Tomigo is a social recruiting platform that helps recruiters and HR departments leverage employees’ social network connections to hire top talent. We’re hosting guest blogger Tony Restell, a respected commentator on online recruitment.
If there is one field that is set to benefit from the mass adoption of social media, it surely has to be Recruiting. It is now completely entrenched in the lives of active and passive jobseekers alike — and yet it is a medium that barely existed a decade ago.
However if you look at the way people utilize social media for commercial benefit, you will find a common failing. It’s as pervasive in the Recruiting community as it is anywhere else – and addressing the issue is what we aim to achieve with this article.
Being Effective on Social Media
What those in Recruiting have to take on board is a mantra that’s being shown to hold true in most areas of business life. On social media, it’s a mistake to prioritize promotion over engagement.
If you’ve ever talked business with a seasoned salesperson, you’ll have heard them say that people buy from people they trust. So a good sales professional will always be looking to build rapport with potential customers and form relationships for the future. Once someone trusts you, they’ll be far more willing to listen to your commercial messages – and indeed to help spread your message amongst their network. The exact same message holds true for job seekers. You want to be personable and build engagement with potential candidates, rather than your social media streams simply being yet another route by which candidates can search jobs from your company!
So how does your current social media activity score on this scale? Well think of your social media activities and ask yourself:
- What proportion of your social media use focuses on engaging potential hires, informing job seekers about you as an employer and interacting with candidates as they progress along the path of determining whether or not to apply to – and join – your company?
- What proportion of your social media use sees you actually doing what you’ve historically done via other advertising channels, namely marketing job adverts, shouting about your latest vacancies, enticing job seekers to apply?
Broadly speaking, Recruiting pros should be doing as much of the former as possible, with only the occasional smattering of the latter. Recruiters simply pushing out job adverts on social media are actually not doing anything that different from before. The real gold in social media comes from engaging with a whole new audience of prospective (but as yet unengaged) job seekers.
You see the advent of social media has opened up the possibility of job seekers being able to interact with a prospective employer before, during and after the candidate selection process has taken place. As such, the spoils go to those who invest time in building rapport with candidates, establishing trust and fostering enthusiasm about joining a company. This paves the way to you securing interest and applications from candidates who otherwise might not have considered your company at all.
Focus On Engagement As A Key Element Of Your Recruiting Strategy
By way of suggestion, grab yourself a coffee and spend half an hour looking at the twitter streams of various different recruiters. You’ll quickly see the gulf between those who focus on engagement and those who are there purely to promote. Without question, the recruiters really carving out competitive advantage for their organisations are those who have embraced social media as a way of talking to candidates and engaging with them as much as possible.
If you need some inspiration for what you might share that would be engaging to candidates, think about meeting the needs they have in their day to day job and in their job search:
- Tips that will help candidates further their job search, succeed in job interviews, prepare for salary negotiations and hit the ground running when starting out in a new job.
- Answers to FAQs. Without doubt there are loads of questions candidates have about your company (or your sector if you work for a recruitment agency) that you are well positioned to answer. So help candidates by noting them down and sharing them!
- Links to articles about your company (or your sector if you work for a recruitment agency) that have appeared on third-party websites. Even though these are ultimately selling a candidate on the merits of your company, it somehow comes across like far less of a sales pitch if you send candidates to read an article on a news or careers website than if you send them to your own corporate careers page or jobs board.
- Links to great articles that help job seekers progress their job search
My Pro Tip is then to share these via your social networks in ways that engage candidates. Yes share engaging (rather than promotional) content, but also share it in a way that entices people to comment on it, to share it, to reply back to you in response to it. If you can achieve that, then you’ll truly be hitting social recruiting gold. Good luck!
About the Author: Tony Restell is the Founder of Social-Hire.com and a respected commentator in the online recruitment and social media sectors. A published author and Cambridge graduate, Tony spent his early career in strategy consulting before going on to build and sell a job board business. He is focused on helping candidates and recruiters use social media to find their next career or their next hire. You can follow Tony on twitter: @tonyrestell