Using Social Media to Attract Top Talent · And for HR teams and recruiters like us, that means our...
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guidantirc.ie Using Social Media to Attract Top Talent
Transcript of Using Social Media to Attract Top Talent · And for HR teams and recruiters like us, that means our...
guidantirc.ie
Using Social Media to Attract Top Talent
CONTENTS
Introduction 3
Thepowerofsocialrecruiting 5
Defineyouraudienceandreachtherightpeople 8
Allocateresponsibility 14
Greatcontent=greatresults 17
Trackandadaptthenkeepgoing 23
Conclusion 27
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent 2
I t’s2018andtheworldhasgonedigital,mobileandsocial.AndforHRteamsandrecruiterslikeus,thatmeansourcandidates(whoareafterall,justnormalconsumers)have
gonedigital,mobileandsocialtoo.Asaresultwemustfollowsuitinordertoattractthebesttalentoutthere!
ForsomeHRpractitioners,thismayinvolvesteppingoutoftheircomfortzone.Butunfortunately,needsmust.Traditionalrecruitmentmethods(thinkprintads,jobboardsandreferrals)arejustnotaseffectiveastheyusedtobe.Ifyou’relookingforamorepowerfulandeffectivewaytoreachpassivetalentintoday’scompetitivejobsmarket,you’llneedtostartsocialrecruitingsoonerorlater(hopefullysooner).
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
INTRODUCTION
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Itmightsoundintimidatingtosome,orlikejustanotherbuzzwordtoothersbutitreallyisn’teitherofthesethings.Socialrecruitingisheretostay.Weliveinaconstantlyevolvingdigitalworld,wherethebestrecruitersarealreadybrilliantmarketers.Inordertostandoutfromthecompetitionandengageyouraudience,you’regoingtohavetotreatcandidatesmorelikeconsumerswhoyouaresellingyourproduct(ajobatyourcompany)to.
ThegoodnewsforHRteamsandrecruitersisthatdevelopingasocialrecruitingstrategyreallyisn’tasscaryasitsounds!Thekeyistodefineyouraudience,planyourapproach,involvetherightpeople,startsmall,testasyougoandevolveyourstrategyasyoulearn.
We’reheretotakeawaysomeofthemysterybehindcreatingyourfirstsocialrecruitingstrategyandhavewrittenthisebooktohelpyougetonestepclosertothatelusivetalentyou’relookingfor.
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HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CHAPTER ONE
MAJORITYOFALLJOB
SEARCHESAREDONEONLINE
85%OFTHESESEARCHESAREDONEONMOBILE
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Whatissocialrecruiting?
Theconceptofsocialrecruitingisprettysimple.Itinvolvesusingsocialmediatoshareinterestingcontentwithrelevantpeople,tellingthemwhyyouareagreatcompanytoworkfor.
What’sgoodaboutit?
It’saproactiveapproach,meaningyougotoyouraudienceratherthanaskingthemtocometoyou.Youcanliterallyputyourmessagedirectlyintoyourcandidates’hands–that’sthebeautyofsocialandmobile!
Soundseasyenough,right?
Awordofwarning
Well,thetrickythingaboutsocialrecruitingisthatit’snotgoingtosolveallofyourproblemsovernight–it’salongtermstrategy.Assuch,itisgoingtorequireasignificantamountoftimeandenergyinordertobesuccessful.That’sthebadnews!
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
Nearly
3 in 4employeessay
theiremployerdoesnot(orknowhowto)promotetheir
employmentbrandonsocial
media.
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Committoasocialpresence
However,youhavealreadytakenthefirststepbydownloadingthisguide.Youclearlyrecognisetheimportanceofastrongdigitalpresenceandwanttocommittoincreasingyoursocialrecruitmentactivity.Thegoodnewsisthatthisareaofrecruitmentisstillinitsrelativeinfancyandifyougetamoveon,youcanprobablyachieveaheadstartonatleastsomeofyourcompetitors.
Acarefullyplannedandexecutedsocialrecruitmentstrategyisaverypowerfulanduniquewaytoreachpassivetalentandultimately,yougetoutwhatyouputin.
