Social media has taken over. If you haven’t included it in your recruitment strategy, you’re behind the curve today and you’re not ready for tomorrow. The danger, of course, is in going all out. In other words, putting all your efforts in social media and ignoring the rest. By “the rest” I mean your career site (your home base), media metrics, site analytics and how everything is tying in with your recruitment objectives (usually increasing relevant hires and decreasing costs). So why is focusing too much on social media a dangerous thing?
Renting vs. Owning
When you’re on Facebook, Twitter, LinkedIn, Google+ you’re renting space. You might not be sending them a check on a monthly basis to be present, but you do definitely not own the space you’re using. Facebook, Twitter, LinkedIn and Google own that. If they decide to change something that has a negative impact on you, there really isn’t much you can do about it. For example, Google just kicked out a whole bunch of corporate accounts from Google+ and there isn’t much those companies could do about it. You’re also at the mercy of those companies’ marketing, tech and privacy initiatives so if their user base decides to leave there’s, again, not much you can do about it. For example, a while back I might have told you it’s important to connect with your candidates on MySpace. If you had decided then to put all your recruitment efforts there, you might not have much to show for it today.
Owning — that’s why it’s important to put continued effort in your home base. You own your career site and job postings. You own the marketing efforts that drive potential candidates to that site and those postings. Sure, social networks are part of that mix, but they shouldn’t where all your investments go. If you’ve decided to put all your efforts on one or more social networks, you might not have anything to show for it at the end of the year.
That’s why I’ve put your career site at the center of the online HR infrastructure. Everything should come from there. Three things that you should definitely put some time, effort and money on today?
- SEO, content and visuals – to make sure your potential candidates can find you and want to browse your job openings
- Web analytics – to make sure you are converting properly and to be able to test the new designs, lay outs and content
- Media metrics – so you can once and for all determine which medium is driving the best candidates: Job boards, aggregators, media buys, SEM campaigns or social media efforts.
Investing in building and maintaining a strong home base will help you guarantee success in the long run. That’s not to say that social media isn’t important, quite the opposite actually. But investing all your resources on someone else’s platform isn’t the wisest use of your funds.
Where are you placing your recruitment efforts?
(Photo credit: Stuart Seeger)