October 3, 2017 | Written by: Aaron Hofeling
Categorized: Talent Acquisition
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Many factors contribute to the strength of your employment brand, ranging from overall market brand awareness to the candidate experience during the application process. Although it’s just one component, social media can play a significant role in helping candidates understand what it’s like to work at your organization and compelling them to apply. In fact, 89% of job seekers say they use social media during their job search.
So how should you leverage your social channels to reinforce your employment brand, recruit candidates and measure your return on investment (ROI)? Let’s take a look:
1. Be transparent and authentic
When most people think of social recruitment, they think of recruiters networking on an individual level, sharing open job requisitions, sending direct messages. Although this can be an important step in filling your candidate pipeline and leaving an impression with candidates, it might not do much to strengthen an employment brand on a broader scale.
That happens when you use your channels to share transparent content that enables candidates to get a feel for what it would be like to work for your company. Social media is an opportunity to amplify and broadcast your authentic culture, providing a way to invite the casual browser to engage with interactive content about your organization.
2. Pave the way
When engaged candidates believe your organization might be a great fit, you want to make sure they can easily continue their journey with you. Most often this means including a clear call to action in your content, directing them to your informative and intuitively designed career site. Don’t have a great career site? It’s time to build one, and STAT.
A great candidate experience on social media should continue throughout the entire digital experience. Think about it this way: it’s estimated that two-thirds of the workforce is not actively looking for a job, so the amount of effort they are willing to put into learning about your organization is probably low until they’ve invested emotionally. Ensure that information about what it’s like to work at your organization is easy to find and that there is always an option to move to the next step in the recruitment process.
3. Build your business case
Of course, getting buy-in from the rest of your organization to support your employment branding and social recruitment efforts is critical. Here’s a start: research shows that organizations with strong employment brands drive more applicants per job, have a lower turnover rate, lower cost per hire and can even impact financial success, like share price.
Another proof point is the insight your social media metrics provide. Reviewing “vanity metrics” can help you understand how your followers are reacting to your content:
- Follower growth rate. Track the growth rate of your channels over time. In addition, compare the growth rate before and after you start your employer brand efforts or after you kick off specific campaigns.
- Engagement with your candidate-centric social content. Keep track of how many interactions your content has, including likes, shares, comments and retweets.
- Link clicks from social to your career site. Include URL shorteners in your call to action statements to track the number of clicks.
If you’re ready to go beyond these metrics and take a deeper look into whether social media is really making an impact on your overall recruitment goals, I invite you to join Kara Zenk and me for the webinar How to Calculate Your Social Recruitment ROI on Tuesday, October 17, at 1:00 PM EST.
We will discuss:
- The overall value and potential impact social recruitment can have
- How to implement proper social media tracking in talent acquisition
- Social recruitment’s contribution to your employment brand
- How to measure the ROI and build a strong business case