- The unemployment rate in America is at an all-time low.
How are you going to attract top talent
for your business, especially here in the Bay area,
where everything is already so competitive.
(energetic music)
Hey, everybody, I'm Shana Haynie, Inbound Marketing
Manager at Hearst Bay Area, and today we're gonna talk
about social media for recruitment marketing.
With unemployment being so low, it's harder than ever before
to attract and retain top talent, but if you're having
trouble trying to figure out how to reach
the right candidates, don't worry, you can use
social media to help inspire people to want to
come work for your company.
And that's what we're gonna talk about in this video.
One thing, before we jump in, we do have a recruitment
marketing program here at Hearst Bay Area that has
helped dozens of companies just like yours
to fill their most difficult positions.
If you're interested in learning more,
please go to bit.ly/recruitment-program to access
our program brochure, and feel free to reach out
to anybody on our recruitment marketing team
if you want more information.
All right, let's jump in.
How to use social media for recruitment marketing.
Use Strategic Content. Now, you may be wondering
what I mean when I say Strategic Content.
Strategic Content is content that appeals to your ideal
candidate and reflects your company culture.
For instance, if your company or department has a book club,
and they meet once a week and it's something that everybody
really enjoys, you might want to make a social post
about that, because it will help attract people
who share similar values.
People who don't love the idea of a book club
might not apply for the job, and that's okay,
we don't want everybody to apply.
What we really want is to attract the people
who share the same values and are excited
by the same things.
Another example of this might be if your company
prides itself on giving back to the community.
Sharing content that showcases employees volunteering
will help attract people who live by the same moral code
that your organization prioritizes.
In order to figure out what kind of Strategic Content
your company should be creating, take a minute
to envision who your ideal candidate is.
Think about who they are, what motivates them,
and what they value.
And for the best results, make sure you always talk
to this person on social media in all of your posts
and all of your content regarding your job postings.
Highlight your employees. People are motivated
in very different ways, so don't just assume
that it's all about money.
There's nothing more encouraging to an employee
than having their work showcased and celebrated.
When you take the time to highlight your employees'
biggest wins on social media, you're basically showing
that you care a lot about your employees,
and this sends a positive message to everybody else
that your organization is deeply connected with the culture.
When you take the time to highlight your employees'
biggest wins on social media, candidates will see this
as a positive, and while it might not
be the deciding factor as to whether or not
they apply for your job, all of these positive
interactions do add up.
Basically, you'll be sending the message
that you value your employees and you care
a lot about their wins, and that's always
something to be respected.
Promote company culture. If your office is a great place
to work, don't keep it to yourself.
Use social media to showcase all the great things
about working at your company.
You can do this by sharing pictures of your employees
enjoying their time at the office, or collaborating
with one another, or even out at an event after hours,
anything that's gonna help give people understanding
of what it's like to work at your company.
You can even survey your employees and ask them
why they love their job so much, and take their responses
and turn that into fodder for social media.
The goal of all of this is to help potential employees
see themselves inside your organization
and be able to visualize where they fit
and what it's like to work with you.
The fact that nobody wants to work at a company
with toxic company culture is not a secret,
so seeing proof that people actually engage with each other
and enjoy the work that they're doing helps
put some of those anxieties to rest.
Choose the right channels. When it comes to using
social media effectively, one of the biggest mistakes I see
businesses make is using channels for the wrong reasons.
You don't have to be on a channel just because it exists.
The fact is, some channels will be more effective
for helping you achieve certain goals that others.
Before you decide where you want your social media
presence to be built, take a look at your resources,
and take a look at your audience, and define your goals.
You wanna make sure that you've investing
in the right places, before you go all in.
If you can't afford to invest in several channels at once,
just choose the ones that align the most closely
with your business goals, and forget about the rest.
Becoming an active participant. The last item
on the agenda for today is all about being human.
Social media is a place to build relationships
and connections.
Even today, I still see tons of brands making the mistake
of broadcasting too much, and engaging too little.
You can post, post, post away, and hope that the content
is good enough to have the impact that you need,
but the truth is, people don't really care all that much.
However, if they can develop a personal connection
with your company, that's actually really what
moves the needle.
If you see someone that has liked your post,
reach out to them, ask them a question, engage them.
Participate in groups to demonstrate your thought leadership
and empower your employees to do the same.
Respond to people's questions and comments,
and be an active participant in the conversations
happening around your brand.
If people don't get the sense that there is a human element
to your brand, they won't feel that connection,
which leaves social media pretty much powerless
as a tool for generating interest for your open positions,
and pretty much anything else.
Social media for recruitment, my final thoughts.
In this day and age, everyone young and old
is on social media, and during the job hunting process,
candidates will be researching your brand, looking at your
Glassdoor reviews, Google searching you,
and trying to come up with anything that they can find
to help them gauge whether or not they wanna spend
40 plus hours of their life at their office every week.
How your brand is represented on social media might make
all the difference between attracting the right types
of candidates that you wanna help build your company.
So, make sure that you're active, you're responsive,
and you tell a great story if you want social media
to help you with your recruitment marketing efforts.
All right, everyone, I sincerely hope that this has been
as valuable for you as it has been fun for me.
If you likes this video, please subscribe to our newsletter.
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Go to bit.ly/hbanewsletter to sign up.
Again, I'm Shayna Haynie, from Hearst Bay Area,
and I'll see you all next time.
(energetic music)