Each month, I look at the most liked and shared recruiting content over a seven-day span on Facebook, Twitter, and YouTube, and pass their best practices on to you. Here’s how three top brands are effectively engaging job-seekers on social platforms and what you can learn from their success.
This past week, ExxonMobil Careers posed an unusual question to its Facebook followers: If you had to name three qualities that you’d like your manager to have, what would those qualities be and why? Remember, this is a public page, where anyone can comment, so there was potential for all kinds of mischief, which we’ve recently seen. It’s a bold move by ExxonMobil.
But the answers were surprising thoughtful. “Integrity, Technical Expert, Mentor,” wrote one commenter. “Leadership, problem solving, and great awareness,” wrote another. Asking candidates describe their mangers proved to be a great way to engage them, to prepare them for an interview, and to see which candidates might be a good fit.
Even better — ExxonMobil replied to the comments, explaining why each response had merit. For one the above comments, the brand wrote, “It’s great that you mentioned ‘mentor.’ At ExxonMobil our managers take pride in providing our employees with the mentorship they need to reach their full potential.” A personalized, public response that offered not only encouragement but also some employer branding. The result of this innovative post was 35 likes and 13 comments.
How you can be like ExxonMobil: The petroleum company’s gamble paid off with more than a dozen sincere responses. What could you ask your followers? Maybe what they’re looking for in a company culture? Their ideal mission statement? Their top three perks and benefits? Or you could simply ask their career goals and then explain how they can achieve them at your organization. Not only will you learn more about your talent pool, but you’ll also get a chance to trumpet your strengths. Giving commenters personalized responses shows a very high level of candidate care and employee engagement. And I didn’t even mention that the post featured a photo of two scientists looking at test tubes, making for more compelling content overall!
Johnson & Johnson’s recruiting Twitter, @JNJCareers, recently tweeted a great combination of copy and image. The tweet was: We have a range of sectors & openings for talent. More than just baby lotion. Join us:, followed by a shortened link and the hashtag #JNJ. I like the reference to baby lotion, since that’s a product (maybe the only one) many people associate with the brand. Phrasing it that way conveys a bit of playfulness but also educates followers about all the company has to offer.
That idea is reinforced with the image, which features a smiling employee next to three squares describing J&J’s divisions: Consumer, Pharmaceuticals, Medical Devices. There’s even more, as the bottom of the image offers a little more recruitment advertising with “Outstanding career potential. Learn more about our three business segments.”
This tweet included text, a link, a hashtag, two calls to action, a photo, and a graphic. That’s a lot in 140 characters!
How you can be like Johnson & Johnson: It took a certain amount of courage for the company to confront a brand awareness problem head-on. What do your ideal candidates think about you? How you can inform them, correct false information, or reveal a strength? Don’t be afraid to state that your organization is “more than” something or that you’ve fixed mistakes or are improving your culture. Use hashtags to track the campaign, a shortened link to analyze clicks, and an image to make your content more compelling.
Disney Cruise Line has a great recruiting channel on YouTube. Along with titles like Adjusting to Life Onboard and Communicating with Home, the company offers one called Application Process. The video features employees from all over the world talking about their application and interview experience.
The interview are brief and informative, and take place on the ship itself. The employees are the stars; there are no managers or recruiters. The only “voice of authority” comes at the very end and encourages job-seekers to visit the company’s website. The videos illustrate the diversity of the workforce — a waiter from the Philippines, a bartender from Croatia — and show that DCL is truly a global organization. Willie, a Dining Attendant, shows how happy he was to be hired by cheering right there in the kitchen, and his enthusiasm is infectious.
The original video was uploaded some time ago, but Disney recently reposted it. Now it has more than 54,00o views and 79 likes.
How you can be like Disney Cruise Line: What are the questions most asked by your applicants and candidates? Save your recruiters’ time and show some candidate care by producing a video that answers those questions. They could come from managers and HR staffers, but the message is more effective coming right from the employees. The video ends with screenshots of the jobs website with instructions on what to click on. Anything you can do to make the application process easier will be appreciated by applicants, who often have to deal with unfriendly applicant tracking systems. Videos like these also show off your workplace and turn your employees into employer brand ambassadors.
