4 Marketing Trends That Can Help Increase Social Media Engagement for Recruiters
Are you looking for ways to stand out as a recruiter on social media? Here are four trends that can help increase candidate engagement online.
As a recruiter you want your social media presence to be personal, yet professional, with a corporate flare. Oftentimes this is done with structured, strategic social media marketing campaigns (long-form blogs, pre-produced video testimonials, etc.). While these are highly effective and useful, sometimes you may need to use more creative ‘guerilla tactics’ to extend your reach. In social media marketing, there will always be a necessary balance between casual tweeting and executing full-scale, strategic social media campaigns to maximize your returns. The following four social media trends can help you find the balance within your online presence.
User-generated or Employee-generated Content (UGC/EGC)
In retail industries where we want consumers to purchase goods, user-generated content (UGC) is found to be 50% more trusted than other testimonial or copywritten media. But what exactly does that mean? UGC is organic content - reviews from products or services with little monetary influence from actual consumers. If a trusted friend praises a product to you, you’d be likely to try it, right? The same concept applies when you work in recruiting. If a client or candidate googles your company, Facebook, Google+, and Yelp ratings are oftentimes the first search results they will see. UGC is more relatable and humanizes a brand or service with less effort and frills than a full-blown ad campaign. So, how does this help, recruiters? The answer is simple - turn user-generated content into employee-generated content. With this you can literally turn your strongest employees into brand ambassadors and reach a whole new area of engagement. Consider the following methods to engage UGC online:
Share positive experiences from employees’ day-to-day routines or events held within your company or your clients’ companies. Posts like these will essentially bridge the gap between hyper-corporate and casual and highlight the best parts of company culture. Featuring employee experiences on your elevated social platform will extend your reach into your workers’ communities.
Share positive, raw testimonials like Yelp reviews of your services to establish a sense of transparency for candidates. Opening doors for discussion by exemplifying user-generated content from your candidates or clients will create a stronger sense of community across social platforms. Friends of these users will see their content and share in support, and the connections will continue to grow from there. According to a study from Nielsen, 84% of respondents across 58 countries said word-of-mouth recommendations were the most influential medium of sharing - so why not take advantage of that on your social platforms?
Live Video Streaming
Similarly to how UGC normalizes your brand and service, live video streaming continues to peel back the corporate veil, showing real experiences in a real-time format. Not only does it improve your engagement on platforms like Facebook because they place priority over video content on user timelines, but it also gives you immediate returns via the number of people who viewed your video. There are two ways live video streaming could be beneficial for recruiting:
Try doing department or office tours to better highlight services your company provides - talk to some of your key ambassadors or executives to show off your company culture beyond the reception area.
Chatbots & Artificial Messaging
Did you know that two-thirds of applicants do feel comfortable interacting with AI and chatbots? B2C companies use AI/artificial messaging as customer support and even integrate into Facebook messenger to send shipping updates, reminders, or coupons. This cuts back on labor cost significantly and increases productivity exponentially. The same can be said for recruitment companies as well. By sourcing general support and administrative duties to chatbots on your website, you’re saving time and increasing productivity:
Increased efficiency: Studies show that nearly 75% of the recruitment process could be automated with artificial intelligence - administrative duties like scheduling and interview prep are just a couple key examples. Now that doesn’t necessarily mean that robots will take over the world and replace our jobs (especially in a relationship-driven business such as recruiting) - it just means that your company is able to do more, a little bit faster. Chatbots can process background checks and pre-screenings for candidates which lightens the load for recruiters and gives them a chance to focus on following up on their leads.
The overall candidate experience can be improved with the use of chatbots. Artificial intelligence messaging responds to candidate inquiries faster and will answer multiple questions with no halt in patience, leaving candidates with a better impression of the recruitment process.
Within the last year, Instagram stories have exploded and become a massively beneficial marketing tactic. The platform has nearly doubled Snapchat’s daily users with their story platform being the preferred method of temporary video content. This content - otherwise known as ephemeral content - can be used to deliver instant returns and potential recruitment leads based on the number of views each temporary story receives. Here are two strategies that you can use when posting Instagram stories:
Use Instagram stories as a call to action for potential candidates. Do you have a job opportunity that needs filled? Market that to your Instagram followers for instant results by creating a temporary story with light details on the position, and include a link to the full description so your followers can apply. Allowing your followers to see that content in a format with a limited timeframe will create a sense of urgency for potential candidates that follow your profile. Additionally, Instagram stories conveniently show you how many people swipe up to view your openings (how many people click the link), so you can easily track engagement without digging through bulky analytics reports.
Instagram stories also recently rolled out a polling feature within their story platform. This is a great tool to source information from potential candidates like general content preferences for your platforms (Do your followers prefer long-form blog content with job tips or short videos with the same information? Poll it!). More specifically, you could use Instagram story polling for demographic information from your viewers (Are your viewers more likely to look for full-time positions or contract work?), and you can use individual responses to generate leads.
With these four social media trends in 2018, you can take full advantage of your platforms to produce more results. Tactics like live video streaming and ephemeral content are excellent ways to develop leads at a glance. User-generated content and chatbots act as a great way to extend your reach, not only socially, but with how much work you can accomplish as well. Recruitment marketing can all too often become stale with long-form articles and dry, corporate culture - but in an era where “younger” and “faster” and “hipper” are ever prospering, don’t be afraid to take current trends and get creative with your recruitment marketing tactics.