By Mike Stiles on Sep 16, 2014
“We have an opening. I’d better start looking for somebody.” If those words ever ran through your head, you confirmed you’re already behind the 8-ball when it comes to social HR and social recruiting.
Today, you should ALWAYS be scouting and courting talent. It’s a perpetual process, and because it is, social is at the forefront of it. Social is the means for pretty much everything involved; referral, discovery, connecting, research, vetting, selling the virtues of the employer, reading recommendations, answering questions, gauging cultural fit, etc.
Just as transformative social technologies are being used for marketing, so too can those same powers be turned on recruitment. We’re talking about targeting, amplification, listening, moderation & engagement, and social data analysis. These are the things that will keep a flow of quality choices in the hiring funnel.
Of course, a solid argument can be made that if you’re in recruiting, you’re in marketing. Spherion Staffing’s study says 47% of Millennials think an employer’s online rep matters as much as the job itself. The truly qualified have more than enough choices, and they don’t want to be embarrassed to say whom they work for. The worst circumstance, of course, is that your competition has been connected to and engaging with all the real winners for months.
The sooner you determine the skillset you’re most in need of, target the online locales most frequented by such workers, and start monitoring the signals their activity is sending, the sooner you can connect and engage in relevant ways…whether the person is currently actively looking for a job change or not. And while you’re at it, do that with visual content that’s mobile optimized. Only 20% of F500 companies even have a mobile-optimized career site. Bad plan.
To get social HR and social recruiting right, you not only need the tech infrastructure and strategy, you need HR staffers that “get it” and are social themselves. The number of HR jobs requiring social skills is up 43% year to year. But a CIPD Resourcing and Talent Planning survey shows over a third of HR respondents said that while they do use social, they aren’t really sure how to maximize it.
Now that puts you in a pickle. Who in HR is going to teach employees how to help recruiting efforts via social contact referrals? Who’s going to lead the drive to implement social for internal communication and collaboration? Who’s listening across social and the web to what’s being said about the company by employees and non-employees alike? Who’s being consistently active on the professional communities, forums and groups where quality prospects can be found?
And those are just the basics. Social can have profound implications in HR in areas beyond recruitment and hiring such as employee reviews, goal setting & tracking, and training/certification. But just as the often-difficult revolution we’ve seen take place in marketing called for team members in that department to rise to the occasion and assume new disciplines and broader responsibilities, so too must HR firmly plant their feet and execute its role in fostering the social-enabled enterprise.