Twitter

Selecting the Social Recruiting Channels for your business

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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.

CPA sourcing channels

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.

5) Metrics

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.

Tuesday Quick Tips: How to recruit through social when you’re not on social

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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.

That means that your recruiters will be scouring Facebook through Graph search,
facebook graph search

They’ll be checking out Meetup.com groups – it’s all about community, tribes and connecting with like minded (and skilled) individuals


meetup group

LinkedIn either through Recruiter or through the free platform using boolean search strings,

linkedin

they’ll be using FollowerWonk to search Twitter bios,

follower wonk

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!

commonwealth bank mobile lender search

They’ll also be looking at things like YouTube to hunt down technical and visual professionals who names are on video credits.

youtube sourcing

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!

How to Manage your Twitter split personalities

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The Social recruiter1

Having multiple accounts these day for so many different things can be confusing.

You have to remember whether you used your personal email address or your business one.  Which password, which profile and keeping up with your online self can be a challenging task!

Twitter is no different.  Many people have multiple accounts for their different personal and business lives, so managing your Twitter split personalities can at time be a little exhausting.   If you have a very clear message for that channel then life become oh so much easier.

The first question I always ask is, ‘what is your objective for engaging on this platform?’ 

Once you’ve outlined your objectives then it’s clearer to see what the strategy needs to be.  For example if your objectives are to promote your business, network with individuals with similar business interests and share information specific to your line of work, then you can have one Twitter account with a clear overview of what you want to tweet, when you want to tweet it, what conversations you can get involved in as well as what tone and guidelines you will use for your business account.

If you want to engage with different audiences then the second option is to have two Twitter accounts where you discuss different topics and engage with different followers.  When you start to mix the two streams of conversations it can be confusing for your followers to know what your primary focus is and therefore may discourage them from engaging with you encase they feel they are getting it wrong.

Building your professional profile and personal profile accurately is very important as the conversations that you have will only be relevant to a specific audience.

Personally I have two Twitter handles ~ one is @Styliseme which talks about all things Fashion, Food, trends, social media, craft and Lifestyle.  It supports my personal blog STYLISE which covers all of these topics and my followers on that Twitter account have similar interests.

If I started to talk to them about HR, Talent Management, Innovation, candidate sourcing and recruitment then I’m guessing they would switch off quite quickly and get bored, as this is not an area of interest for them, therefore I tweet to my @SuzChadwick followers about all things HR & Innovation as that is where my audience for these subjects engage on these topics.  Speaking to people about what is of interest to them will help build your audience a lot quicker because they are more likely to share your content with others that they are connected to.

Technology enabler

As the mobile and tablet Twitter apps easily allow you to toggle between your multiple accounts, keeping up with your different handles is not difficult, and as many tweeters will tell you, it’s not always about making time for your social platforms but rather incorporating your activity on them into your everyday working life.  If you work out how to share content on a regular basis through these communication channels. then the conversation will grow and you’ll find it easier and easier to share, respond, engage, ask questions etc.  You’ve just got to throw yourself into it to really get the most out of it.  As I always say, if you went to a networking event and sat in the corner and didn’t speak to anyone, then walked away and said ” that was a really rubbish event, I didn’t meet anyone, no one spoke to me”, then I’d have to say; who fault is that?  Find your voice and you’ll see that people are keen to engage with your on whatever topics you want and that is where the gold is and where our online success can be found.

image source

Social Recruiting Twitter Basics – How to get your business online and get started!

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Social media for an individual or small business starting out can be a daunting task.
twitter

Who is going to talk to ME?

What will I say?

Will anyone follow me?

The questions and the fear can paralyse people into inaction, which is understandable! it’s like the first day of high school all over again.

But just like school, you will end up meeting someone you connect with and you’ll grow your candidate base from there.

If you’re a HR and/or recruitment professional looking to use Twitter as part of your recruitment efforts this year then here is a basic ‘how to’ on getting started.

One thing I would say before you do get online is have a conversation with others in your business or with a social recruiting consultant to help you map out some ideas out of what your direction, content, tone and risk mitigation plan will be.  It’s best to know this before you start so that you’re prepared for the long haul and not just for the first 3 weeks.

General tips for any newbies:

  • If you’re creating your account to engage in social recruiting, then it’s best to have a company based account so that staff turnover doesn’t impact your communication with a candidate base that you’ve built.
  • Once you’ve created your account and handle {otherwise known as your twitter name} then it’s time to add a picture. Whether it be your company logo, an image that you like or your own head shot, it just shows you’re not a total newbie and that you’ve taken the time to update your profile.
  • Include your bio.  I personally don’t follow anyone who doesn’t have a bio because I don’t know what their interests are or what they want to talk about.  If you’re a business you can say what your business does and your bio is also searchable for keywords, so think about the types of keywords the candidates you are trying to attract may be using ~ #job #career #technology #youcompanyname.   Remember that you can change this on a regular basis if you like as well so that you come up in different searches.

