April 26, 2017 at 17:07Your recruitment is not social: features of social networks, life hacks and tools for HR
Social networks are merciless. They are convenient for communication and for work. Separating personal and professional is becoming increasingly difficult. And we won’t try, but try to figure out how companies can promote the employer’s brand on social networks competently, increase loyalty, attract candidates and hunt the coolest. Let's walk through the features of different social networks and SMM tools.
Any kind of communication with potential candidates: whether it is posting vacancies, correspondence, promoting the company's brand, as well as involving employees in the translation of the company's values. Yes, all this can be called social recruitment. In other words, all the activities of you and your employees to disseminate information about your company as an employer.
+ Because it is a tool for finding “inaccessible” candidates
We are talking about passive candidates when searching for talents - social networks allow you to find those who are well hidden or who are in a passive job search. There is no other way (the same in scope). This is a unique feature of social networks - how else can you attract a candidate who does not think about a job change, but who suits you?
More than 60% of candidates are looking for work on social networks.
+ Because it is budgetary
Social networks involve spending money on advertising promotion, for example. But it is not necessary to use this tool. You already have a unique resource - your employees who will help you in the distribution of content and become the first subscribers.
A competent approach to social networks and filling the page with content guarantees an influx of interested audience. So for the first time, you need to learn how to create content, post vacancies so that they catch your eye, repost vacancies in other groups so that candidates subscribe to your page. If on social networks you are just going to hunt, you will need, of course, search skills, understanding boolean search. We will talk about some life hacks below.
59% of recruiters say that candidates found on social networks stand out among others (resource: Jobvite)
+ Because it is a tool for rapidly disseminating information
Once again, it’s not necessary to explain that the power and strength of social networks lies in the ability to share, share, reach (a general word for social copper - coverage) a huge number of people - this effect will not happen if you throw a vacancy on any work site and forget about it. Information will be distributed even better if it is accompanied by stories, studies, employee stories, comments and other content. We will also talk about content strategies.
+ Because it is the right modern way of communication
Companies that are paranoid in monitoring security are very attentive to communications, but they will sooner or later come to social media. It sounds pathetic, but if you're not on social networks, then where? The best platform on which candidates are already waiting for you, ready to communicate, open, and can not be.
If you are an employer who communicates with the audience where it is convenient for her, and not just for you (email, work sites and this whole story), they will love you.
The presence of the page on social networks means that you know how to contact the audience and how to tell her about who you are, what you do and why it's great.
Any. But each has its own specifics. If you learn to recognize your audience, make a portrait of an ideal candidate, closely monitor your analytics, you will soon figure out how to find the ideal channels for attracting candidates. In the meantime, the best thing you can do is experiment.
And now the very place for a joke:
Facebook
Facebook is the most universal social network for recruitment at the moment, because there is a more adult audience than, say, VKontakte. You can create a branded page, and soon there will be an opportunity to publish vacancies and immediately collect feedback.
4 facts about Facebook:
- 28% of candidates in Russia are looking for work on Facebook, 56% of active candidates all over the world are looking for work on this social network;
- experts advise dedicating only 20% of posts to vacancies, and no more;
- the news feed here is organized so that you will not see all the posts of friends or communities to which you are subscribed, but only those that the algorithm considers as interesting to you. Take into account your relationship with the author, your favorite type of publication, the popularity of the post.
- A diverse audience lives here, so here you can safely post a variety of vacancies. The number of posts per day is about 4.
Pages that you can follow: McKinsey Russia , Boing Careers
Pages that are well designed:
Western Union: signature colors, beautiful, very simple and attractive.
Facebook uses employee photos - this is also a good option.
Linkedin
Linkedin is a social network for professionals, which is generally inaccessible in Russia now, but the majority of recruiters and HRs successfully bypass the block. There is already a slightly different audience, a little more serious and coming here only for the purpose of networking, searching for professional information, establishing business contacts. This is not about friends and memes at all.