WARNINGAtthisearlystage,you’reboundtofeelsupermotivatedtogetstartedbutdon’tbetemptedtostartblastingoutjobsinthehopethatyourmostsoughtaftercandidateswillhearyou.Thatispreciselywhatnottodo!Iftheydohearyou,you’llprobablybeimmediatelydismissedasasocialspammer.
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HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CHAPTER TWO
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Whoareyoutargeting?
Beforeyougoanywherenearsocialmedia,youneedtodoyourhomework.Thefirststepistodefineyouraudience.WhoEXACTLYareyoutryingtorecruit?Whataretheirbehaviours,skillsandpriorities?Wheredotheyhangoutonline?Whatreallymakesthemtick?Themarketingworldusestheterm‘userpersonas’todefinetheirtargetmarket.Formoreinformationaboutbuildingpersonastakealookatthis handy guide from Hubspot:http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-create-personas
Asyougatherthisinformationonyourtargetaudience,bepreparedtoperiodicallyreviewyour‘userpersona’toensureitremainsupdatedasthecandidateclimateevolves.Forexample,accordingtoFortuneMagazine,Millennialswillsoonmakeupapproximately50%oftheworkforce.Withthreegenerationscurrentlyinthemarketplaceinabundance(BabyBoomers,GenerationX,andMillennials),the2020candidateshiftinthemarketplacewillaltertraditionalexpectationstowardtherecruitmentprocess.
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
TIP:Youwillprobably
havemorethanonecandidatepersonaso
trystartingwith4-5inthefirstinstanceand
thenbuildthemupovertime.
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Wherecanyoureachthem?Havingidentifiedyourtargetaudience,youcanthenstarttoidentifywhichsocialplatformstobestreacheachpersonaon.FOCUSisabsolutelyvitalatthisstageoftheprocess.Socialmediacanbeextremelytimeconsuming.Youmaywanttostartsmallinthefirstinstance,focussingyoursocialrecruitingeffortsonjustoneortwopersonasandsocialplatforms.
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Nichegroups
Ifyou’relookingtoappealtoanichegroupofcandidates,thereareseveralindustryandskills-specificsocialnetworks,nottomentionrelevantgroupsonLinkedIn,toconsidergettinginvolvedwith.Yourexistingemployeesshouldgiveyouagoodsteeronthemostrelevantsocialnetworksforyourindustry.
Inadditiontounderstandingthesocialhabitsofyourtargetaudience,it’salsocriticalthatyouunderstandthestrengthsofeachplatform.Forexample,Twitterisgreatforon-the-gonewsupdates.Itisararityforfollowerstosearchpasttweetsintheirtimelinemorethanafewhoursold–simplybecauseofthevolumeoftweetsreceived.Inthiscase,itisperfectlynormaltotweetthesameorsimilarmessagingafewtimeswithinadayorweek.Ontheotherhand,postingthesamemessageonFacebookwiththesamestrategywillhaveanadverseeffect,whichcanappeartofansasspamoracompanyerror.Takingthetimetounderstandeachsocialnetworkiskeytomaximisingbrandpotentialandrecruitmentstrategiesonsocialmedia.
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What’salreadyinplace?
Mostcompaniesalreadyhavesocialmediaprofiles.Howeveralltoooftentheseare‘owned’bythemarketingteam,withpriorityplacedfirmlyontheorganisation’sconsumerbrandratherthantheemployerbrand.Whileit’struetosaythatrecruitersandHRteamshavehistoricallybeenleftoutinthecold,thisischangingasmoretopcompaniesadoptamorecollaborativeapproachtosocialmediamanagement,involvingemployeesfromacrossthebusinesstogiveanaccuratepictureoflifeattheorganisation.
Whenitcomestosocialmediaandemployerbranding,youremployeesareyourgreatestassetandloudestambassadors.Empoweringyouremployeestoadvocateforyourbrandhasadirectimpactontheperceptionofyourinternalculture,inadditiontooverallemployeesatisfaction.
