HRO Today November 2014 : Page 38

Talent Acquisition recruiting skills to be proficient or less. So even if a social media sourcing and recruiting strategy has been implemented, it doesn’t mean it’s being done right. How can organizations change that? A roundtable of experts shared some strategies on how to effectively leverage social media when recruiting and hiring. Research the strategy . Organizations are realizing they can’t just add a few job postings and tweets in an attempt to find top talent, but must actually implement a strategy to achieve success. “To get the most effective return on social media, you have to have a long-term strategy,” says Jim Stroud, senior director of recruitment strategies and support at Randstad Sourceright and author of sourcing and recruiting related books. “The more active a company is on social media, the more content will be out there, increasing the chance of people seeing their information, and then drawing the people to them.” Kim Pope, vice president of sales and marketing for WilsonHCG, says that in addition to posting relative content and creating visual thought leadership to really engage in conversation, brand ambassador programs take social media strategies one step further. Brand ambassadors come from different business units and promote the organization through different social media channels. Distribution—a tool that allows companies to source, recruit, and hire through social networks. “Penn National Gaming has seen their followers on Facebook skyrocket and the quality of candidates in their talent pool increase. Social Distribution is one of the primary drivers of traffic to their careers page, which is also mobile responsive,” says Vitale. By Penn National Gaming having a 360 view of their social media strategy, they are able to safeguard the success of their initiatives. Use the relevant social media platforms. Social media channels are plentiful, so organizations shouldn’t be tied down to one, especially if it is not suitable to the industry, job, or target demographic. Although LinkedIn is known for its hiring capabilities and success, 94 percent of recruiters may be active on LinkedIn while only 36 percent of job seekers are, reports Jobvite’s 2014 Social Recruiting Survey . Candidates are becoming more active and searching farther, beyond just the basic social networks. In the past, LinkedIn, which is more of a job board in some ways than a social media platform, was really the only place candidates would think to look for jobs. “Our recent research through iCIMS Hire Expectations Institute shows that candidates are now looking to Twitter, Google+, and even Facebook when it comes to their job search, “ says Vitale. Pope says that they have even had successful hires from an Instagram initiative at WilsonHCG. Stroud explains that employers should do some research to determine which platforms are right for the circumstance. “Say you’re thinking about a Pinterest page, for example, as part of your social media strategy. Take some time to research Pinterest and make sure the people you want to recruit are there. See if it’s worth your time.” Once the networks are determined, zero in on content development and be active in postings. “Don’t spread your resources thinly across many channels. Be meaningfully engaged where you will realize the greatest return,” advises Andy Curlewis, Cielo’s director of brand, digital, and communications. Many organizations are overlooking the advantages of Google+, says Stroud. Organizations may have been initially reluctant to add another social media platform to their already existing options when Google+ FAST FACT: Although LinkedIn is known for its hiring capabilities and success, 94 percent of recruiters may be active on LinkedIn while only 36 percent of job seekers are, reports Jobvite’s 2014 Social Recruiting Survey. “They are tasked with writing blogs, with interacting on social media in those certain categories, and really engaging in conversations externally on behalf of (the) organization to generate their networks and generate talent communities,” says Pope. iCIMS Chief Marketing Officer Susan Vitale says Penn National Gaming has taken advantage of the strategies implemented by their product iCIMS Social [38] HRO TODAY MAGAZINE | NOVEMBER 2014

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