The best practices illustrated by the most popular social recruiting posts this week: ExxonMobil’s Facebook post showed courage and engagement, offering personalized responses that flattered its followers. Johnson & Johnson’s tweet helped clarify what the company stands for and showcased its three divisions, broadening its talent pool. Disney Cruise Line’s informative video made an intimidating process easier and let employees speak on the company’s behalf. These principles of honesty, information, and generosity make the brands stand out among their competitors. They can be applied to any organization’s social recruiting efforts. Facebook posts are free; images and photos cost almost nothing; videos are easier to produce than ever before. So why not get started?
Jody Ordioni is President of Brandemix.
Brandemix released findings from their 2015 Employer Branding Survey today.
The results indicate that more companies are responding to the challenges of hiring talented professionals by shortening the gap between their employer branding initiatives to just 11 months.This year’s report confirms that employer branding is moving into the spotlight as recruiting, retaining and engaging talent become strategic organizational imperatives. Not surprisingly, the top 2 primary goals cited by respondents were ease in attracting candidates (42%) and gaining recognition as an employer of choice/best place to work (40%). For the full survey visit http://www.brandemix.com/presentation/2015-employer-branding-survey/
Jobvite just released its annual Recruiter Nation Survey, which included more than 1,400 recruiters and human resources professionals across multiple industries. As always, their finding are insightful and provide valuable advice for anyone in recruiting or employer branding. Let’s take a dive into the numbers.
In 2011, 89% of recruiters were using social media. Now, 92% are. Of those, 87% recruit with LinkedIn, 55% recruit with Facebook, and 47% recruit with Twitter. Those are the Big Three, but I was surprised by some of the upstarts that have found their way into the poll, including Instagram at 13% and Snapchat at 3%. Another 21% post recruiting videos on YouTube.
Social also leads the way in employer brand awareness. 74% of recruiters use it to further their company’s brand, beating other strategies such as career sites (63%) and marketing/advertising (37%).
After referrals (78%), social media is the second most effective source of quality hires. At 56%, it beats out job boards (37%), outside recruiters (38%), and — most surprising of all — even direct applications, which comes in at 46%. So an applicant is better off tweeting at a company’s recruiting Twitter than applying through an ATS? If that’s confirms, it could turn talent acquisition upside-down.
As more job-seekers use mobile devices in their searches, recruiters are seeing success through mobile means. 37% of companies use mobile career sites to support recruiting efforts, and 19% of recruiters are now finding quality hires from mobile sites. In the effort to grow their employer brands mentioned above, 15% of companies are using mobile career sites for that purpose. Finally, about a quarter of recruiters plan to increase their mobile budget, ranking it about the same priority as job boards and campus recruiting.
So mobile is reinforcing employer brands, discovering quality hires, and are the focus of higher spending in 2016. All these findings show the growing importance of mobile as part of a recruiting strategy.
Jobvite’s survey provides some eye-opening statistics on the “Realities of Modern Recruiting,” as the survey puts it. 49% of respondents said the average number of applications per open position was 49 or less. Only 24% said it was more than 100.
Meanwhile, time to hire continues to increase, with 41% of recruiters declaring the average is 31-60 days. 24% say it’s more than 61 days, while only 30% say it’s between 11 and 30 days. In 2011, according to Dice, the average was under 20 days.
Adding to the bad news is the survey’s finding that employee tenure is shrinking: 30% of recruiters say average employee tenure is just 1-3 years, while 29% say it’s 4-6 years. That means about half the entire workforce can turn over in just five years.
As a result, 56% of recruiters say their top challenge is finding skilled and qualified candidates. But only 26% say the size of their recruiting team has increased significantly in the past year. Together, these numbers paint a very bleak picture for talent acquisition.
The Jobvite survey shows that recruiters are aware of both the challenges and the opportunities that await. 50% plan to increase their social media budgets, and 46% plan to increase spending on their employer brand. 28% intend to work on improving quality of hires over the next year, along with decreasing time to hire (14%). Over the past year, 69% have increased salary offers to match the demands of a shrinking and more selective talent pool.
Recruiters are also using social media not just to recruit but to evaluate talent, taking note of factors like a candidate’s average length of tenure at previous jobs (74%), membership in professional organizations (30%), and work samples (29%).
