Social Recruiting – Is your Brand a Talent Magnet?
By now, you will have developed your employment brand, know and understand its values and have created a compelling story around that. Now it’s time, to choose the right social channels to build your employment brand and communicate your story.
What are the best social media platforms to build your employment brand on?
Ensure you have presence on your own company website, most companies at a minimum will have a careers page or a career site. This should include an overview of careers and values of your organisation, have compelling content around your organisation (story-telling) and have a positive user experience so the candidates can follow through and apply. The next step is to decide how much time you can dedicate to managing your social recruiting campaign. As an example, Starbucks being in the hospitality industry, and largely a B2C offering – have a presence across Facebook, LinkedIn, YouTube, Twitter, Pinterest and Instagram. You may not want to choose all six, as you need dedicated resources to manage that many social platforms; the platform cannot remain static with a few tweets or posts; you need to ensure you are maintaining continuous engagement with your audience.
“.. In building an employment brand, you want to remove any pause for apprehension; the more a potential hire can learn and like about your company, the better the odds that you can attract them to your brand”.
At a minimum I would suggest a presence on LinkedIn. Social media has cultivated the age of transparency; because of this, one of the first actions someone will take if they see a job advertisement they like or have been approached about a role, is to check out other employees of that firm. The quickest way of doing this is on LinkedIn, so at a minimum you need a powerful LinkedIn presence. Some would even argue that senior leaders in organisations should be on LinkedIn, even if their presence is managed by an internal communications specialist. Future hires want to know who they may be working for. In building an employment brand, you want to remove any pause for apprehension; the more a potential hire can learn and like about your company, the better the odds that you can attract them to your brand. For a Best-in-class example, check out IBM’s LinkedIn Employment Branding page.
Facebook is a platform that some firms shy away from as they believe it risks building the wrong community, where as some other brands excel on Facebook and find it produces the best ROI. Maersk Drilling ran an excellent campaign on Facebook; they needed to recruit over 3,000 people over the course of a few years. Research told them that their target audience all existed on Facebook so they set about building a social recruiting campaign to attract the right talent. They created a community management plan and tracked what worked and what didn’t. Most of their fans worked for their competitors. The campaign generated 700 suitable applicants in the first month alone. You can see clearly in this campaign, the ROI for Facebook was compelling. Check it out on Vimeo ROI of Facebook
Twitter is probably the largest conundrum of all. If you don’t have a following, then how can you tweet about your awesome company or opportunity. Moreover, if your target talent pool doesn’t exist on Twitter, then you may be wiser to invest your time in a different platform. On the plus side, if you do have a large following then leverage it. It is much easier to engage and build relationships with people in your talent pool that you don’t already know in comparison to LinkedIn or Facebook which can sometimes be divided into purely business and personal consecutively. Twitter operates as a social platform for business and personal making it easier to show some of your personality and engage with your followers through interesting and newsworthy articles; because of this, it is an easier way to “story-tell” and engage with your target audience.
“ .. create and build your employment brand by allowing potential employees see inside your business and culture.”
I spoke with a leading social media expert recently and they remarked on how difficult it is for some firms to exist on Instagram. Anecdotally, I was told about an Audit firm who recognised that few people would be enthralled by pictures of a spreadsheet so instead, they decided to exhibit their clients posts (with permission of course). But the question remains, how does this work for social recruiting? Instagram may not be a means to an end in sourcing candidates, but it is great way to create and build your employment brand by allowing potential employees see inside your business and culture. A great example of a B2B company that does this well is Salesforce – Sales Force Jobs
There is no shortage of information on social recruiting, in fact it can be overwhelming. Before embarking on an employment branding campaign, do your research. Look at how some of the best worldwide corporates approach this. Best in class brands in this area are – Google, HP, IBM, Starbucks, Microsoft, Deloitte, Oracle, Apple and Dell to name a few. Then ask yourself, what do you like about their approach and does it resonate with your brand? Then, pick the social platforms that best represent your brand, its values and the audience it is seeking to engage.