Earlier this week my colleague Hannah Jones and I attended a workshop: Social Media Content for Recruitment.
The one day course – hosted by Andy Headworth from Sirona Consulting – gave an in-depth analysis on how recruiters should utilise every avenue to effectively build their online brand. Here is a quick snapshot of the topics he discussed throughout the day:
- Get your ‘home base’ in play first. Whether it be a blog or a careers site, your ‘home base’ is where you are directing the traffic you pick up across other platforms. So make sure it represents your brand effectively – you can lose your audience in a second.
- Do your homework to get to know your audience. Research what platforms they are likely to use and the relevant industry-specific keywords.
- You don’t have to post content across every channel. Go where your audience is.
- Consider your objectives. Do you want to monitor what people are saying? Engage with stakeholders? Reduce recruitment costs? Or develop on-going branding for attraction?
- Content for social media can be created, collated and aggregated. Fresh content is valuable but it takes time to create. Curated content (where opinion is used to enhance existing material) and aggregated content (where multiple feeds are compiled into one stream) can be just as important. But don’t look in the obvious places. If your audience wants a BBC news feed they can subscribe directly.
- Look at all your options. Don’t discount less obvious networks like YouTube, Pinterest, Instagram and Slideshare – be creative. There are some great examples of companies that are making these networks work for them. For example Marriot Careers makes great use of its Instagram page and American consultancy PediaStaff has over 47,000 followers on its Pinterest page.
- Monitor social media activity. Take time to evaluate which blogs are working, which tweets are being shared and how traffic is reaching your home base. Activity indicators include subscribers, followers, page views and likes – but hard successes may include an increase in clients and candidates.
- Don’t forget to share. Remember, you don’t just want to distribute content – you want to push out sharable content. One blog post or article can reach an infinite number of stakeholders if it is shared effectively.