Before you read this, read Part 1 first.
A presence on social media is typically viewed as one aspect of a strong employer brand. The extent to which a company’s social recruiting strategy involves two-way communication with job candidates depends on the particular industry, Harty said. Law firms, for example, tend to be more conservative and often have Facebook, LinkedIn and Twitter accounts that are more one-directional. A firm will post jobs, charity events or other pieces of information to its followers, but the communication is usually one-directional.
Startup technology companies, on the other hand, tend to have an open social media presence.
“Tech companies engage with that candidate directly and answer those responses and are prepared for the ramifications of keeping that open,” Harty said. “They know that they need to be on Twitter, Facebook, LinkedIn, and using tools like Yammer to get the word out and attract talent. If a technology company isn’t in the forefront of using social tools to attract talent, it is viewed negatively.”
Mobile technology is a relatively new facet of recruiting that goes hand-in-hand with a social media recruitment strategy. According to PeopleScout’s research, 70 percent of job seekers use mobile devices in their job hunt.
A common mode of mobile recruiting comes in the form of QR codes, which are similar to barcodes in that, when scanned by a smartphone, the scanner receives information about a product. Oftentimes a company seeking to fill many positions will advertise for employment opportunities on public transportation. A job seeker can scan a QR code and be taken to the employer’s job site or to a mobile recruiting app for download.
Mobile technology works best when candidate spend a short amount of time on their devices; otherwise they’ll become disinterested in the position, experts say. What’s more, mobile recruiting strategies work best for entry- and lower-level positions. Similar to a poorly curated employer brand projected through lackluster social media accounts, a poorly conducted mobile recruiting campaign can lead to a negative image among perspective job seekers.
“I don’t think you find your VP of finance in that manner,” Harty said. “QR codes at career fairs make a ton of sense. You have to think about location, skill set and then probably your overall years of experience when deciding which technology you want to employ.”
Mobile technology and social media aren’t the only areas a prospective job candidate will form a poor opinion of an organization. In Owen’s opinion, the career page on a company’s website is as important in the recruiting process as an engaging LinkedIn or Twitter conversation.
“A company can go out and deploy all the tools possible to drive candidates to an organization and, at the end of the day, if they don’t have a strong presence through social media, their career site, they are much less likely to be able to engage with those job seekers, particularly the passive ones,” Owen said.
Click here to read part 3 of this article.