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6 Tips About How To Source Passive Candidates

If you are a recruiter or works in the staffing industry, I’m sure you know that passive candidates are usually the best candidates. But passive recruiting is often easier said than done. You’ll have[...]

November 13, 2018

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Engage More Candidates with Video-Based Social Recruiting

To say that social media has revolutionized talent acquisition is an understatement. Way back in 2014, social recruiting had already established itself as the accepted standard among 93 percent of recruiters. A large part of that stems from the growing population of Millennials in the labor force. In fact, they represent the lion’s share of workers in the market. Their personal, professional and digital lives intersect at every juncture, unlike their predecessors. They also crave a greater sense of connection with recruiters. This attitude has undoubtedly sparked the explosive popularity of social media in hiring. Live video is in vogue today, and it’s dominating social engagement. If you want to reach top talent, it might be time to step in front of the camera.

Digital Interactions Can Still Be Personal

Millennials were raised as technological natives, and that means they possess skills businesses have become desperate to acquire. In today’s fiercely competitive labor market, these individuals are scooped up right away, which accounts for the volume of unfilled job openings plaguing employers. If you’re still struggling to attract active candidates, the odds are against you.

Capturing the interest of passive candidates requires piquing their attention and keeping them engaged. Because these professionals are not actively looking for work, it can be difficult to connect with them directly. However jammed they believe their calendars to be, they always seem to make time for checking in on their social networks. And that’s where you can find them and grab their attention.

A Video is Worth a Million Impressions

Social recruiting, at its core, is a dynamic form of content marketing. And traditional approaches are fading. Analytics culled by Buzzsumo, Hootsuite and Buffer show that referral traffic for standard posts can drop dramatically over a 12-month period. Meanwhile, video shares continue to gain steam with millions of views every day.

To reach talent and make a significant impression, recruiters would be wise to follow the practices of marketers who are capitalizing on emerging trends. That means embracing the power of video to captivate the crowd. Here are some of the most useful video tools you can use as a recruiter (updated for 2018).

Facebook Live

As a recruiting professional, you’ve long realized the value of Facebook to reach prospective candidates. Savvy recruiters enrich the experience by creating pages, hosting groups and posting meaningful content. With Facebook Live, you can transform those communications into robust conversations. The latest offering allows you to interact with your audience in real time. It’s not a podcast or pre-recorded webinar, it’s a genuine dialog. Here are some of the benefits.

  • Your followers receive notifications when you go live. Video broadcasts also appear in your News Feed.
  • Creative tools such as filters enable you to make your presentations colorful and compelling.
  • Video doesn’t just provide a more personal experience for your followers, it’s proven to bring new viewers to your page.
  • You can customize videos as premium content for elite members of your group, or use them to promote events you’ll be sponsoring, such as recruitment fairs.
  • Your physical presence creates a heightened sense of familiarity, authority and trust with an audience. You can use the broadcasts to field questions, showcase success stories or even interview employers on what they’re looking for in top candidates.
  • The video can be stored, downloaded and recycled on other media sites you own, such as YouTube.

Ready to get started? Here are some helpful tips from the folks at Facebook.

  • Announce your live sessions before you launch them. This helps promote your videos and gives viewers ample time to schedule their attendance.
  • Post an engaging description of your talk prior to going live.
  • Ask viewers to follow you and subscribe to future notifications.
  • Address audience members by name and reply to their comments.
  • The longer your session (20 minutes is a suggested standard), the more opportunity you have to attract viewers.

Snapchat

Despite its most recent update, which was certainly not a fan favorite, the app still has an estimated 187 million active daily users. The majority of users (71%) are under the age of 34, making its user base a marketplace of fresh and innovative talent. Snapchat videos are short, simple, and temporary. It’s a great way to share content with potential candidates, particularly those of the millennial variety. Here are a few ideas for content worth sharing:

  • Job search tips and best practices
  • Weekly tutorial videos, such as how-to’s for updating a resume
  • Details about a job opening you’re trying to fill
  • Mock interview questions to prepare viewers for the big day
  • Industry news that’s relevant to candidates

Instagram Stories

If you’re not a fan of Snapchat’s new update, may we suggest Instagram instead? Instagram is one of the most widely-used social media platforms in the world, with roughly 800 million active users. Instagram Stories launched in August 2016, and has all the same benefits as using Snapchat for business. But wait; there’s more! Last December, Instagram rolled out its Highlights feature, which allows users to curate collections of their favorite past stories. The highlights appear at the top of your profile, so followers can find them quickly and easily.

Periscope

This video streaming social media app is well established. In the staffing industry, it garnered a lot of attention when Hootsuite used it for a massive internal recruiting campaign. Periscope explains its mission as allowing a person to see the world through another’s eyes -- or video, as the case may be.

Periscope has demonstrated tremendous success in helping companies showcase their employment cultures to prospective talent around the globe. Recruiters can use similar strategies to promote clients in need of exceptional candidates. You could consider it a sort of a reverse video interview, where recruiters sell the merits of the position, the company’s vision and potential colleagues to relevant candidates. Periscope can also help your clients set the proper tone and create a stronger message that will draw the ideal talent to their doors.

Periscope goes a step further by incorporating data. The app can map onto existing social graphs, and it includes enough information to measure likes, shares, impressions, profile visits, followers and more. It also allows administrators to delve into the characteristics of engaged followers -- gender, age bracket, educational level, region, interests and career goals. This information proves essential when marketing positions to candidates.

Join the Next Social Recruiting Evolution

The deep interest in video-based social media is a strong indication that today’s talent want real relationships with their recruiters. They seek the personalization that phone conversations and physical meetings offer, yet with the simplicity and immediacy of digital media. They are the early adopters of the next social media evolution. And recruiters who are looking for an edge over their competition will prosper by taking part.

Editor’s Note: This post is an updated excerpt from a longer article we published in May 2016. You can read the original post here.

Sunil Bagai
Sunil Bagai
Sunil is a Silicon Valley thought leader, speaker, motivator, and the visionary behind the groundbreaking Crowdstaffing ecosystem. Blending vision, technology, and business skills, he is transforming the talent acquisition landscape and the very nature of work. Prior to launching Crowdstaffing, Sunil honed his skills and experience as a business leader for companies such as IBM, EMC, and Symantec. "We need to think exponentially to mindfully architect the future of humanity, civilization, and work. When we collaborate and work together, everyone prospers."
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