Passive candidates aren’t as passive as you think: 90 percent of global professionals admit they are interested in hearing about job opportunities.
Why shouldn’t they hear about yours?
The problem is a lack of motivation. Passive candidates are interested in something new, but not motivated enough to make an effort to learn about your company. Their current situation is just good enough to keep them from looking for something better.
So how do you connect with this interested but passive candidate audience? The solution is to meet them where they are — their social feeds.
Strategically sharing content on social media allows candidates to get a feel for what it would be like to work there, day-in and day-out. It's an opportunity to disseminate and amplify your cultural story.
Make the most of it by following these four best practices:
1. Stay true to your organization's culture and company brand
Don't feel the need to be funny if humor isn't a part of your brand — what candidates see on social should reflect what they experience in the workplace. Remember, the goal is to attract candidates that fit your organization's culture.
2. Share employee perspectives
Employee stories can help bring your employment brand to life. By identifying individuals who reflect what it’s like to work at your organization, you can develop greater employer brand transparency, create advocates for your company and attract candidates who will make a good fit for your culture.
3. Encourage employee participation
Social recruiting efforts are most successful when amplified by your existing employee audience. Provide employees with culture-specific hashtags to encourage them to actively promote your organization on social.
4. Include call-to-actions
When you capture the interest of candidates, make sure they can easily continue their journey with you by including a clear call to action in your content, directing them to your informative and intuitively designed career site.
How do you know when it's working?
The number of hires is usually the first (and often only) metric inquired about when looking into the value of social recruiting. Although immediate hires are the ultimate goal for recruiting on social media, it is not the only relevant factor.
Here are a few other metrics to consider:
- Follower growth rate
- Engagement with your candidate-centric social content
- Link clicks from social to your career site
- Incoming traffic from social
- Goal conversions as measured in Google Analytics
For more information about using social media for recruiting and analyzing your results — and how to solve other common recruiting problems — download the 5 Talent Acquisition Problems Employment Branding Can Solve eBook now.