Social media recruiting doesn’t need to be forbidding or complex, but can be easy and contemporary. And even if it appears that the large companies are setting the tone, social media recruiting is just as relevant for medium-sized companies. Interestingly, there are small social media recruiting campaigns that make a better impression due to their quirkiness and authenticity than some high-budget productions. In this case, take look at how Twitter sell their employer brand on the internet on a small budget but with plenty of humour to make up for it:
Along with having enthusiasm and originality, it’s important to observe the rules of the game. Here are the most important things to remember for successful social media recruiting:
You shouldn’t expect too much from social media recruiting. It serves to develop a corporate network, and to expand outreach and awareness levels, but it will not perform miracles if the traditional recruiting processes are not well planned and integrated.
There are legal frameworks for active sourcing. You need to know exactly what is legal and where limits are crossed. For example, copying and saving the data of potential employees from social media without their permission is not allowed.
Alongside the serious, “professional” social media channels such as LinkedIn, all other platforms can also be used. Only a small portion of this potential is currently being tapped, meaning that you still have the opportunity to be one of the few companies whose campaign whips up a storm!
How do you recruit using social media?
Because most companies are already successfully represented on LinkedIn, here we will address the less crowded social media channels that businesses can use to advertise their employmer brand and open positions:
Facebook – By now, Facebook offers excellent advertising possibilities to ensure that your job advertisements or employer brand reaches the right target group. First of all, however, you should establish whether the demographic you want to reach is active on Facebook. If that is the case, your company’s recruiting website can be integrated into your profile, advertisements can be switched on, posts furnished with hash-tags and questions can be answered publicly to good effect. Facebook is amongst the more informal platforms, but this doesn’t mean that you should try to appear young or cool at any cost: retain a degree of professionality if it’s appropriate to your brand.
Twitter – On Twitter you should, first and foremost, ensure that you’re not just tweeting job adverts. Each open vacancy should, of course, reach your followers and be furnished with hashtags. But a Twitter account without other types of chat and information is unlikely to be thought interesting and might quickly lose its appeal.
Google+ – One thing’s for certain, Google+ is on the way up! And because it enjoys a solid professional reputation, you should by all means publish your open positions or at least your general merits as an employer here. It is almost refreshing that there are no official advertisements on Google+. Content (videos, photos etc.) can be published in high quality and it makes sense to register before the big onslaught because it’s likely that Google+ will reward its older users with better positioning.
Pinterest/Instagram – Because Pinterest and Instagram let you integrate and link photos, these can be used in ingenious ways to captivate your audience. Because there is so much to look at, your target group probably spends a huge amount of time on this platform. Great photos attract a lot of attention and the links will send your conversion rate booming. The greatest challenge here is to get some visually compelling pictures that your target group simply cannot ignore.
Youtube – Please refrain from cheesy campaigns, especially with videos. There is a fine line between inspiring/motivating and over-the-top. To see the difference between likeable and authentic videos and those which are not so much, have a look at the following two examples. Timeless values and arguments work across all generations.
Lines such as “I am Microsoft research” make this video seem like it’s trying to be something it’s not. In contrast, a contemporary soundtrack and a simple message make Express Vending’s recruitment video appealing and up-to-date:
Top Tip: If you have numerous connected accounts, then pay attention to the readability of your posts if you publish in all of them at the same time. The quantity of hashtags you use can look great on some networks (Twitter) and on others appear rather unattractive (LinkedIn). Always put yourself in the position of a potential applicant.
At JobisJob, jobseekers can use the function “My Network” to connect online job adverts to their social media channels. This can be done privately, and lets the reader know at a glance whether acquaintances are working for the company they would like to apply for.