Social Recruiting

TweetMyJobs LogoJoin our upcoming webinar: Perfect Pitch: How to Gain Executive Buy-In for Social Recruiting in Your Organization | Wednesday, April 8, 2015  11 AM – 12 PM PT | See details below. Register Now >>>


Rayanne Thorn,  Chief Strategy Officer & Radio Host of HR Latte

Rayanne Thorn, Chief Strategy Officer & Radio Host of HR Latte

In our last webinar we discussed the emergence of the new breed of HR pros: the HR-Marketer Hybrid.

This mixed breed was born when talent acquisition professionals adopted social recruiting and began deepening their skills. They not only became stronger ambassadors for social recruiting within their organizations, but as a byproduct, they also developed crucial marketing skills necessary to support social media campaigns.

Our last webinar guest speaker, Rayanne Thorn, is a perfect example. As a recruiter-turned-marketer-turned-radio-personality, Rayanne shared during the how her move into marketing started with early experiments in social recruiting. View the webinar recording and slides here.

Below we highlight from the webinar three reasons why social recruiters should start thinking more like marketers and start getting more traction from all their hiring campaigns.

social recruiting strategy careerarc

  1. HR-Marketers Reach More Qualified Talent, Faster.

  2. When first dabbling in social recruiting over seven years ago, Rayanne said she had to develop herself as a resource. She had asked herself, “How do I use social recruitment as a new way to bring people in?”

    This ability to put oneself in the audience perspective is a marketer’s natural state. From subject lines to CTAs (calls-to-action), or in the HR world, job titles and job descriptions, copy is king. Recruiters should emulate a marketer’s capacity to thrive within the limits of their medium, always striving for the quickest, clearest, and sharpest way to get a message across and illicit a response—click here, subscribe, learn more about this job post. Rayanne discussed why the hook is so important in our webinar.

    Rayanne also recommended to think of your audience when developing a distribution strategy:

      • Think about which specific group you are targeting for a position. Where do they hangout online and at what times? What platform are they more likely to use, Instagram or Facebook?
      • Then think beyond the candidate and consider your employees: If you were looking for a carbon copy of a specific employee, where is his/her online community? When and where would you find like-minded individuals?

  3. HR-Marketers Know How to Ask for More Money

  4. “We spend so much time thinking about money. So when a position is left open for a protracted amount of time, think of the vital nature of that role you are trying to fill. It’s not just about the money your spending, but it’s about the money that’s NOT coming in.” – Rayanne Thorn

    Rayanne referenced a recent CareerBuilder Survey which studied the cost of the skills gap and found:

    • $14K lost for every job open for three months or more
    • 1 in 6 companies report that number as $25K
    • 1 in 4 have experienced losses in revenue as a result of not being able to fill open positions

    Beyond the cost of protracted vacancies to your bottom line, don’t forget to account for the impact on your workforce and company morale. Unhappy employees breed turnover which leads to more vacancies. Tame the vicious cycle by being proactive rather than reactive. Avoiding costly consequences like turnover is one of the best ways to pitch for more investment in your recruitment program.

  5. HR-Marketers Know “Marketing Speak” and Can Forge Strategic Partnerships More Easily

  6. When preparing to speak with your marketing department, you must first know what they care about. Here are few questions you should be prepared to answer:

    • What is your strategy?
    • Who’s responsible for any external communication?
    • How will you know if it’s working? ROI
    • Budget?
    • What is the call-to-action?
    • What if something goes wrong?
    • How will this affect our brand?

    Access the webinar to learn how to answer some of these tough questions.

What Marketers Don’t Know…that HR Must Prove

Alas, marketers are not the ultimate HR pro. There are a few aspects of recruitment that your marketing department may never know, but should.

Marketers care about traffic and engagement. Number of visits and number of clicks are mainstay metrics in the marketer’s toolkit. But what they don’t know is that, depending on the amount of open jobs, job seeker traffic can account for a large portion of your website traffic.

In addition, many of our clients report that employer branding content—such as posts that share company culture, team building event photos, inspirational job seeker quotes—largely outperform other social content, such as product-focused posts, company news, industry news, and curated content.

An HR pro that can find this data, prove the demand for social recruiting content, and show the dual ROI of these efforts from both a hiring and branding perspective is truly the next evolution of social recruiters and tomorrow’s HR leader.

