How do today’s job candidates look for jobs or take the temperature of the employment landscape? They use search engines, social networks and personal connections to help them find the best places to work. Search engines are the gateway to social media since they index social mentions, but getting the best return on investment on digital and social recruitment efforts requires a strategic approach and an understanding of where to focus efforts.
How does your social media recruitment and digital strategy stack up? Take the quiz to find out.
1: Is your content engaging, updated frequently and action-driven?
a) Yes, we monitor our social activity and adjust content based on likes, comments, shares and other social interactions.
b) No, we don’t have the time or resources to commit to content creation and distribution.
If you answered yes, you’ve probably realized that you need to go beyond text-based content to include video, pictures and other interactive content to keep your audience engaged. If you answered no, it’s time to think about who it is you want to reach, what you want them to do and how you will keep them interested in your company and your jobs.
The social experience is about sustainable engagement – getting people to interact with your brand whether they’re communicating directly with your organization or carrying your messages and job opportunities forward to their personal networks. The value of social media goes beyond getting found to what people discover when they visit your career site, Facebook page, Instagram account or Twitter stream. With so much competition from multiple platforms, personal posts and the general abundance of digital information, you’ll lose your audience if returning users see the same content they saw during a previous visit. Routinely add new images, videos and updated copy and seek opportunities to interact with your audience!
2: Do you know your audience and the platforms they are using?
a) No, we’re using the internet for mass appeal and assume people will find us as they navigate the web.
b) Yes, we’ve taken the time to monitor our key demographic, their levels of engagement and key properties for social participation.
Answering yes is critical because an effective strategy inserts your brand or jobs into conversations people are already having – and that means knowing candidates’ interests and where they interact. But if you’re basing your social strategy on haphazard interactions, you’re doing it wrong.
Instead of rushing to put up a presence on Google+, Facebook, Twitter, Instagram, Pinterest, etc., tap the brakes and consider your audience and the platforms they are using. While Vine may be the “next shiny thing,” it won’t prove effective when sourcing for talent if your audience isn’t using it for their job search. Wasting time and energy on the platforms won’t advance your cause – it’s better to have a narrow focus and get it right.
3: What factors define a successful social media and digital recruitment strategy?
a) Knowing what you want to achieve
b) Having experienced resources
c) Stamina to play the long game
d) All the above
If you answered all the above, then you are thinking the right way. Many organizations make the critical error of not defining their goals or assigning social media initiatives to junior team members. As a result, they struggle with implementing strategies that address business priorities or understand if they’ve achieved success. Think about what you want to do whether that’s to create employment brand awareness, gain market intelligence or increase traffic to your career site. Achieving ROI on your social and digital strategy requires defining success metrics upfront so you can measure against them and having the right resources to effectively execute and adjust the strategy over time.
4: True or False: Employee participation should be squashed on the social networks.
False – fear keeps many organizations from allowing employees to post on the company’s behalf, but this is shortsighted because organizations that don’t open up and get employees engaged in the social space are missing a huge opportunity. Activating employees as brand ambassadors can produce powerful results. Employee-generated referrals can produce candidates who are a better cultural fit and tend to have higher retention levels. It makes sense to conquer the fear and use your employee network to competitive advantage.
So, how’d you score? The point is less about getting the right answer to each question and instead, like the process of establishing a social and digital recruitment strategy, thinking long and hard about how digital touch points can advance engagement with potential employees.