How to Corporate Influencer

In the ever-evolving world of talent attraction and recruitment, the role of corporate influencers has taken center stage. With the recent changes in LinkedIn's algorithm, it's essential to rethink how we connect with our talent pool and build a meaningful audience.

While sending recruiter messages to candidates is a tried-and-true approach, it's no longer sufficient in today's landscape. There's a noticeable shift from push marketing, where messages are pushed out to candidates, to pull marketing, where candidates are drawn to your brand.

Is it not enough that we send out recruiter messages to candidates?

Organizations that implement robust Employee Advocacy initiatives experience a 26% improvement in retaining their workforce. On average, the networks of employees extend tenfold compared to the reach of official company profiles, achieving an engagement rate six times higher on their shared content. Moreover, content disseminated by employees is regarded as more genuine and is seven times more effective in eliciting favorable responses than content distributed by the company itself (Source: Richard van der Bloom).

But how can we nurture pull marketing in recruitment?

But how can we nurture pull marketing in recruitment? The answer lies in considering the role of corporate influencers. Whereas talent sourcers and employer brand specialists are specifically assigned to create a candidate pipeline, CIs are not. But how are they then part of the talent attraction funnel?

Even if corporate influencers are not directly involved in recruitment, their interactions and the networks they build can serve as a valuable resource for future talent pipelines. By engaging with industry professionals, participating in discussions, and being visible at industry events, they help maintain a pool of interested and engaged professionals who could be potential candidates for future openings.

Corporate influencers, through their personal and professional networks, can significantly amplify an organization's employer brand and culture. By sharing their genuine experiences and insights about working at the company, they help create a more authentic and relatable image of the organization. This authentic portrayal can attract potential candidates who resonate with the company's values and culture.

Expanding Reach to Passive Candidates: Corporate influencers often have extensive networks that go beyond the reach of traditional recruitment channels. By leveraging their networks, they can attract passive candidates who might not be actively looking for a job but are open to opportunities. Their endorsements can spark interest in the company among professionals who value the opinions of industry peers they respect.

Enhancing Credibility through Employee Advocacy: Content and endorsements shared by corporate influencers are seen as more credible and trustworthy than traditional corporate communications. When influencers share positive aspects of their work environment or highlight innovative projects they are involved in, it adds credibility to the company's image as a desirable employer. This credibility can be a powerful tool in attracting talent who are looking for trustworthy employer brands.

Obviously, there is a good reason to integrate Corporate Influencers in your talent attraction strategy. But let's demystify the term...

What is a Corporate Influencer

- and what not?

Examining the role of Corporate Influencers (CIs), we encounter several misunderstandings.

One prevalent misconception is the belief that CIs are merely "marketing's hand", tasked solely with pushing content that marketing has developed. Similarly, from a recruitment perspective, there's a tendency to undervalue CIs, seeing them merely as tools for embellishing the Employer Value Proposition (EVP).

However, it's crucial to recognize that CIs are, first and foremost, industry professionals and regular employees. They share insights based on their personal industry experience and interests, communicating in their unique style. This distinct approach differentiates them from the typical social media influencer. The content they produce is tailored for their specific industry audience, drawing on their own experiences and expertise. It's this foundation of authenticity and knowledgeable insight that truly defines their value.

And this is their strength. In contrast to employer branding and marketing in general they profit from a higher credibility. Their content is genuine and not dictated by the HQ. This makes their communication style unique as they use their own, individual voice rather than corporate slang.

Who makes a good Corporate Influencer?

Ok, so now we know how talent attraction can benefit from Corporate influencers... but who are they? Are they those young and fresh looking Insta type people? Or is it rather you and me?

Looking at LinkedIn, you will find at least 5 different types of profiles. The question is: who is your corporate influencer who will support your talent sourcing strategy? Let's have a look at these profiles:

Micro and nano influencers are often best suited to be corporate influencers due to their highly engaged audiences, authenticity, and niche expertise.

1. Higher Engagement Rates: Micro and nano influencers typically have smaller, more focused audiences compared to macro influencers. Their followers are often more engaged and likely to interact with the content they post. This high level of engagement is valuable for companies wanting to foster a strong connection with potential talent pools and ensure their messages are seen and heard.
2. Authenticity and Trust: These influencers are perceived as more authentic and relatable by their followers. They tend to share personal experiences and genuine recommendations, which can build trust more effectively than traditional advertising or endorsements from celebrities or macro influencers. (I mean- how relatable is a CEO to your everyday work life?!)
3. Niche Expertise: Micro and nano influencers often specialize in specific niches or industries, making them experts in their respective fields. Their content is highly relevant to their audience, who values their insights and recommendations. Talent Sourcers can leverage this expertise to target specific communities or interest groups more effectively.
4. Flexibility and Creativity: Smaller influencers are often more flexible and open to creative ideas like "A day in the life of a customer success manager" or a "Office follow me around". They're likely to put more effort into creating unique, engaging content that resonates with their audience, which can be beneficial for companies looking for innovative ways to communicate their brand message.
5. Localized Influence: For companies looking to target specific geographic locations or communities, nano and micro influencers can be invaluable. Their influence is often more pronounced within local or niche communities, making them ideal partners for localized recruiting marketing strategies.

