More employers using social media to recruit talent

Jennifer Carman

Much has been written about how job seekers should present themselves on social media. But how can employers seeking talent in the Lincoln Trail region capitalize on social media to draw in the best and brightest?

An effective talent search leverages many channels, and social media can help companies not only promote career opportunities but also develop its reputation as an employer and engage potential applicants.

Just as potential employers are likely to check out an applicant’s social media profiles, today’s job applicants are turning to social media to research companies.

According to CareerBuilder’s 2016 Candidate Behavior Study, 64 percent of candidates will research a company before applying. If the job seekers can’t find the information they need about the company, 37 percent will move on to another job listing.

Social media platforms are valuable tools to appeal to those job seekers – and thus expand your reach and enable you to stay connected with qualified prospects.

It’s important employers commit to growing a social media presence that goes beyond simply posting job openings.

In addition to sharing career opportunities, employers should use social media to allow potential applicants to get to know the company. Why do employees enjoy working there? How does the organization value and appreciate its employees? What is the company’s culture? These are just some of the questions job seekers will have in mind as they browse an employer’s pages on LinkedIn, Facebook and other platforms.

“Social media is an excellent tool for recruitment and for increasing awareness of your reputation as an employer,” said Trish Niles, human resources manager at Mid-Park, Inc. in Leitchfield and a member of the Lincoln Trail Workforce Development Board.

Also, companies that have earned the support of employees and customers in a social media environment have developed an ambassador network to help promote new opportunities and encourage others to apply.

Many employers in the Lincoln Trail region have found that social media helps grow valuable employee referrals.

“Our best success in hiring comes from referrals from our current employees,” Niles said “At Mid-Park, we encourage our employees to interact with the company through social media, and many will share our job postings.”

For more and more employers, social media is one of several recruiting tools used. Earlier this year, the Society for Human Resource Management (SHRM) released the results of a survey of its members, which showed 84 percent of organizations are using social media to recruit talent, up from 56 percent in 2011.

Employers can use social media platforms such as Facebook, Twitter, Instagram, LinkedIn, Google+ and others. The tools likely will change over time, but an employer’s message should be consistent.

As for how that message is packaged, video is an excellent way to showcase a company’s culture and the nature of the work. Videos also are much more likely to be shared, which can quickly increase a recruiter’s reach.

“People are very visual,” Niles said. “The more you can capitalize on that, the more successful you will be.”

Social media also allows for companies to monitor their reputation as well as listen to feedback from employees and customers. Employers can use this information to address situations before they become problems, and tweak their recruiting strategies, all of which will help them become a better employer.

Jennifer Carman is a Workforce Development Specialist II at Kentucky Career Center – Lincoln Trail in Elizabethtown. She can be reached at (270) 234-5832 or jennifer.carman@ky.gov.