How Small Businesses Can Use Social Recruiting to Leverage Their Business

Many successful CEOs, founders and executives will tell you that the secret to business growth is to hire the right people. Employees play a vital role to your business in more ways than you may realize.

They contribute to company growth, not just through their performance or the work that they do but as brand ambassadors. Although it is seen as cliche, the first question that most people ask when they meet someone new is: What do you do? Our careers and the companies that we work for form a significant part of our identity.

Why Talent Is Your Biggest Asset

Several studies have shown that people are more likely to trust and engage with brand content that is shared by employees rather than leadership or the company itself.

In fact, when employees share brand messages on social media, the posts get 561% more reach than the same message shared on a company page. According to Social Media Today, employee-shared content also gets 8X more engagement than brand-shared content.

When you run your company with integrity and strong values and treat your employees well, you form a positive brand reputation. On the other hand, if your company doesn’t treat employees fairly, it will backfire on you in a huge way. Take a look at Uber. One employee’s blog post shed light on the startup’s toxic culture and unfair practices, and it is still trying to recover from the aftermath.

Importance of Social Recruiting

A strong workplace culture as well as professional branding is essential to recruiting and retaining the right talent to build and grow your company. However, recruitment has evolved greatly in the past few years. It can also be a challenge to find candidates with in-demand skills, when relying on traditional channels. According to Jobvite, 65% of recruiters say a shortage of talent is the biggest challenge in hiring.

Business owners and recruiters have gotten more creative in how they find talent, with many using social media to discover and connect with potential candidates.

Why Businesses Should Use Social Recruiting

If you are considering using social recruiting as a means to grow your brand, consider these insights:

●      89% of organizations use social media to post job openings and 75% use it to contact candidates.

●      Passive candidates (those not actively seeking a new position) are a primary target for social recruiting, with 8 in 10 recruiters (82%) saying it is the number one reason.

●      In addition to seeking passive candidates, 77% use social recruiting to increase employer brand and recognition.

●      LinkedIn is the most used social recruiting platform, with 96% of HR professionals using it.

●      73% of recruiters consider LinkedIn the most effective social media site for recruiting, followed by Facebook (66%) and Twitter (53%) (SHRM)

●      87% of recruiters use LinkedIn and only 55% use Facebook. However, 67% of recent hires who found their job via social media used Facebook. 

Social recruiting plays a huge role in how businesses today find talent, especially when it comes to Millennials. One LinkedIn survey found that 70% of followers on a company’s social media were interested in working for that company.

How can you use social recruiting to attract talent and build your brand? Here are some tips and insights from the 10twelve team: 

1. Know your channels and which is best for you.

LinkedIn is the obvious social platform to use for recruitment. For a fee, employers can post jobs and have access to their recruiting tool. However, there are other ways to search for and engage candidates. Join industry groups and be active in discussions. When there is a job opening you could share it within select groups. You can also search for people based on job title, industry, location and more and connect or send an InMail.

Although LinkedIn is the top choice for recruitment, don’t be afraid to explore other avenues, if it works for you and it aligns with the position.

Instagram would seem like an unconventional recruitment tool, but not if you were looking to fill a creative role.

If you are looking for a photographer, designer, or other highly visual position, it might be perfect. Even if you need a merchandiser or writer, Instagram could be used to target users with those interests or skills. You can search for users by hashtags and focus on industry-specific phrases. For example, if you are looking for a product photographer, you may search for #productdesign.

Twitter is another useful recruitment tool for multiple industries. Like Instagram, you can start looking for potential candidates by searching for industry or skills specific hashtags. Twitter is great for connecting with people in the same industry or the same interests. You can look for people that follow you and your competitors. You can also get traction on a job post by sharing it on Twitter with targeted hashtags or audience.

Facebook also has advanced targeting features that could make it a valuable recruiting tool. When you post a job opening, you can choose to target the post to people in a specific industry, with specific interests and geographic location. However, Facebook as a recruiting tool can be even more useful when you are active in professional groups and business pages.

2. Have strong branding and social presence.

No matter which channel you use, you have to have strong branding to do social recruiting effectively. Businesses need to keep social media profiles up-to-date with high-quality professional design. Graphics and images should be the proper sizes consistent with your brand and reflect your culture and mission. This is not only important for social recruiting but general brand image. A well-maintained social profile adds credibility and legitimizes your organization.

When people click on a job opening, they will almost always research the company afterwards. When you are social recruiting, they will visit the profile they found the posting on, and likely your website along with other social channels. They do this to not only learn more, but to get a sense of what the company culture is like and what it would be like to work there.

3. Transform employees into brand ambassadors.

Often, many job candidates come from employee referrals, so take care of your employees. Invest in personal development and growth opportunities. Recognize their achievements and even highlight some of them on your social media channels.

If you go out for a company outing like an afterwork happy hour or participate in events together like 5K runs or volunteering, document them. By sharing those moments on social media, you are building brand identity as well as giving potential job candidates an insider look at the work culture.

Social recruiting is becoming more and more popular. It is not only a way to find in-demand talent, but it shapes how potential candidates, customers and other constituents view your brand. How you treat your employees is just as important to your success and growth as how you treat your customers. For more insights on social recruiting and other ways you can grow your business, reach out to 10twelve today.