The Rules of Engagement for a Winning Social Media Strategy

You aren’t getting many applications

If the job search sites are inundated with other organizations in your field, it can be tough to stand out among the crowd. Having a brand that catches the eyes of applicants can increase the number of applicants you receive, and therefore improve your options of finding the best employee to meet your needs.

If your job posting has been on the site for a while, it might be time to add some fresh branding – not just your logo, but the way you describe your company and the job listing itself. It’s time to start asking yourself why employees should pick you above some of the other businesses. What sets you apart? Incorporating your uniqueness into your branding is essential for attracting employees.

You aren’t attracting the right type of employees

So maybe you are getting plenty of applications for the position – but none of them seems to be the right match for your company. Not just when it comes to experience and skills, but mission and drive. By having a brand that reflects the things that are important to your organization, you can find potential employees who value the same thing.

Rebranding your company can help you find the best match in the following areas:

• Traditional versus modern – While there is nothing wrong with doing things the way you’ve always done them if that works for you, it might not be the best workplace for someone who yearns for innovation. Or if you are an organization that is doing things differently than those in your industry, you don’t want to attract an employee who might not be comfortable with that type of change.
• Culture – Do you keep things professional in the office – or do you have a more casual workplace setting? Not all employees thrive in the same kind of environment, and branding yourself appropriately will help you find someone that works best in the workplace you’ve created.
• Expectations – Some employees are more productive in a heavily supervised setting, while others see success in self-management. Finding the best employee for your type of management style from the beginning goes a long way toward employee retention.

Be the brand that people want to work for

Even if you rebrand to draw in new customers and create loyalty for your organization, this will also benefit you in finding the best employees. People work for big companies like Disney and Apple not just because they like amusement parks and smartphones. They love the brand and all that it entails. They want to be ambassadors for it.

Building a strong brand takes intention and purposeful action but pays dividends in employee attraction and retention. If your company has an outdated website, mix and match logos, inconsistent marketing, and lacks purpose and values, a comprehensive rebranding process will reignite the passion for your brand with your current employees and attract the right kind of future employees.

Here at Hoyden, we specialize in rebranding. Our team of awesome people is here to help your organization thrive, and we would love the opportunity to work with you.

Your work here is done. You established a marketing strategy last year and it went well. All you need to do now is sit back, relax, and let the customers roll in.
Or maybe not. A marketing strategy is not something you can fix and forget – it is something that needs tending, like a garden. And sometimes, it may need revamping altogether.
Here are the top five signs it’s time to go back and rework your marketing plan.

Results may improve dramatically when a new marketing plan is implemented, but after a while, some of that growth tends to taper off. Sure, your sales are higher than they were before, but are you growing?

Some things to consider:

If you brought in new customers with your existing marketing plan, are you keeping them?
What about the customers who didn’t see or respond to this marketing strategy – how do you reach out to them?

Even if your marketing strategy is successful, not every aspect of it may be. It’s always a good idea to refresh your plan and look at where your resources are making the biggest impact, and what can be cut. This way, you’re sure to get the best bang for your buck.

Revamping your marketing strategy can include:

Tracking your engagement on social media posts and deciding which types provide the best results
Adjusting advertising audiences and keyword targets if your cost per click is too high
Increasing your budget in areas that are showing success
Decreasing spending in areas that are yielding little to no results
Evaluating who is receiving and responding to your messages, and who isn’t

A marketing campaign can be very successful if it is getting your product or services in front of a lot of eyes – but if they are the wrong eyes, it may seem pointless. If your ads are reaching people who will not convert to a sale, it may be time to rethink your marketing plan.

Here are some of the people who may be responding to you, but not helping your bottom line:

Browsers but never buyers – they like your content. It’s always good for a laugh, but they aren’t in the market for what you’re selling. Or they are loyal to their existing provider.
Business peers – sure you may have 50 new followers, but they may be your competitors or peers who just want to see what you’re up to or gain ideas to build their own business.
Not the right person for your brand – maybe your hilarious ad campaign really hit well with the teenage crowd, but they don’t have the budget or need for what you’re providing. Maybe they can tell their parents, but the chances are low. Revamping your strategy goes a long way to making sure the right people are looking at it.

While something may be clever and funny one week, something else will be the next. We’re not saying you have to change your marketing strategy every week, but it’s always healthy to revamp it to make sure you are following the latest trends.

Things that can change quickly:

The most popular social media platforms – it seems as though there is a new one every day, which can be hard to plan on which ones will stick.
Common phrases, slang, and memes – no one wants to be that guy saying last year’s phrase that doesn’t even make sense anymore.
Platform algorithms – social media sites frequently change the way they show people’s content and get it in front of most people. An annual revamp will ensure you are hitting all the points you need to in order to be successful.
SEO changes – it’s always best to determine if you need to change or add any words to make your website up to date for search engine optimization.

ot only do things change in the marketing and social media world, but they change within your organization, too. Even if there have only been small things that have been altered over time – your company is not exactly the same as it was a year ago.

Evaluating and adjusting your marketing strategy helps you make sure that all your platforms are up to date and you are presenting your current image, not the one you were excited about a year or two ago.

Here at Hoyden, we put strategy first. Our team of awesome people is here to help your organization thrive, and we would love the opportunity to work with you.