3 facts about Linkedin:
- only 10% of candidates in Russia use Linkedin to find work, but more than 90% of recruiters and HRs regularly look for new employees here;
- Linkedin is an expensive social network, for those who really want to promote the employer’s brand here, post vacancies, create ads or write InMails;
- You can use this secret page to filter and search for candidates.
Pages on Linkedin that you should pay special attention to: Playstation , Coca Cola .
And the well-designed LinkedIn HubSpot page as an example. Just look at the faces of company employees :)
VKontakte is a social network with a fairly young audience. It is ideal here to search for young specialists, to lead a group for potential graduate candidates.
3 facts about VKontakte:
- 55% of candidates in Russia use VKontakte to find work;
- VKontakte is an inexpensive advertisement, as well as many opportunities for interaction and partnership with student groups (and not only);
- since the audience is quite young, posting jokes, memes is quite acceptable - here all this is very welcome and spread.
VKontakte pages you can follow: Coffeemania , MARS .
Here you also need to pay special attention to the design of your corporate page. A great example is adidas. Everything is always in the same style, it looks good.
Instagram
Instagram is a social network where, obviously, you need to bet only on images.
4 facts about Instagram:
- 77% of Instagram users in Russia are women;
- here it is possible and necessary to talk about your company, to withdraw from this social network to a response or page for filling out an application is meaningless, that is, Instagram is an instrument of HR branding rather than hunting;
- if you set up advertising on FB, it will also be shown to Instagram users;
here you can and should actively use the hashtag system for your employees or candidates (this is done in PwC, look for the hashtag #HumansofPwC).
Instagram Pages to Watch For: Disney Careers , Hallmark Jobs ,Marriot Careers .
And a great @StarbucksJobs page, where they constantly talk about new employees and even give tips on interviewing the company:
potok
Well, we cannot but say about potok. In potok, you can automatically post jobs right away on Facebook, VK, and LinkedIn. And the candidate, if he sees a vacancy, will be able to respond even from a mobile device. The response form will be branded, with your logo, you can collect it for each vacancy.
In addition, we have the Dreampost service - here you can create a beautiful illustration for the vacancy. Fasten it to the potok soon, so that everything can be done at the same time.
The platform also analyzes the effectiveness of sources: where the candidates come from (and each specific candidate), where and for which vacancy it is more efficient to post on work sites, and where it is more correct to use work sites. Demo access is available here .
Crystal Knows
Crystal is an incredibly convenient extension for Chrome. With it, you can find an individual approach to each candidate. Looking at the candidate’s profile on LinkedIn, Facebook and other social services. networks, you will need to click only one button and the extension will analyze information about the candidate, his activity on the network and other social factors. The result - recommendations on how best to contact the candidate, how to work with him and, of course, how to better hunt him.
Rapportive
Analogs: FullContact for Gmail & Outlook Social Connector
These resources allow the user to immediately see a detailed profile of the interlocutor, who is based on LinkedIn data, during correspondence by e-mail. This is really very convenient - there is no need to open additional tabs and search for an interlocutor in social networks.
Rapportive and FullContact are plugins that work on Gmail. And the Outlook Social Connector, respectively, is intended for users of Outlook.
Recruitin.net
All of the above tools are designed to search for candidates on social networks by keywords with the ability to add a position name and exclude special words. These are fairly simple resources that can really help with your search. For example, take a look at Recruitin.net. We drive in all the necessary information to form a request (it depends on where it will search: Google+, LinkedIn, Twitter) and get the results.
Textio
A wonderful resource for checking the effectiveness and correctness of the design of your vacancy. It's like a Hemingway, only for vacancies. It will help to throw out all unnecessary words, stylistically check everything and just pay attention to important aspects. An irreplaceable thing! We would recommend it to everyone, but the catch is that Textio is intended for editing only in English. So everyone who often works with job openings in a foreign language is welcome!
Buzzsumo
Service for selecting and searching content. Here you can see what news or articles on a keyword or topic have been actively fumbled by users of social networks lately, and maybe what material has become the most popular this year.
We have one very cool and interesting manual on social recruitment as much as 80 pages. Download and read it for free here .
