Twitter for company research
Companies can stand to gain a lot of insight from Twitter's consumers and employees, whether it's how to improve the customer experience or confirmation that people are happy with their products or service. When an employee considers taking a job with a new company, he or she is going to set out to do some research first.
Twitter might be the best place to make this first impression, with 24 percent of 18- to 29-year-olds and 17 percent of 30- to 39-year-olds reporting that they turn to Twitter to look up information on a company. That's more than LinkedIn, Facebook or Google Plus.
An employee's salary also impacts where they turn to research a company as well, with only 11 percent of job seekers who make less than $25,000 per year turning to Twitter, while 21 percent of those who make $75,000 or more report using Twitter to research a company.
A mobile strategy is key
Ultimately, a company's Twitter strategy can be ruined by one simple thing: mobile. Mobile is where everyone is turning to consume content, which is a big part of why Twitter is becoming an important recruitment tool. "We know that the newspaper that [job seekers] used to use on their way to work to look for jobs has now been replaced with their smartphone. And you're obviously not going to -- unless you're very bold -- be doing job searches at your office on your company-issued computer. So you will use your smartphone," according to Singer.
But companies that are active on Twitter, but haven't implemented a mobile strategy, might be missing the mark on branding. A tweet might be the first impression, but once a prospective candidate clicks into a careers page, or a company website, if it isn't mobile friendly, chances are that you've lost them. "If your careers page isn't mobile, then you've actually just sort of done your brand a disservice and left a very negative impression on a job seeker, who's basically making their first attempt to connect with your company," says Singer.
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