In Harpaul Sambhi’s blog “Social recruitment: What not to do” he states “Many organizations go about social HR the wrong way. They get excited about the buzz around social networks — they create a Facebook group, invite employees, post jobs and sit back and wait to become an online sensation. After a while, when only a handful of users have joined up, the excitement subsides and impatience sets in.”
Sambhi points out, that if you’re getting frustrated, there are three mistakes that are frequently made when applying a social recruiting strategy. I couldn’t agree more with the mistakes he names: 1. Forcing employees to network and join, 2.Posting only job openings, and 3. Not providing enough content. I’ll elaborate on each point a bit.
Forcing employees to network and join
Sambhi points out that with standard engagement levels “only about 10 per cent to 15 per cent of employees are passionate about their organization and will either voluntarily, or when asked, invite all their friends and family.”
A way to remedy this without forcing employees to join, is with recruitment incentives. You could do anything from offering a set dollar amount, to buying someone concert tickets. The reward has to fit your companies culture, but it doesn’t have to be monetary. Go ahead, get creative.
The bottom line is, if your employees are engaged and intrinsically motivated, they will want to recruit for you. So while recruitment incentives may help, keeping employees engaged will always lead to employee involvement in recruiting. Forcing employees to help in the social recruitment process is going to ensure nearly everyone puts in the least amount of effort possible.
Posting only job openings
This one is common. If everything you contribute to social networking sites is only related to specific job openings, everyone who isn’t looking for work themselves, or who isn’t in the field of the said job-opening, will likely automatically become disengaged as an audience. A disengaged audience will usually disregard pretty much everything you post.
Even if you have enough openings to ensure you can tweet five open positions a day, it’s still not going to work very well for you. In order to get an audience engaged, and attract the right talent, you have to provide more than just available jobs.
Not providing enough content
Similar to the last point, but definitely not the same. In order to build a social media personality and brand, there has to be a constant flow of interesting and culture appropriate content being shared at all times. Social recruitment, just like social marketing, and all social networking, is all about establishing a personality.
People are only going to pay attention to companies and recruiters that have an approachable online presence. Engaging in discussions with other like-minded professionals, and sharing and promoting their content is a must. These kinds of interactions help not only to create partners, but allow your companies culture to be represented to prospective candidates.
The opportunity to present your company to possible employees accurately is a good one, and one pretty unique to social media. Don’t squander the chance by only posting the most dry and sterile job listings. Make connections, research valuable content, and keep your activity levels high.