Social Media Recruiting on Steroids

October 30, 2015
Tamer Rafla

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By now, you must have gotten on board social media in order to recruit new employees. However, due to the large amount of advertisement done via social media platforms, you are struggling to get your jobs noticed. Rest assured you are not alone. This is mainly due to the fact that your plain job ads are not standing out for candidates to see, and are being overtaken by creative content that your marketing team is creating and distributing.

Luckily here is hope for recovery if your business is struggling to make social media work for you. How are your recruiters supposed to find and hire the best talent unless they can attract them to the brand in the first place? This is where learning important marketing skills can come in handy.

So how can recruiters think like marketers? They need to promote their employer brand as something compelling and unique. For example, you can survey current employees and potential recruits to find how they perceive your organization and also how that differs from the image that you are actually trying to convey to potential hires. Another approach would be for your recruiters to survey employees to rank what they find most important about the workplace, in order to compromise and make the workplace inviting. Most importantly, you need to figure out what you can offer that your competitors cannot, and highlight this aspect during your recruitment campaigns. For example, Home Depot created multiple Facebook pages: in addition to a general page, they have a recruitment page where their job postings are listed, as well as a page showcasing the volunteer work their employees perform, which has shown to improve their employee engagement. The Social Media Examiner also listed a number of case studies on the topic. For example, Zappos, an online clothing retailer, uses social media to show their unique employee culture by posting inside looks at the company. They also tweet questions to their employees to answer publicly on Twitter.

In addition to thinking like a marketer, another thing to keep in mind is your “call to action” (CTA) mechanism. Is your job ad compelling enough to entice candidates to click on them and apply to your job opportunities? It is important to know the psychology behind call to action as well as how to make yours stand out. People using the Internet are overwhelmed by advertisements and emails all day, every day, and after awhile, everything starts to look the same and people stop paying attention. That is why it is so important to catch their eye and hold their attention long enough to get them to press that button. A blog by Hightower, a recruitment advertising firm, gives some pointers. For example, compelling colors are often what attract the eye on the webpage. Pick a color for your “CTA” button that contrasts with your design, so that it stands out. The button should also be large enough to be noticed almost immediately, as many people won’t bother reading everything on the page before they’re onto the next thing. Make sure your CTA is clear and tells the reader exactly what that button will do, and use active verbs such as “sign up.” Adding “now” or other immediate action verbs will create a sense of urgency.

There are other ways that posts are being structured to attract an audience in social media. For example, with increased Internet usage through mobile devices, the firm should make sure that their web presence is mobile-friendly. If it is difficult to read your text or reply to your ad through a mobile device, a good portion of the potential recruits could be lost because they could not navigate and gave up. Make sure that your call to action button is big enough to be easily clicked by those using mobile devices. Also surround the button with white space. This will make it stand out more and will also make it easier for mobile users to click.

Another key to attracting recruits is to create concise, focused job descriptions and utilize SEO keywords so that your ads are seen even in search engines. The concise job description will help narrow down the amount of unqualified recruits you get responses from, as well.

There is much to consider when it comes to making your ad stand out in the sea of social media ads. These tips will help make sure that the type of quality recruits you are searching for see your ad.

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