By Celinda Appleby
The war on talent is real and companies are taking steps to become more innovative and strategic in their tactics to attract and retain the very best talent. As a whole, recruiting professionals have become serious about utilizing social media for talent attraction. Did you know that 92% of companies are using social media as a part of their talent attraction strategy?
As more organizations get serious about social media, recruiters must be ready to operate in this space. It’s becoming clear that organizations are dedicating time and resources to ensure their recruiters are trained as brand ambassadors. They are hiring people to lead their digital strategy, because it has become evident that social media is not a fad. Social media for talent attraction is here to stay.
Why is this?
The way we communicate with each other has drastically changed. We seek instant gratification and have a plethora of information available to us at our fingertips. Most of us start and end our day with cell phones in hand. Over 70% of people were hired using social media this year!
How do you leverage social media for talent acquisition?
Hiring has always been about personal connection and social media allows for that at an expanded level. Social media allows potential employees to connect with recruiters and allows companies to build talent communities. This creates a transparent environment for all to better communicate. Sure, social media opens your organization up to negative comments, but that comes with the territory and it allows you the opportunity to become aware of your external brand and gives you a platform to openly discuss these concerns.
It is important to note, that is more than just having a Facebook, Twitter or LinkedIn page, social is much deeper than that. Attracting “A” players takes more than just posting a job. These individuals want to know the full story about your company, before they apply. Employer branding comes into play and social media is a huge component of that. Social allows your organization to have a story outside of the job posting. It gives the potential employee a snapshot into life at your organization. At HP, we recently launched a successful campaign around “People Stories”. We invited hiring managers to share their career journey at HP and linked it to a current opening on their team. Potential HP hires have really enjoyed learning more about their future employer and team culture. This campaign has allowed us to also retain top talent by engaging their stories and allowing them a platform to share them. Which brings me the most important point, social media allows for a platform to build and grow a brand ambassador program. Your best hiring ammunition is your employees. Building on their passion and dedication will help drive your talent attraction strategy.
I challenge you to identify your key stakeholders and build out a social strategy. Use social to engage your talent communities. Be unique; don’t use these platforms to blast out jobs. Use these platforms to weave an interesting story that will keep people coming back. Tap into your employees to find brand ambassadors to help create and promote the stories. Be patient; social media engagement doesn’t grow overnight. Create goals and track your ROI; start small and celebrate all your wins, especially the tiny ones. Lastly, share your successes with your key stakeholders. Keep them engaged and show them the progress. As you grow your program, you will need all the help you can get so keep everyone engaged throughout the journey.
Celinda Appleby – Global Staffing Digital Media Program Manager, HP