassador of the company?
Sooner or later, the employer has the following questions: how to create a referral program for employees and how to make corporate influencers or ambassadors out of employees?
In fact, there is nothing complicated about it. Especially with the modern level of process automation and new technologies. To implement a referral program, it is best to involve a specialized company or a private specialist.
Motivating corporate influencers
When your employees can share a new vacancy on their social networks with one click of a button, recommending you as an attractive employer, this is the best scenario for quick involvement in the recruiting process.
Don’t forget to thank the staff for every successful recommendation. This can be a small gift, certificate, or cash reward. So you will show how valuable their support in recruiting is, and increase the motivation to participate in the life of the company as corporate influencers.
Corporate influencers are popular with those who are interested in the job, thanks to the reliability of the information provided, they strengthen the trust of specialists in the company, increase the desire to apply, provide well-matched candidates and significantly reduce hiring times, save budget, since companies will have to post fewer ads about vacancies to fill them successfully.
If your company hasn’t created an employee referral program yet, it is missing out on many valuable recruiting opportunities.