Recruiters: Save Time and Get More From Your Social Networks

By Travis Scott

The key to using social media effectively in recruiting is to know your target audience and be active in both your posts and responses to other users.

It can be a huge time saver to use programs like HootSuite, Buffer or HubSpot that allow you to post content to all of your social platforms from one place.  However, not all social networks are created equal.  Understanding how each one works is also important maximizing your efforts.

Know Your Audience

Social media is no different than any other form of marketing or communication when it comes to using it effectively.  In all forms of outbound communication, it’s important to know your target audience and produce content (aka posts, tweets, etc.) that is relevant and interesting to the people you are trying to engage and attract.

Like most things, it’s give and take.  Just posting “We’re on Twitter! Please follow us!” will likely do nothing.  If you consistently post things relevant to the people you want to follow you – even if you don’t have any followers – it will improve the likelihood that people you follow will reciprocate.

Regardless of the social network, you need to provide people with a reason to follow you.

Be Relevant

As a marketer, this is the number one thing on our mind at all times.  Search engines want our websites to be relevant, email campaigns need to be relevant, social media messaging needs to be relevant.  I think you get the point.

The same is true for recruiters.

Knowing your target audience will help you decide what kind of things to share, what questions to ask your network/community and how to engage people in a 1:1 fashion.

If you’re a recruiter, you’re likely interested in a certain type of candidate based on your open roles – marketing, finance, software engineering, etc.  Each type of candidate has different interests.  As a marketing professional, I don’t really care to hear about the latest and greatest software engineering trends.  Snooze fest.   Likewise, software engineers probably don’t care about new regulations that impact the financial industry.

Staffing agencies often have multiple target markets – potential clients and candidates.  You’ll want to share recruiting tips and tricks with your potential client audience and job-hunting advice for your candidate market.  Both markets are likely interested in industry and domain-specific information.

Be An Active Participant

One of the things I hear most often is that it’s time consuming to keep up with social media.  That can be true if you don’t have a plan and process for doing so.

If you try to post things whenever you get around to it or think about it, you will never be successful.

The key to doing social effectively is to use a tool or platform like HootSuite, HubSpot or Buffer that allows you to queue your posts for delivery at a later time.

You could easily spend just an hour each Monday or Friday queuing up posts for the entire week.  Once that’s done, the only thing you need to do is respond to any engagement that happens as a result.

Creating a content calendar on what to post will help keep things streamlined and keep you focused.

Here is an example of a weekly content calendar for social posting:

Monday-Friday:  Share/repost/re-tweet someone else’s posts (morning), engage your community by asking a question (mid-day), promote a job or event (evening)

By following a content calendar such as this, you can easily come up with enough content to create a minimum of three posts per day, regardless of the network you’re using.

It’s also important to engage people individually, so I would recommend blocking off an hour or two each week to search your networks for relevant people and engage them in someway. For example, on Twitter and Google+ you can follow them with the hopes of them following you back.  You can also engage them directly.  With LinkedIn and Facebook you can send them messages or ask to connect directly- which may be more likely to happen on LinkedIn than Facebook.   Also, get the word out about your open jobs using your social media profiles.  Use a tool such as FeeTrader to allow one-click posting of your job posts to LinkedIn, Twitter, Facebook and Google+.

All in all, social media can be a very powerful form of communication, branding and engagement with your target audience.  But you have to keep in mind that building a social network and seeing results from it is a long-term endeavor.  It’s not going to happen overnight.  It’s a marathon, not a sprint.

It’s easy to get discouraged early on when people ignore your requests or messages, but stick with it, be relevant and watch your network start to grow.

If patience is a virtue, that’s definitely the case with building an engaged social community.


Travis Scott, RainierDigital Marketing Founder

Travis Scott  is the Founder of RainierDigital, a marketing consulting company that specializes in the development and implementation of inbound marketing strategies for small and medium-sized companies, including, but  not limited to, social media, email marketing, advertising and SEO. His background includes over 5 years of marketing experience and nearly 10 years of recruiting experience, most recently as a Staffing Consultant at Microsoft in Redmond, WA.

If you would like to receive a free analysis of your current marketing efforts or learn more about the benefits of implementing an inbound marketing strategy, contact Travis today or give him a call at (425) 654-3433.  Follow RainierDigital on Twitter.


 

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