The recruiting process has changed for many companies in the past few years. More and more companies have begun using social media to attract new talent. Social media allows companies to target specific qualifications, effectively correspond with candidates, and evaluate applicants. Currently, recruiters hire approximately 73% of their job candidates through social media, according to Jobvite. These sites can be an integral piece to your hiring strategy.
Establish a Presence on Social Media
The first step toward using social media to effectively recruit? Create an employer brand. Once you determine your unique value proposition as an employer, your company can create social media profiles that highlight that value in order to attract talent. In addition, be aware that different social media platforms can fill different hiring needs. A casual or entry level position can be posted on a less formal network such as Facebook, whereas LinkedIn is more standard for management listings.
5 Companies Who Have Nailed Social Media Recruiting
Here are five major companies who have created strong employer brands on social media, and are going above and beyond to hire top talent through Facebook, Twitter, LinkedIn, and other social media networks.
Marriot’s career page has 1.2 million likes, four times more than Facebook’s career page. The company posts engaging content at least twice a day, highlighting individual workers’ accomplishments, what it’s like to work for the international company, and happenings across the Marriot network. Marriot’s unique value proposition is its personal feel and they highlight this by having named employees answer questions on the company’s profiles. Career chats are also available to give advice to prospects on how to apply and get accepted to jobs in the company, and in the hospitality industry in general.
The Takeaway: Your company can find some of the same success by responding quickly and effectively to questions by customers and candidates. Any additional information can help job applicants get through the hiring process faster, improve consumer opinions, and make the recruiting process easier for you.
With its social media profiles, Dell effectively highlight’s its community culture. The photos, employee quotes, and questions that the company’s Facebook page posts every day all highlight the value that the company places on its employees. Good user engagement can help bring potential employees into the conversation, therefore inviting them to consider what working for the company would be like, and in turn, encouraging talented candidates to apply.
The Takeaway: Bringing employees into the conversation can help attract the right types of talent. Doing so encourages candidates to become comfortable with the idea of working for your business, instead of intimidated to apply.
Social media users spend 60% of their time on their mobile devices rather than desktop computers, according to Business Insider. Sodexo recognizes this trend and its social media strategy focuses on attracting talent to and landing talent on its mobile app. With an integrated Facebook and twitter page pushing candidates to download the company’s career app, Sodexo takes advantage of the space and plays to its advantage.
The Takeaway: Any opportunity you can take to make your company stand out is a viable option for social media. Sodexo uses its mobile app to expand its hiring network, and to get a leg up on competitors who solely use social media for recruiting and hiring without entering the mobile space.
4. Taco Bell
The restaurant has approximately 150,000 likes on their career page on Facebook, and they do an excellent job of spotlighting their employee contributions. Employees post selfies while they are in their Taco Bell uniforms. Job seekers can clearly see how it would be to work at Taco Bell. And the employer profile is on display through multiple platforms. Taco Bell is one of the few companies taking advantage ofsuch as Pinterest to get their career postings out there and highlighted.
The Takeaway: Once your company has a strong social recruiting brand, make sure that brand goes global by extending it across different social networks and platforms. The more creative your methods, the more potential candidates your recruiters can reach.
As a global brand, UPS is incredibly diverse. The company highlights this diversity on social media by creating campaigns that highlight its diverse workforce. One of the advantages of using social media to recruit is that your talent search can be as broad or as narrow as you want. UPS uses both targeting and a wide net to recruit the perfect employees for the job.
The Takeaway: Know the unique features that social media can provide to your hiring process and use them to your advantage. If you want a more diverse employee base, expand your search. If you want more employees like the ones that already work for you, you can utilize social media to target candidates with the same background, education, and other characteristics.
The Ultimate Takeaway
If your company is comfortable with its social media use, you’re probably already behind the curve. The best way to attract talent is to create hiring story that is unique to your company. Social media can help you do that. You just have to keep up.
Image courtesy of Flickr user Sean MacEntee (CC BY 2.0)