Social B???m?? Strategic: U?ing Social M?di? f?r Recruiting !
Th? number ?f companies u?ing social m?di? ?? ??rt ?f th?ir hiring process h?? increased f?r th? third year in a row. A???rding t? Jobvite’s 2014 Social Recruitment Survey, 92% ?f ?ll organizations u??d ??m? f?rm ?f social m?di? in th?ir staffing efforts – ?n increase ?f 3% fr?m 2014, ?nd u? 10% in 2015. W? expect thi? number t? increase even more in 2016.
LinkedIn leads th? pack wh?n it ??m?? t? professional social networking, with 89% ?f companies reporting th?t th?? h?v? made a hire thr?ugh th? LinkedIn site. LinkedIn ?ll?w? recruiters ?nd HR personnel t? uncover n?t ?nl? members wh? ?r? actively seeking employment, but ?l?? passive candidates – wh? ?r? ?ft?n th? b??t hires. Join groups ?nd discussions related t? ??ur industry; it d???n’t t?k? l?ng t? find active, well-informed participants wh? might make great employees.
Facebook i? another, v?r? diff?r?nt option f?r connecting with candidates. Whil? n?t ?? fruitful ?? LinkedIn, 26% ?f companies h?v? made hires thr?ugh Facebook. Th? r??l v?lu? ?f Facebook i? th?t it ?ll?w? ??ur company t? d? ??m? solid brand building th?t ??n inform ?nd excite potential job seekers. Make ??ur Facebook page a ?l??? t? show ?ff innovative projects ?nd a cool culture, ?? th?t wh?n ??u ??m? calling, candidates w?nt t? talk t? you.
Twitter h?? lagged b?hind wh?n it ??m?? t? recruiting, but 15% ?f organizations h?v? hired u?ing it. Sure, th? 140-word limit m?? n?t l?t ??u ??? mu?h – but sometimes, ?ll it takes i? g?tting th? word ?ut th?t th?r?’? ?n opening. Th? m?r? followers ??u have, th? m?r? candidates ??u ??n reach, ?? make ?ur? th?t in b?tw??n posting job opportunities, ??ur tweets ?r? establishing ??ur company ?? ?n industry expert ?nd thought-leader worth listening to.
Mobile u?? i? skyrocketing, ?? savvy recruiters n??d t? incorporate thi? area int? th?ir efforts ?? well. Retail giant Target, f?r example, increased it? IT hiring l??t year b? 44%. A key effort w?? running banner ads ?n apps f?r thirty-five m?di? sites th?t ?r? popular with IT types, ?u?h ?? Mashable ?nd MacWorld. An added bonus t? mobile efforts i? th? ability t? narrow efforts b? geography; in Target’s case, th?? focused th?ir advertising ?n tech-heavy talent markets ?u?h ?? Minneapolis, Seattle, San Francisco, Austin, Chicago, Raleigh-Durham ?nd Boston.
“Social media, ?n th? whole, i? b???ming a medium f?r work ?? w?ll ?? play,” explains U.K.-based search firm Nigel Wright Recruitment in th?ir 2011 report, Th? Impact ?f Social Media. “Companies ?nd recruiters n??d t? b? wh?r? th?ir candidates ?r? in order t? engage th?m in th? recruitment process.”
Companies will b? ?bl? t? attract top talent m?r? effectively b? leveraging social m?di? u?ing f?ur key strategies. Th?ugh m?n? companies ?r? keen t? explore social media, th?r? i? ?n underlying wariness ?? policies ?r? tr?ing t? control th? flow ?f information. Thi? article ?r?vid?? ?n overview ?f social m?di? ?nd th? potential application t? attract top talent.
Underneath th? iceberg ?f vacant jobs b?ing advertised ?n job boards ?nd newspapers, a strong invisible ?urr?nt ?f talent i? ingeniously u?ing social m?di? t? identify ?nd strategize th?ir n?xt career moves. Prior t? th? popular rise ?nd rise ?f social media, ?u?h ?? LinkedIn, Facebook ?nd Twitter, th? talent sourcing process w?? limited t? a linear process – wh?r? a vacancy i? filled in transactional fashion, embedded in a perpetual recruitment environment ?f sourcing in n?w talent.
Th? advent ?f job boards h?v? resulted in a significant shift ?w?? fr?m print media, but compounded th? overload ?f thousands ?f job boards, with job aggregator sites promising candidates t? identify vacant roles. Th?ugh th? cost ?f recruitment h?? b??n reduced, th? process remained reactive.
Th? convergence ?f a number ?f technologies ?nd th? establishment ?f a talent pipeline h?? created th? opportunity t? develop relationships with talented candidates thr?ugh ?n effective just-in-time recruitment model.
LinkedIn i? th? preferred social networking site fr?m a business perspective, with m?r? th?n 72 million users ??r??? th? world. In Australia ?b?ut 25% ?f ?ll employed people ?r? u?ing LinkedIn. Users ??n create a bri?f profile with recommendations, making it easy f?r recruiters t? search f?r talent.
Facebook i? b? f?r th? m??t popular social m?di? site, with m?r? th?n 300 million users. M??t professionals demarcate th?ir social m?di? presence, with limited access t? Facebook restricted t? friends ?nd family, with a dash ?f business added f?r interest, th?ugh Facebook offers a level ?f granularity t? separate friends ?nd business contacts. Companies ?r? increasingly u?ing Facebook t? create a social m?di? presence. A weekly email report ?r?vid?? HR recruiters with statistics t? track a summary ?f activities b? fans.
Twitter i? b?ing u??d b? a large number ?f companies t? post job openings, th?ugh smart employers ?r? ?l?? u?ing it t? share interesting news ?nd t? strengthen th?ir employment brand. B? u?ing a tool lik? Tweetdeck, companies ??n easily monitor channels ?nd track activity.
Companies ??n u?? creative w??? t? find talent thr?ugh social media, b? running competitions, surveys, blogs ?nd email updates. Th? importance ?f reputation management ??nn?t b? overemphasized ?nd a high level ?f authenticity n??d? t? exist. M??t companies will h?v? a Social M?di? policy th?t determines th? flow ?f information, with Internal Communication ?ft?n reporting t? HR, th?ugh th?r? i? a strong connection with Marketing departments.
Th?ugh ??m? companies t?nd t? u?? social m?di? ?? ju?t ?n?th?r distribution channel, a strategic sourcing strategy ?r?vid?? th? challenge ?nd opportunity t? connect with potential future employees in w??? exponentially m?r? effective th?n reactive recruiting f?r job postings.
Building a Talent Pipeline
Companies ??n ?nd ?h?uld u?? social m?di? t? find top talent, b? building a talent pipeline. Personally, I recommend both with the objective of capturing email addresses from your target audience and bringing them into your own system sooner rather than later. This contact list can then be used for personalized email marketing and social media marketing campaigns.
To measure your success and improve your social marketing performance, you need to first set some objectives, such as audience growth and engagement. Using tools like Buffer and Hootsuite, you can easily track your metrics around your objectives.
Then, you can use insights from your social media metrics to drive the content of your email marketing. For example, if you send regular emails to different segments of your talent pool, use the most popular content from social media that week. This increases your potential engagement over email, as it has already proved successful with your social audience.
You can also use segmented email marketing to drive very targeted social media advertising. By adding your email list to Facebook, Twitter and LinkedIn, you can build a campaign with messages targeted at specific people. Then, you can then add to this by using “look-a-like” campaigns that target only people with similar profiles to the ones you have uploaded.
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