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Whereareyounow?
Avitalpartoftheinitialplanningprocessisthereforetounderstandyourcurrentsocialfootprint(whereyouarenow)andtosetspecificsocialrecruitmentobjectives(whereyouwanttobe).
Pointstodiscusswithyourcompany’scurrentsocialmedia‘owners’:
Doyouneedseparatesocialprofilesforyourconsumerbrandandyouremployerbrand(notalways)?
Howcanyoustarttointroducerecruitmentandemployerbrandingintoyoursocialmediamessages?
Shouldyouconsiderhiringsomeonespecificallytosupportrecruitmentmarketingandtoownthesocialrecruitmentstrategyanditsimplementation?(ThispersoncouldbefrommarketingorHR)
Doyouhaveacompany-wide,consistent#inplacetocapturework-relatedtweetsfromcurrentemployees?(Ifnot,suggestonee.g.Weuse#TeamGuidantIRC)
Whatareyourcompetitorsdoingbywayofsocialrecruiting?Whatcanyoulearnfromthem?
Althoughnotdirectcompetitors,howareotherbrandsutilisingsocialmediaforrecruiting?Whatcouldyouutilisewithinyourindustry?
Areyousociallistening?Whoarethekeyinfluencersinyourmarket?Canyouengagewiththemtodriverecruitmentactivities?
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HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CHAPTER THREE
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83%OFCANDIDATES
WILLCHECKOUTPOTENTIAL
EMPLOYERSONLINE
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R egardlessofwhetheryouhavearecruitmentmarketingprofessionalonyourteam,socialrecruitingshouldbeateameffort!Itneedstobeacollaborationbetweenseveral
differentteamsincludingHR,resourcing,marketing,digital,operationsandevenleadership.
Havingsaidthat,itisusefultogiveoneindividualorteamultimateownershipofdaytodaycommunicationsinordertomaintainaconsistentapproachandtokeepupmomentumaroundyourposts.Alltoooften,socialmediastrategiesfallbythewaysideafteranenthusiasticstart.Allocatingclearownershipforpostingrecruitment-relatedupdateswillhelptoalleviatethisissue.
Findyourcheerleaders
Youcanalsospendsometimeidentifyingyourbiggestemployerbrandadvocatesinternally.Naturally,someemployeeswillbemoreactiveonsocialthanothers,soworkhardtoengageyourcompany’smostactiveandinfluentialemployeesfirst!Youmightwanttoofficiallyallocateinternalsocialambassadorsthroughouttheorganisationtodriveemployeesocialengagement.Besuretorewardanypositivebehaviours(withalikeorRetweet)andencourageeveryonetogetinvolvedbysharingtheirownstories,picturesandopinions.Themorepositivereinforcementyoucreateamongyouremployees,themoreengagementyouwillreceive.It’sthecycleofsocialthatkeepsongiving.
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
TIP:Atthisstage,it’suseful
toassessthesocialskillsonyourcurrentteam.
Isthereaskillsgap/needforfurthersocialtrainingonyourimmediateorindirect
team?Thereareloadsoffantasticcourses
outthere…
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HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CHAPTER FOUR
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A strongemployerbrandandgreatsupportingcontentisavitalcomponentofyoursocialrecruitmentstrategy.Candidateswanttoknowwhatit’sliketoworkatyour
businessandhowtheycouldfitin.
ThekeyhereistoSHOWyouraudienceratherthanjustTELLthem!
Butwheredoyouevenstart?
Again,ratherthanjumpingstraightin,takesometimetounderstandyourcurrentreputationinthemarket.Whatareemployeesandcandidatescurrentlysayingaboutyouonline?Isthishowyouwanttobeportrayedordoyouwanttoinfluenceyourreputationinadifferentdirection?
Reallytakesometimetothinkaboutyoursellingpointsandwhysomeonewouldwanttoworkwithyouoveryourcompetitors.
Pointstoconsider:
Whatmakesyourcompanyunique?
