Recruiting in the Social Sphere
Initially, many people believed social media to be a fad, but over time it proved itself to be a fact. It was created by a society demanding entertainment and information at lightning fast speeds, its growth is organic, and it thrives on societal energy. Social media provides an entrée into people’s lives you may not have had the chance ever to meet, and it does this at what seems to be an easy pace. Many organizations use social media to promote their products and services because of its speed and pervasiveness, but many still struggle with using this media channel to reach one of the most important segments for their business: job candidates.
The label social media is an umbrella term with various platforms nestled under its name. Though all work similarly in some respect, some work better than others at certain aspects of outreach. For example, when considering the most widely used social platforms, Twitter is especially helpful with short, quick and immediate news updates. LinkedIn is considered by many to be the greatest online networking tool (though many pundits believe it to be a resume database and job board). Facebook is what I consider to be an all-purpose social platform. It runs the gamut from being a repository for grandchildren’s pictures, a gathering spot for long lost friends to reconnect, a place where fans of celebrities can share admiration, a spot to deliberate on the current state of politics and much, much more. Included on this list for Facebook is the ability to source and recruit job candidates.
According to the information shared during our SmartSearch August 16 SmartPractices webinar, The New Rules of Facebook: Finding Job Candidates, presenter and sourcing guru, Shally Steckerl, stressed that companies need to have a presence where their target audience is most likely present. If using Facebook, you want to learn about using this platform successfully for talent acquisition. Click here for your complimentary viewing of the August 16 SmartPractices webinar.
Search tactics covered by Shally and some additional ways to successfully use Facebook are:
- Seeking out particular groups (some groups are closed, and you may not be able to participate in those, but you can send a request to join)
- Searching for people (job titles, school, company name) by location
- Joining discussions that cover topics pertinent to the people you want to recruit
- Creating groups that your target audience will find interesting
- Starting a company page with an interesting careers section
- Using Facebook ads with specific filters to reach your audience
Once you’ve employed any or all of these tactics, the most important thing that must happen is to initiate conversations in a space that will maintain your audience’s interest and give them an opportunity to learn more about the human side of your business. For example, don’t use your careers page exclusively as a job board with a laundry list of openings; use it as an opportunity to showcase your culture, place company announcements, brag about employees’ achievements, etc. In other words, partake in relationship or community building. This approach will serve you better in the long run, and as good talent acquisition professionals know, hiring doesn’t occur in a vacuum nor does it come easily in a tight talent market.
Photo courtesy of M.A. Pena Zapateria