In three years working as a Social Media Advisor at Haley Marketing Group, I’ve seen a lot in the social space. I’ve seen platforms shoot up and no one really seems to know what purpose they serve…looking at you Snapchat. I’ve seen that same platform refine itself to redevelop and reframe the way marketers around the world connect with their audience.
I’ve seen live video jump to the forefront of content marketing, bringing forth the concept of social storytelling, replacing the desire to share evergreen content with a live look at what is really happening in the world around you. Giving people a glimpse of something that they could truly otherwise only imagine.
Most importantly, I’ve seen the staffing industry shift.
When I started at Haley Marketing Group in 2013 Social Media Marketing was an idea. Something that business owners knew they had to invest in because “That’s what the kids are using”. But countless companies and owners that I had the pleasure of speaking with didn’t see the true value. The true impact that came from social media.
2016, just 3 years later, social media is still booming. More importantly, the staffing industry IS catching on. Companies across the country are seeing that social media isn’t just kids sharing stories about their day, it’s a viable solution to reach and connect with an otherwise unreachable demographic.
Let’s be honest, the staffing industry NEEDS social media.
In 3 years I’ve worked with close to 100 staffing and recruiting firms across the country. And, while all of them have their own distinct value proposition, there is one very critical underlying theme.
Every staffing firm is in the people business.
Every staffing firm exists to connect qualified, top-tier candidates with available employment opportunities. Connect is the keyword there.
Social media exists for one major reason…to connect people across the world with each other.
By definition, the two go hand in hand.
That can be difficult to see at first.
It can be difficult to see that through all of the cluttered Facebook posts about babies, and Candy Crush invites, and updates from major sports teams that somewhere in that mix there is a human being that needs a new job…that you can provide them. Somewhere in the crowded social space there is someone begging, praying that they catch a break and can find an opportunity that helps them afford an ever growing list of bills and expenses.
THAT is why every staffing firm needs a social media platform.
If you are truly in business to help put honest, qualified people to work…then platforms like Facebook, Twitter, LinkedIn, Instagram, Google+, YouTube, Snapchat are where you should establish your voice.
It’s easy to fall into the analytics side of the job. To focus solely on website traffic,social engagements, social reactions…but what we often overlook is the true success story. The success of a firm placing a candidate in an opportunity that lets them showcase their skills. The success of someone finally catching a break and landing a job that lets them get financially stable and finally take their family on a vacation.
I don’t want to end this by just identifying the problem. I’d feel much better if we also discussed the solution. Let’s talk about the WHO and HOW of social media.
Who Can We Reach With Social Media
Social media isn’t the place to oversell your services. It is however, the place where you can showcase concrete resources that will help solve the common problems and challenges by your audience.
Who is your target audience?
That’s a very serious question that you and your team need to identify. Are you targeting a light industrial candidate who doesn’t necessarily need past experience or qualifications? Or are you targeting an upper-level executive who needs 15-20 years experience with very specific qualifications.
By first sitting down and establishing your WHO…you can then work to develop your HOW.
How We Can Reach Job Seekers with Social Media
You COULD post job after job…flooding the social space and adding to the cluttered newsfeed. But candidly…it won’t do you much good.
Data from the social pages of over 500 staffing and recruiting firms has shown us that while posts about jobs will drive traffic back to client job boards or contact pages, we find a much higher engagement rate when resources and tips are shared.
With preconceived notions about WHAT a staffing company is and does, getting a top-tier job seeker can be quite a challenge.
Social media marketing can fix that.
That gets me to the HOW.
How can we reach job seekers with social media?
By posting kick-ass blog articles, videos, images, slideshares, podcasts, eBooks and whitepapers that help the end user solve their problem.
That part in bold is important.
Truth is people don’t care about you…they care about their own issues and problems and how you can help them overcome those issues and problems.
By posting great content and having a robust content marketing strategy that integrates multiple tools (video, pictures, blogs) you can reach people in a way that is comfortable to them. This is exactly like a classroom. While visual learners want to consume content through video, auditory learners want to consume content through podcasts.
Don’t force a particular form of content onto your audience, but instead understand that the collective group reacts differently to different material and use this to your advantage.
How Sharing Content Leads to Placing Job Seekers
Remember earlier when I said that our image sucks?
Well sharing great content that helps your audience is the number 1 way to improve that.
Sharing quality content not only positions your firm as a leading source of information, but it also helps you build the trust of your audience. When the time comes for one particular individual to look for a new job who are they going to reach out to first?
Staffing Firm X? Or you…the company that’s been providing them top-tier information and support to help them better themselves and their career?
Chances are they’ll pick up the phone and give you a call because you’ve already earned their trust and respect.
But What if You Don’t Have the Team to Execute This Strategy?
With Social Pro by Haley Marketing, one of our skilled Social Media Marketing Advisors will take responsibility for developing your organization’s voice on Facebook, Twitter, LinkedIn, and Google+. By posting quality content, top jobs, and other branded shareables every day, your firm will be positioned as a premier resource for job seekers and employers within your target market.
Did I mention Social Pro assisted in clients winning two ASA VOICE Awards this Year…including the Best of Class award for Social Media?
Related Content: Haley Marketing Clients Win Seven ASA VOICE Awards
Make social media marketing a priority, and let us help you craft a perfect social media strategy for 2016. Contact Haley Marketing Group to learn more about Social Pro.