Over 90% of recruiters use social media to network and post jobs. Not surprising, considering that 86% of jobseekers use social media during their search.
But how can your recruitment consultants best optimise their use of social media, and really tap into the potential it holds?
Here’s what we’ve found out:
Strong Branding
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 on social media to stay in the loop for new opportunities.
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.
What about ourselves at OneUp Sales? Here’s our take on working to make sales fun.
Popular formats
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 they support. And millennials overwhelmingly prefer video 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.
Popular networks
There is one clear winner. 87% of recruiters use LinkedIn, followed by Facebook with 55%, and Twitter with 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.
Teamwork
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 have 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
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.
Analytics
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. Don't forget, there’s always paid social advertising to consider too.
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