Social Media As A Recruiting Tool
Social media’s rise as a recruitment and job search tool is fast changing the recruitment landscape. Social media continues to grow, now reaching over 175 million users. From last 2 years, on staffing and recruitment front, a whole new concept has emerged and it has been coined as “Social Recruitment”.
Social recruitment is obviously a much-talked about aspect of recruitment and it undoubtedly offers people an excellent opportunity to access opportunities and for companies to reach out to talent. Social media has moved rapidly from being ‘purely social’ to a ‘business tool’ as more and more companies are now using social media to recruit the right people for specific jobs, a trend that is expected to grow by about +50% compared with 2013.
Today, social recruitment is a key component of corporate recruiting strategy. To segment and attract the attention of qualified talent to your organization you need to get in front of them with your value proposition. More than likely, the most desired candidates are not searching job boards or reading job ads. They are networking with their colleagues, reading industry news and contributing to online industry discussions. Social media is the vehicle by which recruiters can reach the top-tier candidates by influencing them through their trusted networks. Those trusted networks usually include LinkedIn, Facebook and Twitter, and a lot of companies are taking advantage of them to promote their openings.
Applicant quality from social media leads tends to be higher. Social recruitment allows recruiters to target and deliver almost a custom value proposition message to each talent segment. Often job boards flood a lot of quantity and it takes a lot of resources and hours to sort through to find the quality.
The advantage of social recruitment is the ability to reach a significant number of people quickly and easily compared to traditional recruitment process. The interactive aspect of social recruitment is also extremely attractive – most companies have pages on social networking websites where candidates and recruiters converse real-time. One huge plus to social media as a recruitment tool is its low cost, which makes it ideal for a small businesses.
Social media platforms are also useful as an information source, as they help to inform about a candidate’s personality to try and assess whether the person will mesh well with the company culture. This personality fit may not seem important, but as research has shown that 90 per cent of terminations and resignations are due to personality clashes, it’s not something that should be seen as secondary.
With the increasing importance of social media in recruitment industry, job seekers also look for jobs using social media channels. The prominent reason being the opportunity social media offers them to get a first feel of company’s background and work-culture based on company’s presence on social media.
When used wisely, social media sites offer significant opportunities to candidate community to get their desired Job. Since a big chunk of employers are using these social media platforms to pre-screen candidates to fill in next position at their organizations, social media has become more of a double edge sword for candidates. The way it has so many positives to offer to candidate community, similarly there is a list of negatives which comes with the use of social media. Hence It becomes very important that how does one carry oneself on social media platforms? With the increasing use of digital tools and social media in recruiting and staffing, candidates need to be much more careful than before to gain out of social media.
Sectors like IT, ITES, banking and finance have been recruiting across levels using social media and now even FMCG, manufacturing, power and energy, retail, automobile are also using social recruitment for mid to senior level hiring.
Social Recruitment For Small Business
Social recruitment has gone from being an add-on extra to an integral part of everyday life. For small business owners this has proven to be good news because at its core the digital environment provides all businesses with an equal playing field.
Not only are social media sites often free to set up and post on, they are also great places for finding talent. Larger businesses have been tapping into these sites for years and many small business owners have been quick to follow their lead.
Social recruiting combined with the collaborative feature of a next-gen platform can turn hiring into a team-based activity that tracks response and referrals from various stakeholders. Instead of needing everyone at the same time and place for interviews, content such as notes, impressions and other media can be shared through the cloud.
Small businesses are constantly evolving and need a staff that is able to adapt to changing requirements. A collaborative approach captures a range of input from current company stakeholders and friends to find candidates that are a strong fit for establishing and maintaining the company culture. By making collaboration simpler and hiring more inclusive, social recruiting platforms save valuable time and assist in creating the a high-quality team.
Research has shown that millennials spend a lot of time on social media networking sites posting comments, making recommendations and being part of online communities to discuss issues. This becomes an encyclopaedia of information for head hunters to understand the candidate, his/her likes and dislikes and do background checks, to zero in on the right person. The only perceivable challenge is constantly monitoring the target people and engaging meaningfully in a digital space, where time and money are constraints.
