Top 3 social media marketing trends 2022 for employer branding [podcast #97]

Blog header #97 Top 3 social media marketing trends 2022 for employer branding - Building a modern, magnetic employer brand podcast with Susanna Rantanen

Social media is an integral part of our work as modern employer branding practitioners and talent marketers. Getting actual value out of social media for business purposes has been getting tougher and tougher, especially organically.

No one has all the time in the world to spend just on socials, so it is worth something to us talent marketers to know, what should we invest our time then, doesn’t it?

In this week’s episode on the Building a Modern Employer Brand podcast, I share with you what I see as the three most important social media marketing trends 2022 for us talent marketers.

Top three social media marketing trends 2022 for employer branding and other talent marketing

#1 Reaching new audiences becomes a primary social media marketing goal.

#2 Video content continues to dominate in 2022 and we need to post more video content for the algorithms to give us organic love.

#3 Paid advertising has become a necessity on socials.

Listen to episode 97 in the Building a Modern Employer Brand podcast with Susanna Rantanen

In this episode:

  • The 3 top social media marketing trends I curated for employer branding practitioners.
  • Why keeping up with the Joneses on social media is important for modern employer branding practitioners and other talent marketers?

Candidate Journey of the Information Era™️ framework mentioned in this episode.

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Why reaching new audiences becomes a primary social media marketing goal?

We need to be actively growing our target talent audience because the more relevant people become aware of us, the more people are likely to convert into our desirable talent marketing goals.

Also, when we focus on winning the attention of new audiences, we are likely to also post better quality content. Better quality content is likely to get more engagement.

The problem with organic social media marketing is that only a very small fraction of our followers are shown our posts. That small fraction is a fraction of the total size of our audience.

  • If the total size is small, so is the fraction.
  • Failing to post actively posting quality content? That small fraction has nothing to see.
  • If they never see the posts, they cannot engage. Which then makes the algorithm assume our posts are not worth of showing at all.

It’s a vicious circle social media platforms have created to make businesses pay for the eye balls. And quite right so.

Why we need to go with the dominant video marketing flow?

Because the algorithms push video content forward making video content the answer to how we can successfully reach new audiences.

I have ignored creating video content for too long. Mostly because working from home during the pandemics has, let’s say, impacted what I wear and how I look like most of the time. Which isn’t necessarily the look for video marketing!

That’s why I’ve been suffering from deteriorating reach and engagement and not growing my new Instagram account fast enough. I’m the first person to tell you, video is needed if you want to convert the time you spend on social media into value for the company.

In this episode I explain why this won’t be as difficult as you might think it is.

I also mentioned this silly Reels in the episode that has gotten me most views even though I thought it was the most stupid Reels I ever made.

Why we need to pay for attention on social media?

Each social media platform is a business. Why should they pay to develop hugely complex and expensive platforms and give access to the benefits of those platforms to businesses for free?

Absolutely no reason to do so. Quite frankly, I’m surprised we are still able to get some organic value if we just put our minds to it.

Fortunately, getting better reach on social media is not that expensive. LinkedIn is the most expensive platform to advertise on even though the value returned in talent marketing often fails. But other social media are pretty cost efficient.

I used these sources to curate this episode for you:

Influencer Marketing Hub

Hubspot Blog

Social Media Examiner Blog

Check also this post about How to build a social media sales funnel: Your complete step-by-step guide. Even though this refers to selling, you can easily apply the same frame for generating leads to your recruitment funnel.

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