There isn’t much these days that doesn’t make it into a social media post, and that includes your company culture. Not every company will choose to give a behind-the-scenes look into their workplace, but opting to do so can foster a deeper sense of employee community and, when done right, further reassure the culture your company has built.
Where do you start? Translating the general feeling of your company’s culture into a quippy post can be difficult. Finding a voice, tone, and cadence that matches the atmosphere of your office isn’t as simple as taking a few photos of smiling employees.
If you feel like you need some fresh ideas, here are 3 tips to engage prospective employees, clients, and even the people you work with:
1. Spotlight your coworkers
Whoever runs your company’s social media certainly can’t be expected to know everything about each role within the organization. Your coworkers are the experts in their fields and they probably have a lot to say about it.
Including profiles of your coworkers in your social media strategy can help potential customers and prospective employees get to know your team, learn more about the industry you serve, and see a face to the name of the people they may be working with. It shows, too, that your company has a culture of appreciation and that your employees are treated with respect.
Spotlighting your coworkers is also a great way to promote your culture internally. Highlighting someone as an expert in their field makes them more confident in their abilities and assures them that their accomplishments are being noticed and celebrated. When featuring a coworker on social media, encourage others in the workplace to participate in recognizing their efforts by liking, commenting, or sharing the content.
2. Tour the office
Taking your audience behind-the-scenes of your company and showing them around the office gives them an idea of what it’s like to work there. Prospective employees will appreciate the insight and clients will feel like they know you a little better. You don't have to show them every nook and cranny—small snapshots of moments at work can really engage your audience.
Don’t have an office or don’t want to let your audience in your cubicle? That’s okay! Include product insights, success stories, and coworker profiles instead. Being creative in expressing company culture through social media also bolsters employee engagement, reminding your coworkers of the fun and celebratory aspects of their unique workplace.
3. Be Authentic
An authentic portrayal of the people, space, and culture at your company is powerful. It can be the push candidates are looking for to say, “I can see myself working there.” Similarly, clients will appreciate the truthfulness and think, “I want to work with them.”
The best way to convey your most authentic self is to show a little of everything—the people, the product, the community, and the industry. Play with your content and see what your audience engages with. Don’t be afraid to break the status quo if the status quo doesn’t feel like it reflects your company.
Overall, each company’s culture is unique and therefore each company’s social media will be unique as well. Keep your audience in mind—social media is a great tool for your company to engage current and potential coworkers and current and potential clients.
Feel free to draw social media inspiration from similar organizations, but don’t be afraid to try something new. Whatever social media strategy feels honest to your company culture is best.