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For early adopters of social recruiting technologies, Twitter and talent communities have been topics of conversation for two or three years, if not longer. But as technology evolves and more companies launch their profiles and platforms, we must strive to reinvent ourselves. If your organization is in the social recruiting “infancy” stage, no worries, you’re in good company. But, hopefully you’ve got a plan to join the space this year.
TWITTER: GET IN & STAND OUT.
In 2013, TweetMyJobs reported that 72% of companies used social media to advertise their jobs, and that 2 out of 3 companies planned to expand their social recruiting initiatives in 2014. “Every hiring manager is compelled to make use of this medium — given that 1 in 3 job seekers now use social media as their primary tool for job searching,” states the social recruiting tech leader. In 2013, TweetMyJobs’ distribution network (that covers Twitter, Facebook and mobile) connected its customers with more than 40 million job seekers.
I’ve witnessed first-hand the power of Twitter in connecting people with opportunities.
I’ve also noticed a whole lot of junk clogging up my feed these days. In some ways, Twitter is like a East Coast superhighway with litter and debris strewn about. How can employers help job seeking tweeps navigate their way on Twitter, without getting distracted by noise?
“Employers need to get more visual on their Twitter feeds,” says Chris Russell, CEO at CareerCloud.com. The company now offers employers the ability to showcase branded images in users’ feeds. “Show employees in action and doing the jobs that you are hiring for … today’s candidates want to know what its like to work there. Pictures help them understand that.”
As Twitter becomes more and more visual (similar to the move made by Facebook), having images associated with your tweets will (or should) help you stand out amidst the clutter. Speaking from experience, finding partners to help automate some or all of the imagery posting process is quite efficient and a huge time saver.
TALENT COMMUNITIES: BUILD & GO THE EXTRA MILE.
Over the years, I have subscribed to a number of talent communities to keep in touch with what other brands are doing. It helps to generate ideas and benchmark current practices:
- How are companies engaging their talent communities?
- What content are they sharing?
- How often do they engage the community?
- Is the talent community adding value to the candidate experience?
- Does the engagement feel personalized?
In 2014, I anticipate that more organizations will not only consider building talent communities, but that we’ll see more career-related newsletters and email drip campaigns designed to keep community members connected and engaged. “Talent communities produce a steady stream of qualified applicants and referrals,” advises Tim Leonard, CEO and founder of TalentReef, a social CRM platform. “Recruiters will be much more productive mining their talent communities, as opposed to conducting each new search from scratch.”
It is also my hope that companies will use these communities to identify talent and have their recruiters pick up the phone. Let’s call on our talent communities and have bona fide career conversations.
The real power behind social recruiting is most apparent when we take it offline and into real life.