How Marketers Use Social Media for Recruitment
Editor’s Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To compliment the brand new classes in our updated catalog, he joins us to discuss how social media is used for recruitment, and how employers can benefit.
What if I told you that 94% of recruiters have reported using LinkedIn to vet candidates?
If you’re looking for a new job, you might think I’m trying to give you a piece of conventional wisdom: “Keep your online presence professional.” (And that’s still true!)
But here’s something you hear less often: if you’re looking for a new hire, then you already know these social stats spell far greater changes for recruitment and human resources than for jobseekers, unless they too aspire to become recruiters.
The Great Talent Tug of War
Before LinkedIn, Facebook and Twitter were used to headhunt the best talent, Human Resources was the primary driver of talent acquisition.
But over the last 10 years, social recruiting on Facebook, LinkedIn and other social media platforms has revolutionized the way we hire, so that now what was once a job for the accounting team has become a job for the marketing team.
So how did this great talent tug of war wind up on the marketing end of things? Short answer: the Great Recession.
When huge job losses started occurring around 2008, HR departments became understandably less concerned with filling positions and more concerned with compensation and risk management.
Around the same time, all of our most popular modern social media platforms (i.e., Facebook, Twitter, LinkedIn, and Instagram) were undergoing a development renaissance, all while performing an admirable job of bucking the Recession’s downward trends and revitalizing the online economy that had crashed at the beginning of the 21st century.
The net result of this decline in hiring and ascent of social media was that social recruiting became many companies’ primary resource for not only scouting talent but acquiring it.
Where we once followed recruitment protocols that relied heavily on HR spending, talent scouts, and physical energy to go forth and fill a company’s talent pipeline, we now inhabit a world where free social recruiting technology has placed a vast and easily accessible talent pool right at our fingertips.
This heightened selectability has altered the job market’s center of gravity in major ways. If you’re an investor, then you might say what was once a seller’s market became a buyer’s market. If you’re in HR, you might say what was once an employee’s job market became an employer’s job market. And if you’re a social recruiter, you might say what was once a hustle for HR to fill an abundance of positions is now headhunting: the practice of sifting through hundreds of perfect-fit candidates to fill a choice few jobs with the best talent possible.
Yet with all of the convenient recruiting this talent acquisition revolution has created, there are perhaps an equal number of complications that arise from vetting people online. Chief among these is the age-old HR question: “How do I know I can I trust this person?”
How to Know: Using Facebook for Social Recruiting and Talent Acquisition
Using Facebook for social recruiting requires a very discerning eye, but if used wisely, the world’s largest social network can be an excellent tool for talent acquisition.
One of the first reasons Facebook emerged as a tool for talent acquisition was largely a negative one; in its early years, Facebook was a more personal posting platform where employers could research whether prospective new hires behaved badly outside of work and could result in a PR nightmare for the company.
Rest assured, Facebook can be (and still is) used in this way. But many prospective hires know their Facebook pages will be vetted, so they often take precautionary measures that render the process of using Facebook to root out the bad apples less effective.
But there are still jobs for which Facebook vetting remains a highly recommended recruitment strategy. In fact, some of the web’s best social media managers were picked up from scrolling organically through News Feed and coming across users with carefully curated Facebook posts and great, engaging voices. Others use Facebook to cultivate and monitor an audience of enthusiastic fans, followers and groups that can be used as an excellent resource to mine brand advocates whose skill with word-of-mouth messaging could make them excellent candidates for new marketing jobs.
How to Know: Using LinkedIn for Social Recruiting
At first glance, LinkedIn might seem like the easiest tool to use for social recruiting. After all, it was created to connect job seekers with job offers, right?
In fact it was, but its features have grown in number and complexity since the service’s inception, so that now users have to navigate interfaces such as LinkedIn Premium and LinkedIn Pulse, and constantly think about how to execute a content strategy or promote their brand outside of the seasonal job search.
That makes good leads out of job candidates who regularly update their profiles with new content, experience, and education. But as with print resumes, social recruiters should trust but verify what they read on a job candidate’s LinkedIn profile and cross-check all of the candidate’s online profiles for consistency, credibility, and digital footprint.
All these layers of complexity mean that those who want to engage in social recruiting as a form of talent acquisition should be working hard to revolutionize their marketing strategy on the micro-level every day, especially if their brands, businesses and HR departments want to stay on top of the job market.
How are you using social recruiting for talent acquisition? To learn more, check out OMI’s brand new selection of classes. Our expert educators cover social recruiting, human resources, talent acquisition, and many other topics. For ten days, access is completely free.
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