Your EVP can and should encompass a lot of diverse elements, from high quality benefits packages and stock options to exciting research tools and preeminence within a particular field. Each of your candidate personas should be excited about some of the ways that you provide value (if they’re not, it may be time to go back to the drawing board about a few things), but none of them will be interested in all of the ways that you provide value. Thus, it stands to reason that you should segment your EVP based on which persona you’re targeting with any particular ad.
At the same time, each channel that you use will be particularly appealing to (and particularly well-populated by) some candidate personas in particular. The audience that your employer branding efforts reach on LinkedIn will be very different in goals, experience, and interests that the audience that you reach with your Instagram presence. Thus, each individual social media channel should also have its own corresponding segment of your EVP, in order to best appeal to the applicants who spend their time on that particular site. All of this brings us to the $100,000 question: how should you segment your EVP for your Snapchat followers?
What’s So Special About Snapchat?
At this point you might be thinking, what’s so special about Snapchat anyway? Why should I expect users there to be radically different from users on Instagram? And on some level, you might be right—it could easily be the case that largely the same people are using both platforms. But even if the people are the same, the personas are radically different—i.e. even the same users will expect different things on Snapchat. For the most part, the biggest difference is in tone and aesthetics. Snapchat is known for its filters and lenses, as well as functionality that lets users draw and write on pictures. The overall effect is something much more informal and silly than most of what you’d find on Instagram. And here’s the thing: users actively want that level of silliness and informality out of the people and brands that they follow. Even if they also have LinkedIn accounts on which they’re receptive to traditional employer brand messaging, on Snapchat they’ll only engage with content that’s true to the site’s unique look, feel, and tone.
This can, of course, be a challenge for recruiters, especially if you’re used to more traditional platforms. But it can also be an exciting opportunity to step outside your comfort zone! You might easily find that you can represent a lot of the more fun and playful elements of your company culture with whacky captions and filters—exactly the sorts of things that your ideal Snapchat users will respond to.
Redefining Your EVP
The next question is: how exactly should you go about segmenting your EVP for this particular medium/audience? For starters, you’ll want to pull out the elements that deal specifically with people and teams. Do you offer mentorship opportunities? The chance to work with experts in your field? A close knit team that likes to grab margaritas after work? Any of these elements might translate nicely into Snaps. Why? Because the best way to highlight them is exactly the kind of behind-the-scenes content that Snapchat users love. You might also think about your office and office life in general. Ping-pong tables aren’t uncommon in modern tech offices, but they’re certainly a real source of value that can be visually enjoyable. Fancy coffee machines, kegs of craft beer, exotic tea selections—all of these minute details can be real elements of your EVP.
This is also an opportunity to consider what kinds of challenges your teammates face and overcome on a daily basis. The ability to imagine these sorts of daily hurdles (whether that’s crafting the perfect UX for a new app, managing client and customer requests, or anything else) can be a big sticking point for many would-be applicants—and on many platforms, daily challenges can come off as serious and somber. Not so on Snapchat. The offhanded Snap by a colleague or coworker could be just the thing to show that the particular struggles, challenges, and problems that you work to overcome every day at your company are relatable and even fun. Showing your work in this improvisational light can go a long way toward getting applicants over those initial hurdles that stand between them and a submitted application.
Theory Meets Practice
Okay, so we’ve give you a rundown of how you might distill out the parts of your EVP that are appropriate for Snapchat, but what would a Snapchat campaign based on this distillation look like? Well, let’s say you’re an emerging tech startup. You’ve just gotten a new round of funding, and you’re seeking talented back-end developers with a few years' worth of experience. These folks might be interested in stock options and the chance to get in on the ground floor at a new and exciting company, but this type of appeal is better made on Facebook or Instagram. Instead, you decide to highlight just how darn cool it is to get to work on this particular set of design and architecture questions at a small, agile company.
So, you craft a series of Snaps that put these questions frond and center. Maybe one has a current engineer with a robe and hat drawn onto her, with “coding wizard” scrawled hastily across the photo. Maybe after a campaign of similarly goofy images with appropriate scribbles and filters, you roll out a video ad campaign in the same style (it could even include still shots of the same images interspersed throughout video that shows your team hard at work and takes a slightly more explicit approach to outlining the appropriate segment of your EVP). If users swipe on the video, you can redirect them to a job landing page specific to Snapchat users, perhaps one that even incorporates some of the same visual style. In this way, you shape your funnel around the needs of an audience who might not otherwise engage with your employer brand.
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