06 Nov 4 Reasons Why Recruiters Fail On Social Media
I hear it time and time again when I am speaking with agency owners. “Social media doesn’t work for recruitment”.
It’s an interesting statement to have to respond to, since I have seen first-hand the positive results an intelligent social media strategy can yield for recruiters. After drilling down into their experience with social media in their agencies, it is not difficult to figure out why they feel that way. The typical story is that they have invested time and effort in creating visually pleasing pages, posting updates and job advertisements and connecting with relevant people but got no engagement, no clicks, no candidates and no damn placements…so they gave up.
Here are the 4 main reasons why recruitment agencies are failing on social media:
Focussing On Promotion, Not Adding Value
Many agencies who feel that they have a strong presence on social media are left scratching their head as to why they don’t see tangible results. They might even update their pages daily with their new jobs, pictures of their office and information about the business, but the point is that they are using the social channels as a promotion tool. I hate to break it to you and forgive me for being blunt, but nobody cares that Glenda had an awesome night at the Recruitment Australia annual bush dance. By creating, curating and sharing awesome content filled with juicy insights, you add value to the lives of your followers and become a trusted authority within your market. Posting jobs doesn’t build engagement, creating profiles that ooze with valuable insights and quality content for your audience does. Don’t just be a billboard on the web.
Not Going the Extra Mile to Engage With People
We’ve all heard the old adage ‘Content is King’. Well trust me, it is incorrect. Engagement is king, content is queen. By engaging with your audience you open yourself up to the limitless opportunities that social media offers to improve your recruitment business. By engaging with people and other businesses within your market, you spark conversations that create warm leads to client introductions along with valuable passive candidates, while building respect as people perceive you as an expert authority within your market.
Expecting Super Quick Results
Recruitment is a quick turnaround business and typically any investment made within an agency is to generate more placements as quickly as possible. This isn’t how social recruitment works. It’s like planting a seed, it needs to be tended to with consistency and patience so it can grow into an organic system. If you want overnight results, this isn’t for you. This is a long term strategy that doesn’t cost much to operate, but can yield significant results for years into the future. It is an asset that you can develop your entire business around. It’s not going to transform the financial position of your business overnight, but it will give you a clear competitive advantage if you invest in it accordingly.
They Don’t Have the Time
This is a fact. Being recruiters we know that there just literally isn’t enough time to effectively run and manage social media, while also recruiting or managing a team. A holistic social strategy takes serious time to plan and execute. While it is not rocket science, it is extremely time consuming and requires a consistent flow of content and voice. Many agencies I come across have obviously attempted the foray into the social world, since they have a presence on all major platforms but they post sporadically or worse not at all. Sometimes they went through an early period of posting excitement, only to slowly but surely fade out into oblivion. The lesson here: don’t attempt this without adequate time resources.
If tended to properly, social media offers unprecedented opportunities for agencies to increase their placements, while building an asset that will deliver results well into the future. The Social Sourcery creates digital and social marketing packages designed specifically to help recruitment agencies extract the most value from the online world. Get in touch to find out how we can transform your recruiting business.