Has your recruiting business built itself a strong brand on social media? Are you attracting a stream of candidate interest from social media? Are you generating incoming client enquiries?
If you’re worried you could be doing more, then book yourself a free consultation with the Social-Hire.com team at our next Recruitment Technology Showcase Event on 8th October. Or if you can’t make it to that event, join one of their next webinars instead – where Founder Tony Restell will be running through step-by-step how recruiting businesses can leverage social media.
To give you a flavour of what you’ll learn, here are 4 steps that Restell flags as critical if a recruiting business is to get results from social media:
Step 1 – Start With The End Goal in Mind
The first key step is being very clear within your team about the audience you want to reach with your social media presence – and what you want your growing social media audience to have done several weeks or months down the line that will make them valuable for your business.
Some businesses are focused on generating client leads. Others want to drive hundreds of new candidates to their website each month. Others want to boost the search engine rankings of their site through stronger social sharing. The key thing is to have actually defined your audience and goals at the outset so that all your social media activities are undertaken with these targets in mind.
Step 2 – Become a Candidate Magnet in Your Industry
The second step is to think about what will make your profiles exceedingly valuable, entertaining and insightful to this target audience. Hint: that’s not pushing out a continuous stream of your latest job openings, only desperate candidates are going to be attracted to that.
Ultimately we want our profiles to be like lead pages for our business. We want to tweak and optimise them so that a higher and higher percentage of people visiting our profiles choose to follow them – and get our updates on an ongoing basis. Do a poor job here and your social profiles might only achieve a 1% conversion rate. Do this well and you might see a 40% conversion achieved. Clearly it’s not worth doing anything else to raise awareness of your recruiting business on social media until you’ve plugged the holes in your conversion rate.
This is achieved when the updates you post are consistently valuable and share-worthy.
Step 3 – Attract and Convert Interest
The 3rd step is equally key. If all you do is Steps 1 and 2, you will have a social media presence that looks professional when people click to your profiles from your website. But you will not be growing an ever larger audience of candidates or clients who go on to do the things needed to fulfil your objectives on social media.
That’s where Step 3 comes in. Step 3 involves understanding each of the social platforms where you have built a presence and figuring out the steps that are needed to get your profiles seen by more and more of your target audience. This requires consistent and informed activity across your social networks in order that your follower and fan base grows month on month.
Step 4 – Engaging as a Key Final Step
Last but not least, Step 4 involves engaging with your target audience on social media. This should mean reviewing the profiles of everyone who has interacted with your company on social media and following up accordingly. It may also mean discovering conversations taking place in your industry and jumping in and participating in those conversations. But essentially it revolves around taking that awareness that your recruiting brand now has on social media and turning it into meaningful conversations taking place with either prospective candidates or potential recruiting clients (or indeed both). For most recruiting teams, it’s this engagement that drives the overwhelming business value of having a strong social media recruiting presence. But you can’t ever fulfil Step 4 effectively if you haven’t already done a great job implementing Steps 1-3.
Need Help?
If this sounds daunting, do join me on one of our next webinar sessions and I’ll run through in detail how these 4 steps can be applied in your recruiting business (register here).
Tony Restell is the Founder of Social-Hire.com and helps candidates and recruiters leverage social media. A published author and Cambridge graduate, you’re welcome to reach out to Tony on @tonyrestell
