That’s Not Social Recruiting
As lead social recruiting maestro for your company; you’ve signed up for Twitter, created a Facebook fan page, reserved a YouTube account, and started a blog to help recruit prospective candidates. Congratulations, you’ve taken the first step towards social recruiting. However, joining all the social media and social networking sites on the web will not make your recruiting initiative successful. A primary determinant of your success is how you engage with the community using these various tools. If you begin to display the following behaviors, you’re not being social.
Facebook Redirect
After creating a Facebook fan page to communicate with prospective candidates, you ran targeted ads directing users to your fan page. These actions have been driving traffic. Yet every time someone asks a job or career question, you redirect them to your careers site. That’s not social recruiting. Candidates are coming to your Facebook fan page to socially interact with company representatives and peers, not to be sent to your career site. If the only purpose of your Facebook page is to direct candidates back to your career site, it would probably be better for you to simply purchase a targeted ad pointing to your career page. This way, there is no illusion of your intentions.
Blog Comment Shuffle
You started a blog to talk about the interesting things your company is doing. You’ve been consistently publishing new content. But, everytime someone posts a questionable or negative comment, you delete or don’t respond to it. That’s not social recruiting. If your company is interested in simply creating a one way conversation free of controversy and conflict, then don’t create a blog. Instead of burying or ignoring these comments, why not take the opportunity to figure out if there is a legitimate concern?
One of the biggest benefits of social media is the opportunity to engage in a direct 2-way conversation with your target audience. If the community values the conversation, then social media can be used to expand the reach of your employment brand or recruiting initiative. But, if every action you take is anti-social, then your initiative will not be successful. As Ford’s CMO says, “You can’t just say it. You have to get the people to say it to each other.” That’s social recruiting!
-Omowale Casselle
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