If Twitter is part of your social recruiting strategy, you might want to rethink how you use it in light of a remarkable analysis of Twitter users and the messages they send. The microblogging service has much more in common with traditional news media than it does with social networking, according to a team of researchers from Korea Advanced Institute of Science and Technology. The researchers presented their findings last month at the 19th World Wide Web Conference in Raleigh, North Carolina
I hate to use the term ROI as it is so over hyped for social media. I attended a social media conference in Exeter recently that had some a great speakers and was very well organised but, when it came to the ROI bit I felt they were trying too hard to justify the use of social media. I remember back to the early days of the Internet. It would never be used for recruitment. Then the job boards came along; but they were just for IT geeks. Normal people would never search for a job online. Then Totaljobs and Monster started to grow but they were for low skilled people and definitely NOT professional people. Of course now every recruiter uses a job board but, how many really know the ROI of using any let alone all of their job boards? Same with print media or TV. They are still used but how often is the exact ROI calculated for each channel. Oh, I forgot. 50% of marketing is a waste, just don't know which 50%
Luckily not too many – yet! But the number is growing and here are a few to look at. Ernst & Young – the one everyone talks about.
When I was a young recruiter we used the local press to attract staff using semi-display ads. For those that have never heard of these, or have just forget, we paid by the line. The more lines, the more cost and the less our bonus would be that month. So we had to think about how much space we took. Too little kept the cost down but wouldn't fill vacancies so no profit. Too much, and it would be at least a plain waste or worse case, too many applicants that did not fit the bill. And back then, we'd only run the ad for a day or so and in some cases tell people the vacancy was filled when we just had too many people to see. Not great but that's how it was.
I said it. You can automate your Twitter feeds and not bother having any conversations with people on Twitter. No longer do you need to be tied to your Twitter account responding and commenting on every sip of coffee, bite of toast, moment of woe....... Of course the social media police will be after my login and the social media experts/gurus/consultants/know-it-alls will decry me as some kind of anti-Twitter and burn my profile at the s(tw)ake. But life goes on. But let me put this in context. There are no social media rules. We are all making it up as we go along. Put some operational reality around it. In a recent post on SMT Best Buy asks the wrong question on Facebook the author Maggie McGarry berates Best Buy for taking down their post due to the negative comments (racist and aggressive). Whereas YouTube have left very nasty, hated filled, racist and aggressive comments against this video of an ex-ASDA employee damaging stock. Surely this kind of comment stream should be removed? Why should large organisations have to "suffer" in silence just because social media God's say so. On TwiTip David Wright writes his post Six Quick Ways to Becoming a Twitter Pariah which is amusing and scarily accurate of some people. Alan Weiss ( @BentleyGTCSpeed ) has 1,100+ followers but follows 0 people. Andrew Badera took great offence to this and ranted somewhat because Alan did not follow the rules. Read his post: Alan Weiss on Twitter: Consultant's Syndrome? Or just a jerk at work
Social media takes too much time and recruiters, particularly those that are HR Pro's first and recruitment is "just another job", just don't have the time to waste on social media. They need to spend their valuable time speaking with their favourite recruitment or advertising agency. Of course not every corporate recruiter falls into this camp; indeed I have met some very good recruiters over my years and continue to do so through my workshops. But, one of the common questions about social recruiting is time. How long does it take? Do I need to be on there every day? Will I really need to converse with every follower, fan and friend
Here's a really useful post from Fistful of Talent written by Jessica Lee : Using Twitter for Employment Branding? 15 Things Recruiters Can Tweet About...
The Dinosaurs are out in earnest with their claims of "when we were lads this is how WE did it". All about building relationships, picking up the phone, meeting and greeting. Not all this social media stuff . Bill Boorman , who admits to being a recruitment dinosaur is still banging his "pick up the phone" mentality (Check out his free sales competition and then you know why [maybe] you are getting more calls than usual). Andy Headworth is now following suit with his latest blog post entitled " Has social caused us to lose the power of speech ". Even Seth Godin seems to be contradicting himself somewhat on the YouTube video below (thank Andy H for finding this). Don't get me wrong, I agree with some of the views of my learned friends above; they are of course a lot smarter than me. Even Seth is "correct" in that loads of Friends and Followers does not mean you will convert loads of business and have lots of REAL friends who will go the extra mile for you.