When job seekers are considering employment opportunities in property management, they often channel their inner Sherlock Holmes as they delve into the depths of your company's social media accounts.

What are they looking for? According to Indeed.com, in 2023 "many job seekers are searching for a positive company culture that will contribute to their quality of life." They want to know that the culture they are looking for is something they can find within your organization.

Even if the company culture is reflected in the job description they may want proof…because if it wasn't posted it's not real. Of course, that is not a fact. But this visible proof may be very important to certain demographics that may apply to your positions. Not only are job seekers looking for assurance that they can expect the quality of life they value by joining your organization, but they will also want to know that they will feel proud about being part of a company whose values align with their own.

Creating and maintaining an image that represents your company's values and opportunities in order to attract talent is referred to as employee branding. Integrating social media into your employee branding strategy is essential in 2023.

When deciding what to post on your company's social media don't just focus on posting content about vacancies and unit upgrades. Consider consistently posting content that will both attract job seekers and make your current employees feel proud to call your organization home.

If you are actively using social media to advertise and inform your customers on a consistent basis then incorporating an #employeebranding post once a week to once every two weeks will be an easy way to begin this effort!

What should you post on social media to build and uphold your company's employee brand? Content.

Content is literally anything you post on social media. Texts, pictures, links to articles, videos, graphics…anything.

To provide a clearer understanding, I've compiled a list of values held by current and potential talent, along with examples of content that your company can share to effectively communicate your alignment with those values:

Advancement Opportunities

• Post to celebrate team members' promotions
• Post certifications obtained by team members describing how the organization helped them realize this goal

Work-Life Balance- Share content (repost) from other sources who value this. Thrive Global shares beautiful content on this topic almost daily

Employee Engagement- Post photos from company events

Reputation- Share positive reviews from satisfied clients and tenants. 

Social Consciousness

• Post about community involvement or charity activities
• Show that you stand with marginal groups when it's their time to shine by posting or sharing relevant content during black history month, pride month, mental health awareness month, etc. 

Your Company Mission Statement- Check in on your company's current mission statement, and ask:

• Is it still as valid today as it was when it was originally composed?
• Are there new stakeholders that should be prioritized?
• Is it actively guiding decisions within your organization?

Then consider posting content that aligns with your mission statement and double-check that is prominently displayed on your company website and if possible on the main page of your social media accounts.

In conclusion, social media has evolved into a crucial tool for talent researching your organization. It's essential to connect with these observers by sharing content that strategically showcases your company's values and resonates with the qualities job seekers are looking for in their ideal workplace. By utilizing social media effectively, companies can showcase their positive culture, values, and opportunities, attracting top talent while instilling a sense of pride among current employees. In this competitive job market, embracing social media as a powerful employee branding tool is vital.