The Digital Era of Recruiting: Websites & Social Media

Editor's Notes

• #5 Manufacturers tend to shy away from social media. Our biggest argument, beyond building relationships with customers, is that social media can greatly enhance your employee recruitment & retainment. We all know that “knowing someone” is the best way to find a job. According to Jobvite’s 2014 Job Seeker Nation Report 4 in 10 job seekers found their job through personal connections. The internet and social media in particular are where today’s personal connections thrive and are kept alive. That being said, the next two top sources were through an online social network or through an online job board. Poses the question – what if my ideal talent is not currently a job seeker?
• #6 The best candidates aren’t always actively out there looking for employment.  But fear not, the employed, particularly younger employees see their current position as a temporary growth opportunity. The question remains how do you reach this talent?
• #7 The first step to any marketing strategy (and yes, recruitment is marketing) is to identify your audience. Although 98% of HR managers say social networking is an important tool for recruiting, the majority of HR departments don’t seem to have a specific strategy in place when it comes to talent acquisition on social media. Develop a persona of your ideal applicant and understand how they are engaged online.
• #8 Not yet convinced about the benefits of using social media in recruiting? You’re already well behind the curve, as 92 percent of companies use social media to recruit their next best hire. 
• #9 Let’s dive into individual networks – we’ll start with the big guy, Facebook.
• #10 #MiMfgTalent15
• #11 While Facebook, Twitter and LinkedIn are still favorites for social job seeking, new channels are encroaching on their territory. Instagram 31%, Pinterest 25%, Snapchat 17%
• #12 As a brand, showcase your company culture through social media. But you must continue to think in the terms of personal relationships - Have your employees be “brand ambassadors,” sharing their stories and experience with their networks
• #13 Here is a manufacturer example I found published this year in Industry Week. Turner Machine, a machine shop located in Tennessee uses Facebook, Twitter, Instagram and LinkedIn to recruit the next generation of manufacturing workers. The content they post on social media includes videos and photos of the shop, new machines and company culture activities, like their annual chili cook-off. Their CEO Jeff Turner says: “Not only does this allow our company to raise our online visibility, but it also allows us to engage with potential recruits through a platform in which they are most comfortable.”
• #14 Your website should be the homebase of all your information regarding careers at your company and current openings. Make sure your website is optimized (has “Detroit Manufacturing Jobs” in the title) and has well written content about the position. You can also blog about your industry or workplace, for example, showcasing your community involvement. Other great content you can provide is pictures of the team or even employee video testimonials. Make sure your job listings are easily shareable and optimized for social. 5, take advantage of Google AdWords, Facebook and LinkedIn Ads, pointing back to the career page. 6. 47% of millennials are using mobile in their job search. Having your website responsive to a smartphone will allow them to easily apply online.
• #15 Online job boards are at the very root of every successful online recruiting strategy. A job posting should be clearly written, and define the role and its requirements. However, it should also engage prospects and make it easy for them to envision themselves in the position. Vague, boring job descriptions aren’t likely to attract the kind of candidates you’re looking for. Instead, beef up job posts with detailed, honest descriptions of all aspects of the position and the company. Have fun with them. 
• #16 Other online sites to consider: glassdoor.com is a review site for employees. You can set up a profile and monitor current and former employee reviews. At TopSpot, we’ve seen a lot of success and referrals for winning various “best places to work” awards. Some examples Crain’s Cool Places to Work in Michigan and the Best and Brightest Companies to Work for, a nationwide program that is based in Michigan.
• #17 If you’re just getting started with social recruiting, or you’re expanding your efforts, there may be some meetings, further research, and/or software installations in your future. In the meantime, you can start by updating your social media presence to show off what a great workplace you’ve built. Talk to the social media team about ways to showcase company culture, such as incorporating behind-the-scenes pictures on Instagram or celebrating employee wins on Facebook!When used together, social media, content, and engaging job postings create an online recruitment strategy that not only showcases the company as an employer of choice, but also attracts the type of talent that is no longer sourceable through traditional channels.