Whatmakesyourcurrentteamwanttoworkatthecompany–ifyoudon’tknow,ask!Thisisagreatopportunitytolistentoyourcurrentemployeesandtoinvolvetheminthesocialmediastrategy.
Askcurrentemployees‘Whatdoesthiscompanymeantoyou?’
Besurethatthetoneandmessagingofanyemployerbrandingcontentisconsistentandaccurate.YourinternalcultureISyouremployerbrand,whetheryoulikeitornot.
Whenyouhavedefinedwhoyouareandwhatyouwanttosay,youcanthendevelopspecificcontenttocommunicateyourkeymessages.
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Togetyoustarted,here’swhatcandidatesmightwanttohearabout:
Companyculture/dayinthelifeinsight
Whatworkisbeingdone
Whatthepeoplearelike
Officeenvironment–wheretheywillsit
Uniqueperks
Companyphotos/reallifevideos
Careerpathsandtraining/progression
Companyvalues/whatyoustandfor
Events/socialactivities
Inventory
Youdon’tneedtostartfromscratch–takeaninventoryoftheemployerbrandingcontentyoualreadyhave,onyourwebsiteforexampleandconsiderusingorrepurposingthat.
Aswellasthemessagingthinkaboutthetoneofvoiceanddifferentformatsyoucanusetoengageyouraudience.ForexamplesomepotentialemployeesmightrespondbettertoashortiPhonevideofromaprospectivecolleagueoutlininganewpositionontheteam,thantheyeverwouldatraditionaljobad!Themoreyoucancommunicateyourcorporatepersonality,themorelikelyitistoresonatewiththerightfitofcandidate.
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Yourexternalreputation
Asidefrominternalresources,besuretolookonlineforotherinsightonyouremployerreputation.Glassdoorisacandidate-focusedsocialplatformthatallowsemployeestorateandreviewcurrentandpreviousemployersanonymously.Potentialcandidatescanreviewcompanyculture,salaries,photosofyourofficeenvironment,andmore.Companiesarenotaskedtocreateaprofile:thishappensautomaticallyandsomeonefromthecompany,withacompanyemailaddressneedstoclaimit.It’scriticalforyoutonotonlytakeownershipoftheorganisation’sGlassdoorprofile,youthenneedtobeproactiveaboutsharingcontent.Respondingtoreviewscanhelpwithmitigatingnegativeperceptionsthatmayimpactpotentialcandidatesthathaveaninterestinyourcompany.UnclaimedbusinessprofilesonGlassdoorcancreatealotofdamagetoyourbrandwithinthecandidatemarketplace.Likewise,candidatescanalsonowrateemployersonIndeed.
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ContentpillarsAnotherkeysocialmediatipistoshareotherpeople’scontenttoo.No-onelikestheborethatonlyevertalksaboutthemselvesinreallifeandthatisalsotrueonsocial.Socialshouldbeaconversation,notallaboutyou.
Marketersusepre-definedcontentpillarstoidentifysafe,consistenttopicsasthefocusfortheirsocialchatter.Picktopicswhicharerelevanttobothyourcompanyandyourcandidateaudience.Thesemightbeindustry-related,geographyorbehaviour-relatedandwillhelptokeepthethirdpartycontentyousharerelevantandinterestingtoyouraudience.
SharebestpracticetoolsYoucanalsodevelopa‘bestpractice’suiteoftoolstosharewithyourcolleagues.Forexamplewhatdoestheperfectcompanyjobadlooklike?Canyouprovideatemplateforsocialvisuals,orofferbest-practiceadviceoncreatingemployeeLinkedInprofiles?Themorehelpandguidanceyoucangivepeople,especiallyhiringmanagers,thebetter.
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HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CHAPTER FIVE
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L ikeallnewinitiatives,youneedtostartsomewhere.Whilethroughoutthisguidewehaveemphasisedtheimportanceofplanningandtakingalongtermapproach,
atsomepointyoujustneedtogetonwithit!Thebeautyofsocialmediaisthatitdoesn’tcostyouanythingotherthantime.Sothereisn’tanyfinancialinvestmentorriskinvolved,unlessofcourseyoudecidetosponsoryourupdates.
