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Driving Results by Considering Social Media in Job Descriptions
Posted on January 14th 2014
Job Description – ‘A formal account of an employee’s responsibilities’. Thanks Google.
In my experience, job descriptions tend to kind of just… well… be job descriptions.
What I mean by that is that they’re not exactly the first thing that businesses think about when conceiving of ways to push their business forward, promote and lead innovation, build and sustain brand advocacy, and ensure employees and coworkers are driving forces behind organizational social media success.
Job descriptions – largely – are a missed opportunity and are fairly uninspired.
They shouldn’t be throwaway documents that are part of a routine employment package, however. They should be thoughtful, well planned, and tremendously strategic.
Because of my area of focus, I’m going to focus this article primarily on some ideas for maximizing the success of your social media and content marketing efforts through well crafted and enforced job descriptions, but as I’m sure you’ll agree (perhaps when reflecting on the current state of your organization’s job descriptions), that there is tremendous additional untapped potential here as well.
Before getting into a few thought-starters that you may want to consider when writing, or perhaps re-crafting, job descriptions for your organization, I’ll note that I’m not suggesting you forget to take care of the fundamentals when crafting these documents. Everyone should have a clearly articulated document to guide their work to know exactly what is expected of them as it pertains to every aspect of their job. They need to be set up for success, which may mean that asking more of people in one area, means asking less of them in others… I digress.
Now, some ideas that you may want to consider before making your next hire:
Content distribution and promotion
In a world where there are nearly a half billion Facebook status updates posted daily, it’s needless to say there is incredible noise on social media. Having a solid content promotion plan has never been so important to maximize your ROI by ensuring that a targeted audience is absorbing the content you create.
Chances are reasonably strong that the very people you work with or employ are representative of your target audience, as are their social graphs, so consider tapping them as part of your content promotion plan. In a job description, you don’t need to make content sharing mandatory, but perhaps it can be a consideration.
Driving social media engagement
Consider including a point about social media engagement when crafting new job descriptions. Your employees are experts in their field, and are hopefully passionate and enthusiastic about what they are doing with their professional lives. This can make them hugely qualified to share informed ideas, opinions, answer questions, ask questions, and generally improve the quality and dynamism of your audience’s interactions within your communities.
Granting time for employees to read, watch, listen, and otherwise interact and engage with your organization’s content can be an effective method to ensure everyone is working toward the same strategic goals, keep everyone informed about the latest industry happenings, share interesting new ideas, and much, much more.
Again, consider indicating in job descriptions that a certain amount of time is earmarked each day, week, or month to allow them to stay in tune with the amazing content you and your team are pouring their heart and soul into. Additionally, it can be equally as important that they are taking time to absorb content being created by others that is relevant to their continuing professional development.
Crowdsourcing relevant content ideas and content curation
Your coworkers are likely chock-full of awesome content ideas for your social media and content marketing efforts. Consider including participation in a content curation and idea generation program into job descriptions to set expectations from the get-go. Setting expectations tends to be a much simpler task than changing behaviour.
There are, of course, a number of additional social media considerations you may want to take into account when crafting job descriptions. There is tremendous opportunity here to maximize the effectiveness of your social media and content marketing efforts, inform and engage your own employees, encourage a more open dialogue between your organization and targeted audience, distribute content, and so much more.
Take some time to review your social marketing and business goals, and think about all of the ways that your employees’ involvement on social media can help you to achieve greater success.
Have you included social media responsibilities in your organization’s job descriptions?
How might deeper organizational involvement on social media help you achieve your goals?
When is the last time you revisited, or influenced the rethinking, of job descriptions in your business?
It would be great to chat with you about this with you further in the comments, or on Twitter @RGBSocial