HR

Social Media Communication as a Tool

for Generational Change in Companies

Generational change in companies is one of the most frequently discussed topics today.

Traditional companies have grown with the help of loyal and experienced employees and now face

a challenge. These professionals will soon disappear from companies due to retirement and there is

no one to replace them. Not everything in a company can be digitised and, as they say, there is no

substitute for experience.

But the young up-and-coming generation,

the one that is about to join these

traditional companies and take the helm

from experienced matadors, expects

something completely different from

employment than the generation of old

hands.

Companies in engineering, manufacturing,

industry, logistics, etc. have been focused

on building technology and business all

along. And in all of this, they have kind

of forgotten about fostering a positive

public image. It was not that important for

business.

But the situation has significantly changed

with the new generation. The global

market is open to everyone and young

people can choose from a plethora of jobs

and employers around the world. They

want to live a different life and they want

to check out the company with which they

will associate their career (which, in their

case, lasts for about three to five years).

It's a generation that was basically born or

raised on social media. So it makes sense

that social media, whether it's Instagram,

TikTok or Linkedin, will be the first place

they will look for you as an employer.

You ce r t a i n l y have cu t t i ng - e dge

technology, decades of foreign experience

and production, great teammates and

good benefits. But if young people don’t

find and see it on social media, you're just

out of the game in the job market. Or, at

least, you have a worse starting position

than any competition whose management

long ago figured out the power and

potential of social networks in recruiting

and branding a good employee.

Social media posts may not sell your latest

machine tool, but they will certainly sell

your company in the eyes of a younger

generation who will notice and remember

your brand, product and maybe even

company culture because you regularly

appear in their natural space.

‘A few years ago, we did a workshop for

a great regional company with a global

reach, a manufacturer of final products for

large international energy companies. They

were starting from scratch and their initial

requirement was to raise awareness of the

company. The company was (and is) doing

great things, but people in the area didn't

know it. Three months after the workshop,

when people from the company started

to manage their own communication

based on our recommendations, the HR

manager told us that it was working

great for them. Whereas previously

people who didn't know the company

came for interviews and had to explain

to everyone what they were doing, now

people who know the product come.

They know what the company looks like

from the inside and know their future

colleagues. This eliminated the repetitive

introduction of the company for the HR

department and our client gained a great

competitive advantage over companies

that have not yet discovered the power

of social media communication’, Jiří

Kratochvíl, the founder of the DIGITAAL

co m mu nic at io n

age nc y,

s ay s ,

demonstrating the undeniable advantages

of HR marketing.

But HR marketing has other industries and

benefits than just communicating company

culture on a specific platform. Imagine, for

example, that, thanks to LinkedIn, you are

able to show a recruitment advert only

to graduates or future graduates of VŠBTUO with a focus on safety engineering,

show them your offer and you can request

contact information from them directly

from the social network, which your HR

department will then call. The rabbit hole

of the potential of social media, especially

Linkedin, goes even deeper. And if you're

wondering where and how HR network

marketing can help your company,

contact DIGITAAL, the Ostrava-based

communications agency that has online

communication in its blood and whose

heart beats for engineering and HR

marketing.

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