Posts

5 Secrets of an effective Social Recruiting Strategy

Social Recruiting Secrets

 

 

 

 

 

Social recruiting is here to stay.

Recent statistics show close to 90% of recruiters use or plan to use social networks to support their recruiting efforts. But being social is not enough on its own. It’s a fiercely competitive labor market and a growing number of recruiting professionals are not doing it correctly. Ingredients of an effective social recruiting strategy would consist of showcasing the employer brand and engaging candidates like a marketer would engage customers in order to attract quality talent.

It is key to build and nurture longer-term relationships with the right candidates. If your company is serious about hiring these highly skilled individuals then you need to have a cohesive social recruitment strategy. So, how do you make it work? The following are five common overlooked realities on how to effectively use social media to source and acquire talent.

Stop focusing too much on LinkedIn.

Facebook is still, by far, the largest social media site with 890 million active daily users and 1.35 billion users overall. Recruiting via this platform has the chance to be successful mainly because of the average age of its users. The world is rapidly getting younger (e.g. 55% of the US workforce will be under the age of 35 within 3 year) and this younger generation is growing up on Facebook, so this would be their go-to guide for whatever they are searching for. LinkedIn is more focused on the working professionals with college degrees and experience and doesn’t particularly target entry level job seekers or the average work force.

“Push” Marketing when you should be “pull” marketing

Most recruiting professionals make the mistake of thinking that social media is just a quick and easy tool to blast their jobs ads and recruiting posts out to large numbers of prospects. Then, they are stunned when nobody is clicking on their posts or applying to their jobs.

The reality is that it is just too easy to click away, ban, or worse, report you as a spammer. To win on recruitment with social media you have to attract or “pull” talent towards you. Candidates are attracted to you via your message and the meaningful content you share on social media. They need to be engaged first and feel that you are genuinely interacting with them to make the want to look at your job opportunity and eventually apply to them.

Be useful

One of the best ways to “pull” talent on social media is to be useful and informative to your social community on a consistent basis without the expectation of wanting them to apply immediately. This approach will help you grow your talent pool which you can tap into whenever you wish. A pre-qualified talent pool is much more valuable that applications for specific posts.

Don’t be everywhere

The most influential social networking channels have an estimated 2 billion unique monthly visitors. With that kind of traffic, it is very appealing to want to implement your recruitment strategy across all these sites, reaching as many talent as possible. However, being everywhere takes a serious commitment of both time and energy. And your brand may even risk being dilated as you can’t possible tailor your content well to each social channel without having to fall behind on your other commitments.

A focused approach is what you need to adopt. Figure out which site (or even two) you should be on – basically the ones where your ideal candidates are on – and then spend your time finding, creating and sharing great content and engaging with them in a consistent and meaningful way. In short, it is better to be really good on one site than average on many. In essence, you are focusing on quality rather than quantity.

Be authentic and transparent

Refrain from posting and sharing content based on what you think your talent’s interests are. You would be falling short in portraying your employer’s culture and brand. This may risk disappointing quality talent once hired. Instead, work on gaining and keeping their trust to simplify the process of acquiring quality hires.

Being authentic and transparent is a major component in developing that trust. It is advisable to spend some time to think about where recruiting interests lie, both on personal and organizational levels, and to devise a cohesive strategy to merge the two. Then create four to six high-level topics around those interests. They key is to be yourself and deliver high-quality content consistently around the things you and your company believe in. You will experience far more engagement with your fans who will become your brand ambassadors, and eventually your next hires.

Recruitment and Marketing tie the knot

Better Hires

Marketing and Recruiting working together

Recruiting is much more complex than it has ever been. Job board posting can’t be the only way you let candidates know about your openings anymore. Relying only on social media updates of your new positions isn’t enough either. Having a strong employment brand is becoming increasingly crucial. Organizations that come out on top in the recruiting game will be the ones that consistently communicate an authentic employer brand and value proposition that not only captures the attention of highly skilled workers but also compels them to follow, engage, and ultimately join their teams.

The focus should be on building and nurturing longer-term relationships with the right candidates. Top talent are hanging out in online communities – reading, sharing and commenting on your content. If your company is serious about hiring these highly skilled individuals then you need to actively start leveraging the synergies between marketing and recruitment. There are more similarities between the two departments that you might initially think, making this relationship a potentially long and prosperous one. Quite simply, the methodology that marketers use to produce new customers for your company can also be used to successfully recruit the talent you need to get the job done.
The points below illustrate six key marketing principles and how they are inadvertently applied to talent acquisition.

Market Research – Organizations collect market and competitive information to understand what is happening in the marketplace, the pain points and what their competitors are doing in order to uncover an untapped need. As the war for talent is intensifying, recruiters are following a similar approach of researching supply and demand of good talent as well competitors’ workforce to lure good employees away.

Segmentation – Market segmentation consists in sizing the overall market into smaller groups to understand their individual specific needs and buying decisions so that marketing messages can be tailored for maximum ROI. In recruiting, this practice consists in separating easy to fill jobs from the ones that require highly specialized skills and tailoring a different sourcing strategy with its own metrics for each.

Positioning – This is a strategy that helps position a company’s products/services differently from their competitors by showcasing their unique value proposition and benefits. From a recruiting standpoint, differentiation is also used for employers to “stand out” to candidates and making them look like a more desirable place to work than their competitors.

Branding – The branding process is about creating positive, and emotional associations to corporations’ products/services in order to drive sales and growth. Branding can also be instrumental to recruiting as a strong employment brand would enable the company to attract potential employees. Job descriptions alone – even creative ones – are no longer enough to attract the best candidates. Talent acquisition leaders are creating digital content around corporate culture and benefits of working at their firms.

Implementation – Marketers are engaging with customers and prospects on social media to respond to questions, to share engaging content and to promote their company and/or products. Savvy recruiters are doing the same to promote both their personal image and their company’s employment brands. As candidates increasingly expect to be able to engage with companies via social media, talent acquisition professionals with a strong and active presence are better equipped to attract top candidates.

Control – One of the main drivers to organic growth is effective monitoring and control. A data-driven measurement system is put in place to determine the effectiveness of marketing campaigns against desired ROI. From a hiring standpoint, knowing which channels are bringing in the most candidates and quality hires will help improve the recruitment strategy and channel their energy where their strongest potential candidates are coming from.

As recruiters become well-versed with these marketing tactics in their everyday processes, they will start reaping the benefits of recruitment marketing. When these organizational functions work together and leverage each other’s strengths, they can craft a cohesive and appealing message and brand. Once established, the sky will be the limit as they can spread the word and attract candidates, fans, and customers.