There are great example for these types of influencers like the K+S Ambassadors. They make the mining industry accessible and give it a authentic look and feel.

BUT WAIT... did I not forget someone?

Now we might have missed one role here. And it's not that long ago that Deloitte has questioned the whole concept of the corporate influencership by employing Germany's first full-time CI. This person (Lara Sophie Bothur) works full-time as a Corporate Influencer at the consulting firm Deloitte and has been among the shooting stars on Linkedin for several months.

Now when we look again at why we want to employ CIs in our talent attraction strategy, it becomes clear that the professional full-time CIs is following a completely different strategy, - maybe comparable to the old spray and pray.

My initial statement:

A Corporate Influencer is not an extended body part of marketing

is somewhat questionable here. In general, how authentic can you be if you need to publish your imprint and editorial responsibility on your LinkedIn profile?!

But Questions also arise about the authenticity of Bothur's followers, suggesting the possibility of purchased followers or engagement (Source: t3n article). Indicators of potential fake followers include rapid linear growth, suspicious profiles with identical comments, and lacking profile information. Bothur's posts consistently go viral, with engagement rates that are atypical for profiles of similar size. Deloitte faces now a reputational risk, as accusations could challenge its role as an auditing firm tasked with uncovering what is "fake."

What are the risks?

With all the potential benefits, I also need to address potential risks:

Authenticity Challenges: One of the principal hurdles in leveraging corporate influencers is maintaining genuine authenticity in their communications. When influencers' messages appear too contrived or overly scripted, it risks damaging the brand's reputation instead of enhancing it. Phrases like "We always have to show our best side" and directives to "Repost everything the company posts" can lead to content that feels inauthentic to the audience. Authenticity is crucial; without it, the connection between influencers and their followers can weaken, diminishing the trust in the brand they represent.

Inadequate Training and Support: Another significant challenge is ensuring that corporate influencers have the necessary training and resources to share the brand's message effectively. Without adequate support, influencers may find it difficult to navigate the nuances of brand messaging, appropriate social media practices, and adherence to company policies. Simplistic advice such as "Just do it, no need for strategy" overlooks the complexity and strategic planning required to execute successful influencer campaigns. Proper training and support are essential for empowering influencers to communicate effectively and confidently.

Failure to Define Clear Objectives: The absence of well-defined goals for the influencer program complicates the measurement of its success. Statements like "This will be a self-starter" reflect a lack of strategic planning and goal setting, which are vital for tracking the performance and impact of influencer activities. Without specific objectives and metrics in place, it's challenging to identify areas for improvement or to fully understand the effectiveness of the program. Clear goals and key performance indicators (KPIs) are fundamental for evaluating success and guiding the future direction of influencer initiatives.

Inconsistent Messaging Challenges: The success of corporate influencer programs hinges on maintaining consistent messaging aligned with the company's key messages. When influencers deviate from these core messages, it can lead to confusion both within the organization and among external stakeholders. Additionally, selecting employees as influencers who do not align with the brand's values or lack effective communication skills can result in messaging that falls flat and fails to engage the target audience. Statements like "All of our employees are CIs" highlight the need for strategic selection and alignment to ensure the effectiveness of messaging.

Legal and Ethical Considerations: Ignoring legal and ethical considerations, particularly regarding privacy, data security, copyright, trademark, and competition laws, poses significant risks to corporate influencer programs. Non-compliance can lead to legal issues and tarnish the company's reputation. A basic understanding of these legal aspects is crucial to protect the organization's interests. Statements like "I'll just take a picture from my Google search" underscore the importance of respecting copyright and data privacy regulations to maintain legal and ethical integrity.

Neglecting Employee Diversity: An often-overlooked aspect of influencer programs is the representation of employee diversity. Failing to include a diverse range of voices can limit the program's effectiveness and inclusivity. Neglecting diversity efforts can inadvertently perpetuate unconscious biases and hinder the program's ability to resonate with a broader audience. Statements like "CIs have to be young and trendy" highlight the need for a conscious effort to include a diverse array of employee perspectives, ensuring a more inclusive and representative influencer program.

Even though corporate influencers may not have a direct role in recruitment, their interactions and networks can serve as valuable resources for future talent pipelines. They engage with industry professionals, participate in discussions, and attend industry events, helping to maintain a pool of interested and engaged professionals who could become potential candidates in the future. Corporate influencers can play a pivotal role in talent attraction, but their success depends on careful planning, alignment with the brand's values, and a commitment to authenticity. As the talent acquisition landscape continues to evolve, embracing the power of corporate influencers can be a strategic advantage in building meaningful connections with potential candidates and nurturing a vibrant talent pipeline.

-----------------------------

Hi, I am Sandra, founder of?itsatalent.business???.?I'm always here to chat about all things talent sourcing & attraction, employer branding, and the future of recruitment. If you have questions, insights to share, or just want to connect, drop me a line. Let's continue this conversation!

?? If you like my tips & hacks, have a look at my book <TALENT TITANS>

on Amazon:?https://amzn.to/4bpFQsn

?? Also subscribe for my <RETHINK OUTREACH> newsletter here on LI:?

https://bit.ly/3tGAmrz

#talentsourcing?#outreach?#recruitingtips?#employerbranding