HR Coach: Social Media Recruiting in 2019
By Christina Davis
There’s no doubt that recruiting in 2019 has reached anxiety-riddled levels for employers in the U.S. Back in the “good ol’ days,” when you placed an ad for a job, you received more resumes than you knew what to do with. You had multiple interviews for one opening (with people who actually showed up and dressed properly for the interview!), and you spent most of that time getting to know the candidate rather than providing information on the company, its history, and its services.
Fast forward to 2019, and the recruiting landscape has changed dramatically. Glassdoor issued a report this year, explaining that “[w]ith a low unemployed rate of close to 4.0 percent, candidates are in a position of power when it comes to selecting employers they love.” So what do we need to do to adjust to these new realities when searching for our next hire? A thorough social media recruiting strategy is the key to competing for quality applicants.
No longer will a simple help-wanted ad in the local newspaper or on the sign in front of your offices have candidates streaming in—welcome to the world of recruiting, social media style! According to an infographic produced by Staff.com, 73 percent of companies have hired successfully with social media; 42 percent of companies report that the quality of candidates has improved; and 29 percent of job seekers say that social media is their number-one tool when searching for their next career move. As the adage goes, numbers don’t lie.
To be successful, follow this social media recruiting strategy to expand your reach and hire great new employees.
1. Enhance your online reputation.
Before you can attract candidates to your company, make sure your company’s profile on social media platforms is appealing. Getting your candidates excited about the company and the possibility of working there will bolster your show-up rate for interviews—a problem that companies across our industry are experiencing.
Does your Facebook page convey your company story and culture? What does your company LinkedIn profile communicate to potential employees about your company? Does your Instagram account highlight important company events and give insight into what it’s like to work there?
In addition to improving your profiles, you can build your brand by responding to online reviews, both positive and negative. The LMC Group’s Public Relations Manager Stephanie Carnes says that “[c]ompanies often overlook the role their reputations play in attracting good job candidates. Just as customers look up your reviews on Google or Yelp, job seekers do as well, so be sure you have an effective strategy for responding to bad reviews. Glassdoor is the primary site people go to learn about working at your company, and you can improve your ratings and add helpful information by using the employer tools.”
2. Choose social media platforms for recruiting.
You could choose from among 10 or more social media platforms for recruiting, but for chauffeured car service companies, we recommend Facebook and LinkedIn. The Society for Human Resource Management (SHRM) conducted a large-scale study that revealed that for most industries, the vast majority of recruiters and job seekers turn to these two platforms.
Facebook is valuable because chances are great that your potential hires have an account. You can continue to promote your company culture and use photos and video. Facebook encompasses both the working and the private lives of job seekers, so you have multiple chances to connect.
LinkedIn, on the other hand, is geared toward the professional lives of its users. More and more, though, people looking for jobs go there to find openings, so you can reach people who aren’t everyday LinkedIn users.
3. Post your job openings.
Facebook, LinkedIn, and Glassdoor allow you to post open positions. Facebook job postings are free, while LinkedIn and Glassdoor have paid models. Facebook jobs have lower visibility, though you can pay to boost the listings to reach more people and target audiences.
4. Run social media ads.
In addition to listing your available positions, using Facebook ads is a great way to reach a narrow, targeted audience who will be much more likely to respond to your job openings than a traditional ad. You can decide how long the ad will run and how much you want to spend, and you’ll get reporting that will help you know how well your ad performed, allowing you to adjust it for the next time.
Your ads should not be long, but it is imperative that you communicate your company culture, an accurate description of the work to be performed, and any creative incentives and benefits that will set your company apart from the thousands of others hiring for the same position.
5. Reach out and talk to people.
You can join groups on social media that will allow you to interact and network with people who might be interested in your job openings. Think about your candidate profile: Do you have luck with employees who are recent college grads? Retirees? Former law enforcement? Does your local Facebook page for your city allow job posts? Becoming a member of these groups can help you find candidate leads actively as you post and make connections.
Don’t forget that social media platforms are searchable—you can use keywords, titles, and locations to find potential hires. Message promising finds, and tailor your pitch to them specifically.
Continue to post interesting content on social media to engage and grow your following. If you offer an employee referral bonus, make your job posts shareable so your team members can easily do some organic advertising for you.
With the unemployment rate as low as it is, you aren’t just interviewing job seekers: They are interviewing you, as well. The two keys to successful social media recruiting are ensuring your brand is well communicated and reaching your potential employees where they are, which is likely on social media. A recruiter and a social media professional in your organization can team up to make your recruitment plan successful, or you can consider an outside agency that specializes in these areas. Either way, if you are struggling when it comes to attracting quality potential hires, your best bet is taking advantage of the many possibilities available on social media. [CD0619]
Christina Davis is the HR Director for the LMG Group. she can be reached at firstname.lastname@example.org.