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July 30, 2015 Job boards and social media: The evolving relationship Lauren Fearn, Service Manager

Job boards and social media: The evolving relationship

The beginning of each year is met with a forecast of trends and predictions from the online recruitment industry and this year is no different. Social media remains one of the industry's most popular subjects with employers and job board owners still continuing to debate how it will affect the performance of the job board industry.

Embrace Social Media for Recruitment

Since the widespread adoption of social media, brands have struggled to comprehend the power of its relevance to audience engagement. The last three years have seen social grow at quickening rate, and with more and more platforms appearing each year it is vital that brands are keeping up with emerging trends within the social space.

The question of social’s power over the online recruiting space is becoming more relevant and fear of competition is beginning to set in, with the growth of LinkedIn in particular. But are we looking at it in the wrong way?

Share & Share Alike

In its purest form social media is a sharing medium. It is a way for us individually or as a business to keep in touch with people whilst sharing our likes, dislikes, advice and questions with the wider online community.

Whilst many use social media to build connections to help us in our working lives, it does not serve primarily as a self-marketing tool for our careers.

The vast majority of social users are not looking to broadcast their professional qualifications and experiences. So for those adopting social recruiting, how much information can be sourced from profiles and newsfeeds?

As we’ve said, LinkedIn is seen as the major threat in the social recruiting space, but if we analyse its uses and capabilities, would you still see it as competition?

Adopting Technology from the Innovators

Job boards are still seen as the first port of call for active job seekers, with more candidates visiting job board platforms for their search than any other option. Social platforms such as LinkedIn are more often than not used in conjunction with job boards, taking advantage of the networking aspects in a social space.

If you think about when you visit LinkedIn, no doubt your peers will be sharing job vacancies. The majority of these are actually featured and shared from external job boards, rather than LinkedIn’s own recruitment solution.

Social recruiting has changed the relationship between job boards and social platforms. The last couple of years has seen the job board industry treat social media as competition, when it fact social can be a fantastic tool to compliment job board activity and is a great marketing and outreach opportunity.

Get Strategic with Social

The key to success is to choose the most relevant social channels for your audience and create a set of specific objectives and goals. Avoid the temptation to use every available channel as this will dilute your engagement and overstretch your resources.

Although social media channels are free to use you must ensure you allocate enough resource to run, manage and review all your activity and campaigns. If you don’t this could negatively affect your brand if a user finds an account which is left idle.

Social media will continue to play a pivotal role in online recruitment to disseminate jobs for increased candidate attraction. If you don’t have a social media strategy for your job board now is the time to create your winning strategy.

Three Top Tips for Job Boards to Excel with Social Media

1. Use Hashtags

Hashtags are a handy tool in gaining more visibility for your posts, ensuring your reach extends beyond your followers. You can choose to use hashtags such as #jobs or more specific options such as #artsjobs and #techjobs have high search volumes; they could be the trick you needed to increase your conversions and site traffic.

2. Avoid Too Much Self Promotion

Social is a great platform for sharing what you do with your audience, but don’t just post an endless stream of jobs or news about your company. This is one way to upset your followers and make you look like a spammer.

Offer useful information and industry news, as well as some top opportunities. Give passive job seekers a reason to follow you, start conversation and position yourself as a resource. Showcase your knowledge and share advice on everything from job searches to acing an interview.

3. Engage with Your Followers

Your social timeline is not designed to be an advertising platform. It is a great way to engage with your job seekers. Start or get involved with the conversation and they will ask questions, answer them and eventually become a brand advocate.
Job hunting is stressful so any help along the way will be recognised and remembered (and hopefully retweeted).