Employee Advocacy (part 2 of 3): How to Beat Social Media Algorithms

Part 2: Two methods on how to beat social media algorithms

In this series of posts, we’ll explore the methods of how to get around the social media algorithms.

Option 1: Pay to play

Most companies are integrating paid content distribution (PPC) in with their organic content sharing. The beauty of social media is that it allows companies to target their ads with a great deal of precision, so ads are hitting the right people with the right message.

But there is a catch…

For staffing companies, ad-targeting options are limited. In reality, any job advertising (almost any paid content by a staffing company) gets classified in a special ad category for employers. According to Facebook, this includes:

Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships or professional certification programs. Related ads that fall within this category include promotions for job boards or fairs, aggregation services, or ads detailing perks a company may provide, regardless of a specific job offer.

Because of this classification, ads cannot be targeted based on most demographic factors or within very tightly defined geographies.

Despite these limitations, you can still reach your target audience quite accurately with social PPC. Targeting by behaviors, interests, job titles and more. You can also upload a list of contacts (e.g., all the candidates in your ATS) and target ads to that list to re-engage and reactivate your candidates.

But what if you don’t want to pay for advertising?

Option 2: Team-based social sharing

Team-based sharing, or employee advocacy, is when your team members share your company content with their connections on social media. Unlike company pages, social media algorithms don’t restrict the content shared by your team members.

If you need to be convinced this is a good idea, consider these stats:

84% of consumers value recommendations from friends and family over all other forms of advertising.
Leads developed through employee social marketing convert 7x more frequently.
Content shared by employees receives 8x more engagement.
Sales reps using social media outsell 78% of their peers.
79% of firms reported more online visibility after implementing team sharing; 65% reported increased brand recognition.
Messages shared by employees went 561% further.
Employees of social-engaged companies are more likely to stay at their company.