So you’ve got your picture all good to go, you’ve written your bio {which you can change again at any time}, it’s time to get involved!

On a personal note…..

  • 1st and foremost, don’t be shy, just say hi! – be human, after all the person behind the typing is human!
  • Ask questions and answer questions if you know the answer – do a quick search to see what people are saying about your business. I always find this interesting.  If they are talking about you, what are they saying?  if they aren’t talking about you.. well that speaks volumes as well.
  • Tweevsdrop {listen in on conversations} then jump in!  no body minds if it’s just general chit-chat, we welcome new members to a conversation and we love to add new perspectives to the conversation.
  • # hashtag and search topics that are of particular interest to you and then you’ll probably feel more comfortable engaging with people on topics that you know something about.
  • Use #hashtags to find people to follow as well. If you #hashtag Finance, specific technologies you’re looking for, HR, etc then it will show you both people and tweets that have that particular word in either their tweets or their bio.
  • Share, share, share.  If you write a blog then share it with a link, if you have a company website share it, if you love a picture on Pinterest or you’ve taken a photo with your phone ~ share it! people love to see what you love and what you’re up to so share the things that you love and you’ll be amazed how many people find these things funny, interesting or just want to add their comments.
  • If you love something that someone else has tweeted then Retweet it and share it with the people who follow you.  This is also a great way to build a following; by sharing great information.  If the quality of your tweets is good then people will know that it’s worth clicking on your links because it’ll be funny, interesting or useful to them.
  • If it’s part of your twitter strategy to share images, then think about what you would like to see if you were a candidate… the work environment? office surroundings? people? anything fun that is going on or talk about the projects that may already be common knowledge but that you can share with candidates.  Build the conversation then share value.
  • Know your candidates.  If you’re on Twitter for business as well as pleasure then make sure you understand what your candidates wants.  What is it that they will find interesting?  If you don’t know then ask them.
  • Ask questions –   Use your current staff and current applicant and candidate network for market research.  By getting them involved in the journey you’re already building your brand, your followers and you’re engaging your audience.  This will most likely make them more engaged before they’ve even applied for a role or come in for an interview! How great would that be??!

On a business note…..

  • Think about your social integration strategy from day one.   What does this mean?  If you’ve decided to be on Facebook and Twitter for example, then update everything that you do when it comes to candidate interaction to include letting your candidates know that you’re now on these platforms. 
  • Let them know what information you’re going to share – i.e.

“Thanks for your time on the phone Bill, we’ll let you know about any other jobs that may be coming up that will be suitable for you.  Just to also let you know that you can follow-up on Twitter @YOURCOMPANYNAME and on Facebook at ‘Your company name’ .  We share current jobs; job hunting, interviewing and other career advise tips as well as sharing insights into our business, the work we do and the people who work here.” 

  • Integrate it into your recruitment stats as well.  Understand what your current source mix is so that you can start to see/track any changes to it as your social recruiting efforts grow.  This is your first stage of ROI (Return on Investment).  
  • Once you’ve built a bit of a candidate following, be adventurous, what else could you do that’s fun and engaging?  host life chats with hiring managers answering questions about jobs that they are recruiting, get someone to do a live chat about their job and what’s like ~ ‘a day in the life of’.  Think about referral competitions so that you’re using your social networks for referrals as well as your employee referral network.  There are a lot of different ways to engage with you audience.
  • If  all you do is pump out links and information then your engagement levels will be mediocre at best.  As well as sharing content, jobs, etc talk to people, that’s what this tool is there for – engaging with them and talking to them about the things that matter to them when it comes to your business.
  • When planning content, I always think about what I would want to know about a business if I were one of the candidates following them.  There are companies that I would not usually have any interest in, but because they’ve given me a such a great insight into the businesses online I’ve actually thought – “I’d love to work for you!” and this is the objective, show them what they wouldn’t usually see that is so great about your business.

Well that’s probably enough to get you going… there is so much more to do and say but if you’re a newbie I think this should get your Twitter feet off the ground and heading in the right direction.

For more content ideas, check out the Social Platforms page.

If you’ve got any questions just let me know and leave a comment or drop me an email in the comments section.

Social Recruiting ~ 4 Ways to Engage your candidates

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Many organisation jump into Social recruiting with little idea of who their target audience will be, how they will build their community and what content is going to be of value, then wonder why they struggle to keep the momentum up.number 4

The old saying; ‘Those who fail to plan, plan to fail” will always ring true, and there is little difference when it comes to social media and social recruiting and the art of candidate attraction, connection, engagement and community build. There are activities that you can undertake to ensure that you focus your attentions in the right areas for the best results.

