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Social Media: Strategy in Competitive Recruiting

Simon Stibbs - Friday, July 01, 2011

“Good Recruiting has always been social” as Chris Hoyt, PepsiCo’s global talent engagement and marketing leader stated at the ATC Social Media Conference in December 2010. However, the increasing use of social media in recruiting talent and portraying a particular public image requires strategy and resources.

The Randstad Work monitor for the first quarter, published in March 2011 conveyed the following information:

  • 69% of the Australian employees have a social media profile.
  • Of the people with Social Media 31% said they used it for more the just staying connected with family and friends.
  • 66% are aware that employers can view their personal profile on social media
  • Around 45% believe social media can help find another job or to find information about an employer.

These statistics clearly demonstrate that social media is beginning to have a significant impact on recruitment practices in Australia. So, it is vitally important that HR departments have begun to form clear strategies around how they engage social media to attract talent to their business.
Chris Hoyt outlined some focus areas in formulating your strategy -
You need to find out what is being said about your company on social networking sites and understand why it is being said.

  • Talk and listen to your human resources department who will be implementing your new social media strategy. Everyone needs to feel comfortable making posts about your organisation.
  • Set goals about the aim of using social media – do you want to generate more ‘buzz’? More awareness? 
  • Guidelines need to be developed around engaging with the social media. What culture and image is going to be presented?
  • Track results to optimise performance. How many visitors are you attracting? How many subscribe? How many applications does it generate?

Edward George believes utilising social media effectively not only helps attract the best talent for your organisation, but also portrays the public image and culture of your organisation to a wide and geographically dispersed audience.

Shannon Ziegelaar

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