It is ridiculous that there are still some recruiters who think that if a client finds out that they use social media as a candidate attraction tool, said clients will somehow feel cheated. Of course, this is nonsense. After all, figures suggest that at least 9 out of 10 hiring managers turn to the likes of Facebook, LinkedIn and Twitter to source talent; if their recruiter didn’t do likewise, that would almost certainly signal a red flag.
We all know that when done right (i.e. it isn’t used as a free job posting tool), social media can be a highly effective tactic. But it can be equally effective when recruiting for your own agency, too.
Recent figures published by Clearly PR, the PR and Content Marketing agency for the Recruitment industry, revealed that competition between agencies is at its highest ever, with the number of registered agencies in UK having trebled since 2012. This presents a major challenge for ambitious and growing agencies looking for top consultant talent to join them. However, it is a challenge that can be overcome – providing you use social media in the most effective way.
Here are three proven ways to attract the talent that your agency needs.
1. Think and act like a football manager:
When the transfer window opens, football clubs throughout the country compete with one another to secure the signature of the best footballing talent available. But it’s not always the highest bidder who wins.
Players, like recruiters, ‘buy into’ the club’s history and its plans for the future. Will the team they sign for enable them to achieve their professional career ambitions?
If you’ve won any industry or regional awards, publicise them e.g. ‘Want to join the WINNER of the Best Temporary Agency 2018 award? #We’reRecruiting’ (Twitter).
Even if you haven’t won any awards of note, you can still promote yourself as an employer of choice by focusing on your USP e.g. ‘We’re growing fast, but we need your talent to take us further. Join one of the region’s most exciting #recruiters’ (Twitter).
2. Let your ‘personality’ shine through:
Give your potential applicants an insight into what it’s like to work at your agency and get visual. Upload images of the team and the office to your company Facebook, Twitter and Instagram accounts and use appropriate hashtags to help promote yourselves (such as #OfficeParty or #TopBiller or #TeamOuting).
Provide regular updates on your blog and on your company LinkedIn page on some of things you are up to, the key developments within the business and some notion of the culture of the organisation they may be joining – just take a look at Glassdoor, their entire business model is based on precisely that.
3. Share the load – create brand ambassadors:
Your greatest proponents are the very people you already have working for you. Yes, you can allocate responsibility for the company’s social media activities to just one person, but why not spread it out a little to your brand ambassadors?
We worked with a financial recruitment firm who despite growing fast were beginning to see a slowdown in applications coming from recruiters and those looking to enter the industry. So, we got some of their team involved, whereby one person was given the task of managing their social media postings one week, someone else the next.
Under their own dedicated hashtag, such as #PostsByNick, each person was given free rein to post content that was interesting to them and what they considered would appeal to other consultants.
This ranged from images of a team member celebrating their birthday and a couple of cheesy shots of another ringing the bell after making a sale to links to career advice and blog articles that gave a day-in-the-life account of being a consultant.
It gave their employer brand a personality and it resulted in applications from candidates who had a greater understanding and appreciation for that business.
The point is to make your content reflect the culture of your business. The above is an example of how one agency wanted to strip away the recruitment advertising glaze and give potential applicants a true insight into their business. Unsurprisingly, applications increased.
You need to articulate your vision (what you seek to achieve), your mission (how you will do it) and the culture of the team you already have in place.
In doing so you become attractive to potential candidates who will see that your agency has ambition that matches their own, is an exciting place to work and is on a journey that they would like to be a part of.