Social Media Recruiting: 5 Aspects You Can No Longer Ignore
Whether talent acquisition likes it or not, social media has become a part of recruiting. During the job search process, candidates expect to find information about your organization as well as your employees on social media. Besides being a major factor in employer branding, social networks also have impacts on the candidate experience.
By leveraging social media recruiting in creative and interactive ways, talent acquisition teams have the potential to greatly improve candidate experience. But before you go about altering your social recruiting strategy, here are five things your team should know:
1. Your LinkedIn Company Page Is One Of The First Stops On The Candidate Journey
We have spent a lot of time over the last 12 months talking about the concept of the candidate journey – the process today’s candidates go through that takes them from passive job seeker to being an actual applicant. Believe it or not, LinkedIn plays a crucial role in one of the first steps of the candidate journey: researching companies.
In fact, LinkedIn Career pages came in as the 3rd most popular candidate research channel (behind only Career Sites and Job Agents) in the Talent Board’s 2015 Candidate Experience Research Report. This data makes it clear that having a great LinkedIn page should be a requirement for your recruiting team. This starts, obviously, with how the page looks, but more importantly what type of content you share. Content around company values, product info, and employee testimonials are the top three types of information candidates find most valuable while doing research.
2. Candidate’s Don’t Care For Twitter Feeds That Share Nothing But Jobs
Chances are, if your candidates are on Twitter, they’re actively using it in their daily lives and job search. However, most candidates aren’t using this social network to specifically apply for a job at your company.
Accounts that only share job openings (and there are plenty!) probably are not seeing too much return on investment. In fact, according to the Talent Board, Twitter Feeds ranked 2nd to last when it comes to channels candidates use when researching opportunities at a company.
Instead, make Twitter a focal point of your employer branding strategy. Share company pictures and videos, allowing potential candidates to see what it would be like to work for you. This will prove to be a better use of your Twitter strategy than only tweeting jobs!
3. Candidates Are Increasingly Accessing Social Media From Mobile Devices
Research from eMarketer shows that as many as 31.1 million U.S. citizens will only access the Internet from a mobile device in 2016. That is a lot of people. Something even more amazing? 51.7% of Facebook users access the social network on mobile ONLY. That’s roughly 823 million Facebook users who only log onto Facebook from their phones.
When coming up with a social recruiting plan, these trends must be a part of your strategy. If you are sharing original content from your website on your social channels, but your site is not mobile-responsive, you can bet a large amount of your candidates are having a poor experience while interacting with your brand. This can have wide-ranging negative impacts for your company.
4. Being More Responsive On Social Media Can Improve The Candidate Experience
One mistake many brands make is forgetting to be social on social media. In other words, not actively engaging with their audience. This represents a huge missed opportunity, especially when it comes to recruiting and the candidate experience.
Gerry Crispin, during his recent visit to our NYC headquarters, said that letting candidates feel like they are being listened to and have a voice will improve your net promoter score and as a result your candidate experience.
Don’t be afraid to invite candidates to ask questions on social media. You’ll be viewed as responsive, and that’s a good thing. It will go a long way in increasing the popularity of your social channels and, most importantly, how candidates view your brand!
5. Social Media Is So Much More About Quality Than Quantity
I have worked in Social Media for a while now, and the one thing everyone always cares about more than anything is the number of followers/likes your accounts have. This is one of the most misleading numbers for someone who runs a social media account.
What really matters is how much engagement you are getting on social media. If you have 50,000 followers, but get no engagement on any posts on Twitter or likes on Facebook, then does the number of followers really matter? Not really.
Instead of worrying about quantity, focus on quality. Social media users are way more likely to engage with posts/tweets/accounts that have higher engagement numbers. Don’t forget that social media is all about relationship building and engagement, which is the backbone of recruiting and candidate experience.
Social Media and the Candidate Experience
What are your thoughts on the relationship between social media and candidate experience? Tweet at us (@Jibe) or me (@MichaelAltiero) to let us know. After all, social media is all about being social!