Social media recruitment strategies are something many recruiters have been talking about and using during the past decade.
However, whether you are doing right and how to do it correctly is a daunting question that haunts many recruiters at night. For that reason, we have written this guide to explain to you how to create an excellent social media recruitment strategy that works.
In this guide on social recruitment we will help you:
- Determine where you are right now with your social strategies
- Do candidate and market research
- Define the goal of your strategy
- Create a strategy
- Choose the right social media platform for your use case
- Discuss best social media recruitment strategies you should use in 2021
- Analyze a famous social media recruitment case study
- Discuss how modern technology can help you in your social media recruitment strategies.
If you haven’t, make sure to read our previous post on Social Recruiting.
Before you start thinking about creating a new social media recruitment strategy, you should determine where you are in terms of positioning and social media presence.
To make this step easier, ask yourself the following questions:
- Which social media channels do you use currently?
- How frequently do you post? Depending on a social media channel, you may be posting too often or not frequently enough. We will discuss the optimal frequency for each of the most popular channels later on.
- Is your company’s tone of communication and message consistent across the channels?
- How diverse is the content you publish? For example, do you just publish job openings, or do you also publish entertaining and educational content?
- Did you have a content plan in the past, and did you follow it, or did you just post content whenever you felt like it?
- Do you have well setup analytics to follow the performance of your social content, or do you struggle to determine if it is having any impact on the company’s goals?
- Have you worked on recruiting strategies with the marketing and PR team in the past or no?
Suppose you use just one or two social media channels, post just once a week, or every time you have to announce a new job opening, the communication isn’t aligned across the channels, and you don’t have a specific strategy and goals. In that case, there is a vast space for improvement.
However, don’t be scared since we will walk you through everything you need to know to create and establish good social media recruitment strategies.
Research is the most crucial part of every good strategy. In this case, the areas you need to research are:
- Your target candidates
- Market research
- Social media research
You need to understand your target audience well, meaning your ideal candidates.
Here are things you need to know:
- How does your ideal candidate look like? What are their skills, experience, lifestyles?
- What do they do in their free time?
- Which social media channels do they use the most and why?
- What is their location?
By answering these questions, you can create different segments of your target audience. This process is called segmentation. Here are examples of different segments for different roles:
- Segment 1: Product designer intern: product designers that have just finished their bachelor’s degree and are looking for their first job or product designers with less than a year of experience. Their location doesn’t matter as long as they are proficient in English. The age gap is 22-27. They probably spend time on digital platforms like Behance, Facebook groups for product designers, Instagram, Tumblr, LinkedIn. Still, they can be on Pinterest as well, depending on the type of product.
- Segment 2: Senior video game developer: has probably at least 5 to 7 years of solid experience. It has to be located in the US, San Francisco bay area. Probably spends time on Reddit, LinkedIn, Facebook, Twitter, Stack Overflow, and YouTube.
Notice how neither of these two segments uses only one social media channel? And how some of these would never cross your mind? This is why research is essential!
Also, keep in mind that these segments are just for an example, and your segments need to be specific and tangible. You don’t necessarily need to make them, but sometimes you will notice that you have a few ideal types of employees.
If, on the other hand, you don’t care about anything specific or personal, just their skill, then you just need to find out where these people hang around in digital space.
This is an important one, again.
Market research will help you understand where you stand compared to your direct and indirect competitors. Basically, you will be doing some type of competitor research, but in the recruiting sphere.
You will analyze their workforce, the patterns between employees, and how they advertise their job openings.
The analysis that can make this so much easier is called SWOT. It is used often in marketing, but recruiters can tailor it to their needs as well.
SWOT stands for:
- Strengths: What are your company’s strengths when it comes to recruiting? Is it an amazing HR department? Or is the company positioned as a market leader and naturally generates lots of applicants? Or are you utilizing channels that others still aren’t?
- Weaknesses: What do the other companies and recruiters do that you don’t?
- Opportunities: All the channels often used by the ideal candidates that you aren’t present and positioned on.
- Threats: Big competition, fast-changing market, other companies are offering much higher compensations and benefits, etc.
Keep in mind that the marketing department can help you a lot when it comes to defining these, and if you ever notice something that they are not aware of, you can help them too.
The whole company can benefit from this analysis. Sometimes you will discover that the problem doesn’t lie in the HR department, but some other aspect of the business. However, in this guide, we will help recruiters override those other problems.
The foremost thing for you to understand in a given domain is that social recruiting demands the creation of a strategy and not the tactics. It is primarily because the tactics either don’t work or fail miserably in yielding significant results. Therefore, there is a need for your company to create a strategy by concentrating on its goals and desired outcomes.
As the experts would suggest, your return on investment will be better if you engage in activities that help you understand the potential candidates in a better way.
Before recruiting on social media, set a few objectives. Know what your goals are. Set a schedule for searching and stick with it.
The goal must be SMART:
Here’s an example of SMART goal in social media recruitment strategies:
30% of our new candidates for the UX junior role should come from social media channels by the end of June.
- Is it specific? Yes.
- Is it measurable? Yes, we can measure whether they have come from social media, and which social channels specifically, or some other digital channels.
- Is it attainable? Yup, sounds pretty achievable (this depends on the context and the previous social media presence of a company).
- Is it realistic? We will say yes in our case. However, keep in mind that this depends on loads of factors in your industry, just like with the previous component. 30% can be a little in some cases and a lot in others.
- Is it timely? Yes, by the end of June.
And there you have it.
This goal should come out of the overarching business goal though, so keep that in mind.