Posts Tagged ‘Twitter’

What is innovation in recruitment?

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In the recent surge of interest in all things Google+, we came across a piece extolling the virtues of the much vaunted Hangouts… for recruitment. Basically, one of the many (questionable) selling points used referred to the fact that a G+ Hangout – which offers 10 participants on a growing, but still under utilised platform – was much better than say a Twitter chat. The reason? Well, Twitter chats aren’t really innovative any more – and Google+ hangouts are. There you have it.

So, communicating in a so-called less ‘innovative’ way to an unlimited number of participants on a more actively used channel, populated by more candidates is dismissed because its been around a while and isn’t the shiny and new thing it was a few years ago. Odd reasoning, don’t you think? Considering how there are many companies with resistance/doubts/troubles about using the social stalwarts of Facebook and Twitter effectively for recruitment or comms even now. You probably only have to #AskJPMorgan for more details, if you wish. (And then you could also #askgarybarlow for a second opinion too.)

It’s interesting that the more mature ‘social recruiting’ channels are now starting to be questioned. Even in their relatively short lifespan. There are lots of assumptions. Mainly by those who haven’t utilised them effectively or experienced what they can do over time. Just because the industry thinks certain aspects are now passé – does your actual audience? For example, they haven’t been exposed to a multitude of industry Twitter chats or conferences that expound the virtues of social media/recruitment. They’re too busy watching TV, tweeting and Facebooking what’s just happened on X Factor, instagramming their latest GBBO-style masterpiece or snapchatting everything. Getting on with their lives. Where looking at a company recruitment page on Facebook is the norm. Using a #hashtag is everyday. And Google+ probably doesn’t mean much.

It all kind of typifies how the recruitment industry is obsessed with ‘must do something new’ even if they haven’t ‘done something right’ with their current approach. Don’t get us wrong, we’re all for innovation. But for the right reasons. Don’t ignore where your audience is. Who you should be talking to. And how. So let’s not just do something innovative because you can. Do it because you should. There is a difference.

It’s all about the uniqueness… of targeting your audience

It’s not just the use of social media per se to find and recruit a certain audience that we’re talking about here. Knowing where to target is often used to shotgun your messages at them. But the true benefit of social media is utilising how your target audience use social media, that is the key. Joining in with them, rather than shouting at them.

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Take Boots. Everyone knows you can pop in for pharmacy advice, beauty tips, etc… but for a spot of hair styling? Yes, Hair stylists are to be found at the Bumble and bumble Styling Bars in selected stores across the country. Who knew? Certainly, not many hair stylists until we started to attract them through social media.

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There is a whole social media world of beauty and fashion out there – just look out for the #bbloggers and #fbloggers hashtags. Across Twitter. All over Instagram. Throughout the blogshere. It’s everyone from make up artists talking about the latest trend to hair stylists showing off their newest look. The perfect environment for attraction. By joining in with their world. Blogging like they do. Pictures of hair styles like theirs – but created in a Boots. On hashtag overload like they are. (Plus the extra twist of an #instajobs in there.) BootsStyle has become part of their world rather than looking in from the outside.

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Then there is the RB Cookery School. We knew that chefs were heavy users of Twitter and that they followed celebrity chef TV shows which led us to the Dual Screening Social TV approach that we blogged about in January. This understanding of their involvement in both mediums, their love of cooking, their inspiration – and the unique social TV commentary – ultimately culminated in recruiting success after 18 months of relying on the more traditional ‘targeted’ method of industry recruitment  job boards.

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But rather than us go on about it even more, here’s Jason, who was recruited through Twitter, to tell you what he thinks:

“So there I was settling down to watch the first episode of The Very Hungry Frenchman, wholly unaware that a cursory glance at my Twitter page was to change my working life for good. I read a tweet from @RBCookerytutors saying to follow them for interesting news on the job front. The follow-up tweet was the info I had been waiting for. It said, “Chef’s, would you like the opportunity to work with Raymond Blanc as a tutor in his Cookery School”. Knowing I had to react fast I sent a direct message and the ball was rolling!

I think the whole recruitment process has been brilliant. When I tell people that I got my job at the Raymond Blanc Cookery School through Twitter they are fascinated and are keen to know more. It is a fresh, modern and innovative approach to finding staff.”

@RBCookeryTutors has been shortlisted at the Digiawards, on Tuesday, in Best Use of Microblogging and in Recruitment Effectiveness at the CIPD Recruitment Marketing Awards on Wednesday night, together with Boots (with #BootsStyle) which has been shortlisted in Best Campaign. We can’t wait to see what reaction the judging audience had in the final results. Fingers crossed.

It’s all about the uniqueness… CIPD/Digi awards series

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There’s going to be a mashup next week. 2 award events. 2 consecutive nights. 7 shortlisted nominations in total. In celebration, it’s time for another of our andsome blog ‘mini series’ inspired by this magnificent seven at the Digiawards and the CIPD Recruitment Marketing Awards.

In the frame are websites, social recruiting campaigns and employer branding for Boots, EAT, SC Johnson, TK Maxx and the Raymond Blanc Cookery School.

Now mashups normally create something unique – so, this series is all about uniqueness. From the use of social platforms, the big idea (remember that one), the audiences and the candidate experience. They’ll all be in the mix.

It all kicks off on Monday. We hope to see you then.

Why we prefer to do

On the Job experience. That’s often the starting point for many a successful career. It’s an ethos that has come back into vogue over recent years with Work Inspiration (for 14-17 year olds), Internships/Placements for Students and Apprenticeships instead of Uni. It’s all about the learning. In the working environment. Especially the apprenticeships route, learn while you earn is the phrase. Where you’re working for real, not just attending lectures with the odd practical thrown in for good measure.

Social media is exactly the same. You learn far more in the doing. It’s great to hear the case studies but at the end of the day they’re just overviews. No matter how detailed they might be. If you’re looking to community manage, or get involved in, social platforms and talent communities, the only way is to get your hands dirty.

You’ll soon see that the ‘rules’ that float around aren’t always the good advice that they seem. You know the ones. About timings. Scheduling (or not). Tweet 100 characters or less. Where to position a link in your update. Not flooding your account with job posts. Who you should or shouldn’t follow. What gets Likes. Update an average 4 times a day. More than 2 #Hashtags affects engagement.

Honestly, with all the accounts we’ve managed and been involved with over the years, every one of the ‘rules’ above (and more) have been blown away on different accounts and different audiences. That’s the key – the audience ‘tells’ you what they want. And as every business is unique, even in the same sector, what applies to one doesn’t mean it will work for another. One approach that’s successful for one facebook page, will fail on another. That’s what experience will tell you. That’s what your audiences will show you. You never hear failure admitted very often, if at all, in a conference case study. You wouldn’t expect to. (Although a #FAILconf, is an interesting idea…hmm.) It’s always success stories. That’s what everyone wants to hear. But the odd fail (or disappointment/surprise) is often much more enlightening. And the spur to keep looking at things differently.

The best content just happens

The most engaging content often comes from those unplanned moments. It’s not to be found on any daily/weekly/monthly schedule. It couldn’t be. Because sometimes sh*t happens. And when it does… well, look at the engagement that followed in just 9 minutes.

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That’s right. Over 500 Retweets. 20,000 likes on Instagram (plus over 1000 comments). That’s why Content planning should always be fluid because, like the Delevingner, you never know what’s going to happen next.

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