Recruiting on Twitter: 3 Social Recruiting Metrics to Track Now

Recruiting on Twitter: 3 Social Recruiting Metrics to Track Now

Michael Altiero

Recruiting on Twitter is starting to gain some major ground. Here’s what you need to know about measuring your performance.

One of the most common social channels used for recruiting (besides LinkedIn) is Twitter. When you think about the purpose of Twitter, it makes perfect sense why those in talent acquisition would take to this network. But how can you make the most out of Twitter as a recruiting tool? Tony Restell, Founder of, says it best:

Social Media has grown in importance for recruiting and talent acquisition. It has proven to help boost employer branding, especially when employees contribute. Social recruiting is also a great way to reach Millennials.

But how can you tell if your social recruiting efforts are working? Obviously the number of hires and source of hires is a recruiting metric to look at, but in today’s digital world, social recruiting adds a new element to the idea of inbound recruiting.

There are better Twitter-specific metrics you can measure to see how your efforts are going. From a strategic perspective, these metrics provide leading indicators for performance in metrics like source of hire.

In this post we will cover three simple Twitter metrics that you can start measuring today that can lead to better results.

Twitter Engagements

This one is rather obvious, but you want people to interact with the content you share on Twitter. Re-tweets, likes, replies, and mentions are all important on Twitter, and are an easy metric to keep track of over time (by week, month, etc.). Luckily there are plenty of tools you can use that will easily tell you the number of engagements you have.

Twitter offers its own analytics tool that can be found by clicking on your profile image at the top-right hand corner. You can sort by month and custom ranges, and it will show you all the relevant numbers you’ll need.

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Seeing an increase in engagement over time will demonstrate that you are sharing good content, while decreasing or stagnant engagement might mean you need to re-examine the content you are tweeting to your followers.

To increase engagements, vary the content that you share, and include images and videos, as research shows these drive higher engagement numbers than tweets with just text.

Another quick tip to improve engagement is to be social. Many social media users forget this important aspect, so be sure to engage with other users and participate in Twitter chats and discussions when possible. There are plenty of them that are about the recruiting and HR industry. Sometimes you’ve got to give some to get some.

Tweet Impressions

What are tweet impressions? They are the number of times other Twitter users see your tweet. The more impressions you get the better. This is another metric that you should measure over time so that you can adjust your strategy accordingly.

Twitter analytics provide a good look at this metric, as do other social measuring tools like SocialBro. This is an important metric that often gets overlooked, and generally ties into your engagement numbers. If you aren’t getting a lot of impressions, it makes it harder to get more engagements.

To get more impressions, try using content from other users while mentioning them in the tweet. This not only helps with your numbers, but can also start building social relationships. Also, as was previously mentioned, don’t forget to use images!

Link Clicks

If you’re going to be recruiting on Twitter, then you should be aware of which links are getting clicks. This is another metric that does not get mentioned as often as it should. At the end of the day, if no one is clicking on the content you are sharing (especially if it is original content like a blog), you may have to re-think your strategy. But how can you measure this?

An easy way is to use link shorteners. These tools take long URLs and make them much shorter and easier to read, especially on Twitter. Bitly is my favorite tool for this, but there are others you can try that include Google, Hootsuite, and Tiny URL, just to name a few.

These tools allow you to see the number of clicks on your links, which is a very valuable metric to track over time. In Bitly’s case, it also shows you other users who have shared an article, which could be a simple way to reach out to relevant people.

Unleashing The Power Of Your Twitter Metrics

It is important to remember that starting out with social recruiting can be a challenge, with many recruiters and managers unconvinced in its usefulness. While not in-depth, these metrics are a great starting point for anyone looking to measure their social efforts.

Reporting on these results requires having a system in place for tracking over time. Stay tuned, because we’ll be discussing how you can get started with that in the near future.

If you can show colleagues the value of recruiting on Twitter and other social networks with data-driven results, you may be able to attain the buy-in of your managers and senior leaders, which can have far-reaching results.

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