A lot of organizations have focused on social media as a marketing and content delivery tool. If you’re not also using social media as part of your recruiting strategy, you’re missing a vital opportunity to connect with potential talent. Social Recruiting could help your company find talented candidates, but only if you know what you’re doing. Pat Wadors is senior VP of global talent organization for LinkedIn, the company that pioneered online professional networking. At the recent Talent Insights event, she explained how to drive real results from your social recruiting efforts.
What Social Recruiting Can Do for You
Thanks to social media, candidates often have multiple touchpoints with a company—or a company’s employees—before they’re contacted by a recruiter. Some organizations even have dedicated social recruiting channels, like @InsideZappos, to set aside reserved space for potential candidates. These social touchpoints, according to Wadors, empower recruiters to eliminate the cold call. When a Zappos recruiter reaches out to an @InsideZappos follower, for example, the prospect is already warmed to the idea of joining the company. Social might be a relatively recent platform, but its superpower is how it bolsters old school networking. It’s a new way to start a familiar conversation: “We both know someone who thought you’d be a good fit for a position I have.???
Other Important Uses
In addition to explaining social media’s power to end cold calling, Wadors offered specific ideas for how your recruiters can make the most of social:
- Preview your candidates. Check out candidate profiles before calling them. Get a sense of how they’d fit with your culture and what they’d bring to your company.
- Take advantage of big data insights. Cull social media data—or let someone else do it for you—to understand what social media can tell you about identifying successful candidates.
- Monitor your talent brand index. Every company has a talent brand index, which demonstrates the general opinion that candidates have of a company. Wadors suggests monitoring Glassdoor and other forums to learn what candidates are saying about your business.
- Involve your employees. If your company is a great place to work, your employees become terrific brand ambassadors. Encourage them to post about positive work experiences and to share company content with their followers.
- Customize candidate content. Build profiles of talented candidates, and use their data to create and deliver personalized content.
What to Measure
Wadors suggests measuring how social recruiting affects several important metrics, including cost-per-hire, referral rate, number of applicants, and quality of hire. Measure which networks are giving you the most benefit, and focus spending and efforts on those channels. Also, if social recruiting isn’t delivering the results that you want, rethink how you’re using it before giving up. For example, if you’re not finding many potential candidates on LinkedIn, broaden your search or data mining criteria—instead of saying that social recruiting doesn’t work.