5 Ways to Project Your Brand’s Personality on Social Media

Even though the world has been active on social media channels for many years now, it is still a challenge. The algorithms change regularly. The ideal times to post shift. There are new rules every...single...day. It’s a lot to keep up with. But beyond the “keeping up with the Jones,” the biggest problem we see in the recruitment sector is the ongoing struggle to successfully project their brand’s personality.

Here are some of the mistakes we consistently see:

Careers ONLY!











Some of our clients who are interested in recruiting want to focus only on that. They post jobs each day and give candidates no real reason to hit apply. A job is a job is a job. People want more than a job. Show them some personality. 

Stock ONLY!









Have you ever seen a newly-launched company throw up a bunch of images that look flashy, but highly impersonal? They’re stock photos and it’s obvious. If you only post stock images, you are telling people that you don’t have enough happy people to showcase.

Why would they want to join a team where they “know” no one? Candidates use social to get a sense of your company’s personality. Show them.

Stale Themes









We aren’t saying that you can’t use #MotivationMonday, #TransformationTuesday, #WednesdayWisdom, #ThrowbackThursday or #FunFriday, but PLEASE, if you do use them…personalize them. Some people jump on the bandwagon and share things people just don’t care about. There isn’t a “wow” factor…there isn’t a special branded element…it’s just boring. If you’re going to motivate…showcase something that’s uniquely YOU!

So, what should you do in response to the tired strategies listed above? Check these suggestions out…

1. Be Controversial

No, we aren’t saying that you should strive to offend anyone, but if you have a policy you believe in, project it!

Are you supportive of the LGBTQ community? Show it! No, we do not mean post a rainbow flag graphic. Go out, organize an event and photograph your employees participating in it. People will not believe a stock photo! They will believe your team members.

Oh…and if you don’t support a community or cause, please do not disingenuously post about it. People will find out and will run to a galaxy far, far away…from your online application.

2. Re-Write Your Job Descriptions

When you post a job, it is imperative that the description is clear. We’ve written about this important task countless times before…but it bears repeating. Surg Tech II-IV Card 7 is not a career…it’s an internal company code! Don’t make candidates decipher the job title. It’s not cool.









Confusing job titles and oddly cobbled together descriptions will leave your audience disengaged. Take a few extra moments and hook them!

3. Do Something Good for Your Community AND the Community

People want to work for employers that care about them and their world. Doing kind things for your team and the surrounding area is never a mistake.

Give people time to volunteer and take shots of it! Run a canned food drive and talk about the impact! Those types of actions will make you a more desirable employer and you’ll feel great!

4. Be Upfront and Honest

Many careers pages avoid posting information that candidates want the most. Like…“what benefits do you offer?” Hiding behind nebulous statements like “Great Benefits” and “A Generous Benefits Package” tells potential hires…nothing. Tell them the truth!

And…if the truth isn’t good, consider changing up what you have to offer. It’s the best way to remain competitive in a tight talent market.

5. Get Stakeholders Involved

Social accounts that break the mold have their stakeholders involved.

How so? It means that your company’s leaders make themselves available for blog and video interviews. It means that when you need more participation, the CEO backs the initiative. Stakeholders help rally a following (especially if they are admired). Get them involved!


If your company wants a customized social media and inbound marketing strategy for recruitment or for an overarching brand, we can help!

Contact Mike Walsh