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How to Use Social Media to Recruit the Best and Brightest




21.5.2013

This is the year, according to Forbes, the year of Social HR; when a huge number of organisations are integrating social technologies into the way they recruit, develop and engage employees.

According to Jobvite, over 90% of organisations have said they are using some form of Social Media in their recruitment process and it’s giving them positive results.

Organisations using social recruiting efforts are finding candidate quality, quantity and employee referrals are on the up and time to hire is down.

Recruiters are using Social Media in 3 key ways:

  1. To recruit – increase company presence and advertise positions
  2. To research – reactive and proactive resource
  3. To retain – keep engaged with current employees
Primarily, Social Media is being used as a way of driving traffic to an organisation’s careers site, but is also being used as an extension of it or as the primary destination. Here are 8 ways in which Social Media is infiltrating the way we recruit:

  1. Employer Branding
    1. Showcasing corporate culture and employees – Social Media allows organisations to highlight their overarching employer brand and bring their culture to life. Real time conversations with employees or testimonials that can be viewed within the platforms also help to reinforce the brand and message.
       
  1. Starbucks – Careers Site , LinkedIn, Jobs on Facebook, Twitter, Jobs on YouTubeInstagram
  2. Air New Zealand Careers – Careers Site, LinkedIn, Jobs on Facebook, Twitter, Jobs on YouTube
  3. Marriott – Careers Site, Instagram, Facebook, LinkedIn, Twitter
  4. Google – YouTube, Careers Site, Google plus , Facebook

     
  1. Also segmenting the message – whether this is using specific platforms to target specific audiences, like Taco Bell targeting active job seekers on Pinterest,  or providing segmented content within a single platforms, like AdidasE&Y or Verizon, targeting difference audiences on their Facebook Pages, it is all about putting the right message in the right place for the right people.
  2. The candidate experience – an important consideration of employer branding is about the prospect’s journey throughout the recruitment process. Social Media is being used by recruiters to develop and nurture new relationships and stay in touch with candidates so their brand will be top-of-mind throughout the decision-making journey.
     
  1. Campaigns – as tactical points along a longer term strategy
    1. Mass recruitment drive – using high reach platforms to drive messaging such as Disney’s ‘Heroes Work Here’ campaign.
    2. Deliver candidates to skills short divisions with elements of gamification to create engagement – developing bespoke campaigns or social platforms to target a defined audience Deloitte’s Leadership Academy.
    3. Graduate Programs - cross social campaigns with interactive elements such as Deloittes’ Grad ‘Your Future at Deloitte’ campaign using interactive video on YouTube or CCANZs recent grad campaign engaging with candidates through Facebook.
  1. Job Postings
    1. Free Social Job Listings – Facebook has its own job board, Social Jobs Partnership and is a feed of jobs from monster, jobvite, US jobs, Work4labs and Branch out and currently has over 2 million jobs listed , Twitter has hashtags e.g. #nzjobs used by a number of NZ employers , YouTube is great for posting job ad videos and Pinterest and Instagram are proving to be effective tools for showcasing infographic or more creative job ads!
    2. Paid Media such as Job ads on LinkedIn, Tile ads on LinkedIn and Facebook are used by targeting by demographics, geography, interests, group and company.
    3. Posts from company pages, recruiters and employees –not only can this be a link to an ad on a careers site, but it could be a link to a video, an infographic to engage passive candidates.
  1. Job Search Apps on Facebook  
You can search for a job and sometimes even apply for one without even leaving Facebook. Organisations are facilitating this capability in two ways:
  1. Bespoke Careers Apps in tune with their Employer Brand and showcasing video, like Air New Zealand
  2. Off the shelf Apps from companies offering such apps are Work4Labs and Jobvite, Branch Out and Tweet my job are used by the likes of ASB.
  1. To drive referrals by:
    1. Creating employer brand ambassadors through constant engagement with current employees and socialising and gamifying Employee Referral Programs.
    2. Creating Alumni networks to continue to engage ex-employees, friends and family through features such as LinkedIn groups or internal networks like those used by  Air New Zealand and TFSN.
    3. Allowing people who have viewed the ad to be able to share the opportunity to their networks easily via share buttons on careers sites or social platforms.
  1.  As part of the application process
    1. LinkedIn API allows candidates to apply for a job using their LinkedIn profile, a similar capability to “social sign-in”.
    2. Some organisations (like Enterasys) are asking candidates to Tweet / Facebook their application
    3. Gamifying recruitment is where we are heading and where the real fun begins. Some brands are reluctant to “play the game” because they assume such applications are expensive but your efforts don’t have to rival the latest Xbox phenomenon – it could be as simple as matching up personality types or making sure candidates’ values match that of the employer. Gamification is an affordable and effective way of screening candidates to streamline and filter through the talent pool and improve “best-fit”, saving time and money.
  1. As part of the job spec
    1. Klout scores and Kred scores are being asked for as candidate requirements
  1. To secure talent
    1. Sourcing talent pools and candidates
       