Boostyourposts
BoostingyourpostsonsiteslikeTwitter,LinkedInandFacebookplacesthemdirectlyintothenewsfeedofyouraudience.It’spossibletotargetusersbygeographyandbehaviourandpaymentisonaPPCbasis.Thisisafantasticwaytoreachpassivetalentthatyou’renotdirectlyconnectedtoviayoursocialprofiles.However,costscanaccumulateprettyquicklysochooseyoursponsoredpostscarefully!YoucanalsoupgradeyourcompanyprofilesonLinkedInandGlassdoorwhenyouaremoreestablishedbutthat’sreallynotnecessaryinthefirstinstance.
Consideradditionaltechnology
Ifyouarekeentoimplementamorecomprehensiveandcoordinatedstrategyforyoursocialrecruitingefforts,thereareplentyoftechnologyplatformsavailablethatfacilitatetheuseofsocialmediathroughoutyourentirehiringprocess.ForexampleJobviteandPeopleFluentaresocialplatformsspecificallyforhelpingcompaniesfindandrecruittoptalentfortheirrespectivefields.Furthermore,platformslikethesegobeyondgeneralawarenessofjobinterestandapplicationdetails.Recruiterscanreviewresumes,trackengagementofcandidates,andmore.Shouldthisbeanidealdirectionofyoursocialstrategy,itcanhavegreatbenefitstowardtrackingrecruitmenttraction.
Formostpeople,thefirstpriorityissimplytostartsharingtimely,relevantcareerandrecruitment-relatedcontentwithyourtargetaudience.Remember,youraimistobuildawarenessofyouremployerbrandandtodevelopanengagedtalentpipelineovertime.It’snotjustaboutfillingspecificjobsdirectly-althoughthatcananddoeshappen!Unfortunatelysocialrecruitingisn’ttheanswertoeverything-itisjustonepartofthepuzzlethatismoderndayrecruiting!
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Benchmark
Ausefulwaytobenchmarkyourprogressisviaamonthlyorquarterlyauditofyoursocialchannelsandtheengagementachieved.SiteslikeSproutSocialcanfacilitatethisandoffergreatinsight,althougheachsiteusuallyoffersananalyticspage.Youcanalsoidentifyyourmostengagedemployeesandencouragethemtogetevenmoreinvolved.
Overtime,youwillstarttobuildanemergingpictureofwhatworksandwhatdoesn’tforyourorganisation.That’sagoodthing!Asyoursocialrecruitmentstrategyadvances,refineyourapproachconstantlyandadjusttoyourfindings.
TrackingspecificrecruitmentKPIslikecostperhire,timetohireandvolumeofattritionwillhelpyoutoassesstheimpactyoursocialrecruitingandemployerbrandingeffortshaveovertime.
ListenandbecoolIt’svitalthatyoulistentowhatcandidatesaresayingaboutyouandrespondaccordingly.Youmayreceivetheoddnegativerevieworsocialmediacomment.Youcan’tpleaseallofthepeopleallofthetime!Howeveraslongasyoudealwiththeseinatimelyandprofessionalmanner,otherswillseeyourresponseandmakeuptheirownmindaboutthesituation.NEVERbetemptedtoreactinhasteorgetintoanonlinespatwithsomeone.Takeanyissuesofflinetobedealtwithpersonally.Ifyouwouldn’tsaysomethingtoacrowdedroomofpeople,don’tsayitonsocialmedia.
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A lthoughadauntingtaskforbeginners,incorporatingsocialmediaintoyourrecruitmentstrategycanhelpyoureachyourtargetaudiencewithmoredirectimpactandvisibility
thaneverbefore.Withtime,effortandagreatinternalteam,yourorganisationcandrasticallyimprovebrandawarenessandperceptionwhileattractingtopcandidateswithinyourindustry.
Don’tprocrastinate;jumpinthesocialgameandbeginyourmarathonofsocialmediarecruiting!
HR’s Guide to Social RecruitingUsing Social Media to Attract Top Talent
CONCLUSION
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