Connect with Rayanne Thorn @ray_anne


Perfect Pitch: How to Gain Executive Buy-In for Social Recruiting in Your Organization [Webinar]

Wednesday, April 8, 2015 | 11 AM – 12 PM PT | See details below. Register Now >>>

Join guest speaker, Geoff Barlow, Dir. of Global Talent Acquisition at AIG, and industry veteran, Mira Greenland, in this one-hour session as they discuss the how to effectively pitch social recruiting to your executive board and stakeholders..

Webinar highlights:

  • Learn how to answer the toughest questions surrounding social recruiting such as how to measure ROI, how to incorporate this effort with existing recruitment programs, etc.
  • Discover how to ally with Marketing and other members of your organization before making the pitch.
  • Take note of important industry stats and trends that validate social recruiting benefits and further prove its increasing adoption.

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Guest Post | By Audra Knight, Integration Specialist, TweetMyJobs, a division of CareerArc

Audra Knight

Audra Knight, Integration Specialist, CareerArc

At 347 million members and counting, LinkedIn is the largest professional network today.

A little over a decade old, LinkedIn has become a global, preferred social network for social recruiters and hiring pros, all clamoring for the limited attention of great talent.

This competitive environment makes it all the more important for LinkedIn users to know how to stand out and make their best first impression on the world’s professional social network.

We’ve put together a list of the most common mistakes talent acquisition pros make so you can learn from their folly and maximize your reach and influence on LinkedIn.

  1. You’re too hard to find.

  2. As a talent acquisition professional, perhaps the most common crime you can make on LinkedIn is unknowingly making it harder for others to find you. Although there are many ways to optimize your presence on the network—like using the right keywords to come up more frequently in search results—one simple change you should and could make today is ensuring that all categories of your public profile are visible for everyone.

    Follow the steps listed here.

    By doing this, you ensure that anyone who lands on your LinkedIn page from a Google search, for example, will view all sections on your profile page and not just the default view which only displays basic profile information.

    Related: 30 Min. LinkedIn Makeover: Upgrade Your Personal and Employer Brand in 3 Easy Steps

    LinkedIn Full Profile

    Custom Setting: LinkedIn Full Profile

    LinkedIn Limited Profile

    Default Setting: LinkedIn Limited Profile

  3. You’re neither giving nor asking for recommendations.

  4. The LinkedIn Recommendation Section is the modern day employment reference; and now your reference lives in public view for all to admire, for as long as you prefer.

    If you have yet to ask for a referral, this should be number one on your to-do list. Why? Because in all types of selling—be it selling yourself as a reliable recruiter or selling the many opportunities you represent—third-party validation goes a long way as social proof of how reliable, competent, and trustworthy you are as a professional. If you view LinkedIn as an active, social job board and marketplace for opportunities, you must learn to think of your LinkedIn page as your personal sales page.

    When you give recommendations, you also increase your visibility by earning a coveted place on another LinkedIn user’s page. The more influential the user and the larger her network, the more eyes will land on your words of praise, which are linked to your LinkedIn profile. This is why both giving and receiving recommendations is a great personal branding strategy that should be perennially pursued. You’ll soon find that the more recommendations you give, the more you will receive.

  5.  You’re not joining the maximum of 50 groups relevant to your industry.

  6. Yes, 50 is the maximum amount of LinkedIn groups you can join, and finding the right groups is actually much easier than you think.

    You can search for groups through the Groups You May Like page or through the Search box at the top of the homepage. Note that some groups have defined membership criteria and will review your request to join before admitting you.

    Why do some groups vet you before admission? Because once you are allowed in, you are afforded a few valuable privileges:

    • Contacting group members for free even if they are not a first connection.
    • Starting discussions in groups to further expand your network.

    Because of this, joining and actively engaging in a LinkedIn group is one of the most powerful tools in expanding networks, promoting thought leadership, and deepening relationships on LinkedIn.

  7. You’re not using your customized LinkedIn profile URL.

  8. This is another easy fix with significant return. Customizing your LinkedIn URL will have personal branding and SEO benefits.

    Your LinkedIn page will come up more frequently in search results, both through LinkedIn search and search engines like Google. Moreover, a custom URL is more memorable and thus can be easily added to an email signature or business card.

    Custom LinkedIn URL

    Custom LinkedIn URL

    Follow these instructions to customize your URL.

    Lastly, if you have a name that may be harder to spell, try customizing your URL to something easier to remember, such as LinkedIn/In/TopTechRecruiter. This gives you yet another chance to boost your LinkedIn SEO using relevant keywords.

Get more social recruiting tips by following us at @CareerArc and Audra at @media2knight.