PS Yes, we know about specific resources for finding specialists. And, of course, aware of GitHub, for example. We will write about this separately, so do not rush to swear and comment: P
What do we mean by social recruiting?
Any kind of communication with potential candidates: whether it is posting vacancies, correspondence, promoting the company's brand, as well as involving employees in the translation of the company's values. Yes, all this can be called social recruitment. In other words, all the activities of you and your employees to disseminate information about your company as an employer.
Why should you definitely use a social network for recruitment?
+ Because it is a tool for finding “inaccessible” candidates
We are talking about passive candidates when searching for talents - social networks allow you to find those who are well hidden or who are in a passive job search. There is no other way (the same in scope). This is a unique feature of social networks - how else can you attract a candidate who does not think about a job change, but who suits you?
More than 60% of candidates are looking for work on social networks.
+ Because it is budgetary
Social networks involve spending money on advertising promotion, for example. But it is not necessary to use this tool. You already have a unique resource - your employees who will help you in the distribution of content and become the first subscribers.
A competent approach to social networks and filling the page with content guarantees an influx of interested audience. So for the first time, you need to learn how to create content, post vacancies so that they catch your eye, repost vacancies in other groups so that candidates subscribe to your page. If on social networks you are just going to hunt, you will need, of course, search skills, understanding boolean search. We will talk about some life hacks below.
59% of recruiters say that candidates found on social networks stand out among others (resource: Jobvite)
+ Because it is a tool for rapidly disseminating information
Once again, it’s not necessary to explain that the power and strength of social networks lies in the ability to share, share, reach (a general word for social copper - coverage) a huge number of people - this effect will not happen if you throw a vacancy on any work site and forget about it. Information will be distributed even better if it is accompanied by stories, studies, employee stories, comments and other content. We will also talk about content strategies.
+ Because it is the right modern way of communication
Companies that are paranoid in monitoring security are very attentive to communications, but they will sooner or later come to social media. It sounds pathetic, but if you're not on social networks, then where? The best platform on which candidates are already waiting for you, ready to communicate, open, and can not be.
If you are an employer who communicates with the audience where it is convenient for her, and not just for you (email, work sites and this whole story), they will love you.
The presence of the page on social networks means that you know how to contact the audience and how to tell her about who you are, what you do and why it's great.
What social networks can I use?
Any. But each has its own specifics. If you learn to recognize your audience, make a portrait of an ideal candidate, closely monitor your analytics, you will soon figure out how to find the ideal channels for attracting candidates. In the meantime, the best thing you can do is experiment.
And now the very place for a joke:
Facebook is the most universal social network for recruitment at the moment, because there is a more adult audience than, say, VKontakte. You can create a branded page, and soon there will be an opportunity to publish vacancies and immediately collect feedback.
4 facts about Facebook:
- 28% of candidates in Russia are looking for work on Facebook, 56% of active candidates all over the world are looking for work on this social network;
- experts advise dedicating only 20% of posts to vacancies, and no more;
- the news feed here is organized so that you will not see all the posts of friends or communities to which you are subscribed, but only those that the algorithm considers as interesting to you. Take into account your relationship with the author, your favorite type of publication, the popularity of the post.
- A diverse audience lives here, so here you can safely post a variety of vacancies. The number of posts per day is about 4.
Pages that you can follow: McKinsey Russia , Boing Careers
Pages that are well designed:
Western Union: signature colors, beautiful, very simple and attractive.
Facebook uses employee photos - this is also a good option.
Linkedin is a social network for professionals, which is generally inaccessible in Russia now, but the majority of recruiters and HRs successfully bypass the block. There is already a slightly different audience, a little more serious and coming here only for the purpose of networking, searching for professional information, establishing business contacts. This is not about friends and memes at all.
3 facts about Linkedin:
- only 10% of candidates in Russia use Linkedin to find work, but more than 90% of recruiters and HRs regularly look for new employees here;
- Linkedin is an expensive social network, for those who really want to promote the employer’s brand here, post vacancies, create ads or write InMails;
- You can use this secret page to filter and search for candidates.
Pages on Linkedin that you should pay special attention to: Playstation , Coca Cola .
And the well-designed LinkedIn HubSpot page as an example. Just look at the faces of company employees :)
In contact with
VKontakte is a social network with a fairly young audience. It is ideal here to search for young specialists, to lead a group for potential graduate candidates.
3 facts about VKontakte:
- 55% of candidates in Russia use VKontakte to find work;
- VKontakte is an inexpensive advertisement, as well as many opportunities for interaction and partnership with student groups (and not only);
- since the audience is quite young, posting jokes, memes is quite acceptable - here all this is very welcome and spread.
VKontakte pages you can follow: Coffeemania , MARS .
Here you also need to pay special attention to the design of your corporate page. A great example is adidas. Everything is always in the same style, it looks good.
Instagram is a social network where, obviously, you need to bet only on images.
4 facts about Instagram:
- 77% of Instagram users in Russia are women;
- here it is possible and necessary to talk about your company, to withdraw from this social network to a response or page for filling out an application is meaningless, that is, Instagram is an instrument of HR branding rather than hunting;
- if you set up advertising on FB, it will also be shown to Instagram users;
here you can and should actively use the hashtag system for your employees or candidates (this is done in PwC, look for the hashtag #HumansofPwC).
Instagram Pages to Watch For: Disney Careers , Hallmark Jobs ,Marriot Careers .
And a great @StarbucksJobs page, where they constantly talk about new employees and even give tips on interviewing the company:
SMM tools that may be useful:
potok
Well, we cannot but say about potok. In potok, you can automatically post jobs right away on Facebook, VK, and LinkedIn. And the candidate, if he sees a vacancy, will be able to respond even from a mobile device. The response form will be branded, with your logo, you can collect it for each vacancy.
In addition, we have the Dreampost service - here you can create a beautiful illustration for the vacancy. Fasten it to the potok soon, so that everything can be done at the same time.
The platform also analyzes the effectiveness of sources: where the candidates come from (and each specific candidate), where and for which vacancy it is more efficient to post on work sites, and where it is more correct to use work sites. Demo access is available here .
Crystal Knows
Crystal is an incredibly convenient extension for Chrome. With it, you can find an individual approach to each candidate. Looking at the candidate’s profile on LinkedIn, Facebook and other social services. networks, you will need to click only one button and the extension will analyze information about the candidate, his activity on the network and other social factors. The result - recommendations on how best to contact the candidate, how to work with him and, of course, how to better hunt him.
Rapportive
Analogs: FullContact for Gmail & Outlook Social Connector
These resources allow the user to immediately see a detailed profile of the interlocutor, who is based on LinkedIn data, during correspondence by e-mail. This is really very convenient - there is no need to open additional tabs and search for an interlocutor in social networks.
Rapportive and FullContact are plugins that work on Gmail. And the Outlook Social Connector, respectively, is intended for users of Outlook.
Recruitin.net
All of the above tools are designed to search for candidates on social networks by keywords with the ability to add a position name and exclude special words. These are fairly simple resources that can really help with your search. For example, take a look at Recruitin.net. We drive in all the necessary information to form a request (it depends on where it will search: Google+, LinkedIn, Twitter) and get the results.
Textio
A wonderful resource for checking the effectiveness and correctness of the design of your vacancy. It's like a Hemingway, only for vacancies. It will help to throw out all unnecessary words, stylistically check everything and just pay attention to important aspects. An irreplaceable thing! We would recommend it to everyone, but the catch is that Textio is intended for editing only in English. So everyone who often works with job openings in a foreign language is welcome!
Buzzsumo
Service for selecting and searching content. Here you can see what news or articles on a keyword or topic have been actively fumbled by users of social networks lately, and maybe what material has become the most popular this year.
We have one very cool and interesting manual on social recruitment as much as 80 pages. Download and read it for free here .
PS Yes, we know about specific resources for finding specialists. And, of course, aware of GitHub, for example. We will write about this separately, so do not rush to swear and comment: P