There are a number of industries that have become so wildly competitive that companies and recruiters are doing absolutely everything in their power to recruit the top talent which is quite limited. For example, top big data analysts or cloud computing engineers have become the great white whales every hiring Ahab is chasing.
For years, LinkedIn has almost had the monopoly on the job market as far as social media channels were concerned, but over the last few years, Twitter has reared its head as an alternative social channel through which people look for jobs and employers attract new candidates.
A Few Companies That Rock Twitter Recruitment
Perhaps the best way to paint a picture of what companies can do when it comes to recruiting with Twitter is to take a look at some big companies that do a great job of it.
We’re really proud of these women, who are all Finalists at the 2016 Women In Sales Awards! Wishing them the best of luck at the ceremony! pic.twitter.com/S4NBX46KfZ
— PepsiCo Jobs (@PepsiCoJOBS) November 21, 2016
Another great corporate recruitment account is @UPSjobs. One of the biggest delivery companies in the world ads a human touch to their recruitment account by keeping everything conversational and by often featuring videos of UPS employees who share their positive experiences of working for the company.
Google is world-famous for being one of the best employers in the world and it is no surprise that they also boast one of the best recruiting Twitter accounts around – @lifeatgoogle. The name itself suggests that working for Google is not just a job, but a way of life. One of the ways in which they reinforce this is by sharing employee stories all the time, boasting their employees’ accomplishments and, in general, painting themselves as a superior employer brand.
Interested in a business role at Google? Our recruiters are sharing what to expect, interview tips, and more! https://t.co/ajNTKJjzB2
— Life at Google (@lifeatgoogle) November 22, 2016
Why Twitter Works As A Recruitment Tool
It should be pointed out that these companies are not throwing their money around just because it is a fad. These are not the type of companies that do something like that. No, they do it because recruiting on Twitter actually makes a whole lot of sense.
For instance, almost 60% of job seekers use Twitter in their job search and it boasts the most balanced ratio of male and female users, split pretty much down the middle. It is a particularly useful recruitment tool if you are targeting users between the ages of 18 and 29 since they make up for the largest portion of Twitter users of any age group.
Twitter is also very useful because it is quick and the news of job openings can spread like wildfire, especially if the employees are also involved on it and ready to share the job openings with their followers.
Of course, none of this means a thing unless you know how to use Twitter as a recruitment tool.
Using It The Right Way
First of all, if you wish to recruit top talent via Twitter, you must stop seeing it just some sort of a digital job board. This is not the point of Twitter and if your timeline is just you posting job openings, you can rest assured people will unfollow you, or at least mute your account which is the same thing really.
This is not saying you should not post job openings, because you should, but you need to do more. For instance, you will want to share stories about your employees or stories by your employees. These can be in the form of short Twitter videos or they can be excerpts from your blog which will feature these stories.
Another type of great recruitment Twitter content are company highlights, especially those that were achieved by your employees or which have an effect on your employees, such as moving into new, better offices. If your company is involved in any charities or the local community, share these stories as well.
When you do post job ads, make them interesting. Accompany them with a funny story or an image. A cool gif can go a long way to make your job opening tweet stand out.
It goes without saying that you will encourage your existing employees to share any job openings that you might have and reach out to their friends who might be on a lookout for a career change or who might be unemployed. It is far more likely that you will attract candidates this way, through actual acquaintances and friendships than any other way.
Finally, you should play by Twitter’s basic rules, such as using the appropriate hashtags if you want to reach as many people as you can. Also, your number of followers and their authority on Twitter will mean a lot. This is where tools like Tweetfavy can be of big help.
Instead Of A Closing Word – Track Your Results
One of the biggest mistakes companies do when they finally decide to do some social recruitment of any kind is that they just do it and often waste months on practices that do not work. Decide what your ultimate goals are and ways in which you will track them. Maybe these will be the number of job applicants you get in three months or improved results of the paid surveys you get done by professionals.
It does not matter. What matters is that you are achieving concrete results and you can see evidence of it.