Heather Tranen is spot on with this blog. Read this if you plan on tweeting during an upcoming professional conference!
I recently met with a client who wanted to ramp up her recruiting efforts with college students using social media, and one area of particular focus was recruiting on Facebook. Most tend to think of using Facebook fan pages to recruit students, but I recently heard of one company doing something rather innovative using Facebook groups that I thought I’d share.
First off, let’s see a sample recruiting Facebook Page:Ernst & Young Careers Page
What stood out to me most about this page is not that it’s bad, but that it wasn’t very conversational due to the nature of how Facebook pages are set up. Only in the tiny box titled “Recent posts by others” can you see what others post, which limits how conversational one can be using pages.
Here’s an example of what a Facebook Group looks like:
There are quite a few good things you can do with groups that are different than pages. First, anyone that’s a part of the group can post into the main feed, which makes it more conversational. You also have the ability to upload documents (think job descriptions or other promotional materials) and have live group chats. Like Facebook Pages, you also have the ability to post events.
The recruiter that I met who chose to go with a Facebook Group vs. a Facebook Page used it as a way to cultivate talent early by connecting with Freshmen and Sophomore level students and inviting them to be a part of his closed (think exclusive) group. It was a way for top students to stay in touch with this particular recruiter as well as stay informed about every time he would be on campus. The amount of interaction that he saw in his group really astonished me, which opened my eyes to the viability of using Facebook groups vs. pages.
The main downside of a group vs. a page is that doesn’t have the same html capabilities as pages and it doesn’t allow you to create customized tabs. Depending on your recruiting goals, one may be more appropriate than another.
Do you use Facebook groups or pages to recruit? If so, which one and why?
What do you do when you need to find the answer to a question? Pull out an encyclopedia? Head over to the local library? Talk to the reference librarian? Likely not. You probably go on Bing or Google to find the answer online. Employers are no different when they are trying to answer the unknown: are you a good fit for my company? Do you seem like the kind of person I want to work with day in and day out? Is this person hireable?
If you work in marketing and don’t live under a rock, you’ve probably heard of SEO: Search Engine Optimization as well as SMO: Social Media Optimization. Unfortunately for job seekers, these are terms you likely never heard of but they can directly impact whether or not you get your next job.
Many laws are still up in the air regarding social media and…
View original post 347 more words
As I began composing an application for a Marketing and Branding award based on the Career Center’s social media strategy, I began to get frustrated. It’s difficult to explain what you do day in day out. Sitting down and trying to convey into words the communication strategy was more difficult than I imagined and it got me wondering…why?
Sometimes when we focus so much on measurement (clicked links, total student attendance, reach, etc.), it becomes easy to lose sight of the goal. I knew I had a plan in place. I would post tweets and Facebook posts on specific career topics timed when students would likely read them. Sounds simple right?? That’s because it is.
The more complicated your plan is the more difficult it may be to measure. More complicated does NOT equal more successful. Set a goal before you begin and post it in a place where you can’t overlook it. This way you remain focused and ever reminded that all you do should contribute to the goal set before you.
My goal for the week: post on Facebook & Twitter about networking & the job search. Why? Because this is the time of the year we get a lot of questions about those topics. Simple, right?
Just a few days ago was the UGA Career Center Spring Career Fair where over 160+ companies came to campus to recruit students from a variety of majors. The event was well attended with over 1,800+ students attending, but I heard a few employers mention that they weren’t seeing enough students from a particular major or set of majors.
I can certainly understand that frustration. You spend time and money to come and hire people (it’s a down economy. Why aren’t they here talking to me, right??) and for some reason they just don’t come to talk to you. Is your display not big enough? Were you not in the right location? These are all questions you may ask yourself.
What I’ve found over time is that the most successful companies that recruit on campus have branded themselves effectively through consistency and the size of the displays they bring in and the location of where they are in the fair do little to deter quality candidates from seeking them out. Being consistent means interacting with your targeted audience OFTEN: through class presentations, networking events, career fairs, hosting student interns and so on.
It’s also important for you to be consistent online as well. What is the first thing you do when you seek information? For this generation they Google it. Social media typically pops up on the first page of search results, so revisit your sites and make sure they are up to date and make you appear engaged. Check out your website and make sure it’s been updated and jobs you list can be prominently found. Sharp students will seek you out: online, at a career fair, or at a networking event. They won’t seek you out if they don’t know you typically.
Lesson of the day: Google yourself. Do you like what you see?
Recently I’ve noticed quite a few businesses tweet out job listings. Sounds like a good idea right? In theory yes, but I’ve found that many of these links are broken or those that have good links lead to job descriptions that don’t match what the tweet indicated the job would be. If your followers click on your link to find out more information and are taken to something completely unrelated, why would they continue to follow you or read your content?
When I looked a little deeper into the company accounts, I found that some had a large amount of followers that were spam accounts, competitors, or people that were not remotely qualified for the positions they were tweeting about.
So what should we take away from this?
- Make sure your tweet is clear and aimed to your target audience. Have a job title, location & what you’re looking for clearly indicated to make your followers more inclined to click on your links.
- Search for the leaders in your industry and follow them to find potential employees. Follow the leaders followers too. This will make your potential prospects at least aware of your account.
- Consider sending a DM (direct message) directly to leaders in the field to see if they will retweet your information or to those you think could be good prospects for the job.
Ultimately, you want to give people a reason to follow you. If your message is consistent and is related to what your 140 character profile states, you will emerge as someone worthy to follow.
To follow or not to follow…you never want that to be the question.