Learn how TweetMyJobs can help you gain more visibility and attract more qualified candidates on LinkedIn, Twitter, and Facebook. 


Geoff Barlow

Geoff Barlow, Dir. of Global Talent Acquisition at AIG

Perfect Pitch: How to Gain Executive Buy-In for Social Recruiting in Your Organization [Webinar]

Wednesday, April 8, 2015 | 11 AM – 12 PM PT | See details below. Register Now >>>

Join guest speaker, Geoff Barlow, Dir. of Global Talent Acquisition at AIG, and industry veteran, Mira Greenland, in this one-hour session as they discuss the how to effectively pitch social recruiting to your executive board and stakeholders.

Webinar highlights:

  • Learn how to answer the toughest questions surrounding social recruiting such as how to measure ROI, how to incorporate this effort with existing recruitment programs, etc.
  • Discover how to ally with Marketing and other members of your organization before making the pitch.
  • Take note of important industry stats and trends that validate social recruiting benefits and further prove its increasing adoption.

 

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Carrie Corbin

Carrie Corbin, HR & Recruiting Leader, Branded Strategies

The age of social media has changed how we’ve gone about recruiting talent. We don’t own employer brand. It’s owned by the perception of an internal and external audience. - Carrie Corbin

Our last webinar, 3 Ways to Turn Happy Employees Into Powerful Brand Advocates on Social Mediawas co-hosted by Carrie Corbinan HR and recruiting leader and practitioner known for building award winning recruitment marketing programs in Fortune 50 companies such as AT&T and Samsung.

Carrie delivered a comprehensive primer on how to launch and expand employee advocacy programs using social media. The 1-hour webcast was packed with concrete advice on what to do, and what not to do, when attempting to build an influential employer brand. Below are just a few key takeaways from the talk. Access the presentation deck and recording.

Beyond the Buzzword: What is Employee Advocacy, Exactly?

what do people enjoy sharing on social media employer branding

What is Employee Advocacy, exactly?

It’s a program that at its heart is the relationship between your leadership team and your workforce. This can also include your potential workforce. – C.C.

What is a Brand Ambassador?

Typically Brand Ambassadors are people or vendors who get paid to promote or distribute jobs. – C.C.

What is a Brand Advocate?

Advocates typically promote voluntarily. They have to want to promote your brand and spread your message. Today, encouraging brand advocacy means giving the average person that which was once reserved for larger organizations—the power of mass communication. – C.C.

How can Brand Advocates Influence Employer Branding?

Since an employer brand can be unclear and even inaccurate, Brand Advocates can act as powerful agents in shaping the public perception of a company. But what if you could harness the collective energy of your employees’ existing social media activity? Companies can find immense employer branding potential  by finding and empowering their brand advocates.

Related: 76% of Companies Choose Social Media to Communicate Employer Brand

Employee Advocacy Path to Success

Carrie illustrates the roadmap by which an employer influences brand advocates to build powerful employer brands through highly-engaging content. Cultivating a company culture that encourages social sharing is key to this effort.

carrie corbin employer advocacy path to success webinar tweetmyjobs

  1. Curate Content – Team members curate original content and may discuss and share this content internally.
  2. Amplify – Team members decide to share this content on their own social networks, including LinkedIn, Twitter, and Facebook
  3. Thought Leadership – Team members benefit from sharing this content by developing a reputation as thought leaders in their networks, all the while driving more traffic to your corporate site.
  4. ROI – A constant and considerable amount of direct traffic to your site produces measurable results that can help articulate return on investment (ROI) and determine which content strategy and tactics to optimize.
  5. Employment Brand – Your company has accomplished its goal of becoming a recognizable employer brand that benefits from increased organic web traffic, brand awareness, and enhanced thought leadership.

3 Ways to Increase Employee Advocacy

  1. Provide a Social Media Outlet 

    Avoid blocking employee social media use, and develop a social media policy if necessary. If you can, stay away from providing pre-approved content: The last thing people want to share is something they were told to share. Do what it takes to expand your recruiting efforts on social, which may include partnering with your marketing department to lift your programs off the ground.

  2. Listen: Monitor, Reply, and Engage 

    There is no substitute for engagement. Once your content is viewed, shared, and discussed online, continue to encourage engagement by interacting with internal and external brand ambassadors. The best way to show them appreciation for retweeting, liking, and sharing your content is by reciprocating that gesture.

