2 comments on “Your CEO Is More Likely to See Social Media as a Tool in Hiring Than Marketing”

Your CEO Is More Likely to See Social Media as a Tool in Hiring Than Marketing

By Jessica Miller-Merrell 

Your company’s CEO may not spend her day Tweeting or check Instagram during her daily commute, but chances are, she sees it as a highly valuable tool in hiring at your company. In fact, it’s likely that she even places it above marketing materials and your company’s website. That’s what a recent study by Universum revealed after they talked with CEOs, HR and recruitment managers and marketing managers and directors. When asked how important social media was in employment branding, thirty-eight percent of recruiters and HR professionals said that social media was extremely important, followed by 35 percent of CEOs and surprisingly, only 31 percent of marketing managers.

What the numbers mean
As a social recruiting advocate, I find the numbers both encouraging and somewhat lacking. The fact that more than one-third of CEOs see social media as the most important channel for employment branding is huge! I can remember the days of fighting an uphill battle many years ago as I tried to incorporate social into my hiring strategy. Today, many recognize its value. While we obviously have a long way to go, I revel in the fact that we’ve come a long way.
On the other hand, it’s discouraging to see that less than half of recruitment and HR managers don’t see it as the most important channel. Social is where the most innovative, and arguably successful, recruiting has occurred in the last several years and it’s here to stay. Recruiters must realize that this is where candidates are engaging, so we’ve got to meet them there. However disappointing this number might be, it is understandable. Recruiters are not spending their time focusing on employment branding but instead on simply finding qualified candidates. Building your employment brand on social is a worthwhile investment, but an investment many don’t feel they have the time, resources or skill for.
In the case of less than a third of marketing managers and directors seeing social media as the most important channel for employment branding, I think there’s a disconnect occurring. In the same way that many recruiters aren’t equipped to develop a robust employment brand, many marketers don’t know why a robust employment brand is important. They can market products and services, but they’ve never been recruiters. So while they may see social as a vital part of their overall marketing strategy, they may not understand how an employment branding campaign can fit in that strategy.
Moving forward

There are a few ongoing struggles that occur between recruiting teams, executives and marketing professionals that contribute to the confusion of what works, what’s worth the time and what’s a passing fad. However, I think the strongest position for all to take is to become collaborative, each party learning from the others. We as recruiters need to understand marketing strategy and social tactics better, CEOs need to understand the value of today’s tools and marketers need a glimpse into the recruiting world. I believe that with a better understanding of all these concepts, recruiters will have the room to work creatively and be supported by their organization, both in spirit a

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s the Chief Blogger and Founder of Blogging4Jobs. You can follow her on Twitter at @jmillermerell.
2 comments on “5 Ways to Use Social Media in Hiring & Recruiting”

5 Ways to Use Social Media in Hiring & Recruiting

By Jessica Miller-Merrell 

Social media is a huge part of our lives, from work to family to dating and everywhere in between. It’s become ever present and will only continue to grow and continue its reign as the one tool that manages to have a relevant place in every aspect of our lives. Over the last 10 years, I’ve seen it change significantly and watched it become a major part of how we interact. I’ve also seen it seep over into the recruiting and hiring industry, which is really no surprise since what we do tends to mirror what’s going on in the real world so closely. Most importantly, the strategy for using these tools has evolved. It’s become more complex and involved. It’s adapted to the ebbs and flows of each network’s popularity. It’s gone from being seen as a tool to get the word out to being seen as a place to build relationships, share resources and listen to what the workforce is saying.
Social media has certainly evolved and with each new wave of technology and networks, we find exciting ways to do what social was made for, which is fostering relationships. Take a look at five of my favorite and most useful ways to make the most of social media in recruiting and hiring.
Social media sourcing
Recruiting teams everywhere are taking advantage of the candidate information being shared online, but they’re using it in pretty creative ways. The plethora of social networks out there allow you to not only engage with candidates but also monitor their professional activities, research their expertise and habits and even see what events they attend, both online and in person. Getting to know a potential candidate before they ever walk through the door can lead to better hiring decisions.
Real-time focus group
If you’re not using social to listen to your candidates, competitors and current employees, you’re missing out on valuable, free research. Get out there and see what people are saying about your company, what your competitors are offering and what potential candidates want.
Employment Branding
Your employment brand is the public’s view of your company as an employer, and these days it’s based largely on your social presence. It’s your job to shape and influence that brand, so use your social presence to build it. There are robust strategies for employment branding, but you can start with three simple things: consistency across all channels, perfecting the tone of your messaging and creating a network of people who are advocates of your employment brand, such as current employees.
Break through the clutter of your social networks and engage your networks. Video broadcasting apps like Meerkcat and Periscope are the newest way to engage, but you should also consider consistent engagement opportunities like a Twitter chat. Remember though that while these are great tools, you don’t own the network but are just renting space. To have more control over your community, consider a talent networkjust for your company.
Job Distribution
We’ve evolved past just the time when we simply receive information. We want to engage with it. Candidates want to talk to recruiters, not just follow an account that only blasts out new career site job opportunities. Use your social networks as a way to engage in discussions about job postings as well as discussions outside those specific job opportunities. Social recruiting is just as much about building a pipeline of candidates for the future as it is about filling open positions.

Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She’s the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.
1 comment on “Quit Snooping on Your Employees on LinkedIn”

Quit Snooping on Your Employees on LinkedIn

By Jessica Miller-Merrell

LinkedIn, the recruiter’s social recruiting go to tool of choice is now over 225 million users strong. Social media and the Internet is a great way to stay up to date on professional information and news related to your job and career, but it is also a way to spy on your employees.
Having had resuming mining access to job boards for many years, I always cringed when hiring managers were allowed access to source using these systems for employees or worse I’ve had hiring managers’ request to receive updates regarding employees who update their resume on a job board as well as LinkedIn. These databases and resources are not meant for spying they are for searching for qualified potential employees.
As the use of social recruiting and online tools grow, I become increasingly concerned about employee privacy and data not only for individuals but when employers use access for big data analytics and information as a way to predict an employee’s resignation or the beginning of their job search activity.
I speak out of experience I was nearly fired for recruiting on LinkedIn. And I plead. Quit snooping on your employees. Whether it’s Facebook, Twitter, LinkedIn or Four Square, access to employee information shouldn’t be used as a productivity-monitoring tool. Employers, particularly managers should focus on measurable results like meeting assigned expectations, deadlines and production metrics than social media activity.
Ever since social media came an important workplace topic the idea of privacy has been thrown out the windows. From employers wanting to gain access to employees’ social media accounts to recruiters now trying to predict an employee’s next move. We’ve become so focused on the possibility of employees leaving that we forget to implement programs that focus on overall retention.
To me, the importance should be put on the actual culture of the company instead of all the moving parts that are being scrutinized in this technology age. The use of obtaining employee social media passwords and recruiters snooping on employees on LinkedIn would cease to be an issue if the culture was one that encouraged employee growth and opportunity.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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8 comments on “How to Drive Candidates to Your Job Postings with Social Media”

How to Drive Candidates to Your Job Postings with Social Media

By Jessica Miller-Merrell

Your career site remains the number one candidate resource for job seekers to learn about job openings, but with social media, mobile and other technologies these times are changing. Learn how to drive candidates to your job postings and talent community using social media 24/7 365 days a year. Driving traffic to your career portal is easy with these suggested steps:

Start Basic. When you first start using social media to recruit, have a plan in place to listen and be ready to adapt based on what seems to work best for your company. Some companies will finder larger successes on Facebook as opposed to Twitter or other social networking sites. If you’re looking for a C-level executive it might behoove you to focus all of your energy on LinkedIn instead of splitting it between networks that aren’t designed for high-leveled recruiting.

Engage. The best way to attract the applicants you want is to engage with them. Most applicants who are looking for a job will become active throughout your various social media sites and if you’re a part of the real conversation it’ll show them a small piece of your company culture. Encourage discussion amongst the fans of your networks. If all your social media posts are dry and boring potential applicants will treat that as your company culture.

Schedule Shares to Maximize Audience. Let’s face it; recruiters aren’t able to sit in front of a desk during their entire shift to repost job listings across multiple platforms. Scheduling your shares of job postings is the perfect way to maximize the audience you’re trying to reach. You will want to make sure that there is a good mix of job postings, status updates, and interacting with those on your page. Using social media as a feed will get you blocked and ruin all your efforts in trying to effectively recruit in the space.

Boost Applications with Facebook. When Facebook launched their career portal last year it became an instant phenomenon for those trying to recruit within the hourly-job sector. Many bigger brands have millions of followers and even smaller brands have quite a few. Looking for an hourly position? Go to Facebook! Recruiters are searching everywhere to fill vacant positions in the most cost efficient way possible. Leveraging an already established network will allow you to drive traffic to your job postings easier than ever.

In order to have an effective recruitment strategy it’s important to understand that social media is just a small piece of the puzzle. Creating specific job listings that attract the right candidates is important as well as continually engaging them through multiple channels such as social media, your talent community, and other in-person recruiting events.

What are some of the ways your company drives traffic to your career site through

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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