If social recruitment is on your organisation’s hits list in 2013, then its time to make a plan and have an open discussion about who is going to champion the change and what your objectives and success measures are going to be.  The first practical course of action is to create your organisation’s user name so that when you’re ready, it hopefully hasn’t been taken by another business or person.

1) Research (Attract)

Conducting preliminary research as to whether your candidates are on Twitter, Facebook or LinkedIn is key. There is little point building an amazing profile on Facebook with great imagery, competitions, recruitment videos and polls etc., only to find that the candidates you are trying to attract are all on LinkedIn, Twitter or neither.

There are many ways to find this information. One of the easiest ways is to ask your employees who work in this discipline which networks they are in, if any; how they use technology for professional purposes, what information they may be interested in hearing about and even more so, what topics they would engage in conversation about. You can also research social media platforms to assess the content and connection activity by using hash tags in Twitter, general searches for key words in Facebook and LinkedIn. This should give you a general idea of the activity around these topics.

Researching your competitors’ online brands and profiles is also imperative; in order to appreciate what the competition is doing and therefore give you time to build your ZAG. In other words, build your differentiator so that candidates know what they will get from you if they engage in conversation and social online activity.

2) Innovation (Connect)

Creating innovative content and understanding your audience are two key focuses for message to market. Getting to know your audience will provide you with the knowledge to engage them in conversation.

When building your online sourcing strategy, spend the majority of your time focusing on topics of interest, trends in the market, information that you want to share about your organisation and what the key words are that you want to use on an on-going basis that relates directly to the type of candidates you want to attract.  For the basics on what content is best to share on each of the social platforms check out the Social Platform page.

Innovative content will be shared again and again through social media channels if it’s original, creative and unique. Using the research that you have and thinking like your candidates will help you create the type of content that will interest them.

3) Participate (Engage)

Voyeurs.

There are many of them on Social Media channels. I hear people say to me all the time when discussing Twitter, “Oh I don’t say anything, I just watch what other people say and do”. As I’ve said to friends who want to try social media out in general, it’s only when you join the conversation that you’ll get anything back. Once you start talking to people, engaging in conversation, answering questions, sharing information; that is when you start to see the returns of your interactions. If all you ever say is where you are and just retweet without any original content or personality then the majority of people will most likely leave you to it.

For example I’m always amazed that when people connect with me on LinkedIn and don’t actually use my name or bother writing anything personal in the message box. So they’ve taken the time to search for someone with my experience and/or company details, they want to connect for one reason or another, but don’t think it’s important to address me.

If you want to be remembered, engage.

Be personal.

Use your personality, and people will most likely remember you the next time.

This goes for your candidates, use their names when you engage with them, speak directly to them. Brand engagement comes from a positive personal experience which leads to earned media. Earned media is the free publicity and exposure gained from loyal brand advocates and their discretionary efforts that lead to more people engaging with you and your brand through trusted association.

Never underestimate the power of engaging with your audience directly.

4) Commit (Build)

Bolting at the gate is what many organisations do. Jumping on the Social recruiting band wagon without being prepared, because it’s what everyone else is doing. Accounts are set up and away they go. They start building their audience, have a few conversations and then… nothing… radio silence. There are several reasons why this happens.

1) A failure to plan message to market and what you want to say and therefore quickly run out of ideas and give up

2) Getting excited at the beginning is great, but then when it takes a bit of work and interaction to build your audience, you get bored.

3) You receive negative feedback and don’t know what to do, so choose to do nothing

4) You want to engage in conversations with customers but are unsure how to do it on an on-going basis.

The commitment to build your audience, have a plan of action when it comes to message, timing, and response etc. is critical to online success. Even if your audience aren’t interacting with you to start with, you still need to be present and show that you’re there, talking, engaging, discussing and listening to what they have to say.

This can take time to increase the engagement of your audience. Some social recruiting platforms will work better than others, and once again understanding where your candidates are will be key to your ability to build the community around your brand.

When looking to engage candidates within the specialised field that you’re target takes thought, research and targeted messaging:

• Understanding the challenges of the candidates that you’re targeting. What is going on in their world, field, and industry specifically and what are the topics of interest to them?

• Surveying, speak with those in your organisation in the same field or researching for white paper or market information will assist with content focus.

• Once you’ve identified the key topics of interest, concern and/or discussion then research what it is within your organisation that will be the key attraction for these types of hard to find candidates. There is little point finding a great individual if you don’t have a compelling story to share with them and engage them to actually move from where they are to your organisation. Building and Employee Value Proposition (EVP) is one of the easier and clearer ways to articulate your organisations differentiators. Don’t try and be everything to everyone, be specific, speak to a need and drive the message home.

The process to use Social Media to recruit can take time. Outlining your key message comes first, targeting your audience and communicating that message and then following through to build community, brand advocates and candidate loyalty.

If you’re really lucky and do it well, then the candidates you’re looking for will be knocking on your door.