  3. Invite Power User Employees to be Part of a Community of Employment Brand Influencers 

    Pay attention to which employees are consistently a solid voice on social, and encourage employees to post about their experiences on Glassdoor and LinkedIn. Influencers are usually excited to share employer brand content.

Watch the webcast now to learn more, including how to calculate the ROI of employer branding efforts.

Connect with Carrie Corbin @theCarrieCorbin.

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Elizabeth Jacoby

Elizabeth Jacoby, Recruiting Manager, Bar Louie

Our last webinar “Expansion, Turnover, and Fierce Competition: How Social Recruiting Meets the Toughest Hiring Demands” was one of our liveliest webinars to date.

We invited Elizabeth Jacoby, Recruiting Manager of fast-growing Bar Louie, a TweetMyJobs client. She discussed the pain points, solutions, and successes of launching and growing a social recruiting program from scratch. The topic sparked one of the most engaging discussions during our live webcast, and a majority of the audience questions centered on how to efficiently and effectively manage social recruiting initiatives.

Below is a quick recap on what was covered, including poll results from questions we asked our audience. For more information on Bar Louie, read our case study and access the complete complete webinar recording and slides.poll tweetmyjobs recruiting challenges

The Learning Curve: How to Drive and Maintain Social Engagement

Elizabeth recounts the first stage of adoption, why the organization decided to start recruiting using social media, and the early lessons learned:

We didn’t want to dip our toes in social recruitment unless we were going to do it right. In order to do it right needed to maintain a presence, and that’s where TweetMyJobs came in to maintain that world and that constant presence. We found that the more active we were on our side, in addition to the TMJ postings, the more clicks we were getting, which was an important learning curve for us.

Elizabeth makes this very important distinction between engagement posts–employer branding content that show company culture and values–and job distribution posts–job postings complete with role, company, and  location, distributed through social media. The more engagement Elizabeth and her team could drive within a social network, the more lift in overall clicks and conversions she saw on all social recruiting content–both job distribution posts and engagement posts.

poll tweetmyjobs social networks used by recruiters

Q: Is driving and maintaining social media engagement time consuming for you? This is a common fear factor for a lot of organizations.

Elizabeth: We are good at directing everyone to our career page, and we receive very few questions, like “When are you coming to our city? Please come to our city.” Others are from those following up on current applications. “We’ve applied to Buffalo, but I haven’t heard anything back.” We don’t get ambushed by any means. We respond the same way we reply to a recruiting email. It’s almost easier to those people who are reaching out to us on social media because it really is just a quick line back.

poll internal resources support social recruiting

Social Media Engagement: Tips & Tools

Elizabeth said that while a dedicated Social Media Manager maintains the corporate Bar Louie social media feeds, Elizabeth and her team manage social engagement posts on the recruiting side. They use Expion, a paid service which helps schedule Facebook engagement posts and Tweets months in advance. Someone on her team spends about an hour per month to schedule content, and then she’s done. Alternatively, Hootsuite and TweetDeck are two free tools which many social media managers use and swear by.

Q: How has the social recruiting strategy been helpful for you?

Elizabeth: We saw a huge influx of candidates from all levels of the organizations coming directly from Twitter specifically, we’re most successful with Twitter…so for us it was getting those unique candidates we were looking for. Prior to this, Craigslist was probably the biggest recruitment site for us, and TMJ and Twitter have really kind of given them a run for their money in that respect.

Bar Louie’s Goal for 2015

Like we’ve observed and heard from other organizations, Bar Louie will be focusing on employer branding, culture, and engagement of current team members.

To learn more about Bar Louie’s story, read our customer case study and access the complete complete webinar recording and slides.

 

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The beginning of the year is a time full of hope, good and bad resolutions, and a touch of magic: In January, the top HR minds dust off the crystal ball, read between the lines of industry data and human capital trends, and attempt to predict our future.

In this post we test our own clairvoyance and list the top 3 predictions we think will impact social recruiting this year.

hr marketer hybrid tmjedu

  1. Social Recruiting Prediction #1: HR Pros who manage social recruiting will further define the emergence of the HR-Marketer Hybrid.

    A defined content strategy will prove vital to differentiating employer brand. (Highlight text to tweet.)

  2. These days HR is full of “good problems to have.” Economic recovery and growth are among the top reasons why recruiting talent has gotten a lot harder in just the past several months, and why we just wrapped a record holiday hiring season.

    Our return to pre-recession unemployment levels last year increased the supply of jobs, and as employees gained more choices for employment, employee turnover rose. Many in HR have observed the power shift from employer to employee, power which has only grown stronger thanks to the dawn of social media and employer review sites.

