At the beginning of this section, we have covered a brief overview of all the platforms used in recruitment circles. The success of future recruiters will depend on their social platform expertise, networking abilities, communication skills but also on their technical understanding and the ability to use social media tools expertly for recruitment. Believe it or not, the recruiters of the future and the recruitment departments of the future will have to coordinate closely with their brand-marketing and IT support departments to build their online brands as well as attract quality candidates who may not be reachable to them offline because of geography or dark social circles.
Managing various social media platforms and remaining engaged requires extra time and efforts including activities like setting up the social network, content making, posting the content, sourcing candidates, answering questions, collecting data, taking timely follow-up in some cases, and much more
Here for better understanding and applicability, we have divided the Tools and Techniques into two groups:
1. Social Platform Focused Tools and Techniques:-
In the Social Platforms, each platform has different features and functionalities, so we have to strategically decide how and which features to utilize and in which way as well. Hence we have here specific tools for every platform that makes the social media handling, and social recruiting for more precise and focused.
• Facebook is a great place to find hard-to-reach candidates. It is the second most-visited website in the world after Google. Although Facebook is not seen traditionally as a recording platform, it is the best source to target high-quality passive candidates.
• One way to reach these passive candidates is by using ‘Graph Searching.’ Graph searching is the semantic search engine introduced by Facebook in 2013. This search uses natural language terms rather than the Boolean search that is used by Google and other aggregator sites like Indeed.com.
To make use of graph searching, first, change your Facebook language setting to English (US). Then, use conversational searches such as “people who work at [X], living in [Y]”, [professional title] who lives in [X] and is a member of groups named [Y] or “people who work as [professional title] living in [X] who like [company or skill page]. You can make your search phrases using natural language to target up to three criteria of search.
• If even graphs searching sounds like too much work, or you are not getting the best results via graph searching.
• Since this software conducts the slow bulk of the headhunting activities and browses through profiles for you, more of your time is spent connecting with the candidates by reaching out to the people that turned up on the list of potential hires.
• Try Facebook Advertising. In the past few years, Facebook has become a pay to use model. So regardless of the size, you'll only reach about 5% of your audience unless you pay to have your targeted advertisements boosted. The good part is that your paid ads can focus very precisely. Say you are looking for a professional accounting working in New Delhi who has previously worked for Deloitte. Facebook will target these people meeting those specific criteria. You can also choose your goals for each campaign whether it is engagement, click bank website. Whatever your need of the hour is. Since your audience is highly targeted, they're more likely to click on your website to learn more about you.
• Facebook Page is another resource within Facebook. A Facebook Page is a public profile that enables you to share your business and products with Facebook users. The public profile is usually of the company/Business or Individuals or the focused product. If your company has a Facebook page, you can use it as a recruiting tool. You can post job openings; you can post various other content relating to your branding and the company’s branding and keep the potential candidates and people engaged. In this way, people will be more passionate about working with your company or getting recruited through your company.
• Many people feel that Twitter is only for young people and not the right method to reach experienced veterans. Twitter is an excellent source for qualified candidates with highly evolved skill sets.
• If you know how to use it right, Twitter is a powerful way for small companies and recruiters to expand their pool of candidates. With Twitter, consistency is key, and since you only have 140 characters to get your message across, you want to get straight to the point. Rather than building up hype slowly and beating around the bush, it is appropriate to message something like, “hiring a sales rep in [X] city, attractive compensation package, apply at (shortened URL).”
• Use proper hashtags like #Job, #Jobposting, #Hiring, #Career, #Programmingjob, #Contentwriterswanted. You can use multiple hashtags in your tweet but make sure that you use them judiciously because you only have 280 characters to play with.
• Also, make it a point to follow other recruiters and career search experts. Although you may think that these are your direct competitors, often job postings can be forwarded as referrals to create a symbiotic relationship with recruiters that may be in your Twitter network but not necessarily direct competitors living in the same area as you. Regardless, following these people will keep you abreast of all the changes happening in your industry.
• Finally, you need to know what your goal is. Whether you want referrals, applications, just to begin a conversation or to alert people about upcoming opportunities.
• Further, make sure that the website that you linked to is reliable and user-friendly because that is like the “storefront” for the positions that you are offering.
• Building an Instagram strategy is more than just copying a few stock images and slapping them onto your account, then calling it ‘branding.’ What do you think will attract a potential candidate on Instagram? As a highly personalized platform, Instagram best used when showing candidates behind-the-scene shots into the organization where they are thinking of working.
• Just like Pinterest is a highly visual medium, so is Instagram. However, the difference is that you can put up day-to-day images of the workplace or your recruitment practice and build a real personal connection with your audience.
