After reading the article Social Recruiting Questions, I thought it would be good to come up with some answers. The questions are valid ones and I believe that it’s important for us to continually question what we do because if we don’t look for the answers, then what is the point in our work? If there are no questions then there’s no room for improvement which takes the fun and challenge out of everything.
So here we go.
Does a “like” really mean anything?
The answer is “yes, yes it does”. Of course I take the point of the author that it’s easy for someone to like or +1 a social media channel and it can be done lightly, but even as that, it’s a first point of contact between an organisation and a potential candidate.
The ‘like’ is meaningless if the organisation decides to do nothing about it, much like never contacting someone after they have given you their business card. However it’s our job as Social Media Executives to develop that light-hearted ‘like’ into a deeper relationship and that ‘like’ is the candidate’s permission for us to do so.
How will Recruiting and Marketing sort out the social media turf battle?
Firstly, no two departments in any organisation should be working against each other. As was brought up at the conference, the employer brand and the company brand are not quite the same. The marketing department will focus on using social media for the product but recruiters and HR will use it to showcase the people and growth behind the product.
If both marketing and recruitment involve developing relationships with people, surely it’s a good thing that both departments can use tools that enable a two-way conversation?
What are you really measuring?
Let’s put this another way. If a recruiter displays a job advert in their window, how do they measure how many jobseekers have looked at their advert? Measuring clicks enables us to measure how many people have read a vacancy through social media, or at least shown an inclination to do so. Of course it’s not perfect but at least there’s some idea of the visibility a vacancy has achieved.
We should, as we already do, continue to look beyond the clicks and examine the core metrics. How long have people spent on the site? What is the bounce rate? How many people have submitted their CV because of social media? By looking at these metrics we can assess what we need to improve on and begin to build a profile of our potential candidates.
Is the information people put in online profiles true?
Not necessarily, but as the blog post points out, people have been putting false information on their CVs long before social media. If anything, perhaps it’s more difficult to lie on LinkedIn as your information is visible for previous employers and others to dispute.
Social media tools can make it easier to find a more suitable candidate but even if an employer finds the perfect candidate on LinkedIn, they would still want to interview to be sure of the factors you can’t find out online such as “will this candidate fit in with my team?” (Launchpad Videos may help with that).
The article concludes that we must put time and energy into social media to build relationships which is against the nature of social media. I disagree. I think people are beginning to realise what social media requires, which is perhaps why social media roles have increased in a time when employment has stagnated. The challenge comes in not understanding how potential candidates use social media and how best to communicate with them.