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Many firms managed social channels that
were exclusively tailored to talent audiences.
CBIZ, a firm that provides accounting,
tax, benefits, insurance and consulting
services, maintains a Twitter handle called @
CBIZCareers. In addition to posting its latest
open positions, the firm also posts content
about the programs it has developed to
provide employees with ongoing learning and
development opportunities, the awards it has
won for being an exceptional place to work,
and the universities it will visit in the near
future to connect with the next generation
of talent. Potential employees also get a peek
into the culture of the company through
posts that contain stories from interns about
why they began their career with CBIZ and
pictures from various team-building and CSR
activities its different offices have participated
in. Finally, posts that welcome new members
and celebrate veteran employees help CBIZ
put a face to its company and provide talent
with concrete examples of what it's like to
work at the firm. Other shining examples
of talent-specific channels include the Life
at PwC Instagram, the Hogan Lovells Grads
UK Facebook page, Deloitte's "Life" page on
LinkedIn, and the BCG Careers Facebook
page.
the interaction these channels are
known for. Firms need to find the
right balance between touting their
strengths and perks, celebrating the
achievements of their people and
actively participating in discussions
with followers and other relevant
audiences.
• Not exercising the right to respond
to (public) employee feedback
One channel that most firms were
actually shy to contribute to was
Glassdoor. That's not to say that
employees weren't posting reviews,
good and bad, about what it's like
to work at these firms. Although
it can be quite an effort to keep up
with – depending on how large your
firm is and how many reviews you
receive – we recommend responding
to every review that someone posts.
It signals to candidates that your firm
is invested in its people and their
feedback, and committed to change
when necessary.
In our comparator analysis, we also
came across firms in all three verticals that
were using social media to connect with their
talent audiences in really interesting ways.
We recommend that law firms draw some
inspiration from these examples and adopt
the following practices in order to improve
their social presence:
We also recommend companies adopt
branded hashtags for talent-related content.
RSM, a leading provider of audit, tax and
consulting services, uses #LifeatRSM on
Twitter to aggregate culture-focused content
posted by the firm's multiple handles as well
as its own employees.
Law firm Morgan Lewis and its summer
associates used #MLSummerSquad on
Instagram last summer to document the
firm's summer associate experience.
#McKWomen gives those interested in a
career at McKinsey & Company a look at what
it's like to be a woman working at the firm.
1 . C R E A T E D E D I C A T E D
H A N D L E S F O R T A L E N T -
S P E C I F I C C O N T E N T
2 . L E V E R A G E " B R A N D E D "
H A S H T A G S
Potential employees
also get a peek into
the culture of the
company through
posts that contain
stories from interns
about why they
began their career
with CBIZ.
