Being everywhere and doing everything is not always the best strategy. If I’m honest it’s probably not a great strategy for anything these days! With recruitment resources stretched to their limits for most organisations, it can be difficult to try to keep up with the number of channels to market you could be using.
One of my recent posts, Mapping your way to sourcing success, outlined the fact that you really need to know your target audience. By knowing your target audience you can make informed and effective decisions on which channels are right for you. Some of the key steps that I take when recommending social channels to clients for recruitment purposes include……
1) Assessment of the Employer Brand
You should have a fairly good idea through engagement, pulse or EVP survey’s what you internal audience thinks of the organisation. To gain an understanding of what the external market’s view is, you can check out sites such as Glassdoor.com or the new Australian version jobadvisor.com or do your own primary research by adding a question to all of your screening forms or conversation asking the question – “what is your perception of what it’s like to work at company X?”. If you do this over a few weeks you’ll soon get a feel for what the perception in the market is of your organisation as an employer. By understanding this first, it will allow you to know what messages you either need to reinforce if positive or counteract if the perception is negative or untrue.
2) Develop a sourcing Channel map
Segmenting your target candidate audience and building your sourcing channel maps will allow you to speak directly to the candidates you need to, with the message you want to push out there as to why your organisation is the best place for them to be working at! To read how to build your sourcing channel map check out this post.
3) Know your objective
Before you do anything in the social space, you need to understand what your objective is specifically. Are you trying to attract candidates, show them what your organisation is about, share jobs, share information? Be specific as it will make content curation much easier if you can answer a simple Yes or No to if the activity you are doing will help you meet your objective. When defining your objective don’t use broad brush statements like – We want to seen as a good employer. Objectives can be:
- Communicate our EVP
- Show our culture (events, corporate & social responsibility, learning & development) through photos and videos
- Share informative and helpful content to potential employees
- Share market information
- Show our personality by not taking ourselves too seriously
4) Select your channels and platforms
Once you know which channels are right for your target audience (sourcing channel map) and you understand what your objective is, then you can start planning which channels are right for you.
Knowing which social channels your company is currently using will make your life a little easier as you may not need to build a new business case to use a platform you’re already using as a business. So do a search across the usual suspects such as Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, etc as you may not be aware that your organisation has a presence on a specific platform.
I’ve found that the majority of corporate organisations have YouTube and Facebook from a consumer perspective. Some may have a Twitter careers page and then there is usually a blank Google+ page that has been registered but not used as yet. More advanced organisation have utilised Pinterest for employer and consumer Branding and then there are a few that use Instagram, once again from an employer brand perspective.
Before you start any activity, write down where you are right now. Things like what your employer brand is internally and externally – this may be through your engagement scores and sentiment in the market. It may be looking at the number of application you receive now. Knowing where your starting point is, will make it much easier to measure in 3-6-12 months time the impact your activity is having on your attraction strategy as well as which channels are helping you meet your objectives. There is no point putting resources, time and money into something if you’re not getting the return on investment.
This entry was posted in Attraction, Employer Branding, Engagement, Facebook, How to, Sourcing, Twitter and tagged Building a social recruiting business case, candidate attraction, candidate engagement, candidate sourcing, Employer branding, Social Recruiting, sourcing, why use social media for recruitment.
Finding and hiring top talent is challenging, but finding and applying to a top position isn’t exactly easy either. Trawling the job market can feel like an endless task for recruiters and candidates alike, often frustrating, always time consuming and last but not least, exhausting.
Fortunately as recruiters, we have hundreds of ways to speed our side of the application process up; Online application forms, pre-selection tests, web assessments and application tracking systems make our lives easier and essentially help us find the right people. However what works for us, doesn’t necessarily work for our candidates.
In a bid to find that perfect employee you might end up setting up more hurdles than they’re willing to jump. It might seem like a good idea to stringently filter the wheat from the chaff at the start, but put yourself in your candidate’s shoes: Based on your application process, would you apply to your ad?
Have a closer look and you might just find that your application process is shooting you in the foot.
The Right Start
Target audiences apply to certain companies more than others because they enjoy the experience, and an enjoyable application process begins with a great ad.
A candidate won’t spend 15 minutes reading an essay, they need facts, bullet points and it helps if it’s pretty. Corporate colors, logos, and photographs representing the company are always a winner. Got a coffee machine? Mention it in the ad. Remember, you’re not just advertising a job – you’re selling the experience of working at your company.
With this in mind take it a little step further and include staff testimonials. Got nothing to hide? Link to Glassdoor.com and let your employees do the talking for you. Least of all you want to make sure you include links to your social networking sites. If someone is genuinely interested in applying this will be his or her first stop (alongside your website) to scout out your company brand. Make sure you use this to full advantage with a well-groomed Facebook or Twitter account.
Spot the careers section
If a job seeker has opted to head straight to your website, as opposed to stumbling across you on an online job board, then the chances are that he or she are seriously interested in working for your company. So make the application process easy for them and anyone else that lands on your site. The people who are taking an active interest in your business are the one’s who you want to encourage, so don’t hide the jobs section somewhere down in the footer.
Ideally your careers section will be easy to navigate with a simple search tool to look for jobs in different categories. If there doesn’t happen to be any jobs available in a particular field, then why not suggest an open application? Most people with an interest in your company will relish the opportunity, plus it will boost your talent pool, it’s a win-win situation.
