If social recruiting has been buzzing in the recruiting world for such a long time, then why are so many organizations still getting it wrong? As with any new hot trend, as soon as it comes on the scene companies jump at being part of it without doing due diligence and spending the time to create a sound strategy. A lot of people don’t even understand what social recruiting really is, mistaking it for simply posting job listings on your corporate Twitter account.
Here are 6 of the worst social recruiting mistakes businesses make:
1. Creating a Twitter profile that only posts job listings
As mentioned above, social recruiting does not mean just posting job listings on Twitter. No one cares. This type of ‘strategy’ encourages zero engagement, and you’ll have a hard time getting followers. Chances are, you would be posting jobs for multiple departments – engineering, sales, marketing, and more. Why would someone looking for a marketing job follow an account that’s posting listings for engineering or sales positions as well? Your Twitter account wouldn’t be able to speak to any individual market and hold their interest.
Instead, you should be using social media as a networking tool. Finding industry experts, engaging with them and building a relationship. Even if they’re not interested in a position you need to fill, they may be able to refer you to a few of their contacts that would be a good fit. By building a positive relationship, you’re essentially amplifying your reach by tapping into their network. This is only possible by effectively networking and building relationships.
2. Using social media to spam as many people as possible
Social recruiting is not just another name for spamming people with InMails or DMs on Twitter. This goes back to the issue of engagement – if you’re not creating customized messaging for individual people, no one is going to read them. A batch and blast approach might seem like it’s a more efficient use of your time, but the negative effects far outweigh the benefits. As more people receive more and more recruiter spam, the less likely they will be to open them in the future. Certain groups of people, such as developers, have received so much spam (either via InMails or by recruiters spamming LinkedIn Groups) that many of them are turning away from the network entirely.
Even though you’ll be reaching out to fewer people, you’ll find much higher response rates as the messaging relates directly to the individual candidates. This is also a powerful way to receive referrals.
3. Not using LinkedIn to grab email addresses
Unfortunately, the ill effects of lazy social recruiting have already taken hold. People seldom open unsolicited InMails from recruiters, and it’s going to be an uphill battle by LinkedIn to reverse this trend. While LinkedIn is still a great place to do research on candidates, it’s not the best platform to actually engage them.
Using tools like ReachOut, you’ll be able to find the candidate’s email address which puts your message right under their nose. Since people look at their phones around 150 times a day, your message will have the highest chance of being seen if you send it to their email.
4. Looking in the wrong place
When you think of social recruiting, the obvious hunting grounds are LinkedIn, Twitter and, to a lesser degree, Facebook. While these networks do boast large amounts of active users, they might not be the type of users you want to reach. As previously mentioned, a lot of software engineers and developers aren’t active on LinkedIn due to the amount of recruiter spam they received. You’d be better off looking through sites like Stack Overflow instead. Some creative fields might prefer networks like Behance or even Tumblr. Check to see where your target market is most likely to converge online first before relying on LinkedIn or Twitter.
5. Not utilizing marketing’s expertise
Oftentimes, recruiting initiatives stay within HR with little cross-team collaboration. This is a giant missed opportunity, as your marketing team has expertise in social media marketing, creating market segments and crafting customized and targeted content. Recruiters should draw from their marketing team’s experience by allowing them to help build the social recruiting strategy from the ground up. Marketers can share best practices and which tactics recruiters can use to increase engagement with candidates.
6. Not tracking metrics
Because of the common segregation between HR and marketing, many recruiters are unaware of the best way to keep track of key social metrics. If you’ve just been robo-posting job listings, you might only be looking at likes, re-shares, comments, or source of applications.
And while these are the most obvious metrics, they’re hardly comprehensive enough to gauge the effectiveness of your social recruiting activities. Since social recruiting is all about building relationships, you need to keep track how relationships are developing and whether they’re benefiting your organization.
Keep a list of all of the people you’ve been targeting on social media, and log any noteworthy activity and where it leads. For example, any communications that happen outside of social media, whether they’ve expressed interest in changing jobs, have they given you any referrals or if they agree to an interview. It’s these types of events that give you an idea of how effective you are at amplifying your network through social recruiting.
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This post was originally published by ZoomInfo on March 2, 2016.
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