Social Media Recruitment is an HR strategy to attract better active and passive job candidates. Firms create a presence on social media sites to boost their brand and interest of people in applying for jobs.
Social media refers to websites and applications that are designed for people to come together and share content quickly, efficiently, and in real-time. If you are confused about which sites can be listed under social media sites, you can look for the following common features:
Personal user accounts
Friends & Followers
Like buttons and comments sections
What is Social Media Recruitment?
Social Media Recruitment is a hiring process where companies or recruiters hire candidates via social media platforms. Here, social media platforms like Facebook, LinkedIn, Instagram, Twitter, etc are used as advertising or talent database platforms. Blogs, forums, social media profiles or other internet sites can be used to attract and hire talent.
It is a unique and free way of advertising for job opportunities. Since everyone is on social media, the reach for recruitment on social media platforms is also higher. Social Media gives a clear idea about a candidate's personality and a company's aura. This can help both the company and the candidate a clear picture of what they are getting into. Social Media profiles can be used to get a background check on the candidates and the company pages on these social media platforms provide aspiring candidates with all the information and job vacancies in an institution.
What is the importance of Social Media Recruitment?
Social Media Recruitment helps to use social media networks not only as a form of job boards but it also helps to build a brand image for the company and develop a bond with potential candidates. Candidates are encouraged to apply for a vacant job position through social media as they feel they are more connected and aware of the company.
How does Social Media Recruitment Work?
Some talented people are more engaged on social media sites than on job boards, so social media recruitment is a great way to reach them. Algorithmic-based technologies can use job descriptions to find people on social media who meet the requirements and then rank them. It's then up to the employer to reach out to these passive candidates and see if they want to talk more about potential jobs. Other than this, the companies can post about their job vacancies on their social media profiles and interested candidates can look at those posts and apply for the jobs.
What are the Benefits of Social Media Recruitment?
Social Media Recruitment allows recruiters to engage with clients and develop deeper connections in real-time. Some of the benefits of Social Media Recruitments are as follows:
Social Media Recruitment lets companies reach candidates faster and at a lower cost as compared to job boards and recruitment agencies.
It makes engagements with the targeted audience easy and explores if the candidate is the right fit for the company or not.
It builds brand awareness and makes people more aware of job opportunities.
Companies get a higher response rate from potential candidates.
Social Media Recruitment is also a great source for obtaining referrals.
It lets companies get a background check and verify the candidate's personality before hiring them.
What are the Drawbacks of Social Media Recruitment?
As every coin has two sides, Social Media Recruitment also comes with its set of drawbacks.
As social media is a public platform, some candidates do not feel comfortable when recruiters check their social media profile due to privacy concerns.
The employer can unknowingly and unwillingly become biased with candidates who have well put social media profile.
Some social media profiles may have missing or inaccurate information which can lead to injustice towards the candidate.
Some Statistics Related to Social Media Recruitment
Social Media Recruitment has changed the whole game of recruiting and the hiring process and here are some statistics to prove that:
92% of companies use social media for recruitment.
79% of candidates use social media platforms for job applications.
70% of hiring managers claim to have successfully hired using social media.
80% of employers find that social media helps to attract passive job applicants.
Social Media is considered the most useful job search source by job seekers.
LinkedIn is the highest-ranking social media platform when it comes to recruiting with 93% of companies using it.
66% of companies use Facebook for recruiting and 54% of companies use Twitter.
Should Employers conduct a Social Media Background Check?
Social Media is an important source for the recruiters to explore information about their potential candidates but it is a federal crime to disregard any social media platform's terms and conditions. Conducting social media background checks on your own can lead to legal and ethical problems. So, companies can use a third-party screening company which can provide the information without violating the candidate's privacy while following the laws and regulations.
Social Media Recruitment Strategies
Network and engage with your audience
Start an engaging conversation while responding to potential candidates on social media platforms to build trust and a bond with job seekers.
Highlight company culture
Social Media Platforms are the best place to showcase the companies by sharing achievements, milestones, events and much more.
Use appropriate social media platforms
Use the social media platform that most appropriately fits the kind of persona you are seeking in the candidate and the job opening.
Share the right posts
Do not spam with a post related to just the vacancies and about your company. Rather, share different humours posts, industry trends, etc to keep your followers engaged.
Get the staff involved
You can ask your employees to share job postings or about anything interesting that happens with them at the work-front on social media platforms.
You can join groups and follow pages related to recruitment or your industry. This will keep you updated with your market and you can post about job vacancies in these group to reach the niche audience.
You can make videos about your company's culture, job vacancies, employee experience and much more and promote it on social media platforms to reach passive candidates.
Power of Hashtags
If you wish to be trending and talk of the town, you have to learn the art of hashtags. It helps to attract the audience to your profile and build brand awareness for your company.
Examples of Successful Social Media Recruitment
Here are some companies who are at the top of the game when it comes to Social Media Recruitment:
UPS is named as the 'Top 50 recruiters on Twitter'. Their Facebook and Twitter are full of personal stories and videos where employees showcase their work culture and engage with candidates daily. They are highly interactive with daily question answers and discussion topics.
Marriott's Career page has 4 times more likes than the Facebook's official page i.e. 1.3 Million Likes. Here, the candidates get real-time answers which build personalised connections with the candidates. Also, the regularly recognize their employees' achievements.
Intel is known to maintain an approachable presence on social media by creating an open dialogue on the page. They make sure to respond to the candidates thoroughly and quickly.
Zappos creates 'Inside Zappos' pages consisting of all the information about campus events, company culture, employees and much more and they call the job seekers as 'Zappos Insiders'. They created a network of talent using relationship-based recruiting.
Sodexo successfully established candidate-focused approach by using resources like blogs to educate the candidates.
Tools for Social Media Recruitment
Social media is one of the best ways to hire in today's world and here are some of the tools to help:
What is the future of Social Media Recruitment?
Recruiting via social media is growing with 84% of organizations using it currently and 9% planning to use it soon. Some studies also reveal that the millennials from the age group of 18-34 are changing the recruiting game by 73% choosing Social Media Recruitment. Many recruiters believe that social media marketing will be the most in-demand HR skills by 2020, followed by Data Analysis and Predictive Modeling.
How Employees Can Amplify the Company's Social Recruiting?
Social Media Recruiting by involving your employees automatically increases the reach for the recruiting process. On average, an employee approximately has around 400 LinkedIn contacts along with 420 Facebook friends and 360 twitter followers. So by involving your employees in the process, the engagement rate increases 8 times.
Candidates seeking a job wants proof before joining the company and when an employee posts about their happy work life, the potential candidate gains trust and is more likely to apply for the job posting.