92% of recruiters use social media for work. So far, so not surprising. After all, 30% of Google searches are employment-related and 43% of jobseekers use smartphones during their search. But what’s makes a social media recruiting superstar? Here’s what we’ve found out:
70% of the global workforce isn’t looking for a new job. But that doesn’t mean they’re not keeping an ear to the ground for new opportunities. In fact, 49% of professionals follow companies for this reason.
This puts the spotlight on employee branding. What’s your company like to work for? What do you offer, apart from a pay packet? And what does your social media recruiting say about your company culture? This is where consistent, on-brand posts can create a great first impression.
So how can you stand out in a crowded field? Job posts alone won’t give prospective candidates a feel for your company. Here are some ideas to get you going:
Video is a great way to add a human touch to your communications. And it’s rising in popularity. 54% of internet users want to see more video content from businesses hey support. And millennials overwhelmingly prefer it to emails. It doesn’t need to be a polished production, but some planning is important.
Think about what’s helpful to your audience to cut through the noise. You may want to do a live Q&A or even streaming. Look at the profiles of your followers for clues on content – or ask them.
LinkedIn is the clear winner, as 87% of recruiters use it. Facebook is next at 55% and Twitter at 47%. Stats for niche networks are harder to come by, but of course they play an important role too. International social media recruiting? It pays to be aware of local players, like Xing, the German LinkedIn.
When companies first took to social media, they were predictably anxious about protecting their brands. And about productivity. The result? Lots of guidelines and bans on social media use during the day.
The tide is turning. Companies are getting clued in about the benefits of engaging with employees online. In fact, your talent pool can expand by ten times through your team’s networks. And if your firm is a good place to work, you’ll ready-made brand ambassadors in the office.
It’s worth spelling out your position on social media at work. Why not make it the focus of your next team meeting? Here are a few things you may want to consider:
– Encourage people to connect to each other and the company page.
– Encourage them to like and share your company’s blogs and other content marketing.
– Identify social media-savvy colleagues and get them to present tips and insights. Personal branding, how to use hashtags effectively – there’s lots of topics that are great for individuals and teams.
– Put the social media in context of your company’s revenue and recruitment goals.
– Share the best industry-specific discussion groups and boards – and infiltrate them as a team.
– Walk the walk: look at your own social media profiles first.
Timing is crucial. Ask JP Morgan. They decided to do a Twitter Q&A – in the middle of a government investigation. And although it generated a lot of attention, it wasn’t what they were looking for.
Even for more mundane posts, it’s important to think about when your target audience is online. On LinkedIn, this is usually Tuesday to Thursday – and not after 3pm.
Take some time to understand your account’s analytics. There are tonnes of insights waiting to be discovered and you don’t need to be a marketing expert.
There’s no one way to use social media for recruitment. But it helps to know your audience well. And there’s always paid social advertising to consider.