We got some great questions during our recent webinar, Growing Your Talent Pipeline with Social Recruiting, but we just ran out of time. Not to worry, we combed through all the questions we didn't get to and answered them below. Read on to gain valuable insight into how to crush social recruiting. Happy reading!
Q1. I lead a small team who's super time constrained. Which social recruiting tactics should I prioritize?
JR: We hear this challenge a lot when we talk to companies, of all sizes. Filling open reqs is, of course, the number one priority. If time is limited outside of filling reqs, I'd recommend starting with creating employer brand content beyond jobs. One quick/easy content piece you can create are employee stories. Come up with one question, such as, "why did you join Acme Co?", and get 5 employees to provide a short answer (under 100 words). Turn each of these into an image file by overlaying their answers, their photo, and your company logo on top of a solid background with your brand colors. Now you have 5 employee stories that are perfect for sharing on social media. Share one every 2 weeks from your brand pages and give to your recruiters to also share.
Q2. Which social channels should my team invest in first? It seems like a new "hot" social network pops up every few months?
JR: It's true, there's always the next big thing, and social media is no exception. In terms of the best starting point, we recommend you start with the established social networks, primarily because they have the most amount of people using them everyday. To give you some context, 8 in 10 U.S. adults are on Facebook, so not a bad place to start. One caveat here is to use common sense to understand which of the 4 major platforms (Facebook, Twitter, Instagram and LinkedIn) make more sense than others based on your target candidates. One example, if you're in healthcare and looking to hire nurses, LinkedIn is likey not the best channel - there's just not that many nurses actively browsing LinkedIn. However, if you're trying to grow your sales organization, then LinkedIn makes perfect sense as salespeople spend a lot of time connecting/engaging with prospects on LinkedIn, especially B2B sales.
Q3. We have a formal employee referral program where employees get paid if their referred candidate is hired. So it seems like we're already tapping into our employees' networks. Why invest in something like employee advocacy or social media more generally?
JR: This is a really good question and one we hear all the time on sales calls. We refer to these types of referral programs as "bounty hunter style". They are mostly effective and we believe in them, but we have a few issues with them.
First, recruiters can end up being inundated with subpar candidates who were only referred for monetary reasons. Second, it's very transactional in nature. You're only tapping into employees' networks when a new job becomes available. This does nothing to build your future talent pipeline. Lastly, your employees' networks are full of rich talent. If the only time you tap into them is to fill urgent jobs, you're never building employer brand awareness amongst a valuable target audience.
A better approach is to layer on employee advocacy, infusing a social element to your referral program. Your employees have proven they're willing to promote you to their personal social connections, so tap into that goodwill to get them to also promote brand content beyond jobs. In addition to your employees blasting out jobs to their networks, they can also share other valuable content that can help attract more passive talent to your brand.
Q4. Any recommendations for recrutiment marketing or social media technology?
JR: Yes, depends what you're looking to do, but I can recommend a few. If you're trying to stay in touch with potential candidates whose emails you already have, then I'd recommend something like MailChimp or one of their competitors. It can help you easily create newsletters you can send them, as well as give you metrics on how many people open your emails and click on your content. Plus, it's pretty cheap.
For a more robust recruitment marketing platform, we'd recommend SmashFly (landing pages, CRM, careers site, rich analytics, etc.). While the company started out targeting huge multinational enterprises, we've seen more and more small and medium size enterprises adopt it. Buyer beware, it is still a significant investment and will likely require you to build a business case, assemble stakeholders internally and secure a sizeable budget.
For social, there's plenty of tools out there. If you're just looking to better manage posting content to your own social channels, something like HootSuite would do the trick. However, if you're looking to get your employees engaged as brand ambassadors, then we selfishly have to recommend FirmPlay. There are other vendors out there, but we're built for recruiting teams and have some favorable pricing through our Innovator Customer Advisory Board (CAB) program. If you're a much larger organization (Fortune 100), you can also look at LinkedIn's Elevate product. However, similar to SmashFly, it will likely require you to build a business case, assemble stakeholders and secure a sizeable budget.
Q5. We're posting non-job content on our own social channels and getting some employee advocacy going via our employees, albeit manually. How can we track the impact of our efforts?
JR: This is where technology can really shine. A social employee advocacy tool like FirmPlay could help you manage and report on the impact of your efforts. However, it's not the only option. I'd invest in shortened urls (e.g. Bitly is a popular tool) and UTM tags for every piece of content shared by your team and employees. This will allow you to use the Google Analytics tool to better understand what kind of value your social sharing is delivering (e.g. clicks, traffic, etc.).
Well, that about covers it. If you haven't already, check out the full webinar for more tips and tricks.
And for the full story on how top companies leverage social recruiting to grow their talent pipelines, and how you compare to them, take a 3-minute survey at our 2018 Talent Pipeline and Social Media Benchmarking Report homepage.