Social media: the fastest-growing, least-understood tool in the modern business communications toolbox. (Social Media Not a Platform for Narcissism.)
But not only is social media a tool for communicating with customers, it’s also a tool for communicating with potential employees. Along with online job sites, social media is a tool for reaching and recruiting new employees.
Spreading Your Message
Social media, simply put, is a communication tool. It’s a way for companies to get their names out there and spread whatever message they’re trying to spread.
When you send out your messaging online, you’re establishing connections with people. If you’re doing it correctly, you’re conveying the character of your company and addressing the issues that concern your customers.
And you’re doing it on a large scale. If one of your tweets interests someone, they may retweet it, and other people may retweet it as well. A tweet that you sent out to your 800 followers may reach 8,000.
Establishing Relationships Before Recruitment
Social media is a vital tool in content marketing, which is founded on establishing relationships with customers, not selling to them.
It’s not something we would have imagined when it first appeared on the scene, but social media has become a viable addition to the job boards.
It’s a way to get our name in front of potential candidates and show them who we are as a company, perhaps long before they’re even looking for employment. When they do start actively seeking a new position, we’re already in front of them.
– Anne Arrowsmith, Avitus Group Director of Talent Acquisitions
Like it or not, social media plays a huge part in how companies interact with customers these days. And that goes for future employees, too.
The basic idea behind social media usage in business is to direct people towards the valuable content that you create and publish on your website. Through your company’s content, you create and maintain relationships that you couldn’t do through traditional advertising.
Why? Because social media is a two-way street. Okay, it’s mostly one-way (from company to customer), but it’s also two-way. (For example, social media accounts are replacing customer help lines for many companies, not only for issue resolution but also for feedback on products and services.)
You are looking for great candidates, and those professionals are looking for their dream job and a great company. Provide job seekers with an accurate view of your company: its core values and why people love working there. Corporate culture is something that the new generation of workers value above all, so be sure to clearly communicate it with extreme honesty.
Social media recruiting doesn’t follow the rules of the old standard job posting: publishing a job ad and waiting for the inbound of resumes won’t work here. In this new environment, the best approach is to constantly work on building relationships that you can rely on when it’s time to hire, accessing a pipeline of candidates that already showed interest in working for you, or access trusted influencers that can help you connect to the right people.
How Recruiters Use Social Media
In a recent survey on how companies use social media, the Society for Human Resource Management (SHRM) found that:
LinkedIn is the most used (cited by 96 percent of respondents) and considered the most effective (73 percent) social media site for recruiting. Facebook (66 percent) and Twitter (53 percent) are gaining in popularity, however.
Small organizations (under 99 employees) are more likely to recruit using professional or association networking sites, while very large organizations (over 25,000 employees) are more likely to recruit using YouTube.
Most organizations (89 percent) use social media to post job advertisements, and three-quarters use it to contact candidates.
The majority of organizations use social media to recruit managers (82 percent) and other salaried employees (87 percent), and recruitment of hourly employees via social media is increasing (55 percent).
Sending Out Feelers
Social media has become a part of recruiting. It’s a conduit for establishing relationships with potential future employees.
By using social media, you can reach future employees even before they start looking for a job. You can send out feelers without even trying.