Corporate brand-related social media content marketing objectives

Eilakaisla performs social media content marketing in Facebook, LinkedIn and Twitter (Piehl, 2016). There are some differences between the primary target groups of the content marketing in these channels. Facebook content is targeted to current employees but also to job seekers, Twitter as a channel is mainly for job seekers but also for current employees and LinkedIn is mainly for B2B customers but also for job seekers along with employees to some extent (Piehl, 2016). This sub-chapter concentrates on Eilakaisla’s objectives of social media content marketing, job seekers and current employees as the target group. Through social media content marketing, Eilakaisla aims to communicate its nature as a multifunctional staffing house with wide job opportunities, its central employee welfare-related values (caring, responsibility and safety), quality and positive organizational atmosphere. To some extent, the long history of the company is also communicated to the target group. In general, high-quality content with clear objectives is used in this communication. This sub-chapter describes these objectives in detail.

All of Eilakaisla’s three social media channels are used for strategical sharing of job announcements. All jobs are listed on Eilakaisla’s websites for job seekers, but social media content marketing of the company includes sharing links to the announcements. This differs from paid advertisement of the jobs, which Eilakaisla also performs in the social media.

Different jobs are shared in different channels, according to the nature and primary target group of the channel. Cooperation with educational institutions is also highlighted to remind

younger job seekers of the carrier opportunities for them. By sharing a variety of jobs in different branches, with different expertise level requirements and with longer and shorter durations, Eilakaisla highlights its wide range of job opportunities, getting the right applicants for the available jobs more effectively. (Piehl, 2016)

Blog posts and articles with various themes are shared a lot in the social media, and through this content Eilakaisla aims to develop their corporate brand image in various ways. Content often shared by the company are tips for the application process, such as tips for finding the right jobs to apply for, making a good CV, writing a good application and succeeding in the job interview. With these tips Eilakaisla aims to communicate its value of caring to the jobseekers and to simultaneously enhance their behavior, encouraging them to make good applications for Eilakaisla’s jobs. Another way of highlighting the values of caring and responsibility is posting content related to welfare at work and free-time, involving themes such as recovering, staying energetic at work and maintaining good health. In addition, Eilakaisla shares information about legal issues, such as publications from external experts involving current working life legislation topics. The aim is to strengthen the image of Eilakaisla as a responsible, safe employer who has a wide knowledge about legal issues in working life and always follows regulations. (Piehl & Tiitta, 2016)

Employee stories are another type of content, which Eilakaisla often shares in the social media. These are personal stories describing carrier paths of Eilakaisla’s employees in various positions. The objective of sharing these stories is to highlight the variety of carrier opportunities and to communicate the level of satisfaction of the employees to the job seekers. In addition to stories from employees working in customer companies, Eilakaisla shares stories from employees working directly for Eilakaisla at their offices. For example, stories describing the work of Eilakaisla’s staffing consultants are shared to communicate the target group the way Eilakaisla works as an organization, creating an image of openness and trust. Eilakaisla also publishes stories from trainees, highlighting the possibilities for gaining work experience in various ways. (Tiitta & Piehl, 2016)

To some extent, the long history of Eilakaisla is also communicated to the job seekers and employees through the social media. The slogan “asenteella ja ajassa” describes Eilakaisla as an experienced company with a long history, still being a very relevant, modern organization constantly developing and working with a positive attitude. For example, posts about development, such as illustrations of old versus new technology, have been recently

shared due to the 45^th celebration year. The idea is to highlight the long experience of the company and therefore its deep knowledge of the industry; Eilakaisla has had an impact on the carrier of more than 100 000 people. This experience is communicated more explicitly to the B2B customers, but also to the job seekers and employees, because customers bring jobs, and Eilakaisla’s wide knowledge and experience contributes to high-quality services for the customers and makes the company a safe employer. (Piehl, 2016)

In Facebook, Eilakaisla shares more “light” content than in the other channels. This content is more entertaining and the objective is to communicate the atmosphere and working style of the organization to the target group “between the lines”. In Facebook, Eilakaisla publishes more content targeted to the employees than in the other channels, such employee events and celebrations. Daily life in the company is presented by introducing work places and daily routines in the organization. The goal is to be perceived as an organization standing close to its the employees and to enhance employee participation, giving the employees a feeling of belonging to the organization. Some of the content is purely entertaining, such as fun pictures, which are posted to bring good mood to the viewers. By creating these positive feelings of belonging to the organization, Eilakaisla aims to enhance target group commitment to the corporate brand. (Piehl & Tiitta, 2016)

The value of quality transmitted in the social media in various ways. Feedback from customers and employees is shared in the social media in the form of pictures and citations.

The aim is to transmit the target group Eilakaisla’s service quality along with quality as an employer. Employee feedback is shared to communicate the level of employee satisfaction to the target group, and sharing positive customer feedback can also positively affect job seeker and employee perceptions, because a company with satisfied customers can offer good job opportunities. The quality thinking is also visible in the layout of the content itself:

Eilakaisla only shares content with high quality and every post in the social media is well planned and has a clear purpose. Along with informative content, entertaining content is used to engage the target group, and this content also has clear objectives. (Piehl & Tiitta, 2016)

Marketing manager: “For us, it is very important to try to keep bringing value with the content.

Of course, the value can be that we want to entertain: if we’ve had the dog Hannibal in the reception and it’s funny sitting on a chair, we share it because it has an entertainment purpose and we want it to bring good mood. […] So our fundamental thought is that the

content we share is well checked, not just putting something there. […] Because we want it to be possible to commit to us, we don’t do it carelessly.”

In general, Eilakaisla never shares content with poor quality, mistakes or no actual purpose.

The content is always thoroughly checked before publishing it in the social media. By using easily accessible, high-quality content, Eilakaisla wants to enable target group engagement with the brand. (Piehl, 2016)