Archive for March, 2012

We don’t have a website anymore.

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What? That is correct. From today, our website is no more. Our Facebook page is our ‘new’ website. Why? Exactly – why do you need a corporate site and a Facebook page? For us, we don’t. As we love the social space, work in it (and sometimes feel like we live in it), why would we need an old-fashioned URL somewhere else? It’s got everything we need. And we think everything you need to know more about us and what we do. Have a look for yourself. Here’s the link. (Oh, and we’d love it if you liked it…)

Deselection isn’t new, even in social recruiting

Besides attraction and engagement using social media, how about deselection? There seems to be a movement at the moment that this is something radical. Something new. It’s not. It really isn’t. Most good recruitment communications have always (or should have) attracted the right candidate, while ensuring those ‘not quite right’ thought twice, or at all, about applying. Whether that was a press ad, a poster or website. It’s a principle we’ve always believed in. And always practised. After all, what makes an employer seem attractive to one candidate, can make others turn away.

Recruitment marketing, done properly in any media, has never just been purely about attraction. And now with social media, that ‘deselection’ process is an even stronger option. Questions can be asked before an application. Answers can be given to sway either way. Never mind the option to talk to someone in the company/role. Or actually getting to know what the job entails. The normal job listing ad ‘take-it-or-leave-it’ approach has been ‘left and gone’. So thankfully has the ‘first opportunity for most candidates can ask a question about the role/employer is the first interview’ approach.

This means candidates who ultimately apply for jobs are more engaged. More keen. More interested. More suitable. That is how social recruiting can help you attract the right ones.

How can you add more to their candidate experience? This all has an impact on the perception of you as a brand and as an employer.  It’s much more than ‘being where the fish are’. It’s about being there when the fish are feeding. There’s nothing worse than sending an email and waiting for a reply. Or leaving a voicemail and wondering if it was picked up. At certain levels of job hunting, there’s an expectation of immediate response. Which goes back to where we started about deselecting. The image of your employer brand isn’t just the design of your Facebook page, the size of logo in an avatar or even that video showing what a ‘wacky’ place you are to work for. It is your approach to response. Otherwise, you may find the right candidates deselecting you from their list of companies they’d like to work for.

Alien Invasion sparks Twitter Involvement

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Where were you when The Reapers invaded Earth? Well, if you were a gamer waiting for the launch of Mass Effect 3, you were probably reading the reports from Emily Wong on the @AllianceNewsNet under the hashtag #solcomms.

During the day of March 5th and carrying on through the 6th, you could see how the Earth was falling – not just from this ‘news reporter’ but the from the multitude of ordinary citizens around the world who told of their experiences. From across the US of A to the UK, from Europe to Australasia – the tales of heroism and desperation came flooding in. @103rdMarinesDiv tried to firefight the invasion while civilians made it to the evac points. @Sintakhra, the UK Communication Net, kept track of the mighty SSV Normandy and its intrepid Commander Shepard – as the fleet fought its way to safety. Even after the final message from @AllianceNewsNet at 3.45am – < Signal Lost > – the story continued.

That’s exactly what it was. A brilliant exercise in Twitter marketing, conceived by Bioware for the launch of the aforementioned videogame, Mass Effect 3. Of all the hundreds of Twitter accounts that recounted tales of Husks, Cannibals and Reapers – just one was set up by Bioware, @AllianceNewsNet. That started the story, the rest carried it on. There was no cheesy ‘RT this’, no prize for taking part, no encouragement to spread the word. But the ME Fans did just that.

They got involved. They made the story theirs. Through adding their own adventures to uploading pics of the events. (Yes, people even created their own photo evidence). Sure it’s geeky. Very geeky. But it was engaging. Enough for many to get carried away for a while in the fantasy, having a bit of fun, being drawn together, building the hype – and ultimately, creating a nice bit of marketing for the game itself.

All in all, it was a 21st century social media ‘role tweeting’ reboot of the infamous ‘War of the Worlds news broadcast’ by Orson Welles on October 30 1938. When millions of Americans tuned in (and panicked) to reports of the Martian invasion of the earth. Though this time, they didn’t hide in cellars, load real guns and wrap their heads in wet towels as protection from Martian poison gas, they picked up their game controllers and prepared to ‘take Earth back’.

It’s all about telling a story in Social Media nowadays – for marketing and social recruiting – and this is a classic example of what can be achieved.

Social recruiting enters a new Timeline

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It’s arrived – TimeLine for Facebook pages. Signalling yet another change in the world of social recruiting. Gone are the beloved Landing pages. We’ll miss them. (Or will we?) But there is a nice big ‘picture’ banner to utilise. Tabs have ‘moved’ with only the first two prominent on the page. The Timeline (nee Wall) is now even more critical to tell your employer brand story. It challenges the need for more sharable content and more interesting posts. (Ironically, strengthening some ideas we’ve been playing around with for future campaigns – but that’s another blog.) Posts from candidates are viewed differently. Not to mention that private messaging is now possible – eat your heart out Twitter DM’s.

The whole experience of a Page has changed. It’s going to be interesting to see how it fares. Remember from a recent poll, isn’t it around 70% of Facebook users who aren’t that ‘keen’ on Timeline already? So for those just stepping into Facebook for recruitment, the game has altered before it began.

What all of this also proves is the need for an ‘adaptability factor’ in any strategy for recruiting using of social media. You can plan what you want to achieve. That’s easy. But the methods or platforms used needs to have a fluidity. The ability to change as ‘easily’ as the social media environment around them. Look how interest in Pinterest has taken off in the past couple of months. At the end of March, the full effect of Timelines will be felt as every single Page on Facebook is clicked over, like it or not. This ‘unpredictable’ nature of social media is what makes it such a challenging and interesting area to work within – as well as an exciting and rewarding one to use.