You probably don’t go a day anymore without hearing something about social media. Words like “Googling”, “Facebooking” and “Tweeting” have entered the realm of verbs that many of us use on a daily basis. (Sorry, Google, it is what it is, and we thank you for being such an important resource!)
All charming, personal posts of kittens, babies and foodie fanfare aside, social media really does provide some serious professional benefits in our lives today.
Things were very different a decade ago – or even five years ago – when most companies were still posting job openings in paper publications. Job seekers were used to “looking in the paper” and at physical job boards in schools, offices, and public buildings. But, with the introduction of Facebook, LinkedIN, Twitter, and the like, it was only a matter of time before things changed.
The results of a 2011 Social Recruiting Survey by Jobvite stated that “89% of U.S. companies will use social networks for recruiting” which, at that time, indicated “significant growth in social recruiting since 2009”. With what we know today, those estimates were definitely not unfounded. The growth experienced by all avenues of social media – especially in the recruiting and job search arena – is cause for even the staunchest HR professionals to take note.
And they have. When it comes to looking for great talent, smart companies are getting more and more creative and open-minded with their search methods.
We all know it’s important to find the right fit when it comes to connecting the right corporate culture with the right personalities and priorities. But how do you define that fit? Simply by doing what you do best.
Dan Schawbel, founder of Millennial Branding in Boston, offers some good advice for companies: “…Your Web site and your social network profiles should both showcase pictures of your offices, interesting projects you’re working on and a spotlight on your employees. The object of your Web presence, as it concerns recruiting, is to tell your story and explain the type of talent you’re working for. By putting it all out there, you will eliminate those who aren’t a cultural fit and attract those who are.”
For job seekers, Schawbel offers this: “Skip Job Boards and Use Social Media Instead”. Looking at recent stats, it seems many jobseekers are taking his advice to the bank as they’re turning to social media and social communities more and more each day.
Case in point, Jobvite’s 2014 Job Seeker Nation Study shines a significant light on today’s job search preferences.
Active vs. Passive Job Seekers
Some people are actively looking for a job. They’re scanning job boards and submitting their résumé each and every day in hopes of finding the right position.
Others aren’t as objective. In fact, maybe they’re not looking at all. But they might passively take note of an opportunity that catches their attention on the fly. And, they might not be looking today, but tomorrow… who knows?
What’s more, an individual who passively notices your company’s opportunity might know someone else who is actively looking, and refer them to your post. The path to finding good candidates can take all kinds of turns, but if you build a good social brand, they will come.
In his outline of hot trends in corporate recruiting, Josh Bersin talks about recruiting from a “Talent Network”. He says, “…the talent network is not just a place to post jobs, it’s a place to attract people: and it includes fans, candidates, employees, alumni, and even customers.”
Considering the amount of traffic social media sites receive on any given day, it just makes sense to invest wisely in ALL of that traffic. People who follow your brand already “get” it. They already like it and they enjoy what they get out of following it. They enjoy sharing your brand’s news. In one way or another, they’re like-minded spirits. They’re “warm” prospects. And best of all, they’re typically more familiar with your brand than someone who may apply to a posting on a general job board. What better community of brand ambassadors (or employment candidates) could you ask for?
Here are just a few tips for building an exceptional “talent network”:
• Be thoughtful about the information you post. Everything should be “on brand,” and it should all tie together to tell your story. Consistency is key is creating a solid, likeable social presence.
• Make sure there’s give and take. Respond in a timely manner to any comments, whether they’re good or bad. An unacknowledged comment sends the message that your company doesn’t care enough to pay attention to the details.
• Highlight employees and positive features and growth experiences. People love to hear about successes!
• Follow and interact with those you want to follow and interact with your brand.
• Keep your social sites active – make sure they’re fresh and timely! The only thing worse than not having a social media presence is having a stagnant one.
• Take a look at your competition. The only way you can keep your edge is by knowing what’s going on around you.
No problem, right? Well, if you do need a little light shed on your social media branding, strategizing, and recruiting, just let us know. We’ve got all kinds of bright ideas that will illuminate your brand and your staffing solutions!
