Twitter Career Accounts: 5 Kinds of Content to Share

So you’re thinking about creating a separate career-focused Twitter handle for your company. You’ll just share a stream of job postings and call it a day, right? Wrong!

To convince people to follow along while they’re looking for a job and continue to listen when they are employed, you’ll need to share a steady stream of interesting content that really says something about who your company is. I know, it sounds like a lot to pack into 140 characters — but you can do it.

Here are five types of content to fill your career Twitter stream with, as illustrated by the always engaging @NPRjobs handle.

1. The Job Posting

The most obvious use of a career-based Twitter handle is to share job postings. While these are a vital part of the process, you can’t expect to maintain a followership by exclusively sharing job postings — so don’t stop here!

2. Company Culture

One of the most important components of social recruiting is showing off your unique employment brand. Dedicate a portion of your tweets to sharing company culture in the form of office photos, employee interactions and executive profiles. If it’s the right fit for your audience, humor can be quite effective here.

Don’t feel like you need to create this content or take the images yourself; to simplify the process, throw your employees onto a Twitter list, monitor it from time to time, and then retweet when something share-worthy comes up.

3. Replies

The reality is, if you create a Twitter career handle, people will ask a million questions. Since leaving these queries unanswered is bound to leave job candidates with a bad impression, you’ll need to be ready to monitor and respond to comments. For bonus points, create a hashtag that allows interested talent to ask current employees questions, as NPR recently did with #AskNPRIntern.

4. Pull in Company Content

True, your career handle is distinct from your other brand handles, but you don’t want it to get lost in the mix. Take the opportunity to pull in content from your brand’s regular Twitter handle(s). If you’re at a larger company, this could involve pulling in content from various department or branch handles.

5. Career Advice

This is after all a career handle, so many followers will appreciate advice and commentary related to the job hunt (think resumes, interviews and hiring tips). Don’t panic — you don’t have to create this content yourself. Instead, you can curate content as NPR does by regularly sharing content from Poynter, The Daily Muse and the Wall Street Journal.

What kind of content do you share on your company’s career handle?