We’ve covered the basics. We’ve even heard an outrageous success story or two. But the question remains: Does the average employer really use social networks to hire?
According to a survey by Jobvite, 68% of employers use social networks like LinkedIn, Facebook, and Twitter to support their recruitment efforts. Those numbers are likely even higher when you consider recruitment agencies and headhunters, the intermediaries that place many of the best jobs out there for experienced hires. Based on some independent research that we did at TheCanned.com, it looks as though start-ups and small companies are some of the biggest users of these networks.
Hiring managers use social networks to recruit in three different ways. To help job seekers, we’ve identified recommendations for how job seekers can put the odds in their favor.
1. The Sawed-Off Shotgun Approach
As with personal networking, hiring managers would rather recruit people that they know or people that come with a recommendation. It’s a poor proxy, but “friend” or “following” status on Facebook or Twitter takes you one step further from stranger and one step closer to the “in” crowd. Some companies treat social networks as opportunities to blast out openings to a large pool of non-strangers. Given the anecdotes, it seems like they take responses from these networks far more seriously than unsolicited resumes or applications through Monster.
Diana, President of procurement consultancy Design To Deliver, was bidding on a project. As part of the process, she needed to demonstrate the expertise that her firm promises by providing the resumes of the consultants that would work on the case. But she still needed to hire one more consultant. She blasted out the opening on Facebook, where some business contacts asked for more information and then passed it along. Then she Tweeted and watched as several followers re-tweeted the opening. Lastly, she posted on The Federal Contractors Network. The quick turnaround was so encouraging that she plans to add LinkedIn, Plaxo, and GovLoop in the future.
Jennifer, a Director at staffing firm Momentum Resources, blasts a variety of job openings out to Facebook by posting them in her status. That’s it. She comments: “Last week we staffed an operations research consultant for a recycler in LA and a mandarin chinese translator for a Kansas environmental firm, all by posting about these jobs in my Facebook status!”
Our recommendation
If you want to get hit by the sawed-off shotgun approach then you need a big network. Friend, follow, and connect with every person you can think of. On Twitter, extend that list to strangers with common interests or those who work in your field. On LinkedIn, connect with every person you have ever met in the course of business.
2. The Laser Approach
A bit less common, some firms will target potential candidates based upon the online groups that they join or the personas that they display online. Yair, co-founder of software consultancy Smart Logic Solutions, has found 2 of 9 recent hires using Twitter. Yair expanded his Twitter network by following developers in his area. When he was ready to hire, he direct messaged them to ask if they were interested or could recommend someone. “It’s quite a simple formula really,” says Yair. “Just be genuine and stay in touch.”
Rasmussen Inc., a private college with a large online education division, does a little of everything. In addition to the shotgun approach above, Rasmussen will target small community web sites like Doterati. They will also tap into existing groups on Facebook to hire for niche positions. When recently looking for nurses, one recruiting pool that they used was a group of nurses on Facebook.
Our recommendation
For recruiters using the laser approach, focus is infinitely more important than quantity. Building a huge network won’t hurt, but it won’t necessarily help either. Start by joining or starting online professional groups. Expand by following colleagues, pundits, acquaintances, your competition, and people who work for firms you’re interested in. Finally, make sure that your digital footprint conveys the appropriate message and highlights your expertise. After all, you need to give these people a reason to want to target you.
3. The Sleuth Approach
We’ve all heard stories about companies rescinding offers and rejecting applications because they didn’t like the pictures found within candidates’ Facebook profiles. This stuff still happens. When I used to interview candidates for positions at my former employer, kasina, I would check their profiles on LinkedIn and Facebook first. I was looking for interview fodder, but I know that digital snooping is often used as more of a negative screen. Are you a member of PETA? You might not want to publicize that when you apply for a job at Burlington Coat Factory. You get the point.
Our recommendation
Make your digital footprint as deep as possible where it supports your image and as shallow as possible where it detracts from it. Self-generated content, like network profiles and personal web sites, are a good place to start. If you’re up against an especially bad ‘rep, consider enlisting the services of a Search Engine Image Protection (SEIP) service. SEIPs will ensure that anyone searching for your name– be it Google, Yahoo, MSN, Wolfram Alpha, or any other engine– will find it hard to dig up dirt.
In Conclusion
Like the Big Lebowksi said: “This is a very complicated case…. You know, a lotta ins, a lotta outs, a lotta what-have-yous. And, uh, lotta strands to keep in my head, man. Lotta strands in old Duder’s head.” Social networking is an increasingly vast realm, but one that is proving useful for parties on both sides of the hiring equation. Hopefully this article simplified some of those ins, outs, and what-have-yous.
