In the world of social recruiting, likes are nice, but comments and social shares are the measures of true engagement. A like is a check-in, a way of letting people know you’ve stopped in and found their picture, post or politics interesting. A comment puts you more squarely in the picture. You’ve now added your agreement, opinion, and/or support. And at the top of the list is the share. A share is a sign of revelation or recommendation. It’s your endorsement of something you’ve found so amusing or insightful that everyone you know needs to know and share as well.
With this in mind, and thanks to the Social Recruitment Monitor which tracks social recruitment activity, I took a look at two companies’ recent Facebook social efforts.
Sports Clips Jobs, 4,941 fans
This Texas-based men’s haircut franchise has more than 1,300 locations open in the U.S. and Canada. Last week’s activities included 12 posts which yielded 604 likes, 40 comments, and 85 Shares. As a social recruiting strategist, I wanted to go deeper into what they were posting that created such a buzz.
I found health tips for the hairdresser, help for summer hair, and information on contests and scholarships. I also found (see image) a Thank You.
Oldcastle Careers — 3,428 fans, 39,000 employees
It’s everything I would recommend as best practice, yet unfortunately didn’t yield any indication of audience engagement beyond “likes.” It didn’t drive a lot of engagement, but perhaps Oldcastle’s metrics show it drove a lot of applicants.
This manufacturer and distributor of building parts had 32 posts last week — yielding 111 likes, 0 comments, and 0 shares. A look at their efforts shows a thoughtful blend of social content including job opportunities, recruiter spotlights, corporate volunteering events, jobs data from Monster, and even beautiful outdoor living environments that tie into their core products.
As recruiting teams recognize and realize the benefits of social recruitment, have a strategy in place.
And Finally …
If social engagement is your goal, make sure you have a plan in place to respond, recognize, and reward those who are buzzing about your social recruiting efforts.
Last month the Bureau of Labor Statistics reported the unemployment rate at 4.7%, the lowest in almost 10 years. As the competition for hiring remains high, savvy talent acquisition professionals are looking for new ways to boost their candidate pipeline without breaking the recruiting budget. That’s where an employee referral program can help. Already considered to be the number one source of hire, according to a recent CareerXRoads SOH survey, a well executed employee referral program can also provide a number of different benefits including higher levels of employee engagement, lower turnover and best quality of hires.
Implementing a Best-in-Class Employee Referral Program
Critically important. Here’s why.
Every company has a brand. Every brand has value. Millions of marketing dollars are spent each year on establishing brand awareness in the minds of consumers. But it’s employees who have the greatest power to make or break a brand. Employees shift the message from a concept to a positive or negative customer experience. Employees generate the energy and ideas that produce business outcomes. The service profit chain from the Harvard Business review demonstrates that employee satisfaction are directly correlated to business growth. https://hbr.org/2008/07/putting-the-service-profit-chain-to-work .. Employer Branding is the process of hiring and engaging the right talent that’s aligned with and delivers to the business strategies.
Savvy CMOs/marketing leaders are starting to pay attention to this. The campaign dollars they spend are setting up the Brand Promise- an expectation that the consumer has of the type of experience they will receive. This is called the customer experience. Think Disney, Think SouthWest Airlines. In some cases, it’s woven into their marketing campaign. “Shop here because our knowledgable team of professionals will simplify the process of buying your car, your vitamins, or appliances for your new home.” Companies like Zappos have a harder task of trying to create an exceptional experience virtually. But in each of these examples, the success or failure lies in the hands of how well employees perform. And it begins with HR/Talent Acquisition hiring the right people.
What roles/s can the head of HR play in furthering marketing goals?
The first step is in HR understanding how the marketing efforts are furthering the business goals of the company. The next step is in understanding the brand drivers and how they it intersect with employee actions, either customer facing employees, or internal teams that are supporting the business. (Think customer service, billing etc.) The next step is making sure that employees know what is expected of them in terms of on-brand behavior and making sure they know they can personally make a difference.
In high performing companies there is a partnership between HR and the CMO. When we work with these types of clients, representatives of both functions attend the meetings. But in other companies, they view the CMO or marketing team as a group that’s typically too busy to assist with their needs, and is only called in to approve logos/colors/and fonts.
CMOs of large retail organizations understand that employees represent their largest customer population (think employee discounts) and they are instrumental in bringing the brand to life. Often, there’s a great desire to ask HR for input on the effort in advance of a new campaign launch through organizing focus groups to understand the customer through the lens of the employees. But I don’t think that it’s a 2-way street. Marketing budgets are far greater than Recruiting budgets and if there was more unity, there would be a tremendous opportunity to assist in the efforts to find and keep talent aligned with the core brand. The new GE commercials are proof that great companies recognize that a pipeline of talent is critical to their future.
The processes between HR and Marketing are more similar than either group might imagine. The steps in building consumer loyalty – awareness, preference, consideration, commitment, engagement are the same as the building employee loyalty. As unemployment percentages drop, recruiting employees is becoming much more like marketing. It would be great if marketing would assist in sharing some of their expertise and dollars into forming a relationship and truly building a brand fortress.