Social media is a wonderful tool for brand promotion and sourcing. While most companies know this and have at least forayed onto some social sites, too many don’t strategize effectively when it comes to using social media for sourcing. If you’re not doing the following things, you may be spending time and effort while not yielding the results that you’re looking for.
Connecting with Your Audience
As a business, your social media audience consists of customers, current employees, prospective employees, and other stakeholders. Failure to connect with this audience can come off as arrogant or negligent, while connecting with this audience can make the company appear caring and community oriented. Connecting through messaging is very personal and connecting through public posts addresses a larger audience, so both methods have their merits.
A bit of humor or positivity in a response to a customer or candidate comment or question can improve brand image dramatically. Showing personality can help to entice passive candidates to apply and can spark enthusiasm for the company in applicants and existing employees.
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Posting Regularly and Reliably
Social media posts promote brand visibility, keeping a company fresh in the minds of customers and candidates. To increase the value of posts for prospective candidates, post blogs, photos, infographics, and quotes that answer questions about what it’s like to work for the company. Alternate these types of posts with other informative posts so that there is variety in content and candidates don’t get the impression that the company is desperate.
Using Specific Keywords for Searches
Searching social media careers pages or career oriented social sites like LinkedIn using keywords is tricky. Very broad keywords will yield a huge candidate pool with a wide variety of experience levels and types. It’s important to use specific keywords to narrow down your candidate search, but it can take some practice to identify which keywords work – and those effective keywords can change with shifting trends.
Expanding Your Network
If your number of followers, friends, or connections isn’t growing, your social media strategy needs work. You should be reaching out to people and expanding your network if you hope to connect with that top talent that you’re looking to bring on board. If your numbers don’t seem to be growing, it may be helpful to reach out to social media experts that can help with strategy.
Narrowing Your Focus to Certain Social Avenues
Trying to be on every social media platform that is popular can be time consuming and can minimize the impact of your posts on your target audience. Instead of stretching yourself thin, do some research to figure out which social sites – and even which pages and categories within those sites – your target audience uses most. By narrowing your focus to the most relevant social avenues, you demonstrate your knowledge of your target audience and concentrate your efforts.
Linking Your Social Media Page to Your ATS Solution
If you’re using social media to source applicants, don’t overlook the simple things. Make sure there is a link that can be easily used to transfer to an applicant tracking system (ATS) application page that is well designed and sleek. Providing additional links that will supply more information about careers, qualifications, and opportunities can also be helpful.