How to Write a Great Social Media Post

This guide will help you structure your social media updates in a way that engages your audience while still feeling authentic to your voice. It offers just one example of how you might approach a post—there are many effective structures you can explore. While the below uses LinkedIn as the primary reference point, the approach can be adapted for other platforms based on character limits and format.

Simply put, a great post should have a; 

1. Hook
2. Problem statement 
3. Solution to the aforementioned problem 
4. A call to action (optional but should be hyper-relevant)

It’s also important to note;

• Posts with images get 2 times more comments than those without images
• Videos on LinkedIn are shared 20 times more than any other type of content

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Let’s break this down.

Step 1: Create an engaging hook

Your hook is the first thing people see, the first two lines before they have to click Read More. You have to make it count. Your aim is to stop the scroll and get people to read the rest of your post. Remember: On average users only spend 17 minutes on LinkedIn a month. You’re fighting for their eyeballs in brief bursts. 

Hook examples

Ask a relatable question: Pose a question that directly addresses a common pain point or aspiration of your target audience.

• Example: "Is your hiring process feeling more like a never-ending quest for treasure?"
• Example: "Tired of HR admin eating up valuable time that could be growing your business?"

Use a surprising data point: Start with a compelling data point that highlights the scale of the problem.

• Example: "Did you know X% of job applicants drop off due to a poor candidate experience?"
• Example: "The average HR team spends X% of their week on manual data entry."

Stating a problem: Immediately identify a core challenge in an impactful way.

• Example: "The talent market is tougher than ever, and traditional recruitment methods just aren't cutting it."
• Example: "Compliance headaches keeping you awake at night? You're not alone."

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Step 2: The problem statement

Next you’ll want to clearly articulate the specific challenge your audience faces in order to build empathy and demonstrate your understanding in this area. 

Problem statement examples

Elaborate on the hook: Expand on the initial hook, providing more detail about the pain point.

• Example (following "treasure" hook above): "Sifting through countless resumes, struggling to find the right cultural fit, and losing top talent to competitors is a common reality for many businesses."

Quantify the impact (if possible): Briefly mention the negative consequences of the problem (time, cost, missed opportunities, stress).

• Example (following "HR admin" hook above): "This isn't just inefficient; it's costing you valuable time and preventing your team from focusing on strategic initiatives that truly drive growth."

Focus on the human element: How does this problem affect the day-to-day lives of HR professionals or employees?

• Example (following "compliance" hook) above: "The constant worry of regulatory changes and potential fines adds unnecessary stress and risk to your operations."

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Step 3: The solution (Employment Hero)

Now, introduce the ultimate answer to the problem you've just highlighted. Focus on benefits, not just features.

Solution examples

Directly address the problem: Link Employment Hero directly to solving the specific pain points you raised.

• Example (following "treasure" problem statement): "That's where Employment Hero’s hiring marketplace comes in. Our AI-powered matching and streamlined applicant tracking system help you pinpoint the perfect candidates faster and with more accuracy."

Highlight key benefits: What tangible advantages does Employment Hero offer? Think about efficiency, cost savings, improved experience, compliance, etc.

• Example (following the “HR admin" problem): "Imagine reclaiming hours of your week. Employment Hero’s workflows for onboarding, payroll, and performance management eliminate tedious manual tasks, freeing up your HR team to focus on what matters most: your people."

Talk like a human: Words like "automate," "empower," "transform," "simplify," "optimise" are AI buzzwords and can be offputting to readers when used too often.

• Example (following the "compliance" problem): "Employment Hero brings together all your HR information in one place and handles routine checks automatically. This helps you feel secure knowing you're covering all your bases, and it makes sure you're always up-to-date with the latest requirements."

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Step 4: The call to action (CTA) (What should your audience do next?)

Lastly, a call to action should only be included if it makes sense for your specific post. When using a CTA, tell your audience exactly what you want them to do after reading your post. Make it clear and easy.

Be specific: Don't leave them guessing.

• "Message me if you want to know more"
• "Book a demo here!"
• "Download our free guide at this link"
• "Visit our website here"
• "Register for this webinar here"

Remember to avoid directing people to Employment Hero’s website and instead use your direct lead capture processes to keep the conversation and relationship with you.