In a recent white paper we discussed how firms use social media channels, how they track and measure success and the social media policies that firms have in place. The paper highlighted the key areas where recruitment firms were falling short of what’s required and proposed possible solutions and improvements that could be undertaken. This week’s blog will be part one of four and focus on strategy and goal setting.
Choosing the right channel
While all recruitment firms recognise the importance of building up engaged audiences, some are less aware of the significance of strategic goals and measurement. A lot of time is put into generating and posting content, but not enough in terms of what the ROI is. Looking at the best use of each channel for this content is key, in order to strategically segment your audiences. For example, Facebook can be used for company branding and EVP, Twitter for interacting with communities and associations by engaging with relevant hashtags, and LinkedIn for business development and to engage with clients and candidates.
The key is to look at what resource you have in the business and decide the best use of it. Whichever strategy is employed, it will take a real investment of time before you begin to see any return. You have to build up a following, by creating content and testing it before you know whether it will work. Segmenting messages to the right audience is important, as is setting objectives and goals – ask yourself what’s our goal? Candidate attraction? Client acquisition? Brand awareness? When you’re competing to be noticed in a world with dwindling attention spans, you have milliseconds, so your message needs to be crystal clear.
Who, what, when?
However, a step is often being missed out. The recruitment industry is very into what is happening here and now and consequently too many assumptions are made. Firms have an abundance of contacts and data at their fingertips so before developing a social media strategy questions should be asked of the candidates and clients to find out what platforms they use, what for and crucially, at what time of the day.
Before the era of social media, consultants knew the best time to have conversations was after work, yet today nobody is capitalising on the disruption social media on mobiles has caused. There are very few firms that schedule content which would make the journey to and from work more productive – how many people do you see looking at their phone on the train? This perfect opportunity to engage should be grabbed with both hands.
So, it is clear then that there needs to be a realignment between what the recruitment firm has to say – and when the potential talent wants to hear it!
To view the white paper this blog is based on click here