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Examining Company Culture Through Social Media Content

When it comes to company culture and brand, job seekers can learn a lot about potential employers through their social media profiles. Statusbrew reports that there are approximately 3.4 billion active social media users across all platforms. Businesses who use Instagram, Twitter, and the like offer these users the chance to gain insight into what it might be like to work for them.

Our recent research about the ‘boys club’ in medical sales highlighted culture trends specific to gender equality. Still, there are countless other elements of company brand that can be determined simply by scrolling their feed.

Here are five other things to look for on social media when searching for a strong, employee-friendly company culture.

1. Genuine displays of employee appreciation and recognition

When companies take time to recognize the team that contributes to their success, it’s evidence they appreciate the work their employees do. But it should be more than a generic template for employee of the month. Look for genuine, authentic, and individualized recognition that calls out the team member’s specific value.

Tech company Dynamic Signal provides one such example. Their Rapid Fire Friday showcases how feature members of their team contribute and give out credit for wins and milestones.

2. Ongoing charitable and volunteer initiatives

According to Marketing Dive, brands with a high sense of purpose see rapid increases in brand valuation. By adopting a charitable cause that their team can get behind, businesses increase both the internal and external value of their brand. Neilson found that 55% of consumers will pay more for products and services provided by companies who are committed to social good. And Fortune reported that individuals who had a positive experience of giving back at work were four times more likely to put in extra effort to get projects done.

When you’re examining a potential employer, see if you can identify a cause they genuinely care about. Look for something that goes beyond bandwagon support or convenience. Do they promote regular volunteerism, charitable partnerships, and awareness for a specific cause? And if they do, is it something you also believe is an important cause to get behind? Find a company whose higher purpose resonates with you — it’s a good way to measure how well you’ll fit in with the company culture.

3. Celebrating minorities in leadership (and the team at large)

Equity in the workplace is nonnegotiable, but not all companies publicly convey the efforts they make to ensure diversity and representation. The Guardian shares great insights on how to really dig into the diversity of a company. One of their top tips? Paying close attention to social media posts.

Look for specific stories highlighting employee career paths, and be aware of the equity in those posts. Further, see if you can find examples and conversations that illustrate how the company is working against inequality in the workplace.

Brands that take a firm stance against inequality and openly celebrate minorities rightfully advancing into leadership positions are setting a new reality in the workplace. Seek out companies who are loud and proud of every team member’s accomplishments. 

4. Workspace details and accessibility

Workspaces say a lot about the brand and culture of a company. With trends moving toward lifestyle content, social media sometimes gives job seekers a behind-the-scenes look into the physical location of their potential employer.

Accessibility is a key component of well-rounded employee care, illustrating a company’s commitment to empowering the potential of every single employee. Advanced age talent and people with disabilities are equal contributors, and employers who can showcase an absence of independence limiters — like narrow hallways and cramped workspaces — are likely more in tune with the effect their workspace has on the overall attitude of their team.

5. Active employee engagement

With social media activity continuing to rise and users becoming more and more comfortable with transparency, job seekers can easily find insights on workplace culture directly from current employees. In fact, a 2014 study by Weber Shandwick found that 50% of social media users are posting about their company — a number that has surely grown over the last several years.

Positive engagement from team members and unsolicited, organic content related to a user’s work experience are both strong indicators that the company culture focuses on employee satisfaction. If employees are liking content, tagging each other in company photos, and sharing posts to their personal audience, you’ve found a brand that truly nurtures camaraderie.