Social Recruiting Makes Job Search More Humane
<<<DISCLAIMER: If you thought the term “social recruiting” was only going to appear once or twice in the webrecruit blog, I’m sorry to disappoint you. This revolution WILL be televised… and blogged about, as it were. >>>
Jeremy Langhans, a global recruitment expert who has consulted for companies including Microsoft, Yahoo and Starbucks, recently stated that businesses risk alienating talented job seekers and wasting money on expensive recruitment processes if they do not embrace social media.
He also said that adding social media to a recruitment strategy forces companies to be “more humane” with job seekers. “We used to treat people with respect and follow up, even if the answer was ‘no’. Then we began hiding behind emails, behind websites,” he said.
Langhans points to his success with Starbucks’ Social Recruiting platform, which he helped launch in 2010. Within a year the @StarbucksJobs Twitter account had amassed 20,000 followers. Incorporating Twitter and Facebook into their recruitment strategy allowed Starbucks to communicate directly with job candidates, which Langhans noted was crucial because Starbucks’ “candidates are also our customers.” Recognizing this sensitive relationship was the first step in bringing a semblance of humanity back into what had become a frequently impersonal recruitment process.
And the high-touch aspect of social media became paramount to successful talent acquisition. Today,Starbucks has more hires from social media than from all of their agency staffing combined! Additionally, they have saved thousands of dollars in job ad spend and agency fees because social media is essentially free.
The lesson from this is? Not only does social recruiting make the recruiter’s job better (lower time-to-hire, higher quality and quantity of candidates), it vastly improves the candidate experience by putting some dignity back in the candidate’s camp. Transparency is akin to authenticity, and that will come back to the employer’s brand in spades.
1. More transparency in the recruitment process translates to more respect for the employer’s brand. “Company X tweeted back to me that they were still considering my resume and would need another week.”
2. More individual respect for the employer’s brand results in more referral business and ultimately a larger candidate pool. “Even though I received a ‘NO’ from Company X, they were upfront and communicative and so I would definitely tell my friend to apply for the job.”
Jeremy Langhans was just appointed Head of Global Talent Attraction at Expedia, and so we’ll be keen to track his progress there. He will also be speaking at an Australasian Talent Conference in Sydney in December.