• To attract the best new talent, you need to be able to learn how to showcase the strength of the recruiter and the company by telling the story to grab the candidates’ attention. It creates brand awareness and shareable stories which show the employer and recruiter portrayed in a positive light, not just to the potential candidates but also to their network if they choose to share it with others.
• As such, Instagram doesn't help you actively search for talent. However, it is robust branding platform which can help you attract incoming interest from both job seekers and clients.
• Let us take the example of General Electric's Instagram account to get an idea of what kind of content is appropriate for Instagram. GE shares a lot of behind the scenes images of huge engines, prototype drawings, pictures of employees going about their day and having fun.
• It attracts people with interest in mechanical and electrical technology. The pictures are of high quality, and because the content is relevant, GE enjoys a high level of engagement and positive employee or branding, with the highly-engaged audience following.
• Use updating features. There's a big white box on top of the screen when you log into LinkedIn. Many people ignore it. However, posting updates using this box will allow you to share your interests, strategies, branding updates and opinions on the hiring process. Sharing such upgrades will not only let people know about the things that you are interested in over time, but it can also help, set you up as an industry leader in recruitment through innovations.
• Use the ‘get introduced’ option. Sometimes you will see that one of your contacts is in touch with someone you really would like to get to know. While cold calling is certainly an option, it may not bear the same positive results that getting an introduction by your public contact who also knows the other person. Using LinkedIn’s ‘get introduced’ feature, you can send a message to your existing contact that you would like to introduce. It is best when you approach people that you already know well and can vouch for you professionally to the new person.
• Change the standard message when you are connecting to new people on LinkedIn. Personalise th news to make it more memorable and make the person feel that you have invested valuable time into contacting them.
• Recommend other people. To build your social standing, you must first recommend and endorse others who have helped you along the way. Addressing someone' excellent qualities will not only help the person but also make you seem like a genuine and kind person to whoever is browsing their profile.
• Use the ‘groups you may like’ to feature. LinkedIn algorithms are smart in that they will show you only the relevant connections or groups. Although this may seem creepy at times, the accuracy to which their suggested groups will be related to you is astonishing. It is important to join these groups and get involved in discussions so that you can start building relationships with key players as well as the candidate in the industry.
• More recently, LinkedIn Talent Services has begun to offer options such as recruitment ads which are large banner ads that you see in the sidebar on your LinkedIn homepage. They also have the “Work with Us” option which is a simple and effective recruiting and advertising option. Putting yourself out there by using such paid LinkedIn features will help you in sourcing and reaching the right active candidates for the position you are looking to fill.
• With the help of various features of Google+ like Circles and Gmail integration, Candidate sourcing becomes easier.
• Also now Google+ integrates its commenting engine on YouTube and Blogger. Hence the engagement gets enhanced.
• The profiles contain contact information and links. Hence it is an excellent source to find contact details of people.
• With various graphics features of Google+ the content marketing becomes easier and faster.
• Since its Google, your SEO increases which help you to increase your network and reach the candidates.
• Community and Circles features, if used appropriately, can make the task of sourcing faster and more organized.
• Also, the elements of “Hangouts” can help you connect with the potential employees.
2. Purpose-focused Tools & Techniques:-
• Now we will look at the Tools and Techniques other than the Social Platforms. There are many tools and techniques, which can help you to handle the social media and social recruiting and make it more productive for you:-
a. Social Media Monitoring Tools
b. Tools to Enhance productivity
c. Managing the Social Media
d. Tools for Content Creation
(a) Social Media Monitoring Tools:-
• To stay engaged and connected it is essential as a recruiter to monitor your social media platforms and related activities. Various tools help you to learn about your clients or candidates, also what they are looking for, you can respond to and merely engage in conversations, you need to know and understand what people are saying.
• Social Mention helps you learn about your brand mentions and interactions in an easy-to-understand visual format.
• Sorted by timeframe or source you can find your brand’s strength by knowing how often it discussed, know how likely people repeat the mention, know about the related sentiment be it positive or negative, learn about the top keywords, hashtags, users and sources. Also, you can get an RSS feed of your mentions to stay in the loop.
• BrandsEye helps you manage and monitor your online reputation by finding all of your brand mentions, the status of their sources, it specifies the sentiment and also it has the feature of flags for actions that may require immediate attention.
• With the help of this tool, you can also get a performance and Return-on-Investment report on your social media campaign. BrandsEye has first crowd-sourced media insights provider making enable to evaluate and contextualize online mentions by people.
• Brandwatch enables you to check the number of mentions your brand has across the internet and where are they coming from, as well as the reach of the comments. The tool gathers staggering data millions of sources including social networking platforms, blogs, forums, and news sites.
