I promised to follow up with some blogs. The first “Everyone is a candidate” was well read [I hope?] and explored the myth of everyone being a candidate and the fact that the average Jo or Joanne, whilst they may be shaking their booty on the dance floor, may not want to dance with a recruiter.
The next myth:
Social Media is free and easy
This myth assumes that anyone can do it. If this is the case, why are there so many recruiters (and recruitment directors for that matter) complaining that they are getting zero value from it – or perhaps they are unable to measure its impact on their bottom line. I’ve been to so many meetings where the client is on Twitter (for example) – they are tweeting like there’s a prize for volume (normally about jobs) but in the same breath complain that they are seeing little return.
Time is not free
Yes, I yawn at this statement too, but how many recruitment managers are 1. measuring time that their staff are spending on social recruiting 2. actually allowing specific time to be spent on it? Do you / your staff know how much time you should spend on social media tasks? I bet you have a phone system that if interrogated could tell you how many phone calls you made and how long you were on the phone for? You know how many interviews you need to conduct to get a placement. Why not the same for social media activities?
How are you measuring your success?
Do you measure output from social? (Tick a box in your CRM, look at follower / community sizes / see how many of your shares are read / retweeted? Are you respecting the time your business spends on social recruiting by allowing time and measuring output?
Are you social recruiting or simply bleating?
If social recruiting was free and easy, this is what I’d see: Profiles and content designed to attract and engage – when in fact I see poor profiles, job-crazed content, assumptions that everyone is a candidate (see previous post)
Monkeys don’t do strategy!
If social recruiting is free and easy, then a monkey can do it. I’m not into anthropology, but I know recruitment, and my time in this world demonstrates that being effective at anything demands thought, time and STRATEGY! (And monkeys don’t do strategic social media tasks – although I have seen a video recently of a monkey riding a Segway… so things may be changing!)
I know that the recruitment process on paper is simple – it really is! But communicating and engaging with people is a sophisticated skill. It’s something that recruitment leaders spend lots of $£€ training their recruiters to master (listening, questioning, engaging). Part of the reason that agency recruiters exist is that they are better equipped to help clients engage with candidates (and vice versa). Social media has obviously made this easier, but it has also complicated the process (so many channels, so little time!)
So, some thoughts on how to make the job of Social Media “Easier” (it’ll never be free)
- Share more of what you DO and READ
- Stop talking about yourself (jobs, company news, memememe!)
- Use systems like Bullhorn Reach (shameless plug!), Klout, Tweetgrader to measure success?
- Shut about the job for 5 minutes and talk / listen - Stop training your clients to recruit! (Advertising = recruiting? Ask for help rather than post jobs! (Try this in LinkedIn groups!))
- Show your staff how to best use these tools and then expect and demand a positive result.
- Attract passives: does your profile actually invite passives or are you too busy assuming that everyone wants to dance with you?
Social recruiting is not free and easy. Talking and engaging is a skill which we value massively, but many people (and most monkeys) are not born with these skills and they need help to understand relevance and ideal outcomes.
Do you make clear what you expect from social media and social recruiting? How do you measure the success of these tasks? And what do you actually measure?