When Jobvite released results from its sixth annual Social Recruiting Survey, the main underlying question had switched from whether recruiters were using social networking to connect with candidates and hires, to how recruiters were doing so, according to Jobvite President and CEO Dan Finnigan.
And while competition is fierce among many job seekers, don’t forget that the same can be said for many recruiters, especially those working in the high-tech recruitment sector. New opportunities to use social tools for recruiting also bring more competition for the strongest candidates. Jobvite’s numbers show how recruiters are using a variety of sites, from LinkedIn to Facebook, and relying on referrals, which tend to lead to the best hires and retention. They are also solidifying the list of negatives that will deter them from pursuing a candidate, such as social sharing of certain anti-social and illegal information.
Social networking is hot, but it won’t work in a vacuum. And not every company will get it right. On Forbes.com, TalentCulture Consulting Group CEO Meghan M. Biro has a strong piece on how to keep the focus on quality recruitment, making a positive impression for the company on candidates, and maintaining an entire talent management strategy – and yes, social recruiting is one piece of the puzzle. Her list of five essential steps includes:
A workplace culture inventory: This is a big undertaking, which can include gathering information both internally and from candidates that decided not to join your company, but it is foundational to your efforts. You are not accomplishing separate hiring events. All the ways that you are making contact and communicating with candidates make up your brand. What does that look like?
Leadership changes: These may become necessary after the inventory is done. If the leadership doesn’t exist to build the recruiting strategy desired, will an outside hire with existing experience get it done?
Engaging with marketing talent: Getting more input from other departments – especially marketing, writes Biro – strengthens the end result. Solicit their feedback on job postings and communications.
Social media: And here it is – the social media piece. Biro’s advice is to make sure you are again receiving input from across departments and from outside parties, if you need it. Use those internal social gurus; they will welcome the invitation to become involved in helping you maximize your social efforts. And keep the focus on user-friendliness
Keep it real and honest: Each company must come up with its own recruiting/branding approach, but make sure it is authentic. Don’t bait-and-switch candidates with a snarky approach if that is not the real culture. This is an opportunity to educate candidates and future candidates on what makes your company strong, whatever that is.