Recruitment agencies must be able to grab the attention of potential candidates through eye-catching content on social media; whilst at the same time encouraging applications for open positions.
As such, a recruitment agency’s social media strategy should be to provide job seekers with relevant information and useful yet accessible resources (obviously). You are responsible for engaging with your audience online. Research shows that most individuals generally have 3 or more social networking accounts. Thus, we all give off a digital footprint that is useful for recruiters to engage with and reach job seekers in an effective way.
Outlined below are a few simple steps to follow in your social media recruitment strategy:
1) Objectives - Know what you’re doing in the first place, understand your objectives for each platform, and decide what your course of action will be. Define your audience while you’re at it, know what you’re recruiting for, what your candidates look like and where they’re located etc.
2) Selection & Training – Your social media team must be trained well to understand they are using their platforms correctly as you want to be sure they’re pushing out the right content and engaging properly.
3) Content Strategy – Decide what content you’re going to put out on each platform, who the content will appeal to, and if it’s your own content or industry content. Link your content with your objectives, whether they are aiming to increase awareness, gaining applications, or are for brand building.
4) KPIs – Key Performance Indicators are effective metrics that will help you measure the impact social media has had on your strategy. Learn what is working, what needs tweaking etc. Can consist of various tools you can use such as Google Analytics, or even bigger monitoring tools such as Meltwater and Radian6.
It goes without saying that on Facebook, it helps to publish a wide array of consistent content. From posting advice for employers and job seekers to job vacancies postings for your clients, to content about the behind the scenes on goings of your brand and that of your clients. Particularly with the last point, displaying the human side of your brand can really appeal to potential candidates.
On Twitter, your brand needs to be even more visible and active than it is on Facebook. We’re talking 5 to 10 tweets a day. With Twitter, the levels of reach are crazy! At any one time, your single tweet could be reaching thousands of users, showing a wide pool of potential candidates that could be interested in your content. Additionally, it’s much easier to engage with users through Twitter than other social networking sites.
But is it important?
Well, yes. It is. Social media can heavily impact upon employer branding as it gives everyone a voice, from your current employees, to a recent graduate who is reading your latest post about a job vacancy in their field of expertise. With this voice, comes the ability to express opinions. As such, you give employees a feel of what it is like to work in the industry and particularly for your client. In this way, social media really is a powerful tool in aiding recruitment but also retaining existing employees.
What helps is the creativity social media enables you to utilise. The example of creativity shown by Spotify in using their own playlists to source candidates as brand ambassadors is an example of a nice, interactive way of using social media to recruit.
With upcoming trends such as new recruitment technology, or new social media platforms that could take over, it is important to stay ahead of the game and constantly grow, whilst keeping in tune with a young, engaging candidate pool on social media.