So much has already been said about social media, talk of how it’s revolutionizing the way we interact, communicate and broadcast – is there anything else to add? In my opinion, something is always overlooked and it’s something really simple in this case – the real key to making the most of social media is listening.
Let me be clear here, I don’t mean spying. I mean, using social media as your benchmark and monitoring tool. Twitter is simply a global chat room where people share thoughts – 500 million tweets / thoughts are shared daily to be exact – so you can bet someone has already been tweeting about you and sharing their thoughts . I urge you to use Twitter to tap in and gain authentic, straight ‘from the horse’s mouth’ feedback from candidates – and hear how you stack up.
Do you honestly know how your recruitment process – and recruitment brand – feels like from a jobseekers perspective? On paper, you might be hitting your targets and deadlines – but have you lost something in pursuit of that? How aware are you? Do you know what are your competitors doing, saying? Do you know how you compare?
Its time to lift your chin up from your desk and take a listen to what’s going on.
Why listening is important
Social media has given everyone a public voice. Take me for instance – if something goes wrong with a product or service I’ve bought – the first place I go to share my thoughts is social media. I want my followers to know what happened to me so that they have insight when making similar decisions themselves. And this applies to recruitment also.
Some scary stats
- 46% of candidates rate their recruitment experience poor or very poor
- 64% of candidates share their experience with a company via social media
- 42% of consumers complaining on social media expect a response in 60 minutes
So there’s a lot to discuss and improve!
Don’t be fooled into thinking it’s just the direct tweets to your account or @ mentions you need to look out for. Search Twitter for your company name, graduate programme and even industry. Listen, engage, and respond to your audience. Who’s talking about you, what do they need and how can you help? You might even find positive feedback about what you do – wouldn’t that be nice to share?
Since it’s impossible to be everywhere at once, there are an abundance of options for keeping track such as, Google Analytics, Facebook Insights, and a useful tool called Twitonomy. You can set these up to create weekly reports, allowing to you to keep your finger on the pulse.
So, what do you do once you’ve listened? It’s entirely up to you.
If you’re the proactive type, look for trends in the mentions. There may be something you can easily fix – a website error or ATS glitch. If it is something that needs more time and effort – get the experts in – but you can still respond to show the candidate you’ve listened. In turn, these improvements will help to change your perception on social media.
Can you afford not to listen?
Blog by Kat Fox, owner of Peters-Fox consultancy and employer brand & candidate experience warrior.
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Visit the Peters-Fox website