Where do I apply?
When it comes to job boards, most candidates spend about 30 seconds scanning an ad to work out if they’re interested or not. Hopefully, that first 30 seconds will have someone hooked but there’s one foolproof way to ensure they slip the net and that’s by hiding the Apply button.
The Apply button needs to be the shining star of your application process. It’s the first step through the gateway to your company and it sounds obvious, but this happens all the time: Placing the Apply button somewhere at the bottom of the ad will result in you missing out on potential candidates.
As much as you’d like them to, don’t assume that your candidates will read every single little tiny detail of your description. Job seekers scan ads the same way we scan resumes so make sure the Apply button is temptingly lingering nearby at all times.
In an ideal world we’d post an ad, sit back and wait for an influx of top talent to apply, the hardest part would be choosing one of the many candidates who fit the bill. In reality, it’s a pretty mixed bag and this is why pre-selection questions play such a vital part of the application process.
The trouble is, as great as it would be to filter out the perfect candidate from the very beginning, the amount of questions and tests it would take would result in a 3 hour long application process. In reality, it needs to be less than 10 minutes (max).
First of all, you want to make sure your candidates can apply with their LinkedIn and Xing profiles, this takes about 2 seconds. Secondly, strip your application form down to the bare essentials. Every extra step a candidate needs to take is an opportunity for them to bail, so put your applicants on the fast track by getting rid of the pointless questions and save others (such as references) for later.
It should really go without saying, but some of us still haven’t got around to creating an automated response. The top biggest peeve for job seekers is not being acknowledged, quite rightfully so. We’ve all been there and it’s super frustrating especially after you’ve spent 40 minutes crafting a perfectly written cover letter.
Unfortunately most of us don’t have the time to personally respond to each and every application so the easiest way to at least acknowledge your applicants, is to simply set up an email account specifically for the job ad. Next, write a friendly auto-response to assure your candidates that their application arrived and let them know when they can expect to hear from you next.
We all know that merely cherry picking the candidates we want and ignoring the rest leads to a bad rep, so acknowledgement is crucial. Secondly the auto response is great opportunity to include links to your social media channels and other open vacancies, which will help you fill your pipeline for future positions.
Don’t forget that your application process is just an extension of your employer branding so make sure it doesn’t let you down.
A streamlined application process
Essentially the gist of it all is to make your application process quick and easy. Some may argue that a hard grafter will be willing to go the extra mile, if a 20-minute application process is too long then how will they survive in an office? However, it’s all too easy to forget that the war for talent is just that, we’re all battling for the same candidates.
If your competitor is offering a faster track to getting a foot in the door, can you really blame a candidate for choosing them over you? Even a tech superstar who’s used to spending a fair amount of time in front of the screen isn’t going to want to spend hours filling out yet another application.
Make it attractive, make it quick and make sure your application process isn’t shooting you in the foot.
BIO: Selina Kerley is a blogger living and working in Berlin. She spends her days researching the world of online recruitment, in order to bring the latest news, hints and tips and recruitment strategies to the world. Selina is currently working for recruitment software specialists http://www.softgardenhq.com
This entry was posted in Attraction, Employer Branding, Engagement, Facebook, How to, Recruitment 101 Series and tagged candidate attraction, candidate engagement, Employer branding, social recruiting how to, sourcing.
TUESDAY QUICK TIPS!
I get so many people say to me… we’re not on Facebook, Twitter, Pinterest etc because our organisation is too risk averse or we don’t have the capacity to maintain the pages and content and feed etc; to which I reply that’s fine, you don’t have to be on social to source through social.
I talk about the Curious, Capable and Committed recruiter a lot. It’s about having the right sourcers or recruiters in your business to find the people that you need – period. And wherever those people/candidates are, then that is where we need to go. Therefore having the mental block that “we don’t recruit on platform X” could be a big barrier to your team using all channels available to seek out and find the right people for your business.
In an ideal world your Source of Hire mix will include everything and anything until proven useless.
They’ll be checking out Meetup.com groups – it’s all about community, tribes and connecting with like minded (and skilled) individuals
LinkedIn either through Recruiter or through the free platform using boolean search strings,
they’ll be using FollowerWonk to search Twitter bios,
they will also be searching corporate websites for names and titles of those who aren’t on LinkedIn – shock horror…yes there are many people who are not on LinkedIn in the professional world. I did a quick look for mobile lenders from one of the big 4 banks and got a quick list as well as what languages they speak! love a bit of old school searching!
They’ll also be looking at things like YouTube to hunt down technical and visual professionals who names are on video credits.
So whether you’re in Government departments, risk averse industries like pharmaceutical or investment banking, or just if you’re business isn’t interested in building their online or social presence, don’t let other people’s concerns stop you from getting out and looking for everyone, everywhere! Once you start down the rabbit hole you’ll be amazed what you will find….. and I haven’t even touched on Google+, blogs, forums and so many more places you can connect, engage and find what and who you’re looking for!
This entry was posted in Attraction, Engagement, Facebook, How to, Recruitment, Recruitment 101 Series, Sourcing, Tools, Twitter and tagged candidate communities, candidate sourcing, recruitment, social media, Social Recruiting, social recruiting how to, social sourcing, sourcing, why use social media for recruitment.