Offering stock options can be a great way to get employees to commit to your company long-term. It can also be a great way for new companies to attract talent in lieu of a higher annual salary. However, offering those options is only effective if current or prospective workers know that they exist. Let’s take a closer look at how you can go about marketing them so that everyone knows what is at stake.
Who Is Your Target Audience?
The tone and style of your campaign will depend largely on who you want to speak to. For instance, you may want to use modern slang to connect with younger people, while older workers may prefer a more formal communication style. It’s likely that you’ll need to create multiple social media posts to adequately address your audience, regardless of how old they are.
Who your audience is will also determine whether you opt for plain text, infographics, or video content. In most cases, you’ll use a mixture of the three to cater to as many different content consumption styles as possible. You need to know who you’re trying to reach so you can figure out the best social media channels to use.
How Far Do You Need to Reach?
As an employer, you have an obligation to avoid discriminating based on age and other protected factors. Therefore, your reach will likely be a broad one. In addition, there is a good chance that quality social media content will be shared by your audience, which means that it will be seen by those who may be outside of your organization.
However, this isn’t necessarily a bad thing as it may cause quality talent who otherwise wouldn’t have known about your compensation package to reach out and inquire about a job. Ultimately, you can get the talent that you want or need at a lower cost, which makes up for the higher compensation costs down the line.
Which Platforms Will You Use?
As social media evolves, you’ll likely need to tweak your plan in terms of where you want to post content. For instance, 20 years ago, Facebook and Twitter would have been your top two options. However, today, you’ll need to post on TikTok, LinkedIn, and a number of other platforms in addition to Facebook to ensure that you reach everyone where they are.
Of course, you don’t have to market on multiple platforms if you aren’t comfortable doing so. Instead, you could focus on creating content for one site and let your employees or other parties spread it around for you. It’s worth noting that where you post will influence the type of content that you create. For example, TikTok is a video-sharing site, whereas Facebook or Twitter revolve more around text content.
A good marketing plan ensures that you communicate your company’s goals in a timely and affordable manner. When creating a social media marketing plan, it’s critical that you know your audience, how you want to reach them, and where you want to reach them. Otherwise, you may be spending time and money on something that either isn’t seen or isn’t deemed relevant by those who see it.