Globally, companies are most likely to be present on the top 3 - LinkedIn, Facebook and Twitter but many are increasingly finding the value in extending their message through blogs, YouTube, Pinterest  and Google+.

In New Zealand, audience numbers are highest on YouTube, Facebook, Linkedin, Wordpress/Tumblr (blogs) and Twitter, so it makes sense that organisations gravitate to where their target audiences are spending most of their time online. 

Recruiters top choices to research candidates (informally) are LinkedIn, Facebook and Twitter, but depending on the nature of the role and demographic they are targeting they may use other platforms. For example, if an employer needs to place a more creative individual, such as a graphic designer they may be best to review Pinterest.

Recruiters are using LinkedIn, Facebook and Twitter to research candidates and to search for potential employees.

According to Stuff, in a recent Hays survey of 270 employers across New Zealand they found that 64 per cent of employers used LinkedIn to find new employees, 50 per cent used Facebook and 10 per cent used Twitter.

But there are also already entire businesses cropping up to streamline the process for them. Start-ups like Entelo and TalentBin, help companies find eligible applicants by scanning social networks and spotlighting certain candidates.
  1. Informal reactive tool to review candidates’ profiles.
Authenticity is hugely important and recruiters will catch job seekers out on Social Media if they aren’t quite telling the truth or over-estimating the influence they have.
According to SHL and their recent research, in order of preference recruiters will look at the following:
  1. Previous  work history
  2. Education
  3. Recommendations from others (e.g. on LinkedIn)
  4. Other information (e.g. hobbies and interest)
  5. Pictures
  6. Candidates stated interests, ‘likes’, current activities
  7. Group affiliations
  8. Comments and links posted by you*
  9. Comments or links posted by your friends *
*decreased YOY in importance
 
So, if you are a job seeker, what does this mean for you? Find out how can you make sure you can be found by your perfect employer and stand out in an increasingly competitive job market

It’s time to get ready for the 2020 Workplace

Organisations want to connect at every stage of a candidate journey – engage, attract, recruit and retain – and they don’t want to just communicate with Active Job Seekers. With over 80% of the Job Market who aren’t actively looking (passive).  Social Media allows them to be where the audience is and it’s why it is growing in importance in the industry they want to nurture relationships, keep employees engaged, create great culture and showcase their employment brand on a global scale. It’s predicted that by 2020 we will experience global workforce shortages due to the ageing population, so organisations have to make their Employer Brands more available to a global, younger audience.

The workplace is changing are you ready for it?
 
 
 
Sources
http://www.bizcommunity.com/Article/196/535/91643.html
http://www.shl.com/assets/GATR_2013_US.pdf
http://www.forbes.com/sites/jeannemeister/2013/01/03/2013-the-year-of-social-hr/
http://blog.krtmarketing.com/2012/10/16/social-media-recruiting-facebook-examples/
http://smartblogs.com/social-media/2013/03/08/does-social-media-recruiting-work
http://www.huffingtonpost.com/sajjad-masud/how-social-media-recruitm_b_3017555.html
http://www.stuff.co.nz/technology/digital-living/8518739/Bosses-now-hunting-your-Twitter-raves 
http://www.steamboattoday.com/news/2013/may/02/routt-county-emergency-responders-upping-social-me
http://www.smartrecruiters.com/blog/the-8-best-employer-brands-on-instagram 
http://www.lexology.com/library/detail.aspx?g=edee6b3f-df67-4b77-b202-dc1ab0d7ad0d
target=_blank"http://www.stuff.co.nz/business/better-business/8629667/Top-tips-for-getting-a-job
http://www.telegraph.co.uk/education/universityeducation/student-life/10010861/How-to-find-a-graduate-job-using-social-media.html
http://ericttung.com/2012/03/06/the-best-social-media-job-application-ever
http://socialmediatoday.com/how2become/1227306/using-social-media-your-job-search-definitive-guide

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