For financial services companies, the ‘Path to success involves finding those bright, innovative minds’. But with unemployment rates in the 2% range, where are you going to find those creative, innovative, talented minds? They aren’t sitting home waiting for a call. The best quality candidates are already working. An ongoing social sourcing and recruiting strategy will help find them and then entice them to join your team.
There are tricks to social recruiting to be learned from seasoned experts. It’s a matter of learning how all the key technologies and systems work, and how to work effectively with them. For example, LinkedIn has locked down their platform so much that recruiters essentially need a recruiter license. The days of hacking it with Google and a good command of Boolean search are long gone. But as the price of LinkedIn Recruiter licenses continue to climb, it’s more important than ever to get your money’s worth.
And what about Facebook? Facebook has removed your posts from the content feeds of nearly all the people who follow your company. As few as 2% of people who like your page ever see your posts these days.
Twitter shows your tweets to all your followers, but the chances of all your followers being connected to Twitter when you post your tweet is low. In fact, many studies show that as few as 3-6% of your followers ever see your tweets. The good news is that many job seekers search Twitter for jobs, but you're just one in a billion at that point.
So while there are great social media platforms, it’s crucial to learn how to work with them effectively to get your return on investment, and attract the best quality candidates. Your social recruiting programs and efforts should work together with your other inbound, outbound, engagement, and conversion efforts to compliment one another. Here are four ways to find those great finance and insurance candidates:
1. ATTRACT CANDIDATES AT THE RESEARCH PHASE
Studies show that candidates consult multiple sources to research companies they are interested in. Keeping your social networks stocked with relevant content and information can help build your employer brand and establish trust with future candidates. Sharing great employee stories will help future candidates to get a real picture of what working at your financial institution will be like.
Participating in conversations with sources and networks that potential candidates frequent similarly expands your reach and demonstrates your commitment to the interests of your candidates. And another benefit of stocking your social networks with relevant content and information is that all of your employees can share those posts with their networks as well, thereby increasing your audience size and reach.
2. CAPTURE CANDIDATES FROM SOCIAL MEDIA
Of course, sourcing from communities like Facebook, Linkedin, Twitter, and others is highly effective at uncovering passive candidates, particularly millennials and your future leaders. But there are many other tools available for actively searching social networks for candidates whose public profile data matches your job requirements at some level. You can get information from location to past employers to active interests on communities like Facebook, Github, or Stack Overflow. You can use these tools to find candidates that meet your diversity initiatives, leadership roles, or those hard to fill roles. Talemetry provides a browser plugin that makes it easy to harvest profile information from sites like LinkedIn and others.
And as costs rise to access these candidates, utilizing a candidate relationship management system as part of your social sourcing is crucial. That way you can centralize and maximize each sourced profile, that you now own, and ensure that you can remarket jobs to these candidates without having to pay to source them again.
3. REMARKET CANDIDATES USING SOCIAL MEDIA
Speaking of remarketing, using tools like Adroll enables you to place messages in the Facebook and Twitter feeds of candidates who have viewed your jobs. This paid service can leverage Facebook and Twitter to re-engage warm leads using targeted messages based on which pages and jobs they've viewed on your career site. Use remarketing to place ads in the right locations for difficult to fill roles like data scientists and financial planners.
4. EDUCATE CANDIDATES WITH SOCIAL MEDIA
Integrating activity from your corporate social networks and including content from employer review sites is a also a great way to leverage social recruiting into your own recruitment marketing efforts. Leveraging high ratings from review sites like Glassdoor directly into your career site provides social proof of your employer value proposition. This requires an active program to encourage employees to submit reviews and requires that your walk matches your talk.
At the end of the day, your ability to preserve and engage your social media candidates through some sort of candidate relationship management system and efficiently convert them to applicants is the foundation for getting the most value from all your social recruiting success.