Social Media Spotlight on Twitter
Unless you have been living under a rock, you have heard of Twitter. You may not have an active account, but you recognize the word “tweet”. If you are a recruiter, at least 54% of you have actively used Twitter as part of a recruitment strategy according to Jobvite. For those that are unfamiliar, Forbes offers a quick explanation of the site:
Like Facebook, Twitter began as a social networking tool—a way for friends to keep in touch—but has blossomed into a full-scale business marketing tool. Twitter uses 140 character “tweets” (short messages) that appear in the homepage of all users who “follow” the account. Businesses can use these to release news, market their products, and direct attention to special offers and new content. Hashtags (a word or phrase preceded by a pound sign) can also be searched for on twitter, meaning that followers or users looking for info on that topic can be directed to your account by simply attaching a hashtag to particular concepts or ideas in your business’s tweets.
In 140 characters, what can you possibly gain from a business perspective? A LOT. With a user count just over half of Facebook, Twitter’s 500 million members make it the second most popular social networking site to date. Referring once again to Jobvite, apparently 8 million Americans cite Twitter as the avenue by which they found their current position. Besides the obvious strategy of tweeting links to open positions and the company career page, The Undercover Recruiter details how a few high-profile business use Twitter on the daily for recruitment.
UPSjobs’ Twitter background highlights other UPS Twitter accounts, empowering visitors to connect with the brand in a number of ways based on what they are looking for. UPS has a Twitter Bio with a clear call to action, and also provides the link to a landing page designed for Twitter followers.
UPS doesn’t only share tweets about PR or open Jobs. They also engage their followers and respond to questions candidates might have. This makes them less of “just a faceless entity,” and allows them to be seen as having real, live, breathing human beings behind the scenes. This goes far in helping their followers see them as more of a “partner” than a mere presence on the Web.
Google, as their Twitter account name “Life at Google” suggests, shares what it’s like to work with Google and their culture, through pics, videos upcoming events and open jobs at different Google offices worldwide.
Google uses a picture of its employees as the profile picture, and have a clear, crisp bio with a link to the Google jobsite. Note how inviting the profile photo alone makes their company seem.
Ernst & Young (@EY_CareersUS)
Ernst & Young has a custom background informing people about its employer presence on other social networks. In the bio, they encourage candidates to ask questions and interact. Ernst & Young is driving its Twitter followers and visitors to its career presence Facebook.
Twitter is leveraging itself for recruitment purposes as well, from their employer account. You can find tweets on such things as what’s happening at Twitter, their latest job openings, and a more “inside look” at the company.
Twitter is promoting their funny video, “At Twitter, The Future is You!” by providing the link to watch the video. (It is actually pretty funny too)
Walt Disney (@TWDCjobs)
One of the oldest employers, Walt Disney, are also engaging prospective employees through Twitter. Disney retweets relevant news and content fromother Disney Twitter accounts. Walt Disney uses Twitter hashtags quite well, in order to increase their reach.
PepsiCo has given a very human face to their Twitter presence by showcasing their talent acquisition team in the Twitter background. PepsiCo openly invites its followers to participate in the conversations, and explore global career opportunities with PepsiCo. PepsiCo shares videos, pictures, new product releases/offers, job openings, and always promptly responds to candidate queries.
- Create a stellar employer presence with a customized Twitter background and profile pictures
- Provide a crisp, clear bio and a clear call to action, to encourage candidates to join the conversation
- Link your Twitter account to your social presence elsewhere, your career website, or a custom page based on your objective and social recruiting strategy
- 4. Be responsive, consistent, and engage with the candidates
- Don’t spam followers with PR and job feeds
- Tweet about company culture, informative articles, exciting inside stories at your company and jobs, evenly throughout the day
Comment with any other ideas you have used or come across for utilizing Twitter!
For more recruiting and engagement strategies, continue on in the Social Media Series for articles about: LinkedIn. Facebook. Google+. YouTube. Pinterest. Instragram. Yammer. Quora, Dribbble, and GitHub. Also look into advice on Managing Employee Use of Social Media, How to Create A Social Media Policy and Social Media Branding and Marketing strategies.