Technology has changed the way employers market their job openings, and also how talent looks for the best job opportunities. But while some things change, many remain the same, like the fact that your first impression matters. And many prospective employees’ and customers’ first impression happens when they visit your social media channels and browse job sites like Glassdoor. As they like to say, your reputation precedes you.
That's why It’s imperative for senior care providers to manage their online presence more closely. Not sure where to start? We can help. Here are a few things to keep in mind when doing so.
1. Respond to reviews (even the bad ones)
The online review is almost as trusted as word of mouth. A 2017 Inc. article revealed that 91% of people read online reviews of companies, and 84% trust online reviews as much as they would a personal recommendation. All it takes is one negative review to put a damper on an organization’s ability to fill a job opening.
It is important for an organization to be engaged with the reviews they receive and respond to both the good and the bad. It shows prospective employees that your organization cares and places an importance on feedback.
When you receive a less than stellar review on your social channels or job sites from a customer or employee, Indeed recommends taking these steps:
- Respond in a timely fashion to show you’re listening.
- Acknowledge feedback positively and thank them for taking the time to comment.
- Be empathetic to humanize your business.
- Take the conversation offline to collect additional information, hash things out in private and ultimately, resolve the problem.
2. Show some personality on your social channels
There are countless examples of corporate social media fails. If you don't want this to happen to you, make sure to implement a clear set of guidelines to be used as a reference when creating a post. These guidelines should help you to identify target audience, the type of content to be shared and the tone of your posts.
Is your online voice conversational and witty? Or maybe your tone is educational and to the point? Whatever you decide, be consistent in your across all channels. Remember, your online voice should match the feel of your organization’s brand and give future employees, residents and families a taste of what life is like at your community.
3. Use a 'need for speed' approach
The pace of conversation online is lightning quick. To keep your audience engaged, you need to be quick to respond to comments and questions. This is especially true when trying to recruit employees. In today's competitive job market - you snooze, you lose. Remember, candidates have options and any delay in your response can be the difference between that person working at your community or the one down the street.
Let's face it, people are glued to their phones, making social media a critical form of communication. Using LinkedIn, Facebook, Twitter, Snapchat and other platforms to share company news, job openings, community fun has a humanizing effect that can help providers build a loyal fanbase.