Social Media

Social Media

The increasing role of technology in society has had a significant impact on the way that businesses market their goods and services. In particular, social networking platforms like Facebook, Twitter and LinkedIn are becoming increasingly influential as a marketing tool, and it is important for recruitment organizations to examine the business potential of using social media as part of their overall communication strategy.

The reason social media is becoming an increasingly important marketing tool in a number of market categories including recruitment is the growing sophistication of consumers and their increasing cynicism towards traditional methods of marketing communication. While consumers are still voracious consumers of information about products and services they are interested in, they are more likely to rely on information from friends, peers, associates and spokespeople they trust, then traditional marketing collateral and for this reason it’s critical that your message flows through both channels.

So what are the practical implications for the recruitment industry?

You may be a member of a social network such as LinkedIn but only check in when someone connects with you. You may also have a company page on Facebook but only for fans; or you may have no involvement with social media at all. If you do not have a strategic plan for the use of social media in your business you should consider the many benefits to be gained from its effective use by a recruitment company including the ability of the medium to help build and manage a talent pool which can be a significant differentiating factor in marketing your services to clients.

Whether it’s time, apathy, anxiety or confusion stopping you from socially connecting, things need to change to market more effectively in the new social landscape, especially if your consumer comes from a younger social demographic (and for most recruitment companies, a significant proportion of your candidates will be members of this group).

Start with small steps. Depending on your business’ size, the duties may rest with you, your employee, or an advertising agency that possesses expertise in social media marketing; or perhaps a combination of all three. Social networking is not costly, thus removing any barriers to entry.

You can commence by conducting some audience research and understanding what sites your candidates, and even clients, are visiting. That’s where you can reach, and ultimately, connect with them.

In order to build a good network, you must start with an impressive online profile of your business giving candidates the reason to acknowledge, accept and finally follow you. When it’s time to connect, its important to engage with your audience as opposed to pushing them into a relationship. The online world is like the real world. People want to listen or follow you when you’re interesting, informative, even exciting. Through ‘posting’, ‘sharing’ or ‘blogging’, you can expose others to news articles, events, videos, seminars and items of interest that they couldn’t access easily themselves. If executed well, you become instantly relevant and your network, which will grow through word-of-mouth, is one that members / candidates can come to depend on.

Remember, with social networking you are effectively ‘soft selling’ your company by position it as the news and information authority. When it comes time for a ‘hard’ sell, such as a new job you need filled, your audience is much more likely to be receptive to your message.