Specifically, I’ve talked about how it can:
- Enhance your corporate brand
- Drive traffic to your website
- Present networking opportunities
- Position you as a thought leader in your industry
But social media can serve another, incredibly powerful purpose.
Social media can help companies to attract, retain and manage top talent. And this is a particularly important consideration for fast scaling B2B enterprise.
Now, recruitment is generally an HR responsibility, and you’re probably wondering what it has to do with content marketing. But from my point of view, HR and marketing are inextricably linked. Think about it:
- Your reputation and brand help to determine the type of talent that you attract and retain
- The quality of your team absolutely impacts your reputation and brand
The Recruiting Impact of Social Media
Social media is all about building your network – casting that net much more broadly than you could otherwise (f you do it right).
And the broader your network, the more likely that you are going to have access to the best candidates for your team.
It’s one thing to post an ad on a job board or a website – even if it’s targeted.
But the best applicants come via referral; they have already been encouraged to apply; they are familiar with your company – and vice versa.
Even if your immediate connections are not potential hires, through your network, you can access candidates that have been endorsed by people you know.
Social media can sometimes even eliminate the cost of expensive placement firms by providing increased access, more targeted messaging opportunity and better positioning for your company.
What can you do on social media?
LinkedIn is arguably the most robust platform for networking. You can use Advanced Search features to identify candidates with the specific skills and interests that you require. You can also post job openings on LinkedIn and share those opportunities on select groups where qualified candidates might be members.
All of the social media platforms – LinkedIn, Twitter, Facebook, Google+…even Pinterest – can be used to research a candidate’s qualifications. And much like a cover letter can dig beyond the information provided by a resume, by surveying an individual’s activity on those platforms, you can get a sense of their personality and interests.
However, you do want to be careful – especially on Facebook. Checking professional profiles on LinkedIn is appropriate and safe, but sometimes Facebook information like religion or sexual orientation can obscure the line between screening and discrimination. You don’t want to make your company vulnerable to future lawsuits.
Social Media recruiting best practices
Build authentic relationships
Your recruiting success is only as good as the authenticity of your social media relationships. 5000 Twitter followers that are essentially robots and automated accounts are not going to help you find skilled and experienced employee candidates.
It takes time to build meaningful traction on all of the social media platforms. Simply posting your job opening on LinkedIn won’t necessarily result in a watershed of applications.
Leverage your connections; share meaningful information; reach out to other thought leaders in your industry and your efforts will have much more impact.
Diversify your efforts
B2B companies tend to linger on LinkedIn, but using all of the social media platforms may give you better access. Share different messages on different groups and target your prospects creatively.
For instance, you can share a very casual and genuine message with your close and personal connections on Facebook, asking if they know of any suitable candidates for the job opening. You might want to share a more formal posting on a LinkedIn group, and on Twitter, you might consider hashtagging certain industry terms that could pique a prospective candidate’s interest.
Have you ever considered using social media to ramp up your recruiting efforts? Have you ever found a job on social media? Share your experiences and reactions in the comments section below, and as always, feel free to share the post if you found it useful!