Recruiters are giving out the wrong message to potential candidates and clients when it comes to their online communication
A big no-no for me on social media is talking about yourself exclusively, for the simple reason it is:
- • boring
- • totally un-engaging
- • unlikely to help you generate leads or candidates
- • something you would not do if you were in a face-to-face meeting...
… so why do it online?
Why do I see so many recruiters bleating on about jobs and blasting me with news about their business — and only that? If I was an ideal client, would I find this interesting?
Surely, when recruiters are in face-to-face meetings with clients and candidates, they ask questions, listen to the answers, deal with objections, help solve problems — they gather information and convert this into a lead.
Yes, the recruiter of course talks about their employer, their specialism and their approach — it’s great to do that, but not at the expense of hearing what the other person has to say, and more importantly discussing stuff that the person is actually interested in. Recruiters can be awesome at that… and then they log on!
Only 20% of professionals online are job hunters. The rest are passive, perhaps just mooching around the web looking for interaction and information. They’re using their mobile device (around 40% of web traffic is now mobile), perhaps even sat on their sofa to see what’s going on out there. They are not in the market to be sold jobs or be marketed to. Their motives are often needing news, tips, friends, knowledge (sometimes jobs), networking etc…
There’s so much noise: millions of tweets are sent every day, 238m people are on LinkedIn, there are now more than 1.1bn Facebookers, 350m Google+ users (stats vary) ‘updating their status’. Why do some recruiters often simply add to this with stuff about themselves and stuff that may be of little interest to the average surfer?
In this new age of digital recruitment, the client and candidate is the recruiter competitor. Recruiters, therefore, need to be really careful about how they operate online. Simply talking about yourself, your jobs, your company is not enough to get me to buy in to you — you need to talk about me. Do you know what I am interested in? Are you listening to what I’m saying? Or are you simply using social media to broadcast your marketing message? In fact, are you marketing your jobs so exclusively that you make recruitment akin to advertising so I [as the client] may as well give it a try myself?
One thing the recruitment market really doesn’t need at the moment is to be compared to a job board
I am a massive fan of the recruitment market — I spend all day in it. I’d love to see more content from recruiters aimed at their ideal audience, helping them to demonstrate their specialism, their approach, offering help through thought leadership.
If you were sat in front of a client right now and they asked you for information on their sector or what good candidates look like, or how best to attract talent into their sector, you’d dazzle them… so get on and do it, and drop the ‘we-we-we’.
Thanks Recruiter for publishing this post.