So far in 2017, RSVP has recruited nearly 100 new staff, with another 50-odd ready to go on future intakes.
Our recruitment strategies are diverse, spanning a number of online platforms, as well as the wonder that is "word of mouth".
But one tool has recently become the focus of our social media strategy, Twitter - and now we have got our heads around the pros and cons, we thought we'd share a little of what we've found with you.
So, here it is, our Top Tips for Twitter Recruitment:
Understand the BIG Picture
The first big hurdle with social recruitment needs to be vaulted before you're even off the starting block. A lot of companies fail to realise the amount of work that goes into the planning, preparation and upkeep of a successful recruitment campaign. Audience Research, Planning and Content Strategy are just the tip of the tree. To best express the different ingredients of a successful recruitment campaign, We've found this simple info-graphic by the Social Recruitment specialist, Andy Headworth (@andyheadworth).
What Headworth has done is make clear all of the "root" requirements for success. When creating your proposal, make sure you have spent time enough detailing your intentions for each. Of course, when push comes to shove, ROI has to, and must always remain, your chief concern.
Headworth, as we do, puts a huge focus on the culture values of the business being a big part of the recruitment process. By making the culture of your business apparent on social media, you benefit from applicants who are more likely to actually stay! When Core values are clear from the outset, you will see a marked improvement, both in ease of on-boarding and staff retention.
Our business relies on staff coming back after their creative contracts, so retention is one of our chief concerns when we recruit.
Build Your Employer Brand
So, how does a company broadcast the culture values of their business on social media?
First of all, we had to familiarise ourselves with a new employee-centered approach to recruitment; the EVP (employee-centred value proposition).
It's actually far simpler than it sounds; an EVP is a set of associations and offerings provided by your business in return for the candidates skills. These offerings can range from enticing benefits to desk space, and the 'associations' are the weird and wonderful people (and other institutions) the candidate will be linked with if the job becomes theirs.
By building your Employer Brand around clear and concise EVPs and aiming your campaign at the right audience (Know your Hashtags! I recommend paying for hashtagify.me), Then application numbers will soar!
Now, just because you've got your EVPs all lined up and good to go, don't forget that your online authority is dictated by your OC (Original Content). Without contributing to the feeding frenzy, nourishing your followers with good content, your company looses the authority it rightly deserves - maybe even leading to your business loosing its footing in the recruitment market.
Build a Proposal for your Recruitment Strategy
Here are some useful steps when creating your Business Case for Social Recruitment:
1) Define the Problems you need solving
Why has your current recruitment plan been under-performing?
2) Set down the Purpose of the Project
What is your solution to the problems your company has faced? Is your solution in line with the company's goals?
3) Select what the Project will Include
What are the ingredients of your strategy? (Use the tree!)
4) Outline the Key success factors
What is the success of your strategy relying on? How can you support these factors?
5) Outline the Assumptions and Decision-Making Criteria
What are your assumed costs, savings, user numbers etc? How did you calculate those figures?
6) ROI Analysis
What is the difference between the cost of your usual method of recruitment compared with your social recruitment strategy?
7) Highlight the Intangible Benefits
What benefits are available that aren't included in your ROI Analysis? Online Reputation Boost? Network Growth?
8) Explain the Resource Requirements
What budget, staff and consultation will you be requiring?
9) Address the Risks and subsequent Contingency Plan
What are the risks in your strategy? How will you face them if they rear their ugly heads?
There are many questions that need addressing before you bring your plan to the big-wigs. Make sure you give yourself the best chance to reassure the Powers-That-Be that you can wrangle the chaotic herd of social media users and get them in the pen for less money, less effort and with more tailored results!
Use Images and Video to Source Applicants
Twitter is ALL ABOUT THE MEMES!
Now, I don't mean you need to tailor all of your visuals to include "Success Kid" or the "Ermergewd Girl", but visual memes that have the right hook to go viral are key to your message spreading across your community and beyond.
I cannot stress enough how important effective visuals are to a recruitment campaign
Examples of useful visuals might be:
>The Stellar working Environment
>Tell the story of the Wonderful people that work with you
> a little Humour never goes amiss. (Check out Boot's 'Christmas relief staff' campaign they release in July....)
Truth be told, people look at any given Twitter post for a grand total of 8 seconds (av.), that is not long enough to read even 140 characters ... so, get inventive!
Read Recruitment Metrics
Twitter provides so really useful Metric analysis for its campaign platform, but reading them can be tricky.
Make sure you take the time to truly understand what you're looking at. The context of the data is key to providing your boss the real benefit of your efforts.
Be sure to filter out the guff. If 'number of followers' is irrelevant to your campaign's success, then ditch them. Pie charts are great, but too many can spoil the appetite.
Tracker Widgets are a useful way to record how many people have used one of your tweets to visit your website. You can collect data at pretty much every step of this process, from impressions, engagements, link clicks, website retention and finally, applications.
And there you have it! Our top tips for Twitter Recruitment. Let us know if you found them useful!
- Content by Andrew, Our Social Media Guy (@AbsentBaker)