Social Recruiting (CONT’D FROM PAGE 24)
Build Your Presence Part of the secret to improving your online presence is to tie together all your Internet activities. Your social media posts can invite people to visit your web site, for example. And once there, those people should be invited to view employment information. “There should be an easy way for visitors to find out where the job information is,” says Mazin. “This can be as simple as a tab labeled ‘Join Our Team’ that takes visitors to your employment page.” You can profile your business in other ways. “Establish company pages on LinkedIn and Facebook, and other so- cial media as appropriate,” says Kleiman. On each, post invitations to visit your other sites, complete with links. “Each can complement the others in a complete recruiting effort.” You can also connect with promising candidates by be- ing active in your alumni and industry groups that are host- ed by LinkedIn, Facebook and other platforms. “Post items about new activities, locations, launches, or whatever else is newsworthy about your business,” says Mazin. You can post messages in those same group forums about your need for people with specific expertise. This gives everyone the chance to get involved with your suc- cess. “Everyone likes to receive a job invitation,” says Craig. “And people will appreciate the opportunity to make brownie points with their friends by suggesting them for available positions.”
People will be looking at the posts you make over time on your Facebook page, and at what you do on all of the other networks. “Establishing a long-term presence will give potential candidates a lot to see and digest,” says Riggs. “They will be answering the question, “‘Would I en- joy working with these people?’” Your task is to establish your reputation as the best place to work. “The most com- mon mistake is to focus only on the job at hand, rather than on establishing relationships with people,” says Riggs. If you make a professional effort to create an attractive online image, you can demand an equal level of profes- sionalism from people who apply for work. “You can help assess the seriousness of each candidate by finding out how closely each has studied your social media pres- ence,” says Riggs. “Try asking a question such as this: ‘Tell me one thing on our Facebook page that you thought was interesting or made you want to talk with us?’ Anyone who can’t give a good answer may not be a promising enough contender.” A related point: As you build a social media presence, think about more than just recruiting. “Ask how your social media activity fits into the rest of your organization,” says Mazin. “Be aware that what you post will impact your com- pany’s marketing, sales and operations. Coordinate with others in your organization so you do not send out con- flicting messages.”
CONTINUED ON PAGE 28
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26 September 5, 2022
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