How Social Media enable Targeted RecruitmentLeave a Comment (4) ↓
How do you think headhunters, and leading recruitment agencies, find their best candidates?
Traditionally, they used personal contacts, and contacts of contacts – they laboriously created their own private network. It could work – but it was slow and limited in that it tended to focus on people who themselves were busy ‘networking’ and maybe weren’t working as hard as they might on making a success of their current role.
That model still exists, of course, but the scene is rapidly changing as agencies – and firms directly – switch more and more of their recruitment efforts into online social media.
In September 2013, the 6th annual Jobvite survey was published. This specifically measures social media recruitment trends in the USA, and the latest figures show that 78% of recruiters made a hire in the year via social media, up from 58% three years previously. What’s more, three-quarters of the firms planned to invest more in social media channels in 2013/14.
So what were their favourite channels? Well, there was one clear winner:
- Linkedin 94%
- Facebook 65%
- Twitter 55%
- Company Blog 20%
- Google+ 18%
- YouTube 15%
Linkedin has clearly succeeded in its mission to become the world’s number 1 business networking site. Within the USA alone its membership now accounts for two-thirds of all non-farm employees. Small wonder that in the survey, firms overwhelmingly used it:
- 96% to search for talent
- 94% to contact candidates
- 93% to keep tabs on potential hires
- 92% to vet people before interview
- 91% to post job vacancies
In the UK, we at Hannon Digital in London use, and work with, Linkedin, running events with them and demonstrating to firms – and to senior candidates – how they can use this incredibly powerful tool to the best effect.
Facebook and Twitter are not to be ignored either. As the social networking generation matures, they expect to find their information through these media – 61% of Americans under 30 use a social site every day, while the silver surfers are catching up too, increasing rapidly to 32% daily.
How do you use these media for your recruitment?
Unsurprisingly, Linkedin is geared up the most for doing business, with its corporate sites, but there is also Facebook for Business, while Monster’s BeKnown on the same site also allows firms to get themselves seen in networking circles.
The actual approach to candidate recruitment has to be quite subtle if you want the best results – because the best prospects are usually those ‘passive candidates’ who don’t yet know they are in the job hunting market. They are too busy doing their current job to the best of their ability.
Drilling down through Facebook’s 30 million UK members to your target group involves creating regular, interesting and relevant content about your industry and your firm. Make people in your sector intrigued about your organisation’s culture, and interested in finding out more; and they will become likely applicants for jobs that you subsequently post.
When people do express interest in you by asking questions or making comments about a vacancy, be sure to respond rapidly., and personally (not through a clunky website form) It is no less than they expect from a switched-on operation.
This is not something to be picked up overnight – social media recruitment requires specialist handling, and it is one of the core components of the social media training programmes that I and my team at Hannon Digital run.Related Articles: How content marketing can help a recruitment agency.
I am the social media advisor to the Elite Leaders Group of recruitment company MDs; and I will show you the tools and skills that they use and that you need to operate successfully in the new recruitment environment.