Social Recruiting (CONT’D FROM PAGE 26)
can also use the platforms to perform due diligence prior to hiring. “In the past, due diligence meant nothing more than calling references,” says Craig. “You still do that, but you can go further with social media. Check if candidates’ pro- files are consistent with their resumes and what they say in their interviews. Did they claim to have certain levels of expertise that conflict with their online descriptions?” And there’s more. “Take a look at candidates’ blog posts,” says Craig. “Are they active in forums where they answer questions posted by others? This can be a real in- dication of expertise and enthusiasm.” As the above comments suggest, the successful re- cruiting effort begins with understanding how your current employees are consuming social media, then designing your interactions accordingly. The key word there is inter- action. “This is not about blasting out a message to peo-
Pay For Play Informal messaging isn’t the only way you can mine social media for new talent. You can also pay for employ- ment ads. That can be especially effective when you are in a hurry to fill an opening. “Sometimes ads are successful and sometimes not,” says Mazin. “It doesn’t cost a fortune to try—maybe a few hundred dollars. Ads are good ways to reach candidates who are not actively looking for new positions.” The key to success here is to pinpoint your efforts. “You can buy ads that can be targeted to your specific market and demographics,” says Kleiman. For example, you may want your ad to be seen only by people who live in nearby zip codes, work at a certain employer, or have experience in a specific job category such as sales. Ordering your ad this way will give you the most bang for your buck, or in modern day terms, the best candidate for your “pay per click.” Design your ad well. “Get expertise from a person who has done recruiting, and who knows what words and tech- niques to use,” says Brock. “Maybe it would be smart to link your ad to a video, or to a web page that talks about the benefits of working with your business.” Due Diligence The value of social media goes beyond just extending your recruiting efforts to new pools of top prospects. You
ple,” says Craig. “We don’t like to be blasted upon; we like to interact with others and develop relationships.” Phillip M. Perry is an award-winning freelance writer based in New York City. His byline has appeared over 3,000 times in the nation’s business
Phillip Perry
press and he is a regular contributor to Board Converting News. Reach him at https://www.linkedin.com/in/phillip- mperry/.
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