Last week I was taking with a client about using Social Media for recruitment. The conversation went something like this.
Client: we have a “New” Facebook Fan Page so we are all sorted with our Social Media presence, but thanks anyway.
Me: “that is brilliant, congratulations. How are you going to use your new Social Media presence in your talent sourcing strategy?”
Client: “what do you mean?”
Me: “how are you going to find talent from your Facebook page?”
Client: looking like I asked a trick question, “we will post our jobs on the page and they [the candidates] will come”
Me: “oh, ok. Uhm, how will they [the candidates] know you are on Facebook?”
Client: another blank look, “I don’t know, doesn’t everyone just know?”
I am not going to go on as I think the picture has been painted. The fact is that everyone thinks if they just build a Facebook page and post their jobs on it, then they [the candidates] will come. Its what I call the “Field of Dreams” theory.
This particular company had invested over $10,000 (which is ridiculous in itself) to have a Facebook page built only to have someone like me destroy it as they hadn’t thought through the rest of the picture.
In a brilliant post on www.ere.net titled Great Expectations: The Reality of Finding Talent on Facebook by Raghav Sing (http://www.ere.net/2012/05/18/great-expectations-the-reality-of-finding-talent-on-facebook/) Raghav talks about the fact that using Social Media for recruitment is not about posting jobs on Facebook, it about building a talent community and engaging with them. That’s great, however how do you do build a community and engage with them?
This takes time and resources. To do it quickly, you need to have resources available to trawl the chosen Social Media elements and drop themselves into conversations.
Social Media is like any other community and it doesn’t like to be sold to. If all you are doing is pushing content onto people they will soon stop listening.
Here is an example. I was recently in the market for a new Laptop. I walked into a reputable electronics chain and started to ask questions, a fact finding process I needed to got through before I purchased. This quickly turned from a fact finding mission (for me) to a sales opportunity (for the sales assistant). They pushed and pushed for a sale until I walked out of the store.
Remember, I wasn’t ready to buy so don’t try and make me. I then went to another outlet where I asked the same questions, and received much better answers and no pressure. When I was ready to buy I walked straight past store 1 to store 2 where I bought the laptop, a case, a new router and a printer. Its the “Pretty Woman” theory, although I didn’t feel as though I had to go back to store 1 to rub it in their face.
When it comes to building a talent community, here are some tips
- Build a resource centre to continually comment on relevant topics. (ask us how if you are unsure on this)
- If you are after engineers, talk to engineers, listen to their grievances and use this information as a topic of conversation.
- Always answer their questions. Never gloss over their concerns. This is your opportunity to address any concerns they may have.
- Remember provide information that is relevant. They don’t care about the amount of leaves in your gutters at home.
- Be consistent.
- Always be there, i.e., if someone asks a question today, they don’t want an answer in 2 weeks time. That moment, thought or topic has passed.
- Don’t try a sell to the audience straight away and please don’t try and close prematurely. You will only drive them away.
There are ways and means you can use to constrain the costs of a resource centre. Have a look around, you would be amazed what you can find to help.
Phone: +61 (2) 8005 6299