The race to hiring the top talent has become more competitive than ever. Recruiters can’t trust job boards and the career site as their only source of candidates. They need to broaden their recruiting strategy to include more channels and opportunities for making their next hire. These indirect channels sometimes prove more effective means of hiring passive candidates who are normally not active on job boards. Social media is one such indirect medium which has not only simplified communication within our network, but also expanded the reach of any and every business. Even Talent Acquisition professionals and recruiters can make a huge difference to their hiring outcomes by adopting relevant social media channels in their recruiting strategy. The question remains, how?
What is social recruitment?
Utilizing social media channels for advertising jobs, building CV database and hiring candidates is collectively referred to as social recruiting. Recruiters also use social media to research and identify suitable profiles for critical positions, which may not be looking for jobs actively. This is also called passive recruiting.
Economic prospects are looking optimistic post the 2008 global financial crisis. Businesses are growing rapidly and so is their need for talent. This has transformed recruitment into a highly competitive space where recruiters are using various tools, technologies and techniques instead of just relying on traditional methods. Social media is fast replacing traditional methods as the most effective source of hiring candidates.
Some Social Recruitment Statistics
- 70 % of hiring managers say social media has helped them successfully find quality hires. (2016)
- 80% of employers say social media helped them find passive candidates. (2018)
- 75% of potential candidates are not actively looking for a job change. Social media is the way to reach them.
- In 2016, 84% of companies were recruiting through social media.
- 79% of jobseekers are likely to use social media for their job search.
- 55% of the jobseekers decide to not apply to a job for an employer for which they have read a negative review on social media.
How to Create a Social Media Recruiting Strategy
- Figure out the best social recruiting platform for your company
- Do Employer Branding with Social Media
- Involve your employees while recruiting with social media
- Measure results of social media recruiting
- Use tools that enable social media recruitment
Figure out the best social recruiting platform for your company
Finding the right talent through social media starts with identifying the channel where your target audience spends most time. If you are an entertainment and media website, chances are you will find your prospective candidates on Facebook or Twitter rather than LinkedIn, because of the media-heavy nature of these social networks. Although LinkedIn is always an important place to start with because of its career specific nature, however in this case you might find passive jobseekers on Facebook consuming your content. In any case there are three most popular social media networks that you should use for social media recruitment:
LinkedIn: LinkedIn tells itself as the network for professionals. It is partly a job board as it advertises jobs from companies, features company pages and provides other recruitment specific features as well. Therefore, recruiting through LinkedIn is a no-brainer. As per data from Social Media Strategies Summit, 92% of recruiters have hired through LinkedIn at least once. It is glaring evidence that LinkedIn remains recruiters’ preferred network to source.
Facebook: If you think Facebook is only for casual conversations and content consumption, you can’t be more mistaken. Data suggests that jobseekers prefer Facebook over LinkedIn for getting hired. 83% of jobseekers are active on Facebook as against 36% active on LinkedIn. Facebook is the world’s largest social network with diversity in age, ethnicity and background. Facebook also provides a very effective targeting system through its paid jobs feature which can help recruiters reach out to rare talent for a particular role.
Twitter: Users on twitter are generally more active than Facebook and LinkedIn, although brevity is the soul of this social network. Using the right hashtags can help you reach out your job opening to potential candidates. Also utilize Twitter lists to connect with passive candidates.
Also Read: How to Improve Talent Acquisition?
Do Employer Branding with Social Media
Important reason recruiters should use social media for recruitment is that it provides them an opportunity to build a strong employer brand. The goal of building a commendable employer brand is to attract high-quality talent and social media can play an important role in this process. As per a LinkedIn survey, 75% of candidates research the social media to check a company’s reputation and 69% of them won’t apply to a company with a negative reputation even if they are unemployed. This makes it imperative for recruiters to put more time, effort and resources into promoting their employer brand on social media.
To establish an active and positive social media presence one needs to think about the brand messaging such as highlighting the most important parts of the company work culture through social media platforms.
Involve your employees while recruiting with social media
Having a strong employer brand automatically will enable you to use your current employees as your biggest advocates. If you allow your employees to share their voice on social media, prospective candidates will have an authentic and an insider view of the existing work culture, values and environment which they want to learn about. Employee advocacy is a recent concept that businesses are still warming to. However, using employees to spread your message will not only increase the reach but also find an audience that is more willing to listen. Numerous studies show that people trust people rather than brands. This is why employees should be an indispensable part of your social recruitment strategy.
Measure Results of Social Media Recruiting
To figure out the RoI of your social recruiting efforts it is essential to track all activities undertaken as a part of the strategy. Quality should always be given priority over quantity. Some of the obvious metrics that you would want to track include source of hire, time to hire, referral rates, and cost to hire. Tracking the number of applications submitted through social networks will help you find the reach of the network and the effectiveness of the recruiting strategy. Similarly, if your referral rates are going up, it effectively means your employees are sharing more jobs on social media which is again a sign of social recruiting success.
Use recruiting tools that enable social media recruitment
Instead of working on a standalone social recruiting strategy, a recruiter must make efforts to include it in their existing hiring process seamlessly. Therefore, the tools that are being used for recruitment, such as an Applicant tracking system must also be equipped to enable social recruiting. Features like one click sharing on multiple social media channels, source tracking and tracking referrals coming through social media are a must if you want an accurate picture of your social recruiting efforts. Therefore, invest in a comprehensive applicant tracking system that not only automates your hiring process but also enables a social media recruiting.
Also Read: Top 5 Recruitment Metrics That Matter