As a wise woman once said, “Do one thing everyday that scares you.”
While Eleanor Roosevelt firmly believed in confronting our fears, it’s pretty unlikely that she was talking about recruiting. Let’s face it: as social media becomes intrinsic to job seeking and hiring, some recruiters are entering uncharted territory — and it can be intimidating. Even after you’ve gathered the courage to begin, it’s hard to know what’s fair game on social media and where to go from there.
While it might be scary, social media offers tremendous advantages if recruiters are willing to take the risk. According to a recent Jobvite survey, 73 percent of recruiters have made successful hires through social media, and 59 percent of recruiters think candidates found through social networks are of the “highest quality.” With so many recruiting opportunities on social media, you can’t afford to let your fears hold you back. Here’s a look at five common worries that drive social recruiting paranoia, and why they’re not worth the stress:
Worry #1: You have no clue where to start:
If starting your social strategy from scratch feels daunting, you’re certainly not alone. As with any new venture, it’s often easier to stick to your guns and avoid a potential flop. But now is not the time for inaction. Over 90 percent of companies use platforms like Twitter, LinkedIn and Facebook to recruit candidates — can you afford to be one of the 10 percent that don’t?
Didn’t think so. If your recruiting team is serious about social media, start by building a plan and setting realistic goals. Try one-, three- and six-month plans, so you’re not biting off more than you can chew. And remember, every social network is different: for example, while 86 percent of job seekers prefer Facebook, only 66 percent of recruiters use Facebook to find and source candidates. Do your research, and make sure you’re using the social networks that will help you achieve your objectives.
Worry #2: You might post jobs incorrectly:
Naturally, a large portion of any successful social recruiting strategy involves sharing open requisitions and getting the word out. But the mechanics of posting can be fuzzy — what if you duplicate posts, forget to give candidates a way to respond or post in the wrong spot?
Having a plan in place can solve these dilemmas. Determine all your basics upfront, including which jobs will be shared on social, how often to post and which social networks you’ll target. Then you can focus your energy on leveraging your networks to reach new audiences. Encourage employees to share jobs with their connections to help expand your reach. And don’t forget to track and measure progress so you know your strategy is working.
Worry #3: You’ll misrepresent your employment brand:
If you’re like most recruiters, employment brand is on your mind — and if you don’t get it right, you could miscommunicate the culture and vision behind your company. But whether you like it or not, your employment brand already exists on social media, so it’s up to you to bring real insight to the conversation.
If you want to attract candidates that fit with your company’s culture and objectives, building your brand on social media is key. Just as a marketer does with their products, recruiters must carefully curate their brand presence across networks to cultivate interest in your company. Make sure you know what kind brand your company wants to convey to prospective candidates, Then, make sure this translates to your social tone.
Worry #4: You’ll drown out other company messages on social media:
Let’s say your company already posts on social networks about products, webinars or partnerships. While you might be afraid to add another cook to the social kitchen, there are ways around making too much noise. Don’t force job seekers to weed through your company’s account to find the hiring-related posts. Set up dedicated recruiting profiles on each network, so you can prevent mixed messages and help candidates get to what they’re looking for quicker. But make sure your posts are unique and interesting — candidates identify with brands that have a personality, so make sure yours comes across loud and clear.
Worry #5: You’re too busy to give this the real attention it deserves:
If you don’t feel like you’re being pulled in ten different directions, you’re probably not a recruiter. How can anyone on your recruiting team have the time to own a social recruiting strategy? Unfortunately, automatic posting looks fake in today’s social-fueled world: according to a recent Glassdoor survey, 95 percent of job seekers expect openness and transparency from any company they are evaluating.
Believe it or not, you can meet expectations on social media without sacrificing your schedule — or your sanity. Try scheduling out content a week in advance, and let technology worry about posting on your behalf. As long as your posts are written by a human, a computer can handle the mechanics. And don’t overdo it. Develop a cadence that makes sense for your company’s needs and is manageable for your team.
While social recruiting might feel like a necessary evil, allowing your fears to fester will only do more harm than good when it comes to security quality talent. To stay competitive in today’s crowded job market, you time to face your fears and embrace social recruiting in the long term.
Author: Kimberley Kasper, CMO of Jobvite