Understanding the pros and cons to the social media tools you have access to today.
In the Blog I wrote on August 6, I provided an outline for the areas to think about when designing your social media recruiting solution. For this piece in the series, we will begin to discuss the actual social media channels, what impact they have and how to use them.
Step one is to understand the Social Media tools and their strengths and weakness. To be simple and succinct, Linkedin.com is easy and fast at finding candidates by skill set and geography, Facebook.com, Twitter.com, Google+ (sort of), Instagram.com, etc. are not. So what do you do with these other tools?
1. Stop spending hours trying to harvest names out of them. For most positions, Linkedin.com is the only network where time spent looking for candidates is time well spent. It’s my 80/20 rule. Where are you going to spend 20% of your time to yield 80% of your passive candidate pool? Linkedin.com is most efficient for adhering to the 80/20 rule.
2. Start pushing your message out through them. Two ways to do this:
- Have a professional, easy-to-use Facebook Career page, Linkedin.com company page, Twitter.com account, and Google+ page (a MUST to keep your SEO rankings high). Instagram.com is not necessary now but keep an eye on it. Depending on the audience you are recruiting, it may become a viable source quickly. It’s the fastest growing social media site for the young audience.
- Make sure that all job postings link directly back the exact job posting in your ATS, or however you want them to apply. It is maddening for a candidate to click on a link for a job they think could be fantastic, only to be dumped on a webpage where they have to search for the job again. The passive candidate won’t keep looking. They will abandon the process.
- Use the POWER of your employees! Employee referrals consistently rank either #1 or #2 in source of hire surveys. Most of your employees are on social media. Many of them have people in those networks that do what they do for a living.
- Set up a process for allowing your employees to push your job postings to their social channels.
- Make this a part of your Employee Referral Program (ERP). There are several tools that automate the process for you and your employees. LHC has evaluated most of them. Two of our favorite independents (not part of an ATS product) are RolePoint and Careerify. Many ATS products offer an employee social share module. Check with your vendor.
3. In addition to pushing your job postings through these channels, also push general “branding” communications, like testimonial videos about working there and general news release information. Work with your marketing department for this content. It already exists, so just ask them for help.
For most recruiters, spending hours trying to find a few passive candidate names in social media channels is just not realistic. You just don’t have that kind of time available. We now have enough years of data from several sources which show that proactive candidate search in most social media channels do not yield a reasonable return on time investment. Use them as an efficient and inexpensive marketing tool and move on.
Hope you are having a great day!