First, Pinterest tried to make the word “fetch” happen. This drew the ire of the general public and snarky e-card makers alike. Then, Miley Cyrus tried to make “twerking” stick. Let’s gloss over the fact that the Oxford Dictionary thought it apropos to make it an official word. And more recently, Hollywood A-listers tried to start a black turtleneck dress trend on the Emmys red carpet on Sunday night. One thing these three things have in common is that we’re pretty sure no one’s going to remember them in five years.
But there are some trends in the social media recruiting space that may be here to stay – and it’s time to jump on the bandwagon if you haven’t already. So, in the spirit of list-making, here are five more social media trends you need to have on your radar.
- Social Media is Driving EMPLOYER Branding. The reason I had to scream that word is because when people generally hear the word “brand,” they automatically think of a consumer brand. Some companies spend millions of dollars on building their consumer brand, but don’t ask me if I want to go work for Geico simply because I think their TV ad campaign is funny. I have no idea what it’d be like to work there. Will there be talking geckos with British accents? I don’t know! CareerBuilder research shows that more than 1 in 3 have no employer branding strategy. And why not? There are no excuses today with social media tools at our disposal. Here are some tips on how to use Pinterest to further your employer brand. Instagram is another tool similar to Pinterest in that you can share visual stories about what it’s like to work for your company. Here are more best practices for defining your employment brand.
- The Era of (Uncomfortable) Transparency. There used to be a time when a company’s — or employee’s — dirty laundry may never have seen the light of day. That’s not really the case anymore; today we’re forced to operate under the presumption that anything we say or do might be captured and forever preserved on servers somewhere – thanks in large part to the proliferation of social media tools at our disposal 24/7. Remember the Taco Bell employee who licked a stack of taco shells only to have the image go viral? He was later let go. As was a media exec from Business Insider who posted racist and sexist tweets. Then there are the Andrew Masons of this world. The former Groupon CEO infamously tweeted about his firing moments after it happened. We live in an era of extreme transparency, which means the actions of those affiliated with a company in any way could reflect poorly on the company itself. The bottom line here is don’t trust that every employee comes equipped with common sense. And their untoward actions may portray a less-than-stellar employer brand for your company, which may turn off potential candidates.
- Social Screening. The world collectively objected when some employers began to ask candidates for their private social networking passwords in an effort to uncover dirty secrets about them, if any. That’s an extreme example, and many courts have banned this practice. In reality, a recent CareerBuilder study showed that 39 percent of hiring managers research potential hires on social media. Instead of trying to find so-called dirt on candidates, though, this may be an opportunity for hiring managers to determine if they’d be a good fit for the company culture. The trick is to color within the lines, meaning it’s usually OK to look up information about candidates that they have chosen to make public anyway. Here are some more best practices when heading down this slippery route.
- The Decline of the Passive Candidate. There used to be clearly defined “active” and “passive” candidates, but those labels today are increasingly blurry. Some suggest that one’s job search never really ends, and that active and passive candidates don’t really exist anymore. This sentiment was expressed by Rosemary Haefner, global vice president of human resources at CareerBuilder, during the ERE Recruiting Conference & Expo in Chicago on Sept. 17. She says it’s because people today are always looking – this was reflected in a recent CareerBuilder study, which showed that 74 percent are open to hearing about new opportunities and are constantly plugged in. This provides employers with more opportunities than ever to connect with, engage and build relationships with potential candidates via social media. One article even suggests using social media to connect interested individuals with “real people” at the company who can show them what really happens behind the curtain.
- Referral Recruiting. Given the fact that college students tend to have an unprecedented presence online and in social media today, it has been suggested that some companies will forego or limit the physical campus recruiting events and instead turn to a more virtual recruiting model. To take it a step further, it goes on to say that: “Leading firms will recognize that the referral recruiting model that is so effective with employees can be easily adapted for use in getting referrals from recent college hires, interns, employees, and any top college student.”
You may also be interested in reading our previous post: 5 Social Media Trends Recruiters Need to Know About Now.