Employees play a crucial role in the success of a company. However, one of the main challenges organizations face today is retaining top talent, which results in over $1 billion spent by US employers every year to recruit replacement workers. Unfortunately, for many organizations, the talent recruited at times does not match the needs of the company. This boils down to the evolving business landscape as well as outdated recruitment strategies. Today, job seekers are looking for more than just work. They want to work for organizations that reflect their values and offer more to the world than just products and services.
In essence, job seekers have become more selective. As such, for organizations to acquire the best talents and retain them, it is necessary to adjust the recruitment strategy and invest in employee engagement. When it comes to recruiting, technology, more so social media, has become a powerful tool that cannot be ignored as it offers access to suitable recruits' personal and professional lives.
The increased use of social media to recruit top talent has given rise to a new recruitment strategy referred to as social recruiting. However, posting a job on social media or spamming people on Facebook does not qualify as a social recruitment strategy.
Though social recruiting involves the use of social media platforms such as Twitter, LinkedIn, Instagram, and Facebook to access talent, it's more strategic and thorough. It involves sourcing and engaging with potential recruits before you hire them.
This is where most organizations fail with their social recruitment strategy. It should be more interactive to allow the potential candidate to learn and understand about your organization as you gauge their suitability. Done right, social recruiting is an invaluable tool. Below are six actionable tips to help you develop an effective social recruiting strategy.
(1) Create a Solid Foundation
There are many potential candidates on social media who are qualified for the positions available in your company. However, a candidate may be highly skilled but not necessarily suitable for your needs. Therefore, as with any other organization objective, it is crucial to have well-defined goals for your social recruitment strategy to be effective.
Determine what your ideal recruit is like and gear your social recruitment strategy towards finding them. This will ensure that you not only get a qualified employee but one who will fit into your organization seamlessly.
(2) Build Relationships
The key to developing a successful social recruitment strategy is keeping it social. A simple post on social media does not do much to appeal to the best candidates. The goal of recruiting is getting the best of the best, and such candidates will only apply or leave their current jobs if they feel your organization can match their values.
Therefore, before approaching potential recruits with a job offer, engage with them and create a relationship. This can be achieved by creating engaging and interactive communities on social media that are ever active. This will give you a chance to interact and build a rapport with suitable candidates long before a position arises and allows you to cherry-pick from an already good pool of talent.
(3) Ensure That Your Company Culture Is at the Forefront
What does your company stand for? How does it treat employees, suppliers, and customers? Does it have a special connection with the community it operates from? These are important questions that showcase a company's culture and values, which are important for potential recruits.
First things first, ensure that your corporate culture is appealing. If necessary, start taking remedial measures. On average, job seekers read at least six reviews of potential employers before forming an opinion about them. As such, even if your brand is popular for good reasons, it is crucial to reinforce this in your social recruitment strategy. This will ensure suitable candidates are eager to have an opportunity to work in your organization.
Some of the effective tools for highlighting company culture on social media and other digital platforms such as personalized, tailored career pages, videos, and employee spotlights.
(4) Encourage Employees to be Advocates on Social Media
There isn't a more convincing way for a potential recruit to learn about your company culture, values, and the likes than from an employee within that organization. Set up and incentivize an employee advocacy program that empowers your team to promote the company on social media.
The goal is not to make them appear as paid marketers but to subtly mention the company in a positive light that showcases its culture and values. For greater
effect, encourage staff to leverage the company recruiting hashtag for your employee advocacy program.
(5) Look Beyond Mainstream Social Media Sites
LinkedIn, Facebook, and Twitter are effective, but now all recruiting managers are using these platforms. As such, you should also look into niche social media platforms that get you right in front of suitable candidates. For instance, sites like GitHub, Stack Overflow, AngelList, and Product Hunt are great sources for engineering talent.
(6) Convert Perceived Negatives into Opportunities
Regardless of how great your company culture is and how much you do for your employees and the community around you, there will always be those reviews you find less desirable than others. On social media, any less-than positive review posted about your organizations will be visible to your followers and other social circle.
Though a negative review can damage a brand's reputation, if handled well, it can be a platform to demonstrate your desirable values. Rather than ignoring poor reviews, take responsibility if you're in the wrong and provide a courteous answer.
Content Is King
For your social recruiting strategy to be effective, it must continuous. Maintain strong brand presence on company social media channels and leverage your own employee base to amplify the message through their social connections.