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Recent research indicates that there is now no such thing as a passive candidate. The vast majority of workers are open to new opportunities or actively searching for a new role. The rise of social media and smartphones has meant that it is much simpler for recruiters to find those looking to switch jobs. What does this mean for the regular jobseeker?
When I graduated and began seeking work my first ports of call were job boards and newspaper adverts (I’m showing my age here). I spent a great deal of time tailoring my CV in Word to upload to job boards or email to employers (bet you thought I was going to say post, I’m not that old) or completing lengthy online application forms. Being fairly well qualified (if I do say so myself), I believe I got a higher response rate than average, something like 20% of my applications resulted in invitations to interview or calls from recruitment agencies.
Some of the interviews I attended were assessment days including group activities and psychometric testing and some were straight interviews with either a single person or panel, but the overriding theme was that whilst my qualifications got me to that initial stage, to progress or be hired I had to demonstrate something more than could be gleaned from my CV – cultural fit, experience, problem-solving skills, etc. – all things that workers will find it easier to demonstrate than a jobseeker.
I attended the event Social Media in Recruitment at London and was dazzled about the whole bunch of information I got. In this first blog, I will write about the three most discussed social networks: LinkedIn, Twitter and Facebook. I just bundled all the information I got and wrote down a conclusion of all three of them. See here we go...
LinkedIn is the professional network used to look for candidates. The two biggest groups represented on LinkedIn are white collars and young graduates so if that is your target group, get yourself a profile and start engaging! Not all people on LinkedIn are looking for a job, there are also professionals who are just using it as a tool to develop themselves professionally. But why not communicate with them also? One day they might be looking for a job and then you already have build up a relationship of trust with them. If you want to use it as a company, I would suggest to use Company Profile (customized version). Here you can adapt your content to your target group. A sales manager for example will see other content on the career pages as an IT-specialist.
Twitter is noise so this one is for keeping everyone up-to-date about anything you like. As a company you can choose to tweet about jobs or news or maybe both. What is suggested is to use feeds: One for the news and one for jobs. People who do not like to be spammed with jobs, can choose not to see them. One thing you really have to do before starting to post jobs on Twitter is making sure that you have a proper career page. People still have to be attracted to your company after they have left the safe & sexy Twitterpage.
Last but not least, Facebook. I personally always felt a bit withheld to use Facebook professionally but Thursday I was provided with some new insights. What most people do not know is that the Fan Pages of Facebook are indexed by Google. When you set-up a customized Fan page (not that difficult apparently), you optimize the branding of your company. The more fans you have, the higher you will appear in search results. I concluded that Facebook is not necessarily used to look for candidates but that it is best used to increase your brand reputation and make your company more popular. And maybe, who knows, your very cool customized fan page is going to attract lots of talent from Facebook.
So now you know: LinkedIn to look for talent, Twitter to keep everyone up-to-date and Facebook to increase brand reputation.
Now I love Facebook; there’s not many days I don’t log on. Facebook is my life in pictures; it’s silly, inane comments that only my friends and family get; it’s me at my rawest: No facade, no show, just me. If you’re my Facebook friend and I’m having a bad day, then you’ll probably hear about it in rather passionate prose… But you know what; I don’t have very many Facebook friends! I won’t befriend anyone I haven’t met, anyone I don’t like, or anyone I think there’s even a remote chance I might work with. And anyone I do befriend gets immediately labelled with one of three privacy levels. It’s not that there’s anything remotely dodgy on there – maybe the odd drunken SingStar photo, or a choice expletive, but nothing condemning. My Mum and Dad are both on there after all! But I don’t want every man and his dog seeing pictures of my life, friends and family! That’s private stuff!
I appreciate that some people use Facebook for recruitment and business. Some with success too… but for me, Facebook is the personal social media tool of choice. LinkedIn is for business; Twitter is for a mix of business, personal branding and pleasure; and Facebook is purely personal. I don’t mind being advertised to on there but pretty please, with cherries and cream, don’t ask me to be your friend if you’re not actually my friend!
I’m totally intrigued about how other people use Facebook though. So many people I know have hundreds of ‘friends’! To what end? And if you use it for business and pleasure then how do you keep the two separate? Do you have separate accounts, a raft of different privacy settings, or do you just keep it clean and not overly personal?
Please share your experiences; I would love to hear them!
The first of the case studies on employer branding. Sabine Josch of the Otto Group, assisted by Milch & Zucker on the brand slides
Again in German, so my apologies for interpretation in advance.
Goal for 2012 to be top three trade employer. Developing new HR campaigns, with Employer Value Proposition, as basis for external communication
This is good structured presentation, on the steps they have taken from Marketing to creative concepts, based on real stories and real experiences and using 'uncommon images', such as the wrinkles around eyes and belly button to hold the text messages. Getting a good laugh - I like these two as presenters, very audience centric.
Next images showing the traveller sitting on suitcases - these are good marketing driven approach, not the common recruitment style images. Will be interested to get the presentation later.
So, after testing campaigns against the EVP, how do you make that concrete approach to advertising? Style, colours, Tag lines, and establish set campaign elements for implementation.
Key points to underpin the approach Personalise: employee as ambassador Be seen as authentic: use real stories which are believable Consistency of brand and image across media and campaigns
Tangible Results are emerging 2007, first improvements in brand ranking in Trendence Make the list of Tope Employers
Relaunched their own career site Fall 2007, Reflect the new branding and add more Web 2.0 features Moved up from 52nd in 2007 to 15th in 2009 in the Potential Park rankings Similar improvements in other rankings
Other initiatives include co-operations with various university and business associations
Now showing video applications - for candidate interviews, need to talk with her about this later
Twitter page is up: Receiving positive feedback from the pages. 895 followers today
Mobile recruiting, sees as necessary to embrace new technologies
Facebook Have a profile page
Video campaigns on YouTube for the company, neat as shows a fun and different approach to overall company branding.
Attending a breakfast seminar today in London, hosted by Totaljobs , featuring Totaljobs marketing research and International Labour market research by the Intelligence Group for The Network
Paul Smith, Group Marketing Director of Totaljobs Group , led off the presentations, after the introductions by John Salt. We will write about the Intelligence Group presentation (which is very impressive) later.
General economic challenges have impacted the job market
Decline in jobs
Increase in jobseeker activity
Google - recruitment query searches up 55% year on year
Advertising spend drops from £1.2 billion to £600 million
Offline decline 50%
Online decrease 30%
Paul projects a modest increase end 2011, early 2012 and online recruitment ad spend will pass offline in 2012
Then Jason Gorham has picked it up and run with it as it relates to an 'expert' in digital recruitment advertising.
This topic stream could be related to any type of 'expert consulting' in our and other industries. How many of us who do have the expertise from actually using the products/services/strategies have been pushed aside by a client/prospect because we do not come from one of the 'big name' companies?