A bad hire is one of the most costly mistakes that companies make. Worst of all, it happens over and over and over again. Ultimately, there is no way to ensure that every person you hire will work out. But smart organizations are devoting a lot of energy to cutting down on those mistakes — not to simply save the sunk costs of bringing in the wrong person but to improve the quality of their talent pool.
It’s no surprise that social media recruiting has become so popular. Decades ago, people read newspapers, so companies advertised open positions there. Now, people are on social networks. And if that’s where the people are, that’s where companies need to go.
Actually finding and attracting the right people can be difficult, however. It’s still a new environment — with new networks popping up every year — and traditional HR managers have an especially tough time making a go of it. But by following these five tips, any company can improve its social media recruiting strategy — and therefore its workforce.
1. Smart Search
The most obvious starting place is to post job openings on various social media channels. This will return direct replies to posts on networks like Facebook and Twitter. That alone will give you a pool to start considering. But be sure to also use hashtags that will allow your post to travel beyond your own network. Include phrases like #jobopening, #nowhiring, #careers, or #jobsearch so that those seeking employment may come across your listing. And don’t forget industry-specific terms. The best bet is to do some research on Twitter or Facebook to see what type of keywords are generating buzz in the community. By including your post into the larger discussion, it will be more widely shared and seen.
2. LinkedIn Is King
Of course, there are many opportunities across all social networks to find good workers. But nothing is better than LinkedIn. The Microsoft-owned platform has in essence become the new resume. Sure, most established companies still require potential hires to submit a PDF listing their professional skills, educational degrees, and other accomplishments. But it’s just the same info that LinkedIn carries digitally, making its database — which includes powerful search tools by geography, position, and abilities — a treasure trove for employers who have a position to fill.
3. Know Your Market
While looking to LinkedIn for new recruits makes the most sense for most industries, certain jobs can be targeted better in other spaces. There is a whole world of talented people out there that spend little to no time on what is considered the stuffiest platform in favor of other, hipper venues. If you need a fitness personality, Instagram is the place to go. The same goes for many creatives, such as video editors and photographers who tend to display their work in places that inherently make sharing short clips and digital images easier. (Reminder: Don’t forget about Snapchat. While it may have started as a network used by teenagers only, it is now where many savvy, smart marketing superstars spend most of their time.)
4. Opportunity to Educate
In addition to just finding people to interview, some companies have found success using social media to help educate potential recruits. Amway, for example, confronts rumors about the organization that appear on social media by dispelling myths and providing a fact-based, first-hand account of its own story. In addition to showing the applicant what the company is all about, the content is inherently shareable and has proven to be widely read across various channels. This, in turn, helps to not just target specific people that the company has identified, but it generally raises brand awareness and helps people come to understand why they would want to be a part of the organization.
5. Getting to Know You
There is a lot to learn about a person by how they behave on social media. While there are some legal pitfalls that companies must steer clear of (specifically regarding diversity), using social media as something of a vetting mechanism is a powerful tool. Global giants like Deloitte and Accenture were early pioneers of social media recruitment that have been using this to great effect for the better part of a decade. And they have been able to find the type of people that match their corporate culture well, for positions both big and small. Rather than looking for red-flag content that might rule someone one, however, it is better to see whether their sensibilities will be a good fit beside other employees, especially in higher-level management positions.
Finding Social Success
Connecting with people has never been easier than it is right now. That can be a blessing and a curse, no doubt, but in the world of recruiting it should be viewed as a powerful tool. Through just a mobile phone or laptop, you have the whole wide world in your palm.
The key to finding the best and brightest is being smart about how you look. Figure out the best ways to search for candidates, lean heavily on LinkedIn, and don’t forget about other networks. And be sure to find brand-specific ways to share your company story so that people can find you while getting to better know how potential hires.
All together, this is the new lay of the land. Social media is no longer a tech trend but simply the way we all interact, express ourselves, and connect with the world. All companies should now be using it as part of a good hiring strategy.
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