Nearly 2.1 billion1 people use social media around the globe, and one of them could be your next best employee.
LinkedIn is currently the most popular social network for recruitment, with 93%2 of employers using the site to source potential employees, closely followed by Facebook (66%) and Twitter (53%).
Perhaps the most surprising fact about social recruitment is that it’s not simply a tool adopted by tech-dominated, startup companies, as more and more industries have come around to the idea of taking their talent search into the digital realm – even the Church of Scotland announced this week that they’ve turned to Facebook and Twitter to find new ministers!
So, if your company is ready to incorporate social media into your recruitment strategy, this is how to do it.
- First, be realistic about where social media should place within your overall recruitment strategy.
Social recruitment is exciting but it’s important to note that most job hunters in the UK still rely on traditional routes, such as headhunters and recruitment agencies.
For this reason, don’t spread your efforts too thin, and continue to place job adverts in the paper, with recruiters and on online job boards, alongside the ads you run via your social media accounts.
- Set up specified recruitment accounts on social media.
It’s worth keeping your B2B, B2C and recruitment initiatives separate. L’Oreal, for example, understand that their customers are interested in seeing beauty-related content pop up in their newsfeeds, not job roles, so they have separate career accounts to target potential talent.
The company uses a dedicated recruitment website, LinkedIn, Twitter, Facebook and YouTube to market their jobs, posting specific positions, as well as written, photographic and video content to demonstrate what it’s like to work for the world’s biggest beauty brand. Combined, these accounts have over 860,000 followers.
For smaller businesses, it may not be feasible (or necessary) to invest as many resources in to your social recruitment strategy but every business should be taking their online employer presence seriously. After all, to get noticed by the best talent, you’ve got to show off the culture and prospects you can offer them.
- Be wary when conducting ‘social media background checks’.
An exceptional CV can be tarred by a little social media research, and 48%3 of hiring managers have reported finding content that has stopped them hiring a candidate, including inappropriate photographs, proof of drug-use and discriminatory comments.
However, a third of employers have found material on a candidate’s social media profile that has led to a job offer, such as background information that supported their qualifications, personality traits that would match the company culture, good communication skills and displays of creativity.
The big takeaway from research into the practice of social media background checks is that 35% of employers are not willing to interview candidates without an online profile. Whilst it’s true that a lack of online presence may be an issue if you’re hiring a digital marketing or PR professional, it’s important to remember that social media skills are not vital for all roles, and you can always get your new employee to set up an account to promote your business once you hire them.
Social recruitment is largely a long-term strategy to expand the pool of talent available to you rather than a last-minute initiative to action when a position needs filling.
With this in mind, set aside a couple of hours each week to build your online presence as an employer; set up your recruitment accounts, post interesting content about the activities happening within your organisation and make a conscious effort to make connections with professionals and recruiters to grow your online and offline network.
1 Jeff Bullas, 2015. 33 Social Media Facts and Statistics You Should Know in 2015. [Online] Available at: http://www.jeffbullas.com/2015/04/08/33-social-media-facts-and-statistics-you-should-know-in-2015/.
2 acas, 2012. The use of social media in the recruitment process. [Online] Available at: http://www.acas.org.uk/media/pdf/0/b/The-use-of-social-media-in-the-recruitment-process.pdf.
3 PR Newswire, 2015. 35 percent of employers less likely to interview applicants they can’t find online, according to annual CareerBuilder social media recruitment survey. [Online] Available at: http://www.prnewswire.com/news-releases/35-percent-of-employers-less-likely-to-interview-applicants-they-cant-find-online-according-to-annual-careerbuilder-social-media-recruitment-survey-300083127.html.
[All information sources accessed 14th May 2015].