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Social Media Recruiting on Steroids

socialmediaclutter

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.

Social Recruiting on Facebook?

Facebook Recruitment

With technology and social media being a big part of everyday life for a majority of Americans, it is no surprise that businesses are turning to social media now in order to get their brand out there. Social media sites like Facebook offer a relatively low-cost form of advertising, and the ability for your followers to share your advertisements with friends and family with an easy click of a button.

With all of the advantages of social media, it should come as no surprise that employers are also starting to use this form of communication with the public in order to recruit new members to their staff. So how exactly is social recruiting on Facebook better than other methods? We turned to HireRabbit for some answers.

Facebook helps your company gain more traffic

Not everyone on the internet follows blogs or will know how to find your website, however a large amount of internet users are on Facebook multiple times a day and will be more likely to come across your advertisement there. According to an article on Slideshare, two-thirds of the world’s internet population visits social network sites, and the sector now account for almost ten percent of all internet time. Facebook now leads in this market, as recent data suggests that there are 222 million unique hits on Facebook. Some also believe it is easier to apply for jobs through Facebook than some other channels.

There is a diverse talent pool

Through social media sites like Facebook, your efforts can be taken globally, as people all over the world use Facebook. In fact, only 29.3% of traffic on Facebook is from the US, according to the Slideshare article. You will also find a diverse set of people this way – from students, to people looking for seasonal work, or people that are part of a niche that fits what you are looking for.

Facebook boosts your company’s image to potential recruits

In addition to show that your company can be innovative by following the current trends, i.e. social media, frequently keeping your page up to date and communicating with posters on your page will show that you are a company that is responsive and will interact with your employees as well as your customers.

Facebook increases employee referral activity

Since sharing your advertisement is as easy as pushing a button, employees will more easily be able to get the word out to anyone who happens to be on their friends list. You also have the advantage that people who don’t even work for you will start sharing your posts as well, effectively advertising for you for free. Facebook also assists with this if you have an app for your business; whenever someone installs your app or likes your page, Facebook will tell their friends via their timeline that they liked this app or page, thus suggesting it to other people without you or the friend having to do anything further.

Facebook allows you to attract passive candidates.

Some people are less likely to aggressively go looking for a job, and prefer to let opportunities arise to them. This could be because they are out of ideas where to look, or maybe they aren’t even currently thinking about a different job. However, through Facebook’s ad manager, you can set up targeting to show your ad to a specific audience. Targets can be location, gender, age, or general interests. This may catch the eye of those passive recruits and make them decide to apply. Ad targeting can also ensure that you are getting the employees you want in your company and filtering out employees that wouldn’t be as good of a fit.

Facebook will connect you to college students

College students are one of the highest demographics on Facebook. Advertising here will attract young, fresh minds that are looking for one of their first professional jobs. You can mold these minds and teach them the way your company does things.

Don’t just take our word for it; Forbes released an article outlining a few success stories that large companies have shared about recruiting via social media. For example, UPS, which operates in over 200 countries with around 400 thousand employees, started shifting their recruitment strategies to include social media. This has allowed them to hire more globally. They also created a video that was shared on social media, called “Women in Transportation,” which highlighted women in roles form executive leadership to van drivers. This helped to showcase their diverse employment opportunities.

Sodexo, the world’s 20th largest employer, has been on social media since 2007. Their strategy has been to show what it’s like to work for them. Since advertising on social media, there have been over 15 thousand downloads of their job finding app, and over 107 hires.

Home Depot also uses social media to their advantage. Their strategy is to use social media to follow up on applications, to ensure that they don’t enter the black hole that many seem to find their applications in, where they never hear a response. They are also a very active community, with surveys on their page as well as employees sharing their first day at work or sharing updates on how their local store is performing.

So, if we’ve convinced you that recruiting via Facebook is a good idea, now you are probably wondering how to get started. It’s pretty easy, actually. Here’s how to start:

Create your business page on Facebook and get to work sharing content and gaining a fan base. Invite people that are already interested in your company and post content that they would like to share with other people. Be sure you are posting more than just advertisements; keep your followers interested in your page. Also be sure to set up opportunities for your fans to communicate with you through the page, and respond often to show that you are interested in them. Sharing your experiences in the business and whatever you learned while getting to where you are is also a good way to be not only interesting, but transparent, and will show potential recruits that you are willing to teach what you have learned.

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.

4 Benefits of a world-class Candidate Experience

Benefits of Candidate Experience

It is becoming increasingly difficult to become one of the best places to work, and we all wish that there were a magic formula to achieving that status.

The companies that get there are the ones that make candidate experience a priority in their sourcing and recruiting practices. There are various avenues to take, ranging from simple enhancements to more complex endeavours. By treating your candidates like you would normally treat your consumers, you will be impacting your bottom line and taking your business to the next level. Essentially, what candidates experience when they apply and interview with your company makes an impression which they will eventually share across the social networks.

If you don’t recruit with candidate experience in mind, you are missing out on top talent who will be turned off by a complex and inefficient application process. They will easily be lured away by the competition that is making an effort in communicating with them, making it easy and fun for them to apply for their jobs, and offering opportunities to interact with people in their company.

A great candidate experience can provide organizations with many benefits. Unfortunately very few of them have attempted to optimize it. According to a recent research, eighty per cent of senior HR and procurement professionals do not regard the candidate experience as a priority in recruitment. But there are, and here are a few key benefits to fostering a positive candidate experience:

Investing in the candidate experience yields more engaged employees. A new employee who experiences an enjoyable hiring process is much more likely to be positive and engaged when they start working for your company than an applicant who was mistreated and neglected by your hiring team. This creates disengaged employees who can have a detrimental impact on your business once hired.

Applicants who benefit from a positive candidate experience can help you build your company’s reputation on social networks which will then make it easier for you to attract top talent. A direct correlation between candidate experience and employer brand has recently been demystified through the following realities:

  1. You are just not hiring employees, but ambassadors of your business.
  2. The people you hire today will determine the kind of culture and brand you build tomorrow.
  3. Your employees are your greatest point of differentiation and the biggest asset in creating a competitive advantage.

Keeping candidates engaged and happy throughout the hiring process, even without hiring them, will make it much more likely for you to get a favorable response when you reach out to them for new positions. This will help you shorten your recruiting cycle and decrease your cost per hire.

 

A memorable candidate experience is business necessity as it can help you boost sales and profitability. Findings from the Candidate Experience Award competition show that close to 90% of candidates are more likely to buy from a company that gave them a positive candidate experience, irrespective of whether they got hired.

So what’s next?

The first step is to review and audit your application process through the eyes of the candidate. You can also seek feedback from current employees to uncover additional views of anomalies in your application process. Then, create a list of things that need to be inspected further and improved to ensure a more pleasant talent experience. Finally, start implementing changes to improve candidate experience. These can be small tweaks which can be things that you can handle individually or more complex initiatives that require an in-depth cost-benefit analysis and organizational support.

You are different in how you hire and the roles that you need to fill. It is recommend to search for low hanging fruits in order to make the biggest impact.  Build momentum from there and share results with colleagues and peers. Tailor your improvements to your target audience and invest in the ones that will affect the perception of your organization the most. It is equally important to continuously seek feedback from your applicants to keep iterating towards a word-class candidate experience. The reality is it may require an investment in people, technology and social media — but we are confident that the benefits will surpass these costs.

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.