    Josh Bersin of Bersin by Deloitte writes:

    “Employers, once in a position of power, are no longer in control, thanks to tremendous transparency in the job market that is driven by dozens of online job networks. And if your company is not a great place to work, people find out fast…Today, the concepts of “employment brand” and “employee engagement” have merged: Employees communicate your brand externally every day, whether you like it or not.”

    As competition for talent stiffens, the way in which employers use social media will become more competitive, and thus more targeted and defined. Candidates will expect to see more than a job description distributed through your social channel, and will pay closer attention to the way you engage with potential talent, as well as the content you choose to deliver to stand out from the crowd of employers. Social recruiters will continue to push their marketing skills to new heights, bringing 2015 ever closer to the advent of a marketing-savvy HR pro—the HR-Marketer Hybrid.

    mobile tech wave

  3. Social Recruiting Prediction #2: As mobile tech innovation and adoption heat up in HR and recruitment, social recruiting will naturally become more integral to recruitment and employer brand marketing.

  4. As the balance of power tips towards the passively-searching employee and actively-searching job candidate, and the use of mobile devices continues to further surpass that of desktops, more employers will invest and innovate to reach candidates on mobile.

    The Business Intelligence Report released last September notes social is now the top internet activity, and, “60% or so of social media time is spent not on desktop computers but on smartphones and tablets.”

    Wise employer brands will focus on the mobile delivery of jobs and branded content, and social recruiting will be inherently tied to this rising trend as the majority of mobile device owners use their phone or tablet everyday to access social sites.

    According to ExactTarget’s 2014 Mobile Behavior Report:

    “Using smartphones and tablets to peruse social networking sites is common; 75% of consumers do this at least once a day on their phones, and 64% of tablet owners use a tablet to access social media at least once a day.”

    Lastly, Dr. John Sullivan wrote in ERE.:

    “The mobile platform should be the primary mechanism for communicating with prospects/candidates, spreading your employer brand messages, to view recruiting and job description videos, and to push relevant open jobs to applicant communities.”

    advantage hr tech

  5. Social Recruiting Prediction #3: More companies will adopt and depend on social recruiting due to the competitive hiring environment. Companies will deepen their reliance on HR Tech for big data and automation tools to help win quality talent at less cost.

  6. Perhaps the most perennial prediction of them all is the increased adoption and dependence on technology. SHRM, TLNT, and ERE all share this similar vision, and we can expect to see this prediction read in the tea leaves of years-to-come.

    But let’s face it, HR is an industry plagued by the necessity of paper trails—documenting applications, performance reviews, etc. from the application to offboarding. To stay ahead of the competition, HR pros need constant tech innovation to make these processes more accurate and efficient so they can focus on the real challenge: acquiring and retaining top talent in an increasingly competitive hiring climate.

Today, social recruiting remains an area of HR innovation where employers can still gain competitive branding advantages just by adopting it faster than other employers in their industry or locale. We’ve seen this happen time and time again. And we expect to see this happen more and more this year.

Tell us your 2015 HR and recruiting predictions on Twitter using the hashtag #TMJEdu. 

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3 Worst New Years Resolutions for Social Recruiters

by Tallulah on December 15, 2014

3 worst new years resolutions social recruiters

A New Year is filled with boundless hope and promise…until February rolls around and you’ve lost all hope by breaking every promise made on New Year’s Eve. Increase the likelihood of sticking to your resolution by making a good one worthy of your will power.

As you evaluate your personal and professional goals, we give you the top 3 misguided social recruiting resolutions you should omit or revise before midnight strikes on January 1st.

  1. Continue chasing just that one KPI = No. of Applicants

  2. Of course increasing the amount of applicants is a good goal to have—a goal which social recruiting has proven to help meet time and time again —but increased applications should not be your only marker of success. If it is, you may be limiting the impact of your social recruiting campaigns and likely overlooking some key benefits you could be attributing to your efforts.

    Remember that Social Media is NOT a job board. Requisitions posted on job boards and picked up by job aggregators do not live in the same dynamic, real-time environment as other social networks—like Facebook, Twitter, and LinkedIn—and they hardly ever reach the gaze of the passive job seeker. Enhanced employer branding, increased brand exposure, and enriched candidate engagement are among the many surprising benefits social recruiting can offer. But if you don’t track KPIs like engagement—number of likes, shares, retweets, comments, clicks on original or curated content, etc.—you will have a harder time proving these results.

    social media employer brand

    Sharing quality content is a key to increasing real engagement. FB posts and tweets that express the company culture, employer values, or even a healthy sense of humor, could help attract better culture-fit hires, driving higher candidate quality—rather than only quantity—into your candidate flow.

