So, you are on Twitter (it feels like everyone is), well in fact over 200 million people are (double the size of LinkedIn in fact).
Twitter is now 5 years old, and there are many compelling case studies and stats out there to give you a feel for how you should use it.
The following blog is my opinion, backed up by some example case studies and my own experience of using social media in the recruitment sector. But who knows where Twitter will take us (and recruitment) in the next 5 years…? (Thoughts welcome from the floor).
Many recruiters, including Corporate HR Departments, are using Twitter to market their jobs. The ones that are successful are the ones not simply using Twitter to advertise jobs – after all – isn’t that what job boards are for?
There is a YouTube video Chris Hoyt, Talent Engagement and Marketing Leader for PepsiCo, where he talks about how Pepsico uses Twitter to recruit (@PepsicoJobs). It put things in really simple terms: use Twitter as a brand magnet, not a job board – make it something which “sticks” to your followers. Here are some example tweets below. Note the blend of jobs and information about the brand.
Other examples of how Twitter can work is Graduates Yorkshire. They use Twitter really well, and have 2 feeds:
- @GradYorks: really engaging tweets about Graduates Yorkshire, questions to followers, tips on job hunting etc… 2616 followers
- @GradYorksJobs: Jobs only 167 followers
Note the massive difference in followers from one Twitter account to the other – compelling?
We have worked with a variety of recruiters to help with their social media strategy for recruitment (social recruitment) and have used the above case studies as a basis for our approach: create “glue” that helps make your brand sticky. It always seems that recruiters who don’t just bark: “job, job, job” get more followers and more results.
LinkedIn has also published stats to suggest that a significant majority of LinkedIn users are NOT actively looking for work, so if all you do on LinkedIn in terms of status updates is advertise roles, you are only marketing to a small proportion of users… shame!
So, if you pride yourself on being a consultant (or a recruiter within a corporate), don”t succumb to the advertising bug. Create “sticky” content about your brand, your sector, your values, your approach – you’ll get more followers that way! (Isn’t that what you want?) And one day, those followers will be wanting a career move.
(Update: this blog was posted in 2011 as a rant by Lisa who was sick of seeing pointless job updates on Twitter - 2014, and it's kind of worse!)
We are running Twitter for Recruiters courses for time-starved recruiters, who either think they have a handle on Twitter, or they just don't get where it fits into their recruitment or business process. Read more about the courses here.