If you want to catch a fish, you have to go where the fish are. Makes sense when you’re carrying a rod and reel, but when it comes to landing the big fish in terms of talent acquisition, many business professionals aren’t in the right pond.
Statistics show that the gap between consumer and professional usage of social media is widening. Businesses aren’t keeping up with social innovations and new networking opportunities, and that’s detrimental for the job force. The good news is that job candidates want to connect; they’re broadening their networks and polishing their online resumes. All you have to do is get them to bite.
Goals for Social Media Recruiting
Social media recruiting isn’t like posting a job on Career Builder. Job candidates expect a more personal, interactive approach when they’re on Facebook. Your social recruiting strategy should accomplish two goals:
- Sourcing—Obviously, your number one goal is finding the right applicants. Social media is a great place to do that because it’s where the largest pools of talent congregate.
- Transparency—Social media also helps job candidates get to know your company and establishes your identity as a desirable employer.
How to Attract the Right Candidates with Social Media
For most businesses, the question isn’t primarily whether they should engage in social media recruitment strategies. It’s how to create an effective strategy in the first place.
- Diversify—Establish a presence on multiple social media networks. Start with the Big Three (Facebook, Twitter, and LinkedIn) and then expand from there. The goal isn’t to have accounts at as many places as possible; rather, it’s to establish and maintain a presence on those networks that will bring the most benefit to your company.
- Use Social Referrals—Your job postings aren’t just appearing to your contact base. They’re also being shared with friends of friends, a process known as social referrals. Make the most of this opportunity by remaining in close contact with the movers and shakers at key companies.
- Engage—By interacting with your target audience, you not only present yourself as a transparent company but also gain insight into the identity and personality of potential job candidates.
- Marketing—Sell your company using the same marketing techniques you use to sell a product: brand promotion, target audience, strategy development, content creation, ad development, metrics, etc.
- Follow Up—Social media is becoming an essential tool for identifying desirable job candidates but don’t throw out the tried and true methods. Once you’ve narrowed down your pool of candidates, follow your normal protocol for interviews and follow-ups.
With more than 60% of adults maintaining a social media presence to some extent, social media recruiting places you in contact with the largest available pool of potential talent. It’s a trend you can’t afford to ignore.
