About the Episode
About the Episode: In this insightful episode of I Wanna Work There, Eddie Francis sits down with Jenny Li Fowler, the director of social media strategy at MIT, to explore how colleges and universities can use social media to enhance their talent attraction strategy. As an experienced social media strategist, Jenny shares her expertise on choosing the right platforms, crafting authentic content, and overcoming institutional challenges to create a compelling employer brand. This episode is perfect for higher ed HR and MarCom teams looking to leverage social media in recruiting and retaining the best faculty and staff.
Key Takeaways
- Plan Your Social Media Strategy Carefully: Align content with your institution’s strengths and understand your target audience before selecting platforms.
- Focus on Authentic, Transparent Content: Authenticity is key in building trust; don’t be afraid to highlight challenges as well as successes.
- Quality Over Quantity in Content Creation: Rather than saturating multiple platforms, create high-quality, shareable content on one or two that align best with your target audience.
Episode Summary
What Factors Should Institutions Consider Before Using Social Media for Talent Attraction?
In this conversation, Jenny highlights the importance of thoughtful planning before diving into social media for talent attraction. She emphasizes that institutions should avoid the common mistake of opening accounts on every platform simply to maintain a presence. Instead, HR and MarCom teams should consider where their target audience spends their time and focus efforts on those platforms. For example, LinkedIn might be ideal for faculty and staff recruitment, but if a university is recruiting for roles that appeal to younger audiences, platforms like TikTok or Instagram could be a better fit. Jenny also advocates for a clear content strategy that showcases the institution’s culture through authentic stories from employees and community members, rather than just posting job openings.
Why Authenticity is Crucial for Building Trust with Potential Candidates
Authenticity in social media messaging fosters trust, Jenny explains, particularly when institutions highlight both strengths and challenges. Potential candidates want to understand the true work environment, and that means transparency around areas of improvement as well as successes. Jenny advises HR and MarCom teams to showcase user-generated content (UGC) from current employees to provide a realistic view of the workplace culture. UGC, such as employees sharing campus events or daily work highlights, can be a powerful recruitment tool that reflects the human side of the institution. This approach also aligns with Gen Z’s and Gen Alpha’s expectations for honest and transparent engagement, building credibility with these tech-savvy audiences.
How Can Institutions Ensure Sustainable Social Media Efforts for Talent Attraction?
For a sustainable social media presence, Jenny encourages institutions to focus on content quality over quantity. Rather than attempting to manage multiple accounts across all platforms, HR and MarCom teams should concentrate on creating compelling, shareable content on one or two primary channels. This approach allows a smaller team to deliver consistently valuable content without stretching resources thin. Engaging with followers, resharing employee-generated posts, and tapping into existing networks on platforms like LinkedIn can extend reach without the need for multiple accounts. Jenny highlights that when content is engaging and valuable, it will often "jump platforms" as users share it across their networks, increasing organic reach without extra effort from the institution.
About the Show: I Wanna Work There! takes a look at how colleges and universities can develop competitive, compelling employer brands. Join us for an honest and solutions-based look at the issues that surround institutions positioning themselves as employers of choice.
About The Enrollify Podcast Network: I Wanna Work There is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Confessions of a Higher Ed Social Media Manager and Talking Tactics.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
.svg)
.svg)