    Related: 3 Keys to a Results-Driven Social Recruiting Strategy

  3. Do everything on your own

  4. Self-reliance is a virtue, but there comes a point when it turns to vice. We know many talent acquisition professionals—because of lack of funds, staff, or executive buy-in—don’t have much choice but to lead a one-person army in establishing and executing a social recruitment strategy. So allow us to revise this resolution and offer alternative goals to shoot for:

    worst new year resolution do not do it all

    • Do more, but with good help (yes, this requires you to ask for help.)
    • Chances are your company’s marketing team handles corporate social media accounts on the same social networks you either plan to or already have established career-focused channels. As social recruiting continues to nudge HR pros into becoming and thinking more like marketers, a relationship with the marketing team will soon move from recommended to required.

      Start small: Ask the marketing team to feature one job post every 1-2 days on the company’s main FB page. See where content can overlap—does the marketing team share inspirational quotes or original images that you can also post or retweet on your feed? The key is to start with an initiative where everyone will likely gain more exposure and engagement so the partnership can be founded upon positive results.

    • Do less, but more effectively. Set yourself up for success by limiting your load and dialing up your focus. What’s key to prioritizing your efforts is clearly communicating the possible, realistic outcomes to yourself and anyone evaluating the program’s success or failure. This is not the time to overpromise. Setting expectations prevents you from overextending and becoming overwhelmed. For example, instead of managing multiple communities at once, start with growing one community at a time to really be able to gauge what types of job posts, content, and even optimal times of day that drive the most engagement on your page.  

     

    Related: Recruiting Just Got A Lot Harder: 5 New Reasons Why

  5. Commit to social recruiting…in Q2…or Q3…or maybe after a year…give or take…

  6. The worst kind of resolution is the one that doesn’t start on time. But like blogging in the early 2000’s or vlogging on YouTube in 2006, social recruiting will continue to favor early adopters. Companies first to adopt a social recruiting strategy in their market or region will gain a competitive advantage that will only wane as more players join everyday. This early advantage will expire once social recruiting moves from today’s innovation to tomorrow’s HR norm.

worst new year resolution does not start

 

Just as David Creelmen comments in his recent, opinionated post on TLNT:

The HR technology world moves quickly and last year’s hot new idea becomes this year’s commonplace feature. HR needs a technology road map and they need to update that road map every year. The road map isn’t necessarily the path you will end up following, however it keeps you aware of the terrain.

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Infographic: Holiday Hiring By The Numbers

by Yair on December 1, 2014

We’re underway. Black Friday. Cyber Monday. The holiday shopping season is here. And with the billions of dollars spent in store and online from savvy shoppers, employers need to make sure they keep the shelves stocked and online customer support stations manned. A few weeks ago we reported on the massive growth in holiday hiring by employers, and today, we came across this great infographic from Adecco which illustrates the significant impact of holiday hiring on the economy. Check out the mind-blowing scale of holiday hiring.

The importance of holiday hiring to large retail companies

Holiday Hiring by the Numbers

 

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Retailers and shippers are projecting to hire about a total of 800,000 in seasonal staff this winter for what is expected to be the strongest holiday shopping season in this millennium, thus far.  However, employers are finding it more difficult to fill these seasonal positions in 2014 than in recent years, and the dearth of applicants has prompted companies to explore new channels for hire. The Wall Street Journal caught the trend, reporting that companies are primarily flocking to one new destination to source more qualified candidates: social media.

WSJ social media holiday hires video

In a video interview on WSJ live, journalist Eric Morath was asked why it took so many retailers so long to utilize social media for recruitment:

Q. It’s interesting that they’re turning to social media out of necessity. You wonder, “Why didn’t they think of this before?”

Morath: Well these have traditionally been ways to essentially advertise to customers, reach out to people who want to buy your products, and for some companies…they are not necessarily advertising to people who are looking for low-wage retail jobs, but they realize, ‘Hey, if we open up our audience maybe that mom or dad that’s staying home with the kids might be willing to help us out during the holidays so why not reach out to our customers as employees?

