Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
Where The Prospects Are
If you were looking to buy a new car, how would you proceed? Would you run an ad in the newspaper telling people you're looking for a car, hoping the right one turned up in your driveway, or would you go where the cars are - a variety of local automobile dealerships - to find what you're looking for? Most likely, you'd identify where the cars you're interested in are located and you'd pay those locations a visit.
It's a simple analogy, but it's also applicable to the business world as well. Specifically, it's applicable to how human resources departments attract and recruit agile talent to their organization. One of the most current methods of recruiting is right under your nose, accessible 24 hours a day, seven days a week. It's a tool known as digital recruitment, utilizing platforms like social media and mobile applications.
What is Digital Recruitment?
Digital recruitment, sometimes called social recruitment or online recruitment, occurs when hiring managers and human resources professionals use technology as a tool to attract and hire the best talent for an open job listing.
Thanks to the internet and mobile device usage, reaching the most skilled and proficient candidates today is easier than ever. No longer are companies restricted to a local newspaper or bulletin board for attracting the best talent; rather, businesses can recruit around the world for job listings from the comfort of their own office.
Popular avenues for digital recruitment are platforms you may already be familiar with. Websites like Facebook, Twitter and LinkedIn can match employers with potential candidates, and mobile apps like Instajob and LinkedIn Recruiter are becoming big-time players in job recruiting. And, as millennials continue to grow their share of the workforce, these tools will become even more important.
Let's take a look at some of the strategies businesses can adopt in reaching job prospects through digital recruitment.
Digital Recruitment Strategies
From online games to social media sharing, digital strategies can make it more efficient to recruit the best talent. Here are some strategies you might consider implementing.
- Social sharing: You already spend a lot of time on social media, most likely, so use it to build up your company's brand. Ask employees to share open postings with their friends and family. Create videos, photos and infographics that showcase why your company is an attractive place to work. You can even use tools like Facebook Live, which lets you stream live videos, to talk about the type of candidate you're looking for and highlight some of the benefits of working at your business.
- Gamify the hiring process: Hotel giant Marriott used a game called ''My Marriott Hotel'' that allowed its Facebook visitors to learn more about the hospitality industry in an interactive way. Attached to the game was a link encouraging people to apply for open jobs. Gamification, using game elements to convey real-world tasks, can increase engagement and show the more light-hearted side of a business.
- Leverage mobile applications: Chances are, if you have a particular niche interest, there's a mobile application for it available for your smartphone or tablet. Conventional internet job boards like Indeed and ZipRecruiter offer mobile applications where you can connect with candidates, and networking apps like Meetup and Hangouts offer ways to search out groups of interest where you can find people interested in a career from cooking to zookeeping. The app, HireVue, even lets applicants video record answers to interview questions.
- Use hashtags: Hashtags, a keyword preceded by the # symbol, helps to group specific topics for easier searching on social media. If you are hiring a teacher, for example, in Pittsburgh, you might list it on social media as: ''Open #teaching #job #pittsburgh,'' and then include a link to an application. Anyone who is searching for teaching jobs in Pittsburgh should encounter your post.
- Buy a social media ad. Advertising on social media can be an effective way to target people with certain interests or those who live in particular areas. And, because social media ads aren't terribly expensive, you won't have much invested in trying to find your next great hire. Another way to advertise job listings on social media is to create a separate ''Careers'' page or account or include a ''Careers'' tab on an existing social networking account.
- Group up. The LinkedIn app (or even the website) has numerous groups that can help you find qualified candidates in a hurry. Groups such as Media Jobs or alumni gatherings of colleges or universities in a specific geographic area may narrow down an attentive audience of applicants.
- Focus on branding. Sure, you're trying to find qualified candidates, but that doesn't mean you can't showcase a little personality or give people a peek into your corporate culture on social media or in mobile apps. This type of information will draw applicants who want to work for you because of all you offer.
In today's digital climate, going to where qualified applicants are is becoming more important instead of sitting back and waiting for the right person to find you. That's where digital recruitment, sometimes also called social recruitment or online recruitment, comes into play. With digital recruitment, companies seek out and appeal to candidates through social media networks and mobile applications. This could include strategies such as asking employees to share open postings with their social media networks, creating separate career accounts or even purchasing an ad on social networking sites to better target desired candidates. The use of hashtags can help promote job openings, and seeking out groups of interest can deliver your job posting to just the right audience. Gamification can make the application process more fun and memorable, showcasing the culture of your company, while leveraging mobile applications to connect with job seekers.
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