Social media can be an extremely powerful tool for recruiters. If used effectively it can improve the quality of your candidates, increase the number of applicants and decrease the cost and time it takes to recruit.
Social media can be a “win, win” for recruiters but without a strategy in place, the approach becomes disorganised at best and off putting to potential candidates at worst. Creating a strategy for recruiting is essential to success.
Do your research
Before you launch into using social media for recruitment you have to do your research. Think about who you want to recruit? Who are your ideal candidates? Once you have identified them you need to decide where you will find them on social media. It’s very easy to set up a campaign for each separate platform but your most effective campaigns will be on the platforms where your candidates are most active. This will potentially vary from position to position so you may need a multi platform approach to be successful.
Your research shouldn’t focus on just the big platforms. Whilst they are important to any strategy make sure you also include forums. Groups within LinkedIn are a great way of listening to the conversations that potential candidates or employees are taking part in but are usually on a more professional level. Forums are likely to be less formal but are a great opportunity to identify and communicate with potential candidates so make sure they are included as part of your overall strategy.
Create great content
Creating the best content to grab the attention of the right candidate is key to an effective strategy. You have to make your advertisement, and fundamentally your company, stand out from the others and make someone want to apply. Get creative so that you get the attention of your audience and make them want to find out more.
Make it interactive through the use of question and answer sessions or creative videos. The BBC does this very effectively on Twitter through their @BBCRecruitment and @BBCTrainees feeds where they use regular question and answer sessions, video and application tips and advice to keep their audience interested.
Ensure that your content is based around a structured calendar so that you can make the most of promotion opportunities. When putting together your calendar make sure that you can remain responsive. Don’t put out content that asks questions or is likely to generate questions if there isn’t someone available to provide a timely response. Reed.co.uk are a great example of a responsive social media presence across platforms but particularly on Facebook.
Don’t forget that any good content includes your keywords so that your content is searchable.
Build on your brand
In today’s world, individuals don’t just apply for a certain position but to work with a company so your recruitment strategy should reflect the social media strategy for your brand. Potential candidates will research a company before they apply and social media platforms are often a first step.
Make sure that your content includes honest information about the company as a whole. Why would someone want to work for you or with you? You can use social media to answer this question for potential candidates. Larger companies may do this through a dedicated recruitment page allowing them to share more specific information to future candidates.
Microsoft UK run a successful Facebook page in the UK allowing them to focus specifically on supporting and recruiting graduates.
Any effective social media strategy must include measurement. Social media moves fast so understanding what works for you and when it is most effective is a key element. Through measurement you can ascertain what times work best for your posts and what content your audience engages with the most.
Use trackable links to see which posts drive traffic to your website or recruitment pages and regularly check Google analytics to see whether your content is working. Compare your platform analytics to your calendar so you can see which content is really working for you and helping you achieve your recruitment goals.