7 Conversion Optimization Tips Every Savvy Social Recruiter Must Know
Now that recruiting is more like digital marketing than ever before, talent acquisition professionals need to step up their social media game. What once was a “nice-to-have” is now something that job seekers expect to see while researching jobs. So how can your team become social recruiting experts and meet candidates on their own turf?
For starters, try bringing a little art and science into your social recruiting strategy to drive up engagement and ultimately conversions on all fronts. While this may sound like a daunting task, it isn’t as intimidating as it may appear, and the results can be game-changing.
In this post, we’ll discuss 7 simple social conversion optimization techniques recruiters may be overlooking.
1. Before Doing Anything, Make Sure You’re Measuring The Right Things
When it comes to social media, there are many things you can measure. From follower growth, to engagement numbers, to clicks, understanding the metrics you want to track over time is important. This means having a strategy in place before jumping into social media, as well as having an understanding of available social analytics tools. Facebook, Twitter, and LinkedIn, for example, all offer their own basic analytical tools.
If you want to jump even further into the analytical side, you could investigate 3rd-party tools like Audiense and Hootsuite. While these may cost money (where Twitter, LinkedIn and Facebook analytics are free) you will get more from them. Just remember, you can’t tell if your social efforts are working if you aren’t tracking and watching them.
2. Setup Your Careers Page On LinkedIn
Believe it or not, LinkedIn is the 3rd most popular resource for candidates when researching a company and/or job opportunities. This means that your team should optimize this social channel to attract candidates. How can you do this? By creating a Careers section within your LinkedIn company page.
While this may be more relevant for larger companies (as it costs money), the benefits are well worth it. Just check out Facebook’s careers specific page. Pretty good right? Think of what your team could do with a page like this.
3. Start Using A/B Testing Whenever You Can (And Don’t Forget To Measure Results!)
One of the great things about social media is that you can share many different types of content. From blog posts, to videos, to pictures, the options are endless. However, what works for one company, might not work for you. So be sure to try sharing different things and measure which content pieces do better. This is a great way to optimize your engagement numbers and, hopefully, social conversions.
4. Share Visual Images and Videos To Catch People’s Attention
One thing that holds true across just about every social network is posts that include pictures or videos receive higher engagement than those that don’t. If you have a marketing or design team, try working with them to develop infographics or pictures that you can share on social networks. Chances are you will see higher engagement numbers!
5. Provide Employees With Ways To Improve Their LinkedIn Profiles
Never underestimate the importance of your fellow employees in your social recruiting strategy. From sharing content, to actively participating in your employer branding, employees offer a unique opportunity to create a truly great social recruiting program.
One thing you should do, especially on LinkedIn, is provide co-workers with content and ways to enhance their profiles. Perhaps having them add a short video to their profile summaries that explains why working at your company is great and/or a short description about what your company is doing to make a difference in your community–these can go a long way from a social conversion perspective.
6. Use Each Social Network Differently
Not all social networks are created equally. What I mean is that each of the big social channels were created with a their own, unique purposes. You should keep this in mind for your social recruiting strategy. If you are treating all your social channels the same, then why would a candidate follow and interact with more than one?
Instead, if you have multiple social networks, trying using them differently. For example, take advantage of Instagram to show off your company culture and brand. Use Twitter to share company/industry content and to engage directly with your audience. And use LinkedIn to share job openings and make it easier for candidates to connect with employees.
7. Be Unique And Don’t Be Afraid To Show Off Your Brand
The most important factor, in my opinion, to being successful on social media is to be yourself. This applies to individuals and brands. Candidates follow and engage with your company social channels to learn about what it would be like to work for you. If your social channels are boring or appear “fake,” then chances are your social metrics will be poor. Forget about converting anyone from Twitter or LinkedIn.
Social media is the perfect outlet to show off your culture and brand: the perfect differentiator between any two companies. When developing your social strategy, be sure to inject your company culture and employer brand into it as much as possible. This is what will appeal to your job seekers, and hopefully lead to your social channels helping with sourcing, recruiting and conversions!
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