What happens when you bring talent leaders and HR data geeks together in New York? You get hit with a fire hose of actionable insights. Last week, I had the pleasure of being a part of the Talent Management Alliance’s Social Recruiting conference. The content, speakers and overall programming of this smaller, more intimate conference was exceptional.
Below are some key takeaways; additionally, you can glean even more information and identify new people to connect with by searching #TMASoMo on Twitter.
HR With the Mind of a Marketer
When you think about social recruiting, your strategy may follow a similar path to Marketing: Attract, Convert, Close and Delight. As HR leaders we can encourage our teams to have a social strategy, understand their customers, draw people in with the power of our brand, and strive toward creating a better experience.
“When you think of your strategy, begin with where are the gaps and how can we close them,” said Pamela Stroko, VP of transformation and thought leadership at Oracle. “Social is free, but you have to resource it … you have to understand your metrics, and figure out what is important to you.”
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Creating a Better Candidate Experience
Opening up the conference, Gerry Crispin of CareerXRoads, shared some key thoughts from the most recent Candidate Experience Survey. One thing of particular note, to me, was that – by itself — there is no correlation between the length of a company’s job application and a positive or negative candidate experience. Only when there are other annoyances, does the length of application become a factor.
Social Recruiting and Legal Trends
Social media is a powerful tool that can open an organization up to risk due to the information that is readily available online about candidates. How can companies and recruiters safely use social media as part of their overall recruiting strategies? That was one of the main questions that Lisa Johnson, director of recruiting at Gate Gourmet, and the company’s legal counsel, Kristy Balsanek, sought to address for the audience.
“This is a very new area and law has not caught up to the situation that social media has presented to you (HR and recruiters),” Kristy stated. “There isn’t a lot of guidance … but any of the protected characteristics that we see, we would treat in the same context as an in-person context.” So, what content should you or should you not use on social media? “It’s not what you find, it’s how you use that information,” added Lisa. And a good rule of thumb: apply the same laws that you would to all employment situations, regardless of the channel.
(If you are looking for more information and guidance, SHRM, EEOC and NLRB are additional resources.)
Mapping Your Social Strategy
One value of social is the potential to amplify your message to build awareness of your company as a place to work. Kelle Thompson, director of recruitment strategies at Fidelity Investments shared how she helped build the business case for a social recruiting strategy within a regulated industry. “When you are talking to a population that doesn’t use these tools, you have to back up and give them concrete examples.”
Her approach — and one that you might want to consider — was to first identify the message and then the mediums by which to share the message. She advised the audience to define goals and how to best measure success. It’s important to “know your organization, audience and options.”
Download Strategies for Attracting Talent
Thanks to the TMA, you can download all of the speaker presentations online at from your smart phone. There are PowerPoints on how to use Google+ for recruiting by Katrina Collier, how to make Twitter an easy recruiter tool by Steve Levy, and much, much more.