With more than one billion accounts and 9,000 different job channels in TweetMyJobs, it’s easy to understand why companies are trying to figure out how to use Twitter as part of their overall recruitment marketing strategy. But news flash: Twitter is not another career site.
Career sites vs. social recruiting.
Career sites are dedicated to the one-way broadcasting of an employer’s story, culture, people, projects and job opportunities to prospective candidates. Candidates browsing career sites are either actively engaged in their job search or have at least had enough bad days at work that they’re “interested in seeing what is out there.”
On the other hand, it would be tough to find someone seeking jobs on Twitter. That doesn’t mean candidates aren’t heading to Twitter to find information about careers and companies. People use Twitter for real-time information, entertainment and connection. It’s a social network that was built for the two-way sharing of quick information and interaction between users.
Here are four ways to start using Twitter for recruiting and engaging candidates instead of sounding like a job robot.
Sound human or be human.
When approaching Twitter as part of your social recruitment efforts you need to determine who is tweeting. Organizations should find as many ways to get the word out as possible, so those accounts might include a company twitter account (usually managed by corporate marketing or a PR group), recruiter account(s) or other employee accounts. If a recruiter is tweeting, encourage them to use a professional account (if they also have a personal one) in order to maintain the image of the company and culture.
If you follow me, I’ll follow you.
If you don’t have followers, it doesn’t matter what you tweet about (or if you have followers that aren’t in the talent pools you need) — so go out there and build follower base. There are a number of different ways to search out profiles on Twitter, so go out there and hunt! When you find people you might be interested in as a future candidate, follow them. A majority of the time, if you follow someone they will almost always follow you back if you’re relevant.
Tweet outside the box.
Tweets are limited to 140 characters, so if you’re not brushed up on small talk, that’s the first thing you have to master. Tweets don’t necessarily have to be limited to just company information and jobs. The “art” here is to communicate any and all things that might be of interest to your target audience. This could be about the impact of weather in the area, funny (but professionally appropriate) cartoons that poke fun within the industry, company news or events, great employee stories— the list is almost limitless.
A good example: One large company in engineering loved advertising in Engineering News Record; however, after asking environmental engineers what they read, the answer was resoundingly Fish & Stream. Lesson: Tweet about fishing and wildlife if environmental engineers are your target audience.
It’s not all about you.
Companies that have a successful social recruiting strategy are relentless in their tweeting. And here’s the trick — the content doesn’t have to be entirely yours. If you see something someone else has tweeted that is interesting and relevant – retweet, comment and engage!
The whole intent of social recruiting is that is it social! Posting jobs is a one-way push. When tweeting, you want your followers to engage with you, to reply to your tweets and (better) to retweet them to their followers. Know your target audience and then get creative.