Perhaps you’ve heard how important social media has become to recruiting, but you are skeptical about its impact? Or you have tried to make use of social media’s benefits and didn’t find it to be so helpful? We have the statistics and advice to help you use social media to its fullest. Let’s address your questions. Are you ready for an online applicant tracking system free trail? If you want to start recruiting smarter and easier, then click here for your free trail.
Just how prevalent is social media in recruiting?
According to a SHRM study, social media use for recruiting purposes has grown 54% in the last 5 years, amounting to a whopping 84% of organizations now recruiting through social media. This means social media recruiting is most likely what your competitors are doing and a tactic you’ll need to address to stay ahead.
Is social media also how candidates are searching for jobs now?
Largely, particularly if you are targeting a younger group of candidates.
Glassdoor reports that 79% of those looking for jobs use social media as part of their job search process, and nearly 1 in 5 people surveyed applied for a job after learning about it on social media. A massive 86% of younger job seekers in their early careers use social media to look for jobs. So, social media definitely needs to be a part of your recruiting toolkit.
The 2016 LinkedIn report states that respondents were asked “Out of the quality hires your organization made in the past 12 months, which of the following were the most important sources?”
And these were the results:
- 43% Social professional networks
- 42% Internet job boards
- 32% Employee referral programs
That makes social networks the best source of quality hires, even better than commonly relied-upon employee referral programs.
This social media boom includes the use of smartphones. 28% of candidates have used smartphones for their job search. If you’re looking for 18-29 year olds, be aware that this applies to 53% of them. So, make sure your social media strategy and job portal take smartphones into account. This is especially crucial if you are targeting the 18-29 age group.
Exactly what kind of social media? Even Facebook?
Definitely Facebook. LinkedIn is, of course, the first social media platform that comes to mind when discussing jobs, but Facebook is neck and neck with it as a recruiting source.
While LinkedIn is the most obvious place for everyone, recruiter and candidate alike, to think of going for jobs, it loses some of its effectiveness because people only use it for jobs. This is in contrast to Facebook where people play, socialize, and do work-related activities. Only 14% of people on LinkedIn visit their account regularly, but of course, much of what people do on Facebook does not concern work, so the two social platforms even out in terms of importance.
Most business’ social media strategy is lacking. 93% of companies use LinkedIn, compared to 66% using Facebook and 54% using Twitter. But job candidates’ usage differs greatly. Only 36% of job seekers actively use LinkedIn while 40% are active on Twitter and 83% are active on Facebook.
The key takeaway from these figures is to use more than one social media platform and to use them strategically. Each one offers unique advantages, even Pinterest.
LinkedIn is a great place to network with candidates for current and future positions
Pinterest is also great for targeting women as its user base is largely female, more so than any of the other platforms. LinkedIn, for instance, is predominantly male. Your effort level and strategy on both of these platforms may be determined by your target candidate.
Twitter is a great place to interact with candidates in a setting that is both comfortable and completely or semi-professional. You can network with them and reach out to them without putting them off.
Instagram is, of course, particularly suited to telling stories with photos. If your candidates will be most drawn to your culture, the business’ locations, or exciting goings-on they’ll experience while working for you, then Instagram may need to be one of your top priorities.
Make sure to use multiple platforms to reach the most people and speak to them in the most effective ways. You can visit this page on the 2016 Pew social media research to plan how each platform can help you reach your target candidates.
What exactly do I do with social media to attract candidates?
There are three main things you want to use social media for when recruiting:
- Attract exciting candidates
- Source candidates more effectively, even passive candidates!
- Get a 3D image of interesting candidates, including skills and personality
Source passive candidates
Attracting passive candidates is a huge challenge in recruiting right now and social media is a powerful tool to address the situation. Glassdoor says that 52% of hiring personnel notice passive candidate sourcing has become less effective for their company, and that is very bad news because over 75% of professionals today are passive candidates.
These candidates aren’t hungry for work, so they will only be persuaded by believing the client is offering something better than what they already have. You have to sell them on the company just like they do customers. Woo them. Let them get to know the client. This is an employer branding strategy that will have candidates coming to you for the jobs.
Just like any other branding, businesses need to create a brand for themselves as an employer. It’s about selling their workplace. It’s a candidate’s world out there and they need a reason to choose this employer. But if done well, employer branding will attract more and better candidates, so you spend less time tracking them down and more time getting to know quality candidates.
According to a Glassdoor survey, here’s how employees feel about employer brands(or lack thereof):
- “67% of employers believe retention rates would be higher if candidates had a clearer picture of what to expect about working at the company before taking the job.”
- “69% of active job seekers are likely to apply to a job if the employer actively manages its employer brand (e.g., responds to reviews, updates their profile, shares updates on the culture and work environment).”
And Recruiter Nation found out: “69% of job seekers won’t take a job with a company that has a bad reputation—even if they’re currently unemployed.”
Employer branding has become so important that 41% of companies say they already have a formal employer branding program, and a new job, “employer branding specialist” is rising to prominence. 26% of talent acquisition leaders surveyed by LinkedIn said they are hiring for this new position.
To remain competitive, employers need to ask themselves two questions:
- Do I have a employer branding program?
- Does the one I have need work?
The answer to the second question should always be a resounding, “Yes!”, because one needs to keep growing and improving to keep up with competitors and the changing workforce.
Recruiters should discuss employer branding with the client. If they have a program, learn about it so you can tailor your marketing to it. Make this part of your joint hiring plan with the client. It they don’t, convince them of the importance of starting one. It will be much more likely that you can find quality hires for the client if they have created a strong employer brand.
Use some employer branding techniques in your marketing attempts:
- Write job descriptions and advertisements that represent the client’s main selling points in words, tone, and style.
- Share positive online content from or about the client.
- Encourage positive communication about the client on social media.
Did you know that branding is easier when you use Recruiteze? That’s right! Get your online applicant tracking system free trail going today to find out more.
Give job seekers what they want
Glassdoor created a list of the top 5 items job seekers wish employers(and therefore recruiters) would provide:
- Detailed information on compensation packages
- Detailed information on benefits packages
- The basic company information
- Insight into what makes this business an attractive place to work
- The company’s mission, vision, and values
Some of this is to be expected, and some you may not have realized is as important as it is. Importance does vary from candidate type to candidate type. For instance, 4 and 5 are particularly important to millennials while the benefits package is likely more important to women and men with families.
Remember, any social media program needs to be tailored to a targeted candidate profile.
84% of companies use social media for their recruiting efforts. This means it is a crucial tool for you to add to your recruiting repertoire. The fact that it is so prevalent doesn’t mean that it is being used effectively. To make the most of it, recruiters should make sure to use strategic campaigns based on targeted candidate profiles, encourage clients to implement employer branding, include employer branding techniques in your ads, and use multiple social media platforms according to their best assets.
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