In my last blog, I explained why I thought that recruiters shouldn’t really get hung up on which social media platform was the best one to use. Instead, they should follow the same processes they always have when choosing media and look at which one will perform best in reaching their target audience.
But, while it’s important to use the well-tried methods to choose the best platform, it’s how you communicate on that platform that’s going to really set you apart. Because, while it’s important to focus on the ‘media’ aspect of “social media” when choosing your platform, it’s vital that you concentrate on the ‘social’ part when you create the content.
But what does this mean for recruiters? Well, the main thing is that you can no longer rely on just listing jobs on your Twitter feed, Facebook page or LinkedIn feed. Because social media requires a major shift in approach, from broadcasting to engaging.
It’s a change that a number of marketeers are only just getting their heads around. Because for at least a century and a half, if you wanted to promote something – from a job to a shampoo, a breakfast cereal, or a holiday, you could only broadcast the fact – either in print, on the radio or TV, or more recently on a website. You didn’t need to directly engage with your audience – in fact, there were very few ways to do this, unless you were a travelling salesman. Instead, with traditional advertising and marketing you just needed to catch their attention and get them to respond to your message.
The internet – and, particularly, social media – has changed all that.
Nowadays your audience aren’t passively waiting for your message to reach them. And they certainly won’t simply accept what you tell them unquestioningly. Instead they want genuine interaction, conversations and engagement. So, here are three simple ways you can start that interaction:
1. Offer something of value.
Give them a reason to follow, like or connect with you. This could be something as simple as advice on writing their CV, a guide on the skills and qualifications they’ll need to enter your industry, or even just some down-to-earth advice on finding a job. Anything, in fact, that they will value and can comment on.
2. Ask opinions
This is one of the simplest and quickest ways to engage people through social media. Ask them a question. Conduct a poll. Start a debate. Get them talking about an issue that affects both them and your organisation. And, most importantly, respond to them with your own comments. You can even use their answers to spark further debates – after all, it’s obviously something that interests them.
3. Share stuff
From news about your business, to links to blogs, sites and other news that you think will interest them, you should try to become a source of interesting material that they’ll return to again and again. Include links to your own careers website, obviously – but only if it’s relevant. The main criteria should be that what you post is both interesting and shareable.
Once you start using these three simple approaches, you’ll find that your job opportunities will fit in with the rest of the content. And, because using these methods will steadily build your following on social media, if your followers like what you’re posting then you should start to see a rise in visitors to your careers website, too. This, in turn, will enable you to reach more people when you do have openings, which should give you a larger pool of people to choose from.