According to Maria Fernandez, HR Recruiter with Reliance Broadcast India Ltd. “Unlike big companies, smaller companies generally recruit through social media channels to save costs. It’s faster and a better platform to engage with a variety of audience, who can spread the word around about any open position. The future of recruitment through social media channels will depend on the results that companies are now testing on-ground to recruit high-profile executives.”
In hiring top talent, culture and innovation are extremely significant aspects hiring managers need to take into consideration. But thanks to social recruiting, these companies can find employees with great ideas quickly and painlessly.
For growing organizations, making the right hiring decisions early on can have a big impact on the company’s performance. Social recruiting can help activate referrals in an easy and pragmatic way, connecting organizations with the right candidates to fill open positions faster and cost-effectively.
The social media sites are one of the best brand building tools for any person or company. Just like how people must be cautious what they post online, businesses too need to think about their online reputation. In today’s digital age, nothing is personal and hidden. Anything and everything posted online can be accessed by online recruiters and potential candidates. With the ever-changing business dynamics and mushrooming small business units, the future of social recruitment will see a catastrophic change with analytic tools being implemented, to map out the digital DNA of a person, before being recruited.
Social media is ultimately about establishing relationships. Integrating it into your company’s current employer branding and recruitment strategy thus provide the company with an opportunity to present itself in a more transparent and credible way by connecting and engaging with employees and candidates.
Your company can accrue the following benefits by using social media for employer branding and recruitment:
- An opportunity to enter into dialogue and engage/attract potential candidates.
- Creates a common understanding of the company.
- Builds communities and create long-term relationships that in turn will strengthen the pipeline of talented candidates.
- An opportunity to have employees act as ambassadors on behalf of the company and offer a preview of what it is like to work for your company.
- A possibility to reach passive candidates through targeted messages.
- Promotion of the company’s Employer Value Proposition (EVP).
Social media is a game changer for employer branding. It gives companies a way to showcase what it’s like to work in their environment and it can be done in a compelling way by showcasing what you offer is valuable to current and future employees. Doing this will help you craft a consistent employer brand across all your social platforms.
Your employees drive your business, and allowing employees to become ambassadors on behalf of the company in social media will have a positive effect on your employer brand. It creates credibility, transparency and provides candidates and other stakeholders with the ability to meet the company at eye level, gather valuable insights about the company’s EVP as well as vacant positions.
The depth of employer brand activity online will deepen and we expect to see more employees recruited via social networks in 2015. We can expect to see more discussions and vetting online than ever before as the trend for social media recruitment continues to evolve. This trend will refine even more over the coming year and with increases in social and professional network populations, the competition to recruit will heat up further, requiring stronger shifts in employer and employee behavior.
The recruiting game has changed
The telephone, rolodex, time, and ambition were what used to drive the recruiting process. Old school recruiting factors such as being thorough and knowing your candidates, knowing how to prepare and perform interviews, and verifying candidates’ experience and background still apply. But what’s changed in recruiting and job search are the processes and the environment. Nobody is looking in the Sunday classifieds and circling help wanted ads in red pen anymore. And many recruiters aren’t giving as much weight to resumes either.
Almost all the information used in job search and recruiting is online and easily accessible to all parties in the recruiting interaction. Information about businesses that candidates want comes from online databases, news sites, and company websites. Information about candidates that recruiters want comes from electronic communications and social media profiles and participation. There are few missed calls when people are always on with email, text messaging, and voicemail.
Employers and recruiters are more interested in understanding how candidates think and act than in what employment history they put down on paper in chronological format. And candidates are more interested in employers who have interesting and challenging opportunities in fun and rewarding work environments than in the corner office or title. Recruiters and candidates can talk to each other in person, but often do it electronically or through video. Social media is a big part of the recruiting interaction.
The resume is no longer the first step in the recruitment process; It’s one of the last. Social media gives both candidates and employers the chance to be more active in their job hunt—saving time and money and ensuring that applicants who get the job are the best fit for the company and stay around for the long haul.
With all the tools available today, the recruitment process has grown to a point where it’s no longer about chasing candidates but is instead about attracting the right talent. By investing your time in developing a strong digital presence, you will make your company visible to job seekers who might be looking exactly for what you’re offering.