Social recruiting, as it’s often referred to, is the idea of using your social media accounts to attract or identify new candidates and get them invested in the hiring process.
Intro to Social Recruiting Best Practices
Social media recruiting is just the latest dimension in talent acquisition efforts, but it's not a surprising one. Looking back at how job candidates were finding positions, it seems only natural that the evolution of internet-based job searches (from job boards, to professional networking sites) would eventually evolve into a concept where the candidate and the organization are finding ways to interact before the application process is even begun.
This method is two-fold – not only can you evaluate potential candidates by getting insights from some of their social media accounts, they can also evaluate you and see if they want to work for you. And, just like a website or a job posting, the way you present yourself on social media can influence your social media recruiting positively or negatively – and thus influence your talent acquisition efforts.
Different pain points were evaluated a recent article on TalentCulture, along with some social recruiting best practices to mitigate them. While we’ve discussed some in the past, here are some other social talent acquisition strategies you should consider when looking at how you can effectively leverage social media in your talent acquisition efforts:
#1 Deliver a Target Message on Your Page with These 5 Questions
Think about some of the key drivers on your website when it comes to attracting candidates and you can probably discern two things: a target (the type of candidate you’re looking for) and the message you’re conveying to them (why they would want to work for your company, how they can start the application process). This basic formula can easily be lost in social media, and have adverse effects on your efforts to recruit talent via social media.
“To really get positive business results, you need to be thinking of your social media presence like a sales funnel,” writes the article’s author Tony Restell. By that, Restell means that you must define who you’re looking to attract, and what you’re looking to attract them with. Think about the following questions as part of this:
- What kind of candidates am I looking to hire?
- What are they looking for in a position?
- How can I present my opportunities to attract them?
- Are we being effective in communicating these messages to candidates?
- Does everyone understand who we’re looking to attract, and how we’re going to attract them?
That last question is particularly important, because as Restell notes, “everyone in your business needs to know the audience you are striving to reach and the end outcome that you want social media to produce.” In other words, everyone should be working towards a common goal for an identified type of candidate using the same strategy.
#2 Measure Your Social Recruiting Strategy's Results
The talk of metrics and data in the talent acquisition world is about as quiet as a rock concert – everyone, everywhere seems to want to know how they can use talent analytics to drive better talent selection, or how pre-hire assessments can help build a strong foundation for data, or how to even get started with a data initiative. Interestingly, however, performance measurement for social recruiting efforts seems to get lost in the shuffle.
Companies either aren’t sure or aren’t clear on whether or not they need to be keeping track of their hiring efforts on a social media platform.
“If we can get 100 candidates from your industry to look at one of your social media profiles, what percentage of them will feel compelled to follow you (effectively signing up to receive your company’s updates on an ongoing basis)?” poses Restell.
Restell cites that the difference between doing well and doing poorly in regards to something like conversion rates is astronomical. “The difference between doing [social media recruiting] well or doing it poorly is a 45-fold difference in candidate sign-ups.” That means that poor performers will convert less than 1% of the time, whereas companies who are focusing on conversions and adjusting accordingly will convert roughly 40% of the time. It goes without saying, but that’s a huge difference.
Restell suggests doing things to test what’s working and what isn’t for conversion rates, and using that data to drive better decisions and strategies for recruiting candidates on social media. These strategies, you might be surprised to learn, are fairly standard – A/B testing, trying different language, updating your profile regularly, and seeing what type of engagements/opportunities your candidates want at that point in the recruiting process are all ways to help you boost conversion, meaning you’ll get a larger and stronger applicant pool in the process.
Building an effective recruiting strategy for your social media channels is much more than throwing up a social media page with a couple links, dusting your hands off and calling it day. This effort requires engagement, focus, and adjustment – just like any other aspect of the hiring process or talent acquisition effort. With a giant rise in interest in social media recruiting, this trend is expected to take a huge rise in 2016, and it’s important that you start strategizing for it. You may not see results in the first month, but Restell notes that it’s not unreasonable to see a well-executed strategy start yielding progress in 3-6 months, so getting started with your strategy planning today is a must!
Topics: Talent Selection Ideas