It’s the end of the year and that means that if you aren’t thinking about the tactics for next year, you’re definitely reviewing the past year to see what worked and what didn’t. I love this time of year, because the hustle and bustle eases and we can all take a big deep breath and reflect on the plan. Instead of running from one fire to the next, from one demand to the next, we can plan.
So obviously, you want to get involved in the new channels, like content, in all sorts of variations: blogs, video, employee-generated, podcasting, employee profiles, reasons why someone should work for you, etc. But you also know you need to stay in social media. Facebook, while 12 years old, is still “the place” to reach people. And LinkedIn is still the primary watering hole for people looking for jobs, so you have to be there.
But when push comes to shove, you have limited budget resources. You can’t buy everything you want, so you have to prioritize. So, if you are down to your last proverbial budget dollar, where do you spend it? Social media, or content?
Let’s start by looking at social media. These days, Facebook is a pay-for-play network. You only reach 1-3 percent of your organic audience, and Facebook just announced that posts that are purely promotional (“Buy this!” “Download this!” “Apply here!”) will be downgraded even more. So if you want your job posting to be seen by more than the tiniest fraction of potential fans, you need to pony up the cash. Remember when social media was cheap? That seems like a very long time ago.
While Twitter isn’t as bad as Facebook, it us already talking about filtering content as well, not pushing your job posts to all your fans. Again, bring your checkbook.
And LinkedIn? It also filters all traffic you see in your news feed. So all the time and energy you spent getting 100,000 fans wasn’t that productive, as you can’t really reach them all without spending money.
Let’s not forget that the big pitch social media gave us was “Sure, we have low click rates, but it’s all so cheap, who cares?” Now that it isn’t so cheap, low click rates aren’t so enticing.
Content is labor intensive. Even if you can magically grind out a short press release or blog post in an hour, the time to proof, edit, review, and approve it makes it expensive. And if you want something grander than just a blog post (said the guy who writes a lot of blog posts all day), the price tag goes way way up.
But content has a few things going for it that lower the price tag. keep reading…