If you’re in a competitive industry and want to improve your social or mobile recruiting, your employer branding, your quality of hire, or your time to hire, Brandemix has experience in all these categories. We’ve helped organizations large and small enter the world of social recruiting or enhance their social presence, add mobile to their strategy, and strengthen or refresh their employer brands. Our goal is to increase the number of top candidates, while decreasing turnover, time to hire, and cost per hire.
Jody Ordioni is President of Brandemix.
A recent Gallup poll showed that less than 32% of employees were engaged in their jobs, and more than 17% were actively disengaged. At the same time, LinkedIn’s recent survey of hiring trends found that 30% of workers were actively looking for new opportunities, and 45% were involved in preparatory activities like professional networking and researching companies. So not only does employee engagement help companies’ bottom line, but a lack of engagement will actually hurt companies, as talent feels unappreciated and looks for other opportunities.
We know that employee engagement is important to worker retention, staff productivity, and company profits. But employee engagement tools have often lagged behind sexier apps for marketing or social networking. As employee engagement moves from important to crucial, it should be at the top of every organization’s priorities list for 2016. Recently, several tools have appeared that make it easy to measure employee engagement — and fun for employees to participate.
Niko Niko lets workers indicate their mood throughout the day by turning a dial on a smartphone app. This data allows managers to determine what week, day, and time their employees are at their happiest, and to schedule meetings, events, or otherwise alter their work calendars accordingly. Managers can also target specific sentiments, like how employees feel about the cleanliness of their office or the progress of a project. Since the app is mobile, workers can choose to capture “mood moments” when they’re exercising at the company gym, volunteering, or on vacation, to give their company a more complete picture of employee well-being.
The company says the tool has value beyond the world of work — it could be used by sports teams, therapy groups, even just individuals trying to correlate mood to performance. Small teams can try Niko Niko for just $29 a month, a worthy investment in crucial data that can impact both morale and productivity.
Think happiness isn’t quantifiable? RoundPegg delineates a company’s culture into 36 measurable values and then determines whether candidates are a good fit based on their answers to a survey. The values cover every aspect of work, from creativity to risk aversion to how employees interact with their colleagues and their superiors. The company claims that employees that pass the RoundPegg test are 27% less likely to leave and 35% more profitable. RoundPegg offers platforms not just for new hires but also for current employees, as well as workers who come to the company by a merger or acquisition, which presents unique challenges in culture integration.
RoundPegg has actually been around since 2009 and has worked with major companies like Twitter and Cisco. It also offers a great blog on engagement, management, and culture. There is no pricing on the site, but you can request a demo here.
Culture Amp does just about everything: Surveys, polls, new-hire evaluations, onboarding, exit interviews. I love that the company focuses on culture, tracking its development with “engagement, identity, and growth & sustainability surveys.” The surveys can be done on mobile as well as the web, and lets managers see the results in real time. Culture Amp also wants to keep data coming in between major surveys, allowing single-question polls that take the “pulse” of employees at random times unrelated to significant work milestone. This is a great concept and could provide a company with immensely useful information about employee engagement year-round.
The suite of tools includes email reminders for employees to take their surveys. Culture Amp even offers “survey coaching” to help companies make sense of their new data. Culture Amp’s pricing is based on the number of employees in an organization. You can see the options here.
Jostle brings a new level of employee engagement to the company intranet. The platform is based in the cloud, making it accessible from any location or device. It allows employees to interact with each other in ways similar to Facebook or LinkedIn. By combining two functions, the company claims its five times more effective at increasing employee engagement than are intranets or employee social networks alone. The software lets employees search for each other by expertise, department, or other information they provide on their profiles. It also makes documents searchable and shareable.
Jostle also prides itself on “getting employee notices and announcements out of email,” making news and success stories easy to share, thus reinforcing culture. In a similar vein, the company allows for targeted internal communications, so workers see only what’s relevant to them. Jostle offers polls and surveys and a fun peer recognition system called “shout-outs” that further engages employees. Request a demo of this robust suite of employee tools here.
All these apps show a growing realization of the importance of employee engagement.
Along with the tools listed above, Brandemix has years of experience in talent management surveys and 360s, employee surveys and focus groups, creating employer brands and employee events that boost morale, retention, and productivity. Learn how we can help you.
Jody Ordioni is President of Brandemix.