Us­ing so­cial net­works in re­cruit­ment

Top 100 See - - See Social Media - By Svet­lozar Petrov, Man­ag­ing Di­rec­tor of JobTiger

JobTiger, a mem­ber of JobTiger Business Group, is a ca­reer web­site and HR agency based in Sofia, Bul­garia.

The com­pany was es­tab­lished in Novem­ber 2000 by the Bul­gar­i­anAmer­i­can En­ter­prise Fund. LinkedIn, Face­book, Twit­ter, Google+, pro­book, Pin­ter­est, Foursquare, Tum­blr, Flickr, Pi­casa… So­cial net­works are ev­ery­where; they are re­ferred to in­creas­ingly of­ten and in gen­eral have be­come a part of our so­ci­ety. How many of them, how­ever, have any­thing to do with cor­po­rate cul­ture and what uses are they put to? Which ones have a bear­ing on cor­po­rate per­for­mance, on em­ployer brand­ing and on re­cruit­ment?

The most im­por­tant ques­tion is ‘Why?’. There are two rea­sons for the net­works’ in­creas­ing im­por­tance. The first is the fact that the on­line life of more and more peo­ple is tak­ing place in so­cial net­works. The sec­ond, and more im­por­tant from a prac­ti­cal point of view, refers to the so-called “pas­sive job can­di­dates”. These are peo­ple who are good at what they do and rel­a­tively sat­is­fied with their cur­rent po­si­tion. They do not ac­tively seek a new job, do not check job an­nounce­ments but would con­sider an in­ter­est­ing pro­posal. It is the re­cruit­ment of such peo­ple that has al­ways been one of the big­gest chal­lenges in hu­man re­source man­age­ment, mainly be­cause of their value as pro­fes­sion­als. From this on comes the ‘How?’

All so­cial net­works share one goal – to en­sure you have a large group of fol­low­ers with whom to share in­for­ma­tion. When you have a piece of news, a job va­cancy or just some­thing to tell oth­ers, this is the way for it to be seen. Nat­u­rally, each so­cial net­work has its spe­cific tar­get au­di­ence, ac­cepted man­ners of com­mu­ni­ca­tion and be­hav­iour, along with other specifics. We need to con­form in or­der to be able to de­velop our real im­age and to be sure that it would be seen in the way we want. We should also have a clear idea about the pur­pose of par­tic­i­pat­ing in a net­work and the ex­pected re­sults from this com­mu­ni­ca­tion. This is how we choose the so­cial net­work where we di­rect our ef­forts: ac­cord­ing to its use, the pres­ence of the peo­ple we need and the ex­pected re­sults from our ef­forts.

When our goal is de­vel­op­ing em­ployer brand­ing or re­cruit­ing new staff, we usu­ally turn to Face­book, LinkedIn, and - in Bul­garia - to pro­book. The rea­son is sim­ple enough – these net­works group a sig­nif­i­cant num­ber of the users we need, our tar­get group is rep­re­sented best and the ef­fort we put in pays off most eas­ily. There is a clear-cut dis­tinc­tion be­tween the ways dif­fer­ent so­cial net­works are used. Sev­eral things should be borne in mind: the dif­fer­ences be­tween the net­works, the au­di­ences,

and the man­ner of com­mu­ni­ca­tion; ac­tions should be planned with care.

Face­book is the lighter net­work, with freer com­mu­ni­ca­tion. Here we could tell sto­ries, jokes, aim­ing, among other things, to cre­ate an emo­tional bond be­tween users and the brand. Face­book is the bet­ter choice for de­vel­op­ing and get­ting the em­ployer brand across. LinkedIn is a pro­fes­sional net­work, the tone and top­ics of dis­cus­sion are more se­ri­ous, so com­mu­ni­ca­tion can­not be as light-hearted as it is on Face­book. LinkedIn is most of­ten used for re­cruit­ment – re­search­ing, get­ting to know and at­tract­ing the peo­ple we need. A man­ner of com­mu­ni­ca­tion too friv­o­lous would clash with our ef­forts.

The main steps in the ini­tial re­cruit­ment of new staff, espe­cially key, rare em­ploy­ees, and also of pas­sive can­di­dates, are: at­tract­ing at­ten­tion (mak­ing avail­able to them the in­for­ma­tion about the job va­cancy); hold­ing at­ten­tion (make sure they like what they read about the job po­si­tion, the pos­si­ble in­ter­me­di­ary and most of all about the com­pany of­fer­ing the job); agree­ment to act (get­ting them to agree to ap­ply for the job). In the

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