E-recruitment, social recruiting, internet recruitment, online recruitment…you probably have heard about all these concepts before , if not, you better remember them . Obviously i’m talking about recruitment through social media. The issue here is the increasing relevance of this mean for brands ,and for users as well, in the recruitment process as a branding tool.
Let’s take a look at the whole picture: 21 century; web 2.0; surrounded by internet forums, weblogs, socialblogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking…; According to Nielsen, internet users continue to spend more time with social media sites than any other type of site; aproximately 39% of the total population use internet ( 77% in terms of developed countries). Nothing surprising i guess, with these data it’s clear why brands are concern about social media and everything that has to do with them, as users are concern too when looking about brands and its references.
Let’s go a bit further, in a more specific view: Facebook , more than 900 million of users; LinkedIn ,more than 150 million of users; Twitter, more than 140 million of users; Google+, more than 100 million of users; Youtube, more than 1000 million of views…these are the main brands used for recruitment ,and if we look at the figures we can tell that social media has a real weight nowadays, therefore the interest of brands to collect information about potential employees through those social networks and the efforts for having a representative social media campaign, creating brand awareness.
The cost reduction, the effectiveness searching for qualified employees, the speed of the recruitment process and the wide range of options are some of the key factors that make social media popular and interesting from both social and economic point of view among brands ( 94 % of recruiters use or plan to use social media in their recruitment efforts).
It’s said that users are more likely to apply for a job when, if searching for the brand on the social media, they can tell that it’s a “social brand”, this means , depending on how many fans have the brand page, or if it’s involve with people responding comments and being transparent and active on the different networks, also what actual employees say about a brand through social media has an important value for applicants.
On the other hand, from a brand point of view, when being in the recruitment process, recruiters usually tend to first have a look at your public information on the net ( 93% of recruiters are likely to look at a candidates social profile) and that may affect to the hiring decission ( 42% of recruiters have reconsidered a candidate based on content view in a social profile).
To sum up, we can’t generalise when talking about the importance of social media for brands, and branding, different factors come into play when measuring it, like size, sector and culture of the company… but ,as i mentioned before, the increase of recruiting by this mean, the emerging relevance of the web 2.0 and its value as much for brands as for users is something we should be aware of and use it in our favour, adding personal value,personal branding and be careful of your public information in the case of applicants, and making full use of it but not limit yourself to just estimate candidates by social media in the case of brands, they must use the strategy of employer branding; building an employer brand.