How to Use Snapchat for Employer Branding

By Richard Mosley

Snapchat is a new player that can be used for your employer brand. Snapchat is unlike any other social platform. It’s all about capturing a moment through a photo or video and sharing it in real time. You can customize these moments with filters, emojis, text, and drawing, but you can’t share links, self-promotional “thought leadership” blog posts, or auto-scheduled posts, only moments.

Brands are increasingly migrating to Snapchat and some are finding measurable success. If you’ve researched your target audience and determined that Snapchat makes sense for your employer brand, then consider following their lead. However, be prepared to develop an entirely new approach.

Here are some tips on how to use Snapchat to promote your employer brand:

  • Hand over the keys and the camera. Let employees take the lead and tell their stories (or whatever) with photos and videos. You’re likely to be pleasantly surprised by the results.
  • Keep it real. Avoid the temptation to over-edit footage. Staged content comes across as inauthentic.
  • Embrace low fidelity. Expectations of Snapchat video quality aren’t as high as they are on other social platforms, such as YouTube. Have fun with it!
  • Showcase your work environment. Snapchat is a great platform for behind-the-scenes social sharing. Let your hiring managers show the desk/office where their new employee will sit or take a tour of your office. You’re only limited by your time and creativity.
  • Use geofilters. Custom geofilters are a great way to extend your brand into events. They can be purchased to run during events, and they give you the opportunity to make attendees mini brand ambassadors.
  • Don’t be afraid of lenses. Snapchat includes augmented reality (AR) lenses you can use to contort faces. Have fun with them, and don’t be afraid to incorporate them into your videos and photos to add personality.
  • Keep an eye on your view count and completion rates. Snapchat metrics and analytics aren’t easy to come by, so just keep an eye on view count, the number of snaps and chants returned to you, and completion rates (the number of viewers who watch a story to the end). Try to get a general idea of what works and what doesn’t and make adjustments as needed.