Social recruiting is extremely powerful for the current and future state of your company! Want to get a clear understanding on how to use social recruiting in your recruitment process in order to reach the best candidates, may they be active or passive?
Then this article is for you!
Online content gets consumed in increasing numbers each year. Actually, multiple social media platforms at once. With that in mind, one of the questions in HR-ON’s “Meet the team” section is, “What are the top 5 most-used apps on your phone?”. You will be able to see in the future posts that most of the people answering will choose them to be mostly social media apps.
Thinking about it, you can likely name 5 social media platforms without difficulty. The permanent usage of social channels has changed the way we interact with each other and has had a profound impact on the way we approach the job search process.
Job searching and recruiting continue to evolve alongside of numerous trends in the HR departments. Technological advancements, results from previous campaigns, competitor’s campaigns and predictions for the future are only few examples of influential factor in HR development. These are the factors that will mold the recruiting systems in the future years.
Progression changes direction and new innovative solutions might replace all the recruitment efforts we are working on today. Now, I am not saying it’s not important to be up to date, relevant and appeal to the different generations, but remember, to take a breath and find your own online voice and be genuine in doing so.
Looking back in time we see examples of influencers that were dead wrong about future trends. In 2007, when Apple was just in the beginning of developing a phone that acted as a computer as well, Steve Ballmer (CEO of Microsoft at the time) said ”There’s no chance that the iPhone is going to get any significant market share. No chance. ”
The time for websites that are not responsive is ending. Small and medium sized companies are getting on board and reaping the value of user centered designs, a trend which seems to increase every year.
Not to mention, a report made at Cisco that predicts that mobile data traffic will increase sevenfold between 2017 and 2022. Besides that, if looking at the accelerated evolution within the past years, the development doesn’t seem to stop at 2022.
According to Statista there will be nearly 2.9 billion users of mobile devices by 2020 so not having a responsive website will end up costing customers in the long run.
Interact with users and participate actively in conversations
People like to form a connection and get in contact with companies through dialogue. LinkedIn, Facebook, blogs and all other social channels serve as a way to peek into the lives of possible collaborators and future candidates for your job openings. Participating actively in meaningful and related conversations gives you access and can awake interest in passive candidates.
Now that we are talking about these specific candidates, what exactly is a passive candidate?
A passive candidate is a person who is not currently looking for a job, but has the potential of being the perfect fit for your company. They represent a big percentage of the workforce, in fact 92% of candidates would consider switching jobs if a company with an excellent reputation offered them a position. That alone should be a incentive to be proactive and start building a good brand reputation!
The passive candidates already have the stability of a job, though, so you will need will need to charm and make them want to join you.
You can do that with your social media marketing strategy and a focus on employer branding.
This is a significant and effective gateway in the pursuit of the passive candidates. A lot of magic comes with this buzzword and there is more to come. The influencer market has become quite saturated, and social media channels are battling fake accounts and people faking their real influence, so employer branding is becoming an increasingly relevant method of establishing a credible and trustworthy brand.
Ideally, your online reputation is flawless, you reach your audience with little effort, prospective clients and candidates can easily find and interact with your company and your best content. Now, the reality is that there is a long way to reach all of that and it is a work in progress.
Quality content that is tailored for your desired audience is a great way to start. Know your audience and optimise their online experience so that there aren’t any inconsistencies and confusing call to action in your digital footprint.
A 2017 study made by DemandGenReport shows that 75% of people said that the online content had a significant impact on their buying decision, so gaining their trust through quality content pays off in the long run.
Make a social media strategy that adjusts to your audiences behaviour so that you talk their language, without losing your brand identity.
Your presence on each social platform can differ, as long as your core values and identity is still represented.
It comes without saying that all the technical aspects need to work as in working landing pages, no errors and responsive design.
Use your employers networks
The chance is that you and your employees are connected through social networks to many potential customers and potential candidates. Tap into that potential and connect with the audience in a more organic way.
This can be included in your employer branding strategy, because your employers are your best asset and their networks may as well be a gold mine.
In order to have employers that are ambassadors of your brand, they need to be happy, satisfied and feel like they matter in your organization for their efforts to be genuine.
Empower them to be active socially, digitally and even encourage them to write about working with you on their blogs and give reviews of your company.
According to a 2018 study done by BrightLocal, 84% of people trust online reviews as much as personal recommendations, so covering both of those fronts gives you best exposure.
Make sure your employers know that you are open to them sharing and helping to fill in job positions and some even make it as an ERP -employer referral program- where there can come bonuses for referring to an excellent candidate that ends up being employed.
Show off your employees and your company culture, including that in your social media marketing strategy and on your website. Make visible the fact that you are proud of your employers and your work environment.
In this previous article we talk about the usage of video in recruiting qualified candidates and is a great opportunity in your employer branding and social recruiting.
Be mindful about utilising the power of social media, your own and your employers networks in order to get the best results in the recruitment process.
There is so much access to broad networks and information, so it is your and your company’s responsibility to use it to its fullest in your recruitment.
May is approaching, and the worries related to the GDPR (General Data Protection Regulation) are increasing as well. The date is fixed and the purpose is clear: this regulation will protect our personal data as any other law before.
So far, we know that GDPR will touch every aspect of our life, from the private to the professional ones. For example, the data that we will include in our CV will be protected by cloud-based systems, where the companies will be able to store every CV and cover letter received without storing personal data on their computers.
But what about the huge amount of data that we use when we are browsing our favorite social media? What about Facebook?
Facebook vs GDPR
Well, the group of Menlo Park didn’t want to be left behind and in order to be fully GDPR-compliant, will let the users manage their own data to protect their privacy. In the privacy section of your own profile, you can already read about their efforts to do so:
“The information you share on Facebook remains your property. This means that you decide what to share and with whom you share it on Facebook and you can even change your mind. That’s why we provide you with the tools to eliminate anything you have published. We remove deleted content from your diary and our servers. In addition, you can also delete your account at any time.”
They will be finally able to check who can see their content and the reactions to the posts. They will have the possibility to manage their tag on the posts and much more, in an easier and clearer way.
Moreover, the social media will let its privacy principle be public, in a surprising move of transparency. In the aftermath, pushed by the coming into force of the GDPR, Facebook will let the users know, how their data will be used. This will be possible thanks to a new control center, but it might result in some alterations in the way Facebook users will navigate the social media platform.
Less time on the newsfeed
In fact, Zuckerberg affirmed that this new strategy will probably decrease the amount of time spent on the platform. But this will be probably the best decision for its brand: more transparency, more trust gained from the user perspective and a full compliance with the new European rule that is altering the whole world.
It is already possible to check the privacy principles of Facebook on this blog post.
And you? Which changes are you doing for your company?