Using social networks in recruitment
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