In the past week when there have been discussions around employer brand (reputation) using social media at #truleeds and blogs about measuring the ROI of social recruiting, it’s ironic that our latest social recruiting campaign addressed much of that and more. (Not to mention being the most interesting and effective we’ve been involved in to date.)
To us, there is so much to be discovered by ‘doing’ social recruiting, you can learn something new almost every time you get involved in it. Well, we think so. Here are few stats that ‘bust’ a few of the social recruiting ‘myths’ going around at the moment:
In just five days, the opportunity reached an audience of over a million and a half Twitter users – from direct tweets from our account and a few ‘celebrity’ tweeters – and that was without counting the multitude of ReTweets. Pure broadcasting which not only increased follower numbers on Twitter and Facebook but generated conversations about the role with appropriate candidates attracted solely by these broadcasts. These conversations covered everything from qualifications, relocation, age limits, other roles and even work experience – offering the chance to build connections for now and the future.
Employees regular tweeting was ReTweeted on the recruitment account to show the personality and scope of the roles – and so building on the employer reputation.
YouTube was introduced as a channel and with almost 500 views in this first week, it added a whole new perspective and opportunity to ‘sell’ the opportunity.
And the ROI, well in the first five days over 900 applications have been received (in contrast to the creditable 650 received from last year’s 3 week campaign). The application process, more involved than form-filling or CV-attaching, requires applicants to write 2,000 words including a 500 word critique – so there is a high level of commitment required to apply.
Last year, when we first launched this campaign it was an experiment (which subsequently was a success) and since then we have kept the social networking community involved. So this year there was an existing audience ready for the re-opening of applications. We could have left it there but why not try more? So we did. Adding a YouTube channel, deciding to ‘Fangate’ the Facebook page and inviting the employees to participate, has generated a whole other spectrum to the recruitment.
We’ve already learnt a great deal and will no doubt have even more knowledge by the time the campaign finishes. Then, we’ll have to see what we can do with it in 2012.