People haven’t changed but the way we communicate with them has. In our fast paced, ‘want it now’ society technology and new digital tools & platforms are making it easier than ever to access information which is literally at our fingertips. We no longer wait for anything.
The same applies in the world of business and although recruitment is essentially all about people, in 2016 how we find clients and candidates relies on much more than just knowing a few people in our network. Your potential clients and candidates are starting the ‘people finding’ process online and they cannot find you, then you are missing out on business.
One of these channels is social media. Social networks are becoming the preferred channels for promoting talent brand. Many recruiters are using social media as an affordable channel to promote their talent brand messages however often use them in the wrong way.
Word of click is the best form of word of mouth making social recruiting a way to amplify your efforts and promote high-quality brand content to remain top of mind with candidates.
Are You Doing What 99% Of other recruiters are doing on Social Media?
Doing what everyone else is doing will continue to dilute the results you get from the time you are spending following the pack. So how should recruiters be using social media?
Start with the right channel for your candidates – just because other recruitment agencies are on Facebook doesn’t mean it is right for you and your audience. Start with audience first then channel selection next. The size, demographics and engagement level of the audience you reach depends on which social network you choose and what content you choose to post.
Put the “Social” in “Social Recruiting” – One of the main obstacles in social recruiting is getting candidates to respond and communicate with you. Encourage your recruiters to build their own professional social media accounts and showcase a little bit of their personality in their professional pages. Uploading pictures of workplace mascots and events, or sharing funny work-related photos, can help make their pages more welcoming. People want to do business with people they like.
Personal, relevant communication – a personalized message to a single candidate is much more effective than an automated message to a group of applicants. When sending out messages on LinkedIn, keep this in mind. More than 90% of hiring managers report using LinkedIn to search for potential candidates. Encourage your recruiters to send individualized, personal messages to each potential candidate, leveraging the information they locate on social media.
Have a clear strategy – not having a social or digital strategy is a great way to waste lots of money but taking a shotgun approach and hoping something sticks. It’s like wandering aimlessly around the jungle and hoping someone will find you. Be realistic. The time & money spent on hiring a specialist to create a strategy will save you much more than the initial investment in the next 6-12 months
Use new technology & digital tools – there is a plethora of digital tools, apps and new tech that can you and your team be smarter when it comes to using digital. Saved time on admin or content creation means more time in front of potential clients & candidates.
There are plenty to reason to use social media platforms for recruitment. Recruiting through social networking platforms is a good way to find the perfect candidate however according to Jobvite’s 2015 Social Recruiting Survey, 67% of job seekers are on Facebook.
Just using Linked In to recruit is outdated and ineffective. Why? Because so are 93% of companies (so you are in a busy & competitive space) and only 36% of job seekers are actually active on LinkedIn.
It’s time to get smarter. Put a plan in place, invest some time, money & resources and treat social media as a serious marketing channel that should be included in your marketing budgets.
As a digitally savvy entrepreneur with an interest in the industry, I see the same mistakes being made by nearly every recruiter. Worst of all, nearly everyone is doing the same thing and afraid to push the boundaries. It’s what I call the sheep mentality. Let’s just do what everyone else is doing as it seems to work and we get ok results. Comments like “we have always done it like this” will soon see some recruiters redundant if they don’t change their ways and embrace the digital world.
So how do know if you are guilty of this sheep mentally? Start by asking yourself these questions:
Do I reach out to candidates on Linked In only when I want to interview someone for a role I am trying to fill?
Am I really using Linked In effectively to elevate my personal and business brand?
Have I fully optimised my LinkedIn page to make it searchable?
Do people compliment me on my digital visibility?
Is my social media stream mainly full of job ads?
Do I write articles that don’t offer my clients or candidates any value at all because they are too sales focused?
Do I understand how to leverage my brand across traditional and digital platforms?
Am I taking opportunities to leverage my companies content?
Is my content focused on me rather than being focused on client and candidate outcomes?
Can I name 3 things that I’m doing that no one else (or very few people) in my industry do? (be honest)
Do I keep up to date on the latest digital trends, tools & platforms in order to stay ahead of my competitors?
Am I overwhelmed by digital and don’t know where to start?
I guarantee your digital visibility isn’t being optimised to its full potential which equals missed opportunities.
Digital provides a massive opportunity for recruiters to create valuable and networks that are engaged and not just sit on a database. Using digital channels you can find, communicate and build relationships with clients and candidates Australia wide (or across the Globe if that’s your goal). You can join in with various communities, show your expertise, share your brand culture, find prospects, build long term relationships and have two way communication.
Digital has changed the way you should be doing business. But you need to start thinking differently and find ways to use your digital channels to innovate. This video on looking outside your industry might help to get you started.
Some say that recruiters are up there with car salesmen when it comes to outdated methods and hard sell tactics. I’ve mostly had positive experiences and know so really I’ve people in the industry so why do they get a bad wrap?
Perception is reality and unfortunately how many recruiters position themselves using digital doesn’t help their cause. What I see constantly is exactly the opposite of what they should be happening:
– reaching out to somone using Linked In only when you want to interview them for a role you are trying to fill
– posting job ad after job ad and thinking that’s going to engage a potential candidate
– writing articles that don’t offer a client or candidate any value at all
– no WIFM factor in the communication: it should not be about you but your clients and candidates
– doing what every other recruiter in the country is doing and wondering why you don’t standout
Digital provides a massive opportunity for recruiters to create valuable and massive networks that are engaged and not just sit on a database. (More on databases in the next blog). Using digital channels you can find, communicate and build relationships with clients and candidates Australia wide (or across the Globe if that’s your goal). You can join in with various communities, show your expertise, share your brand culture, find prospects, build long term relationships and have two way communication. There are so many under utilised digital tools that the recruitment industry has yet to tap into.
Digital has changed the way you should be doing business. If you don’t adapt you’ll start to lose more and more market share as your smart competitors win more of the business since they have invested the time and resources into developed strong digital arresting strategies and platforms for communication.
There is a local digital recruitment company doing digital well (I’m not naming names) but they aren’t hard to find as they are the ‘un-recruiters’ of the market and aren’t afraid of pushing the boundaries and leading with innovation and a new way of thinking. It’s refreshing and although they might not be everyone’s cup of tea they are authentic and the positive culture of the business is clear which I admire.
If you are in recruitment, then take an objective look at your digital visibility and how you are using digital to communicate with both clients and candidates. Chances are there is a lot of room for improvement.