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.
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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.
- Let your employer brand voice and architecture be your guide to what you’re sharing
- Understand how you will measure the success of your efforts
- Track the time you’re spending against the results you receiving
- Adjust accordingly
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.