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Why Social Recruiting Doesn’t Belong Solely to Recruiters

We’ve known it for years: Nothing is more effective than word of mouth marketing. Nielsen repeatedly drives home this message in its annual survey of audience preferences for advertising. Sharing information through personal networks is by far the best way to a get a message across and move people in meaningful ways.

Recruiters, however, have missed the memo.

In fact, while companies clamor to find the best talent through job postings, online ads and in-person networking, they often overlook their top tool for recruitment: current employees.

According to a new data report from Bambu by Sprout Social, companies that implement strict social media policies are mismanaging resources and preventing their HR teams from creating a pipeline of talent. These companies are also doing a great deal of damage to current workers in the process by making them disenfranchised in shaping their company’s culture.

Consider this: 44.5% of people say they are more likely to apply for a job if they discovered it through a friend’s social feed rather than some other medium. Meanwhile, only 9.4% of employees say they use social media to help their company with recruitment.

Where is the disconnect? And how can recruiting and talent teams bridge the gap?

To start, most employees (77.3%) don’t feel encouraged to share company news on their personal social profiles at all. More revealing, 15.6% are actually afraid to share anything about their company on social media, fearing they might make a misstep that could cost them their job.

The problem appears to be twofold:

  1. Companies have failed to make social media a priority throughout their organization.
  2. Companies do not empower employees to speak out on their organization’s behalf.

It’s not a lack of desire on the employee’s part either. In fact, Sprout’s data shows that 3 in 4 employees want their company to keep them more updated about what’s going on. Employees say this will not only make them more successful at their job (42%) but also more committed to the company as a whole (36%) and more likely to share information with their networks (17.8%).

With so many people hoping to be more engaged, companies that don’t empower their employees to digest and share information are effectively shooting themselves in the foot.

Recruiters’ misplaced efforts are also costing their companies money. According to a report on social recruiting by Jobvite, employee referrals have a 40% conversion rate, a tactic that most employers say makes the whole recruitment process much more efficient and cost effective.

What can be done to boost your organization’s social recruiting efforts?

First, make it easy for employees to read and share information. A central hub of curated content, powered by a formal employee advocacy platform such as Bambu by Sprout Social, will make your distribution efforts seamless and measurable.

bambu employee advocacy

Second, consider your employees’ perspectives. While most are interested in staying abreast of the latest news at their organization, incentivizing them to take the extra step to share that information requires you to think in terms of WIFM (what’s in it for me?). Employees need to understand and value the importance of personal branding, which today more than ever rests on deep social participation. By targeting industry-relevant content to different segments within your organization, you can start to position your people as experts in their respective fields; all they have to do is regularly read and share your company’s curated content across their social networks.

Finally, reinforce your advocacy program through ongoing education and perhaps even some old-school tactics, such as promotional posters around the office that feature testimonials from individuals about the program’s personal benefits.

The result of this ongoing investment will be a steady stream of talent, as your employees naturally share job openings alongside relevant industry information. After all, the act of socially sharing an employment opportunity should be viewed as beneficial in and of itself.

But there will be another important byproduct of this effort: Your current workforce will be more engaged. This isn’t just a warm-and-fuzzy idea either. In fact, it directly impacts the bottom line. Gallup estimates that each year US companies lose between $450 billion and $550 billion due to actively disengaged employees. Meanwhile, ClickZ shows that organizations with highly engaged employees reduce turnover by 87% and improve performance by 20%.

Companies therefore need to relinquish some control of social—and soon. Just as social media doesn’t belong solely to the marketing department, social recruiting doesn’t belong solely to recruiters. Wise talent officers will wake up and realize that while they may be the overseers of a larger social recruiting strategy, the agents who will make the most change are the very people they attracted in the first place. Your organization already vetted them during the interview process; now trust them to speak out on your behalf.

This post was originally published on Bambu by Sprout Social. 

This post Why Social Recruiting Doesn’t Belong Solely to Recruiters originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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