Going Where the Candidates Are: Social Networks Offer A Vast Talent Pool

Using social media and social networks, companies can tap into a virtually unlimited pool of talent. But that’s just the beginning. To transform social networking into the right hire, companies and recruiters must employ traditional tactics, such as building relationships and one-on-one meetings. They must also create and be active in Internet gathering places that attract their target candidates. While the networking landscape is fluid and requires know-how to navigate successfully, social networks can truly open a whole world of opportunity.

When it comes to recruiting for your company, is your head in the clouds? In fact, “cloud recruiting” – using a full array of social-networking tools to find and build relationships with candidates – is powerful. It’s just one example of how recruiting has changed dramatically in recent years, from old-line sources, such as newspaper classifieds and even online job boards, to active social networks. While the methods may vary, however, one principle remains the same: successful recruiting is relationship-driven.

There are numerous reasons to include social media as part of a core recruiting strategy. The overriding advantage is that social networks facilitate regular, repeated access to a target audience of active and passive candidates. In particular, social networks are a great way to find and form ongoing relationships with passive candidates. Online networks also offer a critical mass of candidates who can then be sorted to find the best match.

Personal referrals still critical
However, real-life relationship building and referrals are still vital. Some professional recruiters report that fully half of successful candidates come to them through referrals and other personal channels, particularly at the more senior levels. But with Facebook users now exceeding 70 million, with half logging on daily, and LinkedIn being a dynamic universe of professional contacts, there is indisputably a world of talent in cyberspace.

What makes social media recruiting valuable, however, is also what makes is hard to navigate. It is fast-changing and complex and requires specialized knowledge and a commitment of time. Moreover, a successful strategy will be multi-faceted. Whatever the tactics are, however, one thing is clear: Social media starts at home

Building a powerful online identity
Recognizing that their online identity can be a powerful attraction – or a turn­off – companies have become increasingly active online. More than three-quarters – 77 percent - of Fortune 500 companies use some sort of social media tool, as found by a University of Massachusetts-Dartmouth and Financial Institution, Inc. study.

Whether you’re a business or a professional recruiter, your online messages must be clear, consistent and compelling. That means your website, Facebook pages, tweets, blogs and e-newsletters must be unified. All of these social media tools must also speak directly to the candidate, not just provide static information about the employer or recruiting firm.

For example, while company websites were once narrowly focused, many now provide a window on strategy and culture, often targeting potential employees. They are adding content and user-friendly features, such as day-in-the-life videos of current employees, and blogs. In fact, 85 percent of businesses now blog, according to a 2008 Forrester Research study.

Recruiters go way beyond online job postings 
Many professional recruiters are also very active. Rather than simply listing open positions, many individuals and firms have turned their sites into rich collections of content on industry trends, job-seeking tips, career resources, e-newsletters, blogs and discussions. Ideally, much of the information is original.

Recruiters are also prospecting actively, populating online groups and forums where candidates gather and offer information on events, training and other topics of interest. One enterprising recruiter goes to “pink slip parties” that are organized and publicized online – but take place in local restaurants. They also tweet job postings as well as industry updates and key personnel moves.

While social media recruiting continues to grow, it is important to remember that communication goes both ways. While recruiters are seeking candidates, those people are also checking out prospective employers and job-search pros. With the free flow of information, social media will continue to revolutionize the hiring landscape. The key to reaching your online goals, however, from hiring to getting hired, echoes a real-world tactic: always present yourself and your organization in the best possible light.