Perhaps necessity is the greatest invention, as social recruiting has already given companies, like Beverages & More Inc., quick wins to celebrate—bringing us to the first reason WSJ cites social as the medium of choice for holiday hiring:

  1. Social Media Has Already Proven To Drive Quick Recruitment Results

  2. The article touts BevMo’s recent success with Twitter, noting that the company had 1,000 open seasonal requisitions to fill, and was at first reluctant about advertising jobs to its customers. However, after just a month of distributing jobs on social media, BevMo increased online applications by 66%.

    Here is one example of their job tweets:

    BevMo holidays open jobs tweet

    Spiking its online application volume just by adding social media into their mix of hiring channels gives us fantastic proof of social media as an effective source of hire; however, we would add that BevMo may have seen an even higher jump in online applications if they had followed just a few TweetMyJobs Twitter best practices—such as hashtag optimization, geo-tagging, and incorporating inline twitter images and twitter cards—all of which have shown to increase SEO and click through rates on Twitter.

    They’re ability to garner these numbers without tweet optimization techniques only open up the imagination to what conversion rates might still be possible if their tweets could reach even more potential candidates on Twitter.

    Related: 3 Signs You’re a Twitter Recruiting Ace

  3. Recruiting on Social Media Effectively Attracts Passive Candidates

  4. holiday hiring trends graph

    High staffing demand, but low-applicant turnout reveals a holiday labor market reacting to the continued economic upswing. As Morath explains, although national unemployment has dipped, the labor force participation rate—which includes everyone employed along with everyone who desired to be employed and is 16 years-old or above—is at a sluggish 62.7%, a number unseen since the late 1970’s. Retail employees of past holiday seasons may have since found full-time positions or experienced the boons of economic recovery, thus rendering the need for a seasonal job this year less urgent and less crucial.

    With so much potential human capital waiting in the wings, Morath argues:

    “Social media pushes broaden the pool of candidates by attracting workers who aren’t actively looking for jobs.”

    While traditional job boards are the venue for active job seekers and employers to meet with one common goal—securing a hire—social media has become the venue for brands to engage with followers and even turn these loyal customers into loyal employees.

    Related: Recruiting Just Got A Lot Harder: 5 New Reasons Why

  5. Holiday Hiring is a Sprint to the Finish. Social Media Moves at the Speed of the Season.

  6. Holiday hiring is tricky business: Employers have just about a month to fill thousands of requisitions. Usually starting after holiday sales forecasts are announced in early October, companies make a mad dash to be fully staffed by early November, just a few weeks before Black Friday.

    Ellen Davis, an executive who manages National Retail Federation’s Talent Acquisition Group, supports employers’ moves towards social media:

    “When you’re hiring 10,000 people in that short time, you can’t take out newspaper ads…Using existing channels to reach prospective hires is smart and economical.”

UPS is leveraging social media and other interactive platforms to fill 95,000 holiday jobs.

UPS—a TweetMyJobs client—is projecting to add a whopping 95,000 members to their team this season, almost doubling their last year’s count of only 50,000 hires. They advertise jobs on Twitter (@UPSJobs), and their Facebook page links directly to the Job Map powered by TweetMyJobs which visually captures the breadth of their current hiring demands.

UPS holiday jobs map

Are you using social media to hire this holiday season? Share your experiences and tips below or with us on Twitter @TweetMyJobs using the #TMJEdu hashtag.

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3 Keys to Social Recruiting Strategy

At the end of each year, we all naturally take stock of the past and begin planning for a better future. For any HR professional, this process isn’t easy as it requires an honest look at a variety of efforts, and the courage to either commit to or pivot from a plan.

The HCI webcast and panel discussion TweetMyJobs recently hosted focused on how to strategically set goals, plan, and execute a social recruitment program. Watch the full recording of the webcast now.

In it our VP of Sales Mira Greenland (@miragreenland) and three colleagues and HR practitioners bravely revisit the past year, laying out their social recruiting efforts on the table. Each practitioner discussed their overall goals, the planning and execution, and their pitfalls and successes.

While the webcast goes through each case in more depth, here are the 3 keys to crafting a results-driven social recruiting strategy:

Start Strong

  1. Start strong. Assess your resources and set realistic goals. Early wins build a natural momentum towards success.

  2. You may be starting your social recruiting program from scratch—no social accounts set, no dedicated team, etc. But this doesn’t mean you lack the resources to break ground.

    Audra Knight (@media2knight) is the Social Media Recruiting Coordinator at UMASS Memorial Medical Center, the largest employer in central Massachusetts. With an average 600+ open requisitions per month, Audra managed to secure executive buy-in to launch a social recruiting effort; however, without a team to rely on, she alone planned and executed the entire program.

