Over the past few years, social media has established itself as a core component of recruitment agencies’ marketing communications strategies. However, there are still a number of outdated tactics recruitment marketers are using that they should be moving away from which I discuss below. If they are still happening in your business, make it a belated New Year’s resolution to remove them and apply my suggested practices.
Three things that your recruitment firm needs to stop doing on social media in 2019 are:
1. Stop posting job ad after job ad and think about your content mix
Many recruitment firms still use their social media channels as automated job feeds and wonder why their posts receive little engagement. Instead of using this outdated approach, ensure that your social media content mix is balanced and adds real value to your target audience. At BlueSky PR, we recommend using the ‘Rule of Thirds’ model to ensure that your content attracts and maintains an engaged following.
This is where your social media content is split into three distinct categories:
- One-third of your content promotes your firm and converts your audience – A large percentage of your social media followers are likely to be those with an interest in your services, such as a potential candidate searching for a new role or a prospective client looking for recruitment experts to help secure a new hire. Therefore some of your posts should be promoting your offerings. However, instead of just posting vacancy after vacancy you should highlight specific roles, for example, those in most need of filling by creating a ‘job of the day’ or ‘job of the week’.
- One-third shares curated content – By taking the time to gain an insight into your audiences’ interests and motivations you can curate quality articles and news stories from third-parties that add real value to their professional lives. This also helps demonstrate your firm’s knowledge of the sectors it works in which can be a major differentiator for both potential candidates and clients.
- One-third is branded content – This is all about showcasing your agency’s brand and the value you can add to clients, candidates and new recruits. This should include owned content, such as blog posts and careers advice which is hosted on your website, ‘behind the scenes’ updates such as company away days and staff birthdays that provide an insight into your firm’s culture, as well as earned content like testimonials and press coverage.
2. Stop overusing hashtags and start using them strategically
Hashtags are a simple way to make your content easily discoverable across all of the major social media platforms. However, because of this, some businesses have the misguided belief that the more hashtags they use, the more impressions and engagement their posts will receive. However, using too many hashtags in your social media posts often has the reverse effect and makes your firm appear spammy or desperate.
As a general rule of thumb, I recommend using no more than two hashtags per tweet, two per Facebook post and seven per LinkedIn post. These should be relevant to both the subject matter of the content you’re sharing and its target audience to help ensure that your post reaches a large pool of people who have an active interest in it. You should also type your hashtags in CamelCase – this is where the first letter of each word in your hashtag is capitalised to help users when they’re skim reading your post’s text in their feed – and place them at the very end of a post rather than scattering them throughout the copy.
3. Stop ignoring the benefits of paid social and start investing in it
Paid social has fast become a ‘must have’ rather than a ‘nice to have’ as ever-changing algorithms drastically reduce the amount of organic content from brands that appear in users’ feeds. With last year’s Facebook news feed changes, which in the words of Mark Zuckerberg changed it from ‘helping you find relevant content’ to ‘helping you have more meaningful social interactions’, being a prime example of this.
However, many recruitment firms have been slow to recognise the benefits of paid social and have failed to use it to ensure that their content is reaching new and existing audiences – therefore missing out on the huge opportunity to generate new leads and business.
With more brands than ever across a plethora of industries using social advertising, the cost of paid ads is increasing, and this means that for recruitment marketers with little experience in this area any mistakes made due to its steep learning curve will prove to be far costlier than they would have just a few years ago. In fact, research from Ad Stage, an official Facebook partner, found that CPMs – the cost of a thousand ad impressions on the platform – was up 122% year-on-year in January 2018. With this in mind, it is wise to get in touch with a social media expert to provide you with the support your business needs.
Social Media Account Manager for BlueSky PR – The specialists in PR and communications for the recruitment and talent management arena.