The year 2016 has welcomed another wave of awesome social media growth.
With the introduction of new, niche platforms; social listening and automation software; and smart interface mechanisms, most companies are adopting social media into their daily strategy from the top down. Marketing, public relations, tech, sales and even C-suite leadership have jumped on the hashtag bandwagon.
Recently, another important part of the company org structure began exploring the benefits of social media as an integral part of recruiting top talent and sourcing hard-to-find and even harder-to-reach international talent pools: human resources.
But as late adopters of an ever-changing resource, what are some ways human resources professionals can hit the ground running?
To LinkedIn, and beyond!
The days of one, domineering social media platform are over. With so many options to choose from, it’s more important than ever to experiment. That means what’s popular isn’t necessarily what’s better.
For example, while LinkedIn is a great resource for discovering talent, it may be more beneficial for you to dive deeper into the social media scene to find the landscape that works best for your company.
“If you’re trying to build your brand globally, localized social networks like Viadeo, a leading professional network in Europe, or Xing, a global professional networking app with deep German ties, can allow you to gain an edge on your competition in specific areas,” Julio Viskovich, vice president of marketing at rFactr, explains. “Even further, networks like WeChat if you’re targeting China, or Line if you’re targeting Japan, could be good considerations.”
While there may be fewer active users on these niche channels, they allow you to target a very specific area for more quality engagement and a higher success rate.
Search and you shall find
Searching via social media as opposed to a traditional search engine offers you the advantage to seek out individuals on the basis of what they need.
“Social networks like Facebook, LinkedIn and Twitter provide access to real-time information,” Viskovich says. “For example on Twitter, you can track people who are asking questions about jobs or people who have target keywords in their profile. With LinkedIn you can set a search for people who have certain skills or meet certain criteria — and you get an update every day if anyone new is picked up.”
Another way to reach an international audience on social media is to advertise to them directly. Facebook, LinkedIn and Twitter allow you to pair a variety of targeting filters such as location, keywords and behavioral patterns so your ad only gets in front of a very specific group of people.
According to Viskovich, you can even leverage one social platform to create advertisements on another to save time and money.
“For example, many people find it very costly to advertise on LinkedIn, but one of the neat tricks I’ve figured out is that you can export your LinkedIn connections and run a Facebook ad that targets them as a custom audience,” Viskovich says. “This allows me to advertise to the same people at a much lower cost.”
Do whatcha do
The most important thing to remember when recruiting on social media is that you’re building relationships.
“Standing out requires you to build the relationship in a way that sets the bar above everyone else,” says Viskovich. “Take three minutes, comb through a candidate’s profile and personalize your message to that person.”
Be you. Be authentic.