    Wisely, Audra started small establishing a Facebook careers page, testing conversions and engagement on content and job posts. Watch the webinar to learn the techniques she utilized to boost content posts. Now equipped with the past year’s results, she plans to reach out to the marketing department to collaborate on content creation such as adding recruitment related posts on the main UMASS FB page.

    Related: 7 Ways to Really Source on Facebook Using Social Media

    Don't get lost

  3. Consider your social media platforms ofchoice. Work with what you’ve got, but know where you’ve got to be.

  4. Chrissy Glover (@chrissyglo) is the Employer Brand Marketing Manager at Opower, a company that competes in the hi-tech Silicon Valley market for top talent. Opower already had branded pages set up on three social networks: LinkedIn, Glassdoor, and Twitter. Although these sites were established, they had minimal activity and community engagement.

    Although Chrissy knew adding a Facebook careers page would be ideal, she decided to first work with the existing platforms before splintering her attention and managing a new community altogether.

    She focused her energy on boosting engagement and discusses her exact tactics in the webcast which resulted to a doubling in new followers per month on Glassdoor.

    Related: 3 Qualities of Highly Successful Social Recruiters

    Prepare, but don't fear

  5. Be prepared, but don’t be afraid. You can limit social media risks, but anticipating what could happen can ultimately harm your momentum and detract from the overall goal.

  6. One of my favorite takeaways came from Aetna University Relations Recruiter, Lindsay Parks (@Lparks2387), who was instrumental in crafting the Aetna Social Media Playbook aimed at mitigating the risks of social media participation for the a Fortune 100 company and its customers.

    The 90-page plan outlines an escalation process to ensure that whoever manages social media was prepared to handle any issues that arise. The document took a year to complete.

    Related: Top 3 Fears of Social Recruiting, Dispelled

    When asked to share any pitfalls she could help us avoid when drafting our own social recruiting playbook, she answered ironically, but also very truthfully:

    “You don’t know what you don’t know.”

    She referred to how she and her team attempted to map out an escalation process, brainstorming all the possible risks and crisis situations that could occur. They realized that imagining all possible outcomes was not only impossible but it impacted their focus on the main goals—recruitment, engagement, employer branding, etc.

These three practitioners are blazing the new trails within their organizations, making way for social recruiting programs to take root and thrive. Although their experiences vary greatly, the similarities of each case shed light on the essential ingredients that push social hiring programs to success.

What are your keys to a results-driven social recruiting strategy? Share them below or tweet us at @TweetMyJobs, and use #TMJEdu to share your thoughts with our community.

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84 Lumber Case Study

84 Lumber is one of the largest privately-owned building materials suppliers in the country hiring about 2,000 employees a year. With the U.S. economy and housing market showing signs of improvement, 84 Lumber has had to increase that hire count each year. However, the company competes with large, nationwide retail brands for talent everyday with challenges common for any mid-sized company:

  • Limited budget
  • Limited hiring staff
  • Limited sources of talent

So what do you do if you’re a medium-sized business facing industry goliaths?

You use a slingshot.

 

“Once TweetMyJobs showed us what was possible through social recruiting, we sensed it would be the slingshot approach we needed to beat the big-box giants at acquiring top talent.”

– AnnaMarie Korach, Recruiting Manager, 84 Lumber

Related: Read the 84 Lumber Case Study.

84 Lumber Case Study

To maximize their attack strategy, 84 Lumber needed a solution that could provide three crucial elements:

  • Competitive Advantage
  • Automation and Efficiency tools to maximize limited resources
  • Expert Counsel and Support

Related: 3 Ways Social Recruiting Helps You Survive Your Own Growth

84 Lumber partnered with TweetMyJobs and generated amazing results, such as:

  • Decreased Cost-per-Hire

“Our measured cost-per-hire for TweetMyJobs-sourced recruits is now tracking at 89% less than the national average CPH.”

  • New Sources-of-Hire

“Prior to TweetMyJobs, most of our yard associate hires were walk-in applicants, in-person inquiries made at an 84 Lumber location. Now, we recruit most of our yard associates through social media.

  • Increased Employer Brand Awareness

We made four hires through Facebook alone within the first few weeks of tracking performance…We knew then that TweetMyJobs was giving us the competitive edge we needed to attract the right hires.” 

84 Lumber Case StudyRead the case study to get the full story behind 84 Lumber’s strategy, solution, and success using TweetMyJobs.

View our other case studies and white papers.

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