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Thursday, December 5, 2013

Why Your Social Recruiting Strategy Isn’t Working

By Jessica Miller-Merrell

We’ve all heard the term ‘social recruiting.’ Over the past six since the term has developed into more then just a buzzword, but a common practice in the recruiting and HR professions. According to a recent survey over 94% of recruiters surveyed have already used or planned to begin using social media this year. This is a 40% jump from those surveyed in 2011.

This shift in recruiting practices comes purely from the benefits of using social media to find and vet candidates. In the same survey there was a 33% improvement in time to hire and a 49% increase in the candidate quality.

So why is your social recruiting strategy failing? Because social sourcing is not social recruiting!

Candidates aren’t being engaged properly on these channels. The influx of mass-LinkedIn messages has turned candidates away because recruiters are casting a broad net without really qualifying candidates. As a marketer if you send me a job that’s in the IT field, you’re going to be removed instantly from my network. Everything recruiters do on social media should be centered on the candidate experience and building relationships. Without those crucial relationships you’ll spend wasted hours trying to vet talent.

According to another survey, 47% of job seekers have been targeted by recruiters using social media in the last twelve months. In order to maintain healthy relationships with these jobs seekers recruiters will need to develop a customized and personal approach to recruiting. Job seekers who feel more engaged with a specific recruiter are more likely to follow through with the entire process. Social recruiting is more then just a tweet or a Facebook update, it’s about real life encounters that are making your recruiting and engagement strategy truly unique.

Social recruiting requires tailoring communications and to do so, you need to have candidates first tell you who they are and if they are interested in you! It's about them them first. Not about you.

In order to succeed in the social recruiting arena recruiters will need to stop using mass-mailing tactics with candidates and start customizing each experience and respect the rules of social engagement. Taking the time to start a dialogue between each candidate whether it be InMail, Facebook, or Twitter, will go a long way in finding the brightest talent for your organization.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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