I recently came across a fantastic article titled “The New ROI for Social Media Recruiting” which not only gave great insight into this year’s ERE Recruiting Conference & Expo but shared a little of why folks still are not jumping on the social media bandwagaon, especially executives. Perhaps we are trying to measure the wrong things.
This article talks of discussions that took place at the Conference that even big named brand representatives are still having a hard time getting their senior corporate managers and leaders involved or even understanding the ROI of social media and how it affects their organizations. We’re still looking at it as an end all, cure all as opposed to a valuable tool and channel of influence to our overall efforts. Perhaps that’s because of how it’s been presented to us.
Social is a grand tool for getting your brand out there and as this article surmises you can’t not be there.
You can’t not be on social because candidates, potential candidates, and those whom you hope to attract and someday hire will see your absence from the social media landscape as a negative. Doing it poorly is equally negative.
When a company fails to post regularly, and especially when comments and questions go unanswered for days or never, or when a company indiscriminately dumps all its job postings into Facebook’s news feed, it says, in the words of one recruiter, “This is a lame company that has no idea what social media is all about. Who wants to work for a company people think is lame?
The great thing that social enables us to do, and especially for brands and organizations, is telling the employer story and building its brand. Things such as the culture of the organization and what to expect in the hiring process on through to the day to day “what it’s like to work there” kind of things. These are the very particulars potential candidates are looking for when deciding whether or not to even begin the hiring process.
We may never be able to obtain ROI in how many folks we’ve hired through Facebook or Twitter (social in general). Instead, we should be looking at the value in branding and reputation building.
What does your company brand look like online? Are you a ghost town?
If you’re looking into a few easy ways to start, check out Glassdoor’s free resources.