• The tool provides real-time coverage of Twitter and is a Twitter Certified Product. It identifies and can deliver conversation in 27 languages, making it a perfect tool to monitor your brand internationally. You also get the analyzed date and time information of the result.
HootSuite considered as the most natural and most common brand-conversation monitor. It helps you to remain on the top in conversations on Facebook, LinkedIn, and Twitter. You can schedule various social media posts and streamline the social networking.
(b)Tools to enhance productivity:-
Specific tools help you to organize and accomplish various social media activities in less period and hence increase productivity such as:-
• Some social media activities can be automated.
• The Dlvr.it tool helps you to automate the Blog Delivery on various social networking platforms.
• Only by a specific source or channel from content comes and specifying the destination where you want the material to publish.
• Buffer helps you to schedule your different contents to posted or published on various social media platforms at the appropriate time.
• Strategically there are specific time periods when the particular content should be displayed.
• Buffer helps you to do so and also make you assure about your content getting displayed without fail.
• hence increases the productivity regarding the social media handling.
3. Social Oomph:-
• The tool SocialOomph is also called the “Underdog of Twitter,” it is named so because of its simple design yet powerful features. The device takes care of Twitter profile’s automation.
• The best part about the device is that the developers keep updating the mechanism according to the new Twitter policies.
• The device can also be used to influencers, tracking various keywords and monitoring the social media activities.
(c) Managing the Social Media:-
Almost every person who is active on social media has at least five accounts. As a Social Recruiter, over and above being present on various social platforms, have to manage and understand in detail each platform regarding responses, strategies, content postings, data management, etc.
Here we have specific tools that help us manage the social media.
1. Social Flow:-
• Social Flow offers services that can expand engagement and increases network.
• With the help of this tool, we can get an analysis of social signals to identify how much and where to have paid promotions, paid posts, promoted tweets, sponsored stories, etc.
• And helping us reach to extend the reach and engagement for Social Networking Platforms.
2. Sprout Social:-
• Sprout Social offers a single stream inbox designed to manage the messages by collaborating and scheduling messages, tools to post seamlessly on various social media platforms.
• The tool has features of monitoring the social media activities and rich analytics to help you visualize essential metrics.
• Twitter owns TweetDeck and hence focuses only on Twitter. The tool is available on the internet for free.
• Whoever wants to start with only twitter accounts, then Tweetdeck is the best tool for them.
• The tool allows you to manage multiple twitter accounts.
• Also, TweetDeck monitors and maintains your twitter feeds with filters to focus on what matters.
(d)Tools for Content Creation:-
• By Content Creation, we mean all kinds of content that are shared or posted on the social media platforms.
• To keep making content gets difficult and time taking.
• Hence there are specific tools which help in creating the content, converting material in appropriate formats and managing the same:-
1. Scoop.it :-
• Scoop.it is one of the most popular tools for content curation.
• It helps to discover, curate and publish the content to get its visibility online.
• The tool is excellent for publishing content online.
• You can also use the tool for branding.
• It is a perfect tool for publishers to develop online visibility, which enriches blogs or websites or pages, saves time in social media platform management and builds the communities of interest.
• Storify is a tool that allows the users to create stories or timelines using social media platforms like Facebook, Twitter, Instagram, etc.
• It creates stories or schedules related to particular subjects, events, discussions or hashtags from the various social media platforms.
• You can make them and share on different social platforms.
• Prezi is a tool that helps you convert your presentations into a snap.
• You can browse the knowledge shared or create your presentations.
• With the help of this tool, you can also add animations.
• And share the content on various social media platforms.
• Powtoon is a tool through which you can create videos or presentations in the form of video.
• You can use this tool in branding your company or in any other branding activity.
• These types of tools for content creation are trending on social media. But you need to understand your purpose and utilize.
• With the help of this tool, we can make infographics, images, brochures, charts and much more.
• Picktochart is an accessible and user-friendly tool. You can create the required content on picktochart and save it on your pc or directly share it on various social media platforms.
• Visme is a tool that helps you to create various forms of visual content to drive engagement.
• You can create professional presentations, reports, infographics, interactive demos, visual resumes and much more.
• You can create different types of visual content, publish it and can share online.
• It is an excellent tool for recruiters as well as various businesses.
• Slideshare is a tool by LinkedIn and is world’s largest community for sharing presentations, PDFs, documents and other professional data or knowledge sharing data.
• Also, you can create, upload and share on various social media platforms and share through email as well.
• If used appropriately it can help you reach and engage a significant amount of social media users and hence the potential employees.