Social media

#Socialrecruiting: It's not for recruiters

Now this might seem a bit controversial, it’s not intended to be. I write this post on route to Romania, where i’m going to be working with Oracle brand advocates on content creation as well as the recruiting team for EMEA. I have been working with Oracle for a while. They are very open to being social and see the potential that building communities around fan pages will bring.As a result of this project, I’ve been spending a lot of time talking to other corporate recruiters about how (or not), they do social, and I’m seeing a few recurring themes. The most common barriers being available time and targets to hire now!
The complication for all recruiters (and this is not dissimilar to any corporate and most agency recruiters that I have talked to), is time to work outside of anything other than the just-in-time recruiting model. Time pressures mean that recruiting activity is transactional. It’s get a job, find the candidates, fill the job and move on to the next job. Line managers demand hires yesterday, and the relationship needs to be hirer/potential recruit now, rather than potential recruit future. Time and business pressure dictates that it is this way.
Social activity is more about sourcing and broadcasting opportunities in the here and now than in the future. The recruiters job is to get people hired as quickly and effectively as possible, finding potential employees based on skills and experience and converting them in to employees. The job of the recruiter is the locator and the closer. More of a completer finisher than a relationship builder.
Does this mean then that I see social recruiting as wholly transactional?

Far from it. Social plays a massive part in building employer brand, pipelining the talent community and communicating with the world at large about what the company is really like to work for. Employees who develop social networks can provide access to potential employees with any opportunities that come up, acting as the introducer to the recruiter via referral. Employees take and tag pictures and video that says everything about the employer in a credible way, without needing any words or marketing spin. Employee content carries far more credibility than recruiter credibility. After all, a recruiter will always update that this is a great place to work, an employee will only share that if they really believe it.
There in lies the next challenge for corporate, getting people to post and comment freely. It’s not that they don’t want to, but it’s often a case from day one of employment that they have to follow strict rules contained in a brand manual, and get 3 different levels of permission, authority and approval before they can comment about the company or it’s products. Jump forward to this new age of social. Employees are asked to act responsibly towards confidentiality of business and people, courteous and respectful. The basic guidelines are to “Be a grown up.” And then it is up to them to post what and when they like. Any content (blog posts excepted) that take more than 10 minutes to create and tag is considered too manufactured. Content needs to be instant, real and ideally involving people. Once you open this up, and get over the early resistance then you are away.
Once the communities are building with plenty of connections building, people commenting and asking questions, then it’s time for the recruiters to get involved. the role of the recruiter at this point is to identify who could be looking for a job from their on-line behaviour and questions. Recruiters need to get applications and enquiries directly from the Facebook fan page and other social places. This is where the engagement becomes critical and the recruiters can use their skills to match the potential candidates. This might be come in for this job, or it might be stick around and stay in touch, there’s nothing now but I like the look of you. Alternatively it might be talk to this recruiter, they may be the right person for you to talk to. All of this kind of interaction is lost once a C.V. hits an A.T.S. in the traditional way.
All employees should be involved in the social part of recruiting, with the recruiters taking care of the transaction, in the most timely and efficient way.
What part do you think recruiters should play in social recruiting? Where do you think my thinking falls down?

Bill

Using Video in Recruitment

Jonathan Campbell (@recruiterblog) here from Social Talent; Bill kindly asked us to share our free weekly recruiting webinars on this Blog so here is the video of yesterday’s 30 minute presentation on Using Video in Recruitment.    Here’s what it’s all about:

Advertisers and Marketeers have predicted that video is the future of the web and there are already several recruitment specific video products on the market.  We examine video from a recruiters perspective and uncover some great, often free tools for sourcing, screening, branding and engagement.
  • Video CVs: Where are they?
  • Video Interviewing
  • Sourcing on Video Sites
  • Branding with Video
  • Video Apps
The video is password protected as our Weekly Webinars are usually only free if you watch them live but readers of this blog can watch it for free using this password: 3hg4f19bd3

Our next free webinar is on Wednesday 18th May and is entitled “There’s more to X-Ray Search than LinkedIn”.

Here’s what it is all about:

Do you know how to search LinkedIn “through the back door”? It’s called X-Ray search, and it can give you access to nearly 90% of the LinkedIn database for free!

Did you know that you can X-Ray search hundreds of other social media sites?

In this 30 minute Webinar, we will show you how to find candidates on Twitter, YouTube, Vimeo, WordPress, Blogger, Quora, Skype, Pipl, Naymz, Xing and Viadeo (and that’s just for starters).

If you are a recruiter (and we assume you are, if you’re reading this), then you can’t afford to miss this free Webinar.

Register for free here or check out some of our other webinars here.

Who should be part of the candidate recruitment experience?

Following on from my first guest post for Bill on Tuesday (yes, it’s Martin Couzins back again), today I want to look at what type of role will deliver the new candidate experiences that are emerging (or are being talked about).

I’m not a recruitment industry expert so be gentle on me – these are just some thoughts . . .

If you have attended a Tru event or the recent Social Media in Recruitment Conference you will be aware of the fact that in social recruitment channels content is king (Linkedin, Youtube, Twitter, Facebook etc).

But who is responsible for creating and managing this content and the relationships and connections that start to build around it? Well, from what I can see it is the marketing team. Or the comms team, or a mixture of both.

In a very few cases, it might be someone in an emerging role such as Matt Burney, resourcing and community executive at G4S or Mervyn Dinnen, community and content manager at Jobsite UK.

So as content and the engagement around it grows should responsibility for it be handed to marketing teams and community and content managers? Yes, but there is a greater opportunity here.

Check out these job responsibilities that I have taken from a random recruitment consultant job ad:

  1. Identifying new business opportunities, developing client relationships and managing a client database
  2. Developing a network of candidates and managing their aspirations and career search
  3. Managing your clients and candidates recruitment process from initial interview to offer stage
  4. Focussing on the importance of service delivery and client relationship management (CRM)

Looks to me as if anyone involved in the recruitment process who is charged with these kinds of responsibilities should also be an active player in social media channels. I’d say there is a bigger win in helping wider teams who liaise with clients and candidates to understand how to engage in social media.

As we grow engagement around content we need to ensure internal teams are just as engaged as clients and candidates. If we do not we could end up with a transactional type of engagement in one part of the business and a very different type of engagement in online social channels.

SOCIAL MEDIA: A compulsory subject for all university degrees?

Hi, I’m Ruxandra, one of the #trugrads. Bill is climbing mountains in sunny Wales this week so he invited me to write this guest blog on his behalf. This is the topic I will talk through at #Tru Amsterdam.

SOCIAL MEDIA: A compulsory subject for all university degrees?

Definitely!!! I would like to start this post by picturing the usual process of a third year student searching for the job he wants upon graduation. Alex, a very good third year Law and Business student at an average UK university wants to work in Recruitment. What is he going to do? He will follow the usual process like any other third year student. Alex will seek advice for writing his CV at the career office in his university, spend long hours filling in application forms for the top 20 UK recruitment companies, he will get positive feedback from 7 or 8 of them and the final result? In the end he won’t get any job offer, or he might get one, but not the one he wanted. What are the possible reasons for this? There are a few reasons like: fierce competition as graduate recruiters prefer candidates from top universities, applying for the wrong recruitment sector, he might not have matched the needs of the company at that time, lack of experience, and I could give many other examples.

Did Alex make use of social media in any way in his job hunt? LinkedIn? Facebook? Twitter? He might have a profile on each of them fair enough, but does he actually know how to use them to get the job he wants? Or get noticed? Not really!

How can social media help a third year student in his job search?

First of all, social media represents the best way for students to advertise themselves and catch the attention of employers. An updated LinkedIn profile with an appropriate professional headline, accompanied by group posts, related tweets, and interesting blog topics will make an employer browse through that student’s profile, download his CV and eventually give him a call. Let’s not forget that nowadays recruiters, especially internal recruiters, use social media in a big way.

There seems to be something wrong about this entire student-graduate scheme as at the moment, students tend to apply for jobs only to well-known companies but the majority of these companies look for graduates only at top universities. I would raise two questions out of this sentence:

Are students unaware that SME’s offer jobs too?

Are companies unaware that skilled graduates can also be found in top 100 (or even 200) universities rather than top 10?

There is definitely a gap somewhere and I strongly believe that it can only be filled if students start using social media more. I would now like to give a few relevant examples.

My best friend from Romania who wants to work in social media kept applying for jobs and internships at well-known companies for the past two years. She did not have any luck, and was very disappointed. I advised her to start looking for jobs on Facebook (most popular in Romania). One month after she started her job hunt on Facebook, she is working for a medium-size estate agency providing exclusivist services. She is of course in charge of their social media, and really enjoys it.
On the other hand, a few weeks ago I refused a job due to its location. At the end, the interviewer kindly asked me if I knew someone else who could be interested in the position. In this case, how can students say that they cannot find jobs? Do they actually know where to look for them?

My last argument would be that social media can help students better define what they want from their future job. Through social media students can get in touch with experienced people who can give them valuable advice about the career they want to have. In the last weeks, after I posted in groups on LinkedIn and started to write on my blog, many nice people approached me offering their help and advice. The conversations I had with them helped me understand Recruitment better, decide what sectors I would like to work in, what type of recruitment I want to do as well as the type of company I want to work in.

Having said this, what is the best way to make students aware of the benefits of social media and teach them how to use it? Should social media be a compulsory subject in universities?

Recruitment content marketing

Hi, I’m Martin Couzins and I’ll be posting two guest posts for Bill this week – one today and one on Thursday.

Today I wanted to take a look at some of the great examples of content marketing we are seeing in the recruitment space. Having followed Bill’s endeavours with Hard Rock Cafe and having attended last week’s Social Media in Recuitment conference it would seem that content is the big buzz for recruiters.

If you are wondering what the term ‘content marketing’ means then here is a definition from Joe Puluzzi on the Junta42 blog (a great content marketing resource).

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action such as visiting client’s website landing page, for example.

For recruiters that target audience is mainly jobseekers. And for this audience we are seeing some interesting content marketing to help drive engagement and ultimately fill positions.

As I’m on Bill’s blog it would be impolite not to start with a link to his work with Hard Rock, where Bill worked with Hard Rock to build a Facebook page to recruit for a new opening in Florence, Italy.

Clearly, Hard Rock is a strong brand ie you know what it stands for and you know what you get when you walk through the door. But that does not necessarily mean that you build a FB page and the right people will come. Create the right type of content and they will come, which is exactly what they did.

Last week’s Social Media in Recruitment conference featured quite a few case studies of companies/recruiters doing interesting things with content.

One niche recruitment consultancy – Redfox Executive Recruitment – is having great success distributing content using a variety of social media channels. I spoke to founder Max MacGillivray who told me that he sees his company more as a communications company because he is providing relevant industry content to his audience. How many recruitment consultancies would say that?

Particularly interesting is the fact Redfox has created a bespoke news feed which clients can also sign unto via email. Each week Redfox industry news is emailed to more than 8,000 people globally.

On a much larger scale, The Army and security services provider G4S also presented how they use content to engage with jobseekers. Both use different approaches – G4S pulls people into a secure forums area on its career site, The Army uses Facebook and Twitter to engage with its core demographic (16-24 year olds). For both organisations, content is the key to attracting and engaging the right type of people.

Listen to British Army marketing director Colin Cook talk about why the Army is so focussed on Facebook.
And watch G4S global head of resourcing Colin Minto discuss the G4S approach to social media.

We are seeing a wide range of approaches and channels for creating and distributing content. I hate to say that content is king for recruiters, but it would seem that it is.

All of the examples I have pointed to here adhere to a few basic rules, which anyone in recruiting can follow – and at low cost.

They are:

  1. Identify target demographics
  2. Understand where they are on the web and how they like to be communicated with
  3. Create relevant and useful/interesting content
  4. Distribute in the right place and at the right time
  5. Participate in the conversation – publishing any content is always the start of something
  6. Continually evaluate the impact of your content and tweak your content marketing accordingly

It goes without saying that all your content marketing efforts will be wasted if the experience at the end of the journey is poor. So, make sure the user destination is well designed with the right calls to action and prompts in the right place.

Bill will be talking through the Hard Rock Facebook case study at #Tru Amsterdam.

A Recruiter's Guide to Twitter

Bill is on vacation this week in sunny Wales so he has kindly invited me (Jonathan Campbell, Social Talent, @recruiterblog) to write a guest blog on his behalf.

I run a free weekly recruiting webinar (nearly) every Wednesday at 4pm GMT and Bill helped me with last week’s entitled “Twitter: The Great Untapped Recruitment Tool”.

Here’s what we discussed:

  • Getting the basics right
  • “Push” Job Marketing Strategies and getting your Twitter SEO right
  • “The Long Game”: successful engagement strategies for recruiters
  • Bio & Location Search: Go straight for the jugular & head-hunt
  • When 140 characters is not enough: What can a person’s tweets and followers tell you?
  • Klout: What is it and do you have it?
  • To Follow or not to Follow: when is it time to just listen?
  • It’s all about the Apps: why Twitter.com is only the beginning
  • Hashtags and Lists: What do you need to know

You can check it out for free here:

If you’d like to view any of our previous webinars or sign up for the next one, check them out here.  If you’re planning to come to truDublin next month, give me a shout as I’d love to get some of our tru fans on as guest webinar presenters over the coming weeks as we get ready for the greatest tru yet!