Creating the perfect career portal part three - online social & business networks
Here we examine how social and business networks can attract candidates to your career portal and how you can use your ATS/recruitment platform to monitor the process. By Chris Bogh, Eploys technical director.
Alongside advancements in mobile technology, social networking sites are changing the way that companies tackle recruitment. While not the “magic bullet” many profess it to be, it is still an important consideration when planning your career portal and overall online strategy.
Social and business networking sites like Facebook, Twitter, Google+ and LinkedIn all allow organisations to learn what people are saying about them, and what potential candidates may be hearing or seeing. It is therefore important that organisations take steps to positively engage with their social media audience in the first instance.
Don’t bombard candidates with corporate information and just vacancies; mix up the content in a friendly, laid back way, by adding some industry information and careers advice.
Your ATS can help by posting some of this information automatically. Make sure you track traffic from social channels to help understand its effectiveness.
Promote candidate testimonials and references online
- Take advantage of video/photography, via a company YouTube/Flickr channel, to enhance your brand and show potential candidates that your company values the people working in the organisation.
- Encourage your employees (in a controlled way) to use social networking sites to inspire “word-of-mouth” and peer-to-peer dialogue about your company’s culture and what a great place it is to work.
- Monitor social media channels for potentially damaging or negative comments. Use Google Alerts, Glassdoor or Social Mention to find what is being said so that you can respond quickly to any potentially negative comments.
Being a professional network, LinkedIn can be used to proactively shout about jobs, but be careful that not every update you make is a job alert. You may find that your peers become uninterested in following you. It can also be a great source for finding potential candidates, and you can use your recruitment system to automatically research LinkedIn and other networks. This functionality enables your recruitment team to share and review lists and contact candidates.
However, remember to respect candidates’ privacy and get their permission before storing their details on your ATS.
It should not be used as a way to ‘harvest’ CVs. First and foremost it is a business networking tool and abusing this will dilute its usefulness for everyone.
These are a particularly good way of targeting passive candidates through email, social media and business networks. Companies of all sizes are finding that they are a very efficient and cost-effective way of recruiting new members of staff. Make sure that you make it easy for candidates and employees to easily refer friends and colleagues via your career portal. More importantly make sure you can use your ATS to track and report back the details of the original referrer, providing the means to offer rewards.
The recruiting process and the candidate experience are still about building relationships. The difference today is that many of these relationships are built online first. One way to build candidate relationships is to create your own talent community within your career portal.
Talent communities are simply an evolution of the career portal and your talent pool. As such it should be built on your existing talent pool rather than be a separate entity. By using simple techniques such as forums and internal messaging you can engage with potential employees and allow them to communicate directly with your recruiters, hiring managers and employees.
Once they join, you can promote information about career events or even company special offers. By keeping candidates interested in returning to your career portal you can keep your talent pool fresh and up to date – this allows you to be more proactive in your recruitment.
In summary, if your social media strategy is well thought through, it can be a very effective way of strengthening your brand and attracting both passive candidates and active job seekers to your career portal.
Next time, as part of this series, we will be taking a more in-depth look at mobile optimised recruitment websites.
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