You may have dipped your toes into
the world of Web recruiting by
posting jobs online. But to dive into the wired talent pool, your tactic
may have to be active participation in
social media.
“New media, also known as user-generated media, are fast and reliable and
allow a two-way conversation,” says
Greg Rollett, marketing and communications director at Rollett Marketing. “One
of the oldest and best ways of obtaining
employment is through a personal connection. Online networks bring that connection back into the equation.
Smart Business learned from Rollett
about how to effectively use social
media to attract and hire employees.
How are online networking sites being used
for hiring?
Recruiters can use social networking
sites, such as MySpace, LinkedIn and
Facebook, in numerous ways. Companies can post classified ads at no cost,
view profiles based on a series of keywords or research candidates. By viewing blogs and profiles, you can see people’s expertise and observe their growth
and progress over time.
Social networks will continue to be a
gold mine for finding new talent that a)
isn’t actively looking for a new position
but would be interested in a change; b) is
currently employed but is better suited to
a different niche that plays to their skills
and appeals to their interests; c) is part of
an entrepreneurial venture but could
benefit from a steady paycheck from a
solid organization; and d) is a traditional
Gen-Y job seeker, whether in high
school, college or a recent graduate.
Niche recruitment social networking
sites have also emerged. These include
HealthCareerWeb.com that focuses on
the healthcare industry and allows job
seekers and recruiters to build custom
pages and interact with each other. I
think we will see a great increase in
these types of sites in the future.
How can businesses maximize the impact
of their social media efforts?
By being themselves. The more you
‘act,’ the less believable you and your
company become to a client or a job
seeker. The biggest advantage of using
social media is to join in on conversations about your brand, your industry
and your clients. By opening up communication, you can see problems before
they go mainstream, create new ideas,
educate yourself on the real needs of
your user base and downplay negative
stereotypes associated with your company. You can voice what is on your
mind in a cost-effective, precise and
engaging way.
By building a ‘friendbase’ on social
networks and providing accurate information, you can create a community of
like-minded individuals who support
your business and can spread ideas,
products and services virally. This not
only promotes the overall health and
wellness of your business organization, but also helps attract workers that share
your company values and fit your professional culture.
Should companies develop their own content on places like MySpace or Facebook?
Yes. Developing original content should
always be considered in the context of
online or other branding efforts. For
instance, MySpace provides you and
your team creative freedom to craft a
profile that is searchable by Google and
other search engines. Advanced search
tools on these sites help you to quickly
sort through users’ content at little to no
cost. This proactive method can assist
you in locating those off the radar quiet
lookers who aren’t actively searching for
a new position. By using precise search
parameters, you can pinpoint the highest
quality candidates for an open position.
How can businesses avoid mistakes?
Social networks don’t require a large
investment in new tools or programs,
but can consume a significant amount of
time. As with all marketing efforts, there
needs to be a focus and a why. Why
would you use MySpace? Why are you
going to spend quality office time on
Facebook?
Mistakes usually result from jumping
into the social media realm too quickly
and without enough research or knowledge. This can lead to using the wrong
tone in your writing, focusing on the
wrong demographic or targeting the
right demographic with the wrong message. Online resources, local meet up
groups and conferences can help businesses learn about these topics, view
success stories and develop an effective
strategy.
GREG ROLLETT is the marketing and communications director at Rollett Marketing, a social media marketing firm focused on Gen-Y
and new media. Reach him at (321) 438-4442, [email protected] or www.rollettmarketing.com.
Marketing and communications director
Rollett Marketing
