Is Recruiting on Twitter, Facebook, or Pinterest a Social Recruitment?
Social media. You either love it or hate it, but for the time being, it’s here to stay. And while it may not be the primary route for every single company in every single industry, it has played a huge role for many – from both the customer and the candidate perspective.
Whether its a social recruiting strategy for finding talent on Twitter, Facebook, LinkedIn, or Pinterest, the platform doesn’t matter as much as what your relationships and messaging are.
There are hundreds, if not thousands, of articles out there talking about social media strategies, best practices, how-to’s, do’s and don’ts and on and on. So instead of getting into the nitty gritty details of how to upload an image or why it’s a best practice not to auto feed your jobs, here are a few overarching themes that need to be present to achieve social recruitment success.
Your social recruitment campaigns should be interactive.
Of course, not everything can be 100% responsive, but the point is, when using social media for employer branding or recruiting, you have to get users involved. If not, they won’t stick around, and your efforts will be wasted.
While social media may be interactive by design, engagement is the key to building long-lasting job seeker relationships. So, share recruiting videos, but don’t forget a call to action. Ask for opinions on a developing news story in your industry, but don’t forget to respond. It’s the two-way flow of communication that can make or break your social recruitment campaign.
The content you share must be inspirational.
Whether you’re hoping for direct-response (i.e. applications) or focusing on a long-term employment brand strategy that will turn job seekers into candidates over time, social recruiting is ultimately about inspiring action. And you can do this through content.
By now, you’re probably aware that turning your social recruiting accounts solely into job feeds is not effective, but to elaborate further on that point, simply sharing is not good enough either. Of course you want to vary your content by incorporating industry news or relevant information from outside sources, but if you’re hoping to gain new applicants that could turn into tenured employees, storytelling is a must. Use your social recruiting accounts to tell your company’s story, individual team stories, employee stories, etc… in order to paint a complete picture of your employer branding efforts.
And your social recruiting success has to be imitable.
Imitable by you, of course. Too often, companies make one huge push at a campaign, see the desired results but can’t pull it off again. If your social media campaign is a fluke or gimmicky – instead of a well-thought out strategy that’s grounded in research and audience analysis – your company’s social recruitment success will be short-lived. Instead, focus on really developing your employment branding message and determine how to best use the outlets available to communicate effectively with your target candidates, over and over again.
Target Candidates Through Engagement & Authenticity
While there are no hard and fast rules for social media or social recruiting, these are some general ideas that you should consider before launching a campaign. And remember, there are plenty of other “i’s” that can guide you, as well.
Be interesting. Be impressive. Be influential. Be you.