The HR Capitalist has another blog post up that deserves your perusal. It’s a review of Dunn’s experience at the 2010 ERE Social Recruiting Summit. Kris talks about the first wave of hard numbers that is rolling in about ROI for social recruiting. Tools such as FaceBook and Twitter are under the spotlight since at least one Fortune 100 company is now using these platforms for recruiting – and tracking the results.
The relevance of the data is open to debate since details are a little scanty. In addition, it appears that there wasn’t necessarily a concerted effort to optimize the recruiting content for online purposes. Really leveraging social media requires knowledge of how this platform differs even from other online marketing venues such as job boards. However, the data is still worth a look. Dunn describes the results as being disappointing as far as the number of total new hires sourced from social recruiting but notes that the cost per hire was quite reasonable.
Keep an Eye on This Topic As It Continues to Develop
One important point to note with social recruiting is that you can’t just set up an initiative and expect it be self maintaining. As with any type of internet marketing, you have to stay on top of the trends to make the most of your recruiting dollars. For example, what might have been a popular search term for a specific job position 6 months ago may have changed by now. Investing in SEO expertise is something a Fortune 100 company can definitely afford. For smaller businesses that don’t have the budget for a consultant, some training for recruiting staff can still pay off. In fact, for companies that do most of their recruiting locally, the online competition for highly targeted keywords is likely to be less steep.
What Impression Does Your Internal Social Networking Platform Make?
The lessons being learned about social recruiting can also apply to the use of social media in onboarding. If you have an intranet platform for social networking within your company or use tools available through FaceBook, YouTube, and Twitter, make these features attractive to your new hires. Otherwise, their level of participation during acculturation onboarding will be affected. This can result in a lower ROI for the platform in which you may have already invested significant resources. Your organization needs to review each aspect of its use of social networking media to keep content fresh and relevant.
When a new hire goes through your acculturation module, they should be met with information that is updated – not outdated. For example, your company’s social network shouldn’t display profiles for ex-employees or list people under an old department or job title when they’ve been promoted or transferred. Or, if you have a page listing the history of the company from founding through the present, it’s a good idea for HR to revisit the content at least twice a year to list the most current events and changes. It’s these little housekeeping details that show a new hire your company is really paying attention to what’s going on. With our New Employee Acculturation Portal, you have easy access to update company information as needed without involving IT.