Social Intelligence and the Employer Branding Strategy

About the Episode: The conversation about social media and employer branding continues with a look at social intelligence. Like potential students, higher ed job seekers are investigating campuses while current employees are using social media to promote their work, discuss what’s happening at their institutions, and more. There are also those online users who are voicing their opinions about campuses where they used to work. However, too many administrations are unaware of how this online activity impacts their employer brands. Liz Gross visited “I Wanna Work There!” to chat about social intelligence, and she gave tips that any college or university can use for great employer branding.

Here are your takeaways for episode 21:

1. You’ll learn what social intelligence is and how it is used in higher ed.
2. You will hear about what faculty and staff are talking about on social media.
3. Finally, you get an idea of how higher ed job seekers, especially Generation Z and marginalized , are using social media and other online platforms to investigate the quality of the employee experience on campuses.

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Episode Summary

What is Social Intelligence, and How Can It Help Higher Education?

Liz defines social intelligence as a step beyond traditional social listening, capturing and analyzing online conversations to understand audience perception and behaviors. Social intelligence is not just about monitoring; it’s about leveraging data to inform strategic decisions, including talent attraction and brand management. For instance, using social intelligence, institutions can explore public conversations about them on platforms like Reddit and TikTok, gathering unfiltered feedback from both current and former employees. This real-time feedback allows colleges and universities to proactively manage their reputation and detect emerging trends in employee satisfaction.

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How Does Social Intelligence Impact Faculty and Staff Sentiment?

Faculty and staff play a significant role in shaping a university’s reputation online. As Liz explains, faculty members frequently share their work, community involvement, and even workplace experiences, which contribute to the institution’s image. Positive content, such as sharing research accomplishments or campus events, can reinforce a positive image. Conversely, negative experiences, like frustrations with campus policies or working conditions, can harm the institution’s reputation if they go unaddressed. Liz encourages universities to use social intelligence tools to understand these dynamics and actively support faculty who align with institutional priorities by amplifying their voices and celebrating their work.

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What Role Does Gen Z’s Need for Psychological Safety Play in Talent Strategy?

Liz highlights that Gen Z, which is entering the workforce in large numbers, values psychological safety in the workplace. This generation seeks environments where they feel seen, respected, and safe, both physically and psychologically. Many Gen Z job seekers research potential employers on platforms like Reddit, Glassdoor, and even TikTok, evaluating employee reviews and social media chatter to gauge institutional values and employee well-being. Institutions that foster transparent, inclusive environments are more likely to attract and retain Gen Z talent. Liz emphasizes the importance of transparency and proactive communication, especially as prospective employees are increasingly wary of workplaces with poor reputations for inclusivity and psychological safety.

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About the Show: I Wanna Work There! takes a look at how colleges and universities can develop competitive, compelling employer brands. Join us for an honest and solutions-based look at the issues that surround institutions positioning themselves as employers of choice.

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About The Enrollify Podcast Network: I Wanna Work There is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Confessions of a Higher Ed Social Media Manager and Talking Tactics. 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

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Connect with Us at the Engage Summit: Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!