“What is really of interest for employees in social media” is a question asked by almost every E-Recruiter. In an empirical study Florian Schreckenbach (Taltential) tried to find out the answer to it together with Leena Volland. And the results should well be of interest to every Social Recruiter.
In the so called ‘war for talent’ a lot of companies have difficulties finding the right employees for the open jobs they have. Talents are rare and due to that the good candidates usually have dozens of offers to choose from.
Addressing those candidates directly via social media is one way personnel managers can choose to make sure that their company at least is on the radar of these potential employees.
That social media are widely used has long been known. Among those are – so far – predominantly privately used networks like Facebook as well as more business orientated platforms such as Xing or LinkedIn.
By looking at the user’s profile details personnel managers can get a first impression whether or not this person would be an eligible candidate. In order to limit the pool of the possible addressees the community of Facebook subscribers can be searched.
Also the business networks Xing and LinkedIn can be searched for specific information the users mention in their profiles.
But this technique cannot really be called ‘social recruiting’ as that asks for the active use of social media opposed to posting static job ads.
“When you post a job ad on Xing you use it as a job board. Only when the ad is promoted on one of the platforms and then gets shared you can really talk about social recruiting”, says Schreckenbach.
A possible fear of companies to come across as too straight forward or as spammers is unnecessary. Many users appreciate their getting in touch.
“It is important that the message is convincing and specifically aimed at the candidate. But creating that takes time, companies should be aware of that”, says Schreckenbach.
To phrase the contents of such a message right is not simple at all. Even more so as the
study found out that candidates are expecting different content in messages that get send to them via social media from what the companies actually send them.
That is the reason why such messages are not really successful yet. As it did not make a difference to the candidate – based on the messages they received – whether they were contacted by a company or not.
The study revealed that a successful social recruiting process works in three phases: gathering attention for a brand/ company, turn this attention into interest (i.e. by offering attractive content in via social media), generate applications (i.e. by messaging the candidates) and then working on keeping the employees in the business.
Florian Schreckenbach believes that the fear of the new toward these new communication and recruiting channels will subside with time.
“A cultural change is taking place regarding a more open form of communication and a more flexible collaboration. In my opinion this is slowly being more integrated into businesses – the so called ‘enterprises 2.0‘”, he says.
In order for this to come true companies would have to use social media more actively in the future – i.e. in projects or to create knowledge archives.
The complete study can be downloaded for a fee under www.embrander.de.