The one-on-one nature of social media is part of what makes it appealing to recruiters and candidates, but it can be time consuming. It’s easy to spend the better part of your morning engaging with potential candidates without actually moving a single one down your funnel. To maximize your social media recruiting program’s success, scale where you can, so you can spend the one-on-one time where it really counts.
Scale your sourcing efforts by leveraging your entire team to find candidates. Begin with their existing social connections so you can engage candidates through warm introductions. Consider using employee referral tools to help employees quickly match their social connections to your open roles.
But don’t stop there—ask your team to also source candidates they don’t know personally. Your designers have an eye for design, and your engineers can spot other talented engineers based on their work. When your designers come across an interesting designer on Dribbble, or when your engineers see an interesting GitHub contributor, make sure they’re adding those candidates into your ATS.
Rather than reaching out to candidates on an individual basis, reach many candidates at once by promoting your employer brand through your company’s social media channels. Share content, including photos and videos, to show candidates what it’s like to work at your company. Look into social media management tools so you can schedule employer branding content in advance. These tools allow you to promote a single piece of content several times at once to give your resources more reach. For instance, you can share a single employee testimonial every other month on Facebook by highlighting different quotes.
Consider paid social channels to extend your reach even further. LinkedIn Sponsored Content ads, in particular, have really powerful targeting. You can target your content to candidates by location, title, seniority, job function, and more.
Bring your team into this part of your program too, by encouraging them to share employee-generated content. Consider running an employee training to show candidates what kinds of content they could share, and what things shouldn’t be shared (such as confidential information). Then engage with their content by commenting on it, and sharing it through your company accounts.
Nurturing candidates through social media is best done one-on-one, but you can use the rest of your team to scale this. Send each candidate’s LinkedIn and Twitter profiles to your hiring managers and interviewers with your interview calendar invitations, and encourage them to connect before or after the interview.
Also encourage your team to engage with these candidates as the opportunities arise. For instance, hiring managers can create a private Twitter list with all of the candidates they’re nurturing, so they can find opportunities to engage. In addition, LinkedIn will notify users when a connection posts an update, changes jobs, or has a birthday or work anniversary—which are all great reasons to reach out and say hello. Doing so will keep your company, and opportunities, top of mind.
With a social media management tool, like Hootsuite, you can even assign a hiring manager or employee advocate to reach out to candidate inquiries. Say, for instance, a star candidate is publically asking what people like about working at your company. You can assign someone outside of the recruiting department to reach out and offer to ask their questions. (You can even use this feature for sourcing. Just create a search stream for candidates in your area who are searching for things like “new job”, and have a team member reach out to suggest one of your open roles.)
Social media recruiting will always require a one-on-one touch, but you can utilize your team and technology to scale your efforts. When you’re able to reduce time spent on sourcing, employer branding, and nurturing, you will have more time to engage with candidates on an individual basis. Social media can be a really powerful addition to your recruiting toolbox—especially with scalable techniques.