The following transcript was taken from InSights, a staffing and recruiting podcast from Haley Marketing Group dedicated to providing quick-hitting takeaways on Social Recruiting, Content Marketing, and Employer Branding. To listen to the episode, click play on the player above or visit the episode page [InSights] Preparing for 2020
Brad Bialy: Prediction content. As we look at the beginning of a new year, social media is flooded with predictions, outlook 2020. What’s going to happen? What’s to come? What should we in 2021? It’s overwhelming, Matt. And on this segment of Seen and Heard, I want to join the clutter. Let’s share our predictions for 2020. Let’s share what we think people can expect from social recruiting in 2020. I’m sure you’ve already been inundated with these lists and what’s to come in 2020. As we think about social recruiting in 2020, Matt, give me your biggest prediction for the year.
Matt Lozar: That’s a lofty setup there by my cohost.
Brad Bialy: Very direct.
Matt Lozar: My biggest prediction for the year and all of the lists that we’ve had to… That’s come across our feeds and our email and in our internet searches seem like since the middle of the summer, if not Thanksgiving. I think the biggest takeaway prediction, and this is a challenge, is how to really personalize that experience on social media. And it’s a challenge because personalize implies one-on-one and that takes time unless you have a very good technological solution in place. And the reason I think that is, social came out, it was cool. Then as marketers, companies, what we do, we exploit everything. And now we get to the point of we’re over that just fire hose of content every day, which isn’t to say stop posting content. It’s what can you do to really connect with your audience and share with them the content that they like. Then when they engage with it, that’s when you want to go one-on-one and reach out to them. If it’s a comment, if it’s a message, however they respond, that’s when you need to connect with the audience.
Brad Bialy: My prediction for 2020 is very close to what Matt just said, but it’s the best staffing and recruiting firms will intersect automation and personalization when it comes to social recruiting. It’s thinking through what Matt said. How can you have that personal one-to-one Facebook message to an individual? How can you reply to someone on Twitter one-to-one? How can you go on LinkedIn and in a group, be human? Join the group and say, “Hey, Brad, great article. Here’s what I think.” Personalization. Then there’s the intersection of automation and how can you make sure that when you publish a piece of content on your blog, it is automatically distributed to social media in a way that looks captivating, eye-catching, and most importantly, thumb-stopping. How can we layer in an automation level where our top jobs are consistently pushed out to social media in a way that doesn’t look forced.
Brad Bialy: So for me in, when I think through a prediction for the year, and I sit here and, I’m going to challenge myself to listen back to this at the end of the year and I hope we get there. But it’s thinking through that the best staffing and recruiting firms will seamlessly intersect automation and personalization.
Matt Lozar: It’s hard to scale personalization. And when I think about this takeaway, I think about my brother who is Generation Z 26, and the Millennial generation’s been beaten to death essentially with they’re the worst generation essentially to ever walk the face of the earth, hand raised. And Generation Z, they’re evolving off of the Millennial generation in that they expect technology to work. Social media was created when they were 12, 15, 18, even younger 10, so they expect it there. But they evolved in that they expect that personal touch. They don’t mind as much interacting with the human being.
Matt Lozar: I feel like that next generation doesn’t want to talk to anyone, but what can we do to relate to both that younger generation. And they’re not the majority and whatnot, but that’s why I think about that prediction in that how can we personalize that? And there are things you can do, right? You can build your community, you can get people that are engaging with your content. I think that’s really important, but it’s hard as Brad says, like how do you make it really look not forced, not boring, not just the same content all the time. How can you really reach out to your audience, make that content engaging and really think through Brad’s, one of his trademarked phrases in our office here is every post has a purpose.
Brad Bialy: Matt, I’m sitting here, I’m kind of reflecting on what you said too about how personalization can be challenging because it takes work. And as I’ve gone out and I’ve spoken at 50 plus industry conferences here over the past two years, one point that I consistently make is that you have to have a social media workout program. You need to invest 10 to 15 minutes every single Monday, Wednesday, and Friday as your social media, as your social recruiting workout program. If the automation is done so in the correct way where it’s filling in those other gaps, you are now taking 45 minutes a week to be human on social media.
Brad Bialy: So what I would challenge you to do, and this might be Tuesday, Thursday, Saturday. It doesn’t matter to me. I would challenge you to sit down and think through three days where you can devote 15 minutes to being human on social media strategically. And that’s thinking through, “Okay, maybe I know at the end of my day I’m really not focused.” So using that time productively and saying for 15 minutes at the end of every single day, Monday through Friday, I’m going to go on LinkedIn. I’m going to look in a local group, and I’m going to share my insight with five people. Or I’m going to go on Facebook. I’m going to go to a local group and I’m going to post three jobs. I’m going to share content. I’m going to answer some questions. I’m going to go on Twitter and I’m going to see what people are talking about on the local news Twitter account and I’m going to join that conversation.
Brad Bialy: I’m not asking you to do this full time. I understand that you have a world of responsibility and accountabilities throughout your week. What I’m challenging you to do is make this a workout program. 10 to 15 minutes, maybe start every other day, start twice a week if you have to, whatever frequency works well for you, and then scale from there and start to intersect that automation and personalization.
Matt Lozar: Yeah, we’ve talked about that it’s hard, so we want to tech that problem, right? We have our issue, we’re diagnosing it, and now we’re going to solve it. And Brad gave you the option and it helps. Working here at Haley Marketing, we’ve handled social media for dozens, hundreