The Odd Couple: Social Media and Recruiting
- According to Jobvite’s 2014 Job Seeker Nation Study conducted in August, almost 70% of recruiters expect hiring to become more competitive over the next year.
- Three quarters of the recruiters surveyed said they will be highlighting company culture more to win over candidates.
- More than half of recruiters said they will be offering better benefits or better pay.
So how do you ensure that you can compete with other companies for the best talent?
Using social media to recruit top talent is one way to do it.
Here we outline how and why social media is effective in your hiring strategy, and NO, the answer is not just “LinkedIn.”
LinkedIn is Still a Top Recruiting Tool
94% of recruiters and human resources professionals surveyed by Jobvite credited LinkedIn as being the go-to source for recruiting, no surprise there.
Facebook rose to second place, with 65% of hiring professionals using it as a source for recruiting.
Twitter placed third, at 55%.
Why are Twitter and Facebook Important In Hiring?
Facebook and Twitter profiles offer great insight about candidates that you cannot find on their resume with one important aspect being their personalities.
Reading a candidate’s personality has a big impact on their cultural fit within a company.
But wait, there’s more..
Accelerating Your Reach and Building Relationships
Social media sites such as Twitter and Facebook also provide the opportunity to accelerate your reach. By engaging in social sites, you have not only the opportunity to expand your reach, but to cultivate relationships.
Whether you are building these relationships personally, or having your current employees build relationships inside their network, you are engaging with passive candidates that could be a great fit for your company.
Social media allows passive candidates who rarely take the time to dig through job postings to get familiar with your company and stay informed about potential job opportunities that may interest them.
Social Recruiting and Content Marketing
As a recruiter, you know communication is important in capturing the right leads for candidates. Communication comes in many forms, and you want to showcase as much as you can about your company to bring those qualified leads in.
This is why applying content marketing techniques to your social recruiting strategy is a must in order to attract top talent and build a strong community.
Develop a Content Strategy that Builds Relationships
Social media thrives on building relationships and conversation. Think of social media as a digital version of a networking event or cocktail party. If you’re standing by the wall or the bar and not engaging in conversation, don’t expect to get attention.
Then again, if all you do is toot your own horn and act like you have the fattest wallet in the room, no one will like to engage with you either.
Think about the social butterflies that you enjoy talking to; the ones that are fun to listen to and share relevant information. It’s the same for creating content for social recruiting. If all you do is post job postings, you’re consistently going to get candidates who are just desperate for a job.
The goal is to engage potential job candidates (actively looking or not) in the conversation. It should be a two-way conversation. They should come to you for valuable advice and information, and you should engage with the ones intelligent enough to listen.
The Starting Point: Make a Content Strategy
Make a company blog and share valuable things that candidates will want to read. If you can’t figure that out, share information that you WANT candidates to read, such as:
- Company News
- Industry Insights
- Career Advice
- How to break into your specific industry
- Company Press
- Upcoming Jobs opening up
- Local News (This helps by targeting the area you want to recruit)
- Company Culture (videos always work well here)
Make content that people will pass on and recommend. This will expand your reach and bring in referrals from the right people in your network.
DON’T FORGET: Your Team Counts Too
Get your fellow employees involved. Encouraging them to share their experiences on their social profiles about your company goes a long way. The most impoirtant thing is not to create company shills, but instead to invite the current staff to share in the long term vision of the company.
Having your current employees share content with their network brings in more potential people that are not otherwise in your own network.
Social Recruiting Isn’t Going Away, It’s Growing.
Recruiters credit social networks with improving the hiring process in several ways:
- 44% percent of recruiters said social recruiting increased both the quality and quantity of candidates
- 34% said it improved the time to hire; and 30% said social networks improve employee referrals
Investing time into social media has all sorts of “soft” outcomes like brand building and building community, but at the end of the day what matters most is whether or not you are driving more qualified applicants to your company that result in hires.
Never lose sight of the fact that your success as a recruiter is measured by quality hires, not the amount of interviews you bring in.
When the end goal is to fill more jobs, faster, with high quality candidates, social recruiting is an effective way to bring out the best for your company.