Social Recruiting by the Numbers

Social Recruiting

Social Media revolutionizes every industry it touches – from perception on privacy (or lack thereof), to masses of correlating data on user behavior and engagement. HR is no exception, and as job-seekers and employers take to Facebook, Twitter, LinkedIn and beyond, inevitably trends emerge around traction and conversion. Here are the facts around the major platforms, as well as insights to help project future success.

FacebookSocial Recruiting

When it launched last year, Facebook’s Job Board aggregated 1.7 million job postings from its partner companies (including Monster.com, Jobvite.com and others). At the time, 54% of companies leveraging Facebook for branding purposes expressed interest in focusing on HR.  Today it has 1200 users who are willing to pay the $99 per month to have Facebook promote its openings via status updates. At the same time, a Nielsen study found that the dominant factor in hires came from referrals directly correlated to social media networks. A contributing factor (both in support of and blocking prospective candidates) is the 37% of employers who specifically look to Facebook for reasons not to hire a candidate.

What does this mean for you?

As an HR professional, recognize that job seekers are doubly cautious about their job hunt through Facebook because perception and precedent dictates high risk of failure in the job-hunt process.  Consider Facebook the brand ambassador for corporate culture, as well as a way to get maximum exposure for your HR spend by structuring campaigns around impressions as opposed to clicks.

Twitter

Twitter is the elevator pitch on steroids. 140 characters means more than just “We’re hiring! (insert bitly link here).” There are about 555 million twitter active users, and with the US unemployment rate at 7.3%, that means 40,515,000 users are likely looking for employment opportunities.  To get the right candidate’s attention you need to be able to entice while also filtering out unrelated prospects with hashtags. Sites like TwitJobSearch help in this as they aggregate and serve up job posting tweets by subject or company. To date, over 140 companies actively recruit through twitter.

What does this mean for you?

Job post tweets need to be just as carefully crafted as community engagement tweets. Google Analytics will now allow you to see the CTR (click through rate) and conversions relating to specific social media channels.Using these metrics, you can see not only the success of your campaigns, but how your social media channels support one another.

LinkedIn

LinkedIn is the default job-hunt/networking site, but is only effective if you take advantage of its resources. 40% of LinkedIn’s 238 million users check LinkedIn daily and are seeing updates from the over 3 million business pages, over 1.2 million groups, and other contributors to their network. LinkedIn is an HR professional’s paradise – with a click of a button you can see a user’s network, klout in their industry, and professional accomplishments and accolades – but there’s a catch: now LinkedIn users can pay to get to the top of your employment opportunity pile.

What does this mean for you?

Resumes and references are all in one easy place. While company pages offers a more official feel, groups can prove to be a far cheaper resource and allow a pre-interview perspective on the candidate. Post questions in groups pertaining to your industry that would come up in screening a candidate (without telling them this is an interview question) and see what kinds of responses you get. 9 times out of 10 you’ll find a gem who you can direct message (bypassing LinkedIn’s subscriber mailing service).  Remember, candidates want to impress you, but the real successful hire will be one who is in tune with company culture. It’s easy to get a feel for the perspectives of a strong candidate, because they are actively sharing insights on your industry, as opposed to spouting vague comments that could apply to anything.

Up and coming assets!

Just because Facebook, Twitter, and LinkedIn have the lionshare of brand recognition, doesn’t mean they are the only tools in your hiring arsonal. Here’s two resources on track to become big HR winners:

Follr – An aggregator of all social media presences as well as portfolios. There’s two ways to look at Follr: a one stop shop candidate vetting pool or as a branding safety net to ensure employees are towing the company line when it comes to online presence. We like it because it allows users to come up higher in search rankings based on endorsements rather than how much they pay.

MosaicHub – A network dedicated to helping businesses grow, we love the equal playing field they offer to established enterprises and startups alike. They offer highly targeted job sourcing solutions as well as an extensive reseller network.

Social recruiting is leveling the playing field for job-seeker and employer alike. The tools that make job hunting so much easier for your prospective employees, are at your disposal too. Share in the comments how you use social recruiting for successful hires, as well as any tools you think should be included!

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