You’ll be hard pressed to find a company that is not using social media as an integral part of their recruitment process. We live in a digital world and as job-hunters become more and more exposed to the breadth of employment opportunities available to them, employers will find that they need to be increasingly strategic about how they go about getting—and keeping—the attention of the best and brightest job-seekers on the market.
The numbers show that when employers use social media to scout for prospective hires, everyone is happy with the results, because not only is the screening process thorough and much more manageable, but the best candidates get hired in the end. The numbers also show that when employers use social media to communicate with their consumers and audiences, their brand recognition improves by leaps and bounds.
So now that you’re sold on the value of social media, here are some guidelines that all organizations—whether they’re a Fortune 500 company or a 30-person non-profit group—can use to make the most of their social media channels. Gaining the interest of the best applicants and improving your employer brand are just a few steps away:
I’ve seen it time and time again. Companies post information and updates that absolutely do not resonate with their target audience. If the content you’re pushing out doesn’t speak to your audience, they will not be drawn to you. Smart companies take the time to find out what’s important to their audience before sharing content.
This is essential for building strong relationships. Too often, I’ve seen prospective applicants have their questions and comments go unanswered. Millennials grew up in glass houses, they want and expect your organization to be transparent and to engage them quite frequently on your social media channels. In the world of the “right now,” people are no longer willing to wait hours or days for a response from clients or customers. Social media is no different. Interested candidates want to know that you value their contributions to conversations through your social media channels. Surely, you won’t be able to respond to everyone, every time, but you must be dedicated to maintaining a reasonable amount of interaction between your organization and talent.
Upon asking a communications manager at an accounting firm how the company went about measuring their efforts to see if their strategies were working? Her answer was “We’re not.” Your organizations’ efforts as well as the efforts of your competitors must be monitored and measured in order to continually improve performance. We live in a data driven world. If you are not using data to back your decisions, then you are equivocally making blind decisions that might not be best for your organization. Data-informed decision-making is growing and shows no signs of slowing down.
So many organizations make the mistake of not doing appropriate research to fully understand what’s out there. By not thoroughly investigating what’s happening before building out a strategy, you are setting yourself up for failure. No matter if you’re just starting out or have been in the social game for a while, market research is vital to understanding your target market. You must also conduct research on a continual basis to maintain a competitive edge.
In a collaborative effort, organizations that take this approach will begin to see the ROI that comes with building out a tactical, and measurable social-media strategy a lot faster than companies that do not.