Has recruitment really changed in our technology-focused society? Many of my clients ask me to review the effectiveness of their employer marketing and attraction strategies, and I always start with the very simplest of viewpoints: as an employer you are trying to woo the best people in the market. Are you persuading them to notice you through the tools you’re using?

How are you using social media?

Lots of employers have careers sites and a presence on social media platforms like Facebook or LinkedIn. They may post jobs there, but it’s rare that they’re interacting with potential recruits through posting articles or fostering conversations. This social presence has no resemblance to the resourcing a business does through other sources, such as their employee referral scheme, networking events or selection processes.

Isn’t this lack of interaction on social media just the 2012 equivalent of not returning someone’s call? You have an audience’s attention because they follow you or liked your page, but by not getting back to them, you eliminate any reason why they should continue to do so. To me, this is negative social recruiting – you wouldn’t turn up to a networking event, introduce yourself and then sit in a corner alone.

Create effective online communication strategies

To be a true social recruiter, marketing your employer brand is about having a clear resourcing strategy that is true to your business and its values and goals rather than trying to follow fashion by having a presence on all the latest social sites. Plan how you’re going to communicate your story through all your sourcing avenues and ensure that there is consistency.

One of the most effective routes is your current employees; if they enjoy working for your brand, then they’ll be happy to talk about it, in person or online. Be clear about what you want to say to potential recruits and ensure that all on and offline avenues follow through on that story. Effective resourcing is about communicating to social communities in ways that appeal to them and which will persuade them to come and work for you.

Powered By DT Author Box

Written by Ruth Miller, director, rma

Ruth Miller has over 15 years experience in resourcing from working with large corporate businesses. She now works as a consultant to support clients on a wide range of projects, from moving to a direct hiring model or using social media effectively for recruitment to reviewing selection methods or mapping the market to target the most talented individuals for a role. Ruth is highly experienced at running outplacement programmes and working with individuals looking to change career or who have been made redundant to develop an effective CV and navigate the job market.

Be Sociable, Share!

This post was written by

Be Sociable, Share!

2 Responses to “Are you maximising your social recruiting potential?”

  1. Rob says:

    Here here, Ruth. Employers have to be careful not to just treat Social Recruiting as a box to check off their checklist — your term “Negative Social Recruiting” is something more people should be talking about.

    With the proliferation of social recruiting tools to allow candidates to follow employers more easily (a click of a button in many cases), the employer brand can take a real hit.

    Ongig (Ongig.com) believes so strongly in this that we created a real-time comment area for candidates and employers to talk to each other on every single job description page in a chat format. A candidate can also just “follow” the employer and then Ongig updates all of the applicants and followers once a job is filled (we all know that candidates complain about the “application black hole.”

    It’s not perfect, but it helps tighten the dialogue between candidates and employer.

    Good job!

  2. Ruth Miller says:

    Hi Rob

    Thanks for the comment. I’ll take a look at Ongig.com as that sounds interesting and certainly where I think employers should be going with job posting.