Employee Generated Content is extremely effective for hiring. But difficult.
But we did it. And here’s how.
2 min read | Chime in on LinkedIn here
Some context. Hirewell hired 26 recruiters so far this year, a 50% increase in headcount. In a market where hiring recruiters is really damn hard. (Ask anyone trying to do it right now.)
Lots went into that: commitment from leadership, multiple service lines, compelling business model, awesome people (ok I'm biased, sue me.)
But it was a hell of a lot easier because people know us.
Our content came up in almost every interview. Some found us that way. Others loved it when they really dug in.
It’s still a work in progress. But some pointers:
1. Guardrails are stupid and you just have to trust people.
There are a handful of companies good at employee generated content. None of them are big. Once you set a corporate edict that marketing has to approve every message, you’re done. No one’s gonna try.
Everyone’s afraid of the rogue employee blowing up the business. But how often does this even happen? And do corporate policies even fix this?
If someone goes nuclear, they’re going to do it regardless of any policy you have in place.
Instead you need communication and direction which brings me to…
2. Build community with regularly scheduled content brainstorming. Meetings where you just think sh*t up.
Topics, platforms, perspectives, etc. What is your team seeing? And what are you clients talking about?
Idea generation doubles as a better form of ‘policy’ setting. Get everyone on the same page through an active discussion.
Invite everyone. Use this as the launching point for anyone who wants to start creating content.
3. Pay ‘em. It’s work. We do spot bonuses for completed projects. Most people who get involved in Hirewell’s content loves doing it. But we’re all also busy with our actual jobs.
So take whatever money you were going to p*ss away to some crappy employer brand firm and give it to your team.
We also have contests with cash rewards. Which leads me to…
4. Let everyone be themselves. Promote creativity. It’s social media, it's supposed to be fun.
No one gives a crap about your boring corporate messaging anyway.
Last week we had an event where everyone in the company made a post about our hiring. Everyone voted for their favorites.
Top 5 got cash rewards:
91 applicants so far…
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