Today, recruiting via social media is table stakes when it comes to talent acquisition. From sourcing on LinkedIn, using Twitter hashtags to locate candidates, to building company brand – social media has evolved into a never-ending resource for finding, engaging and landing top-quality talent. In fact, as of 2017, 2.46 billion individuals (one-third of the global population) are frequently active on social media. This number is up 8.2 percent from 2016 and expected to climb to more than 3 billion people by 2021.
With the amount of platforms available today – giving candidates the ability to gain insight into brand, vision, values, business trajectory and leadership tendencies, to name a few examples – even the simplest of mistakes can have far-reaching, business-impacting consequences; harming your recruitment efforts, consumer brand, employment brand, and reputation.
Ultimately, three out of four 18-35 year olds found their most recent job through social media searches. To make certain these individuals, as well as all generations, gravitate toward your organization, avoid the following four simple but lasting social media pitfalls:
Proactivity and persistence is important, but “less is more” absolutely rings true when it comes social media. Candidates want to feel inspired and engaged by your posts, never pestered. Keep content succinct, as well relevant and applicable. In most cases, the dreaded “mute” button is eternal. Research suggests the optimal number of times to post updates on Facebook, LinkedIn and Twitter, among other social platforms, ranges from 2-5 times each day.
Take for example, your love of cookies – chocolate chip, peanut butter, pick your kryptonite. If you eat too many in one sitting, the taste goes from exceptional and rich to bland and “never again!” In response, you save your treats for must-have moments. That first cookie after a self-induced hiatus, probably the best cookie you've ever eaten. Why? Because it means something. This same strategy applies to sharing updates and job openings via social media. If you post only open positions and job descriptions, and post them too often, followers are going to view your posts as that 17th cookie – something they need to cut out of their diet.
2. Skirting Strategy
Strategy keeps you honest and organized. Today’s talent has full transparency into what they're worth – and what competitors are offering – and they will not only reject a job offer if they don't feel their demands are being met, but they will share their experiences across the many platforms available today (e.g., Glassdoor, Indeed, LinkedIn, even Yelp, among others).
Specifically, what are you hoping to achieve and why? Who precisely are you looking for as a potential candidate? Are you seeking entry level roles, military veterans, graduates, senior level-ers or candidates who live in a certain geography? Regardless, you must define who you’re looking for and where they’re located. Defining your strategy is perhaps the most important component of any social recruitment campaign because, without targeting, you’re simply posting and praying.
You’re likely already leveraging a social media management platform to schedule out content, but are you using the analytics to see if/when followers are seeing your posts? Metrics form the foundation of your strategy; listen to them.
3. Candidate Experience Ignorance
If you get too busy one week then seek to make up for it the next week by posting all of the missed content, candidates will recognize it. If you post only your own content, they will notice the heavy dose of self-serving. Candidates will also recognize neglect if they attempt to engage with you and don’t get a response. We all get busy, but dismissing candidates cannot be tolerated because they will leave faster than they found you, and they may never return. Look to the research:
Each candidate has the potential to unlock more talented candidates. In fact, according to our research, 85 percent of HR leaders agree strongly that employees are their most effective employment branding/recruitment tool. However, just 41 percent of employees would recommend their place of work to a friend or former colleague. Treat your contacts and candidates well; in short, like more than just a name tag and title – the results are innumerable.
4. Falling to Prewf Reed You’re Content
Fact, nearly 60 percent of job seekers will bypass applying for a role if they notice grammatical errors in a job advertisement. This statistic unequivocally applies to what you post on social media. Proofreading your content takes mere minutes, while failing to do so can result in permanent loss of interest. Grammar aside, carefully reviewing your content and sources ensures your communities are confident in the information they’re receiving; that it’s truthful, credible and accurate.
Of note, just a few weeks ago I came across the following job advertisement: If your highly skilled, and enjoy troubleshooting day to day accounting issue, this is a wonderful opportunity to use you knowledge. Run far, run fast.
The world is now connected in an unheard of way. As a result, convictions have never been stronger, the microscope has never been bigger, and the business impact of even the smallest of blunders has never been greater. As you move into 2018 with your social media recruitment strategy, make certain you’re not bypassing the simple stuff.
Richard supports WilsonHCG's marketing team as global communications specialist, focusing on content strategy, public relations and telling both client and WilsonHCG stories. Richard finds true joy and passion developing real, genuine relationships and connecting people across the talent landscape through inclusive and engaging content. He's an ardent coffee drinker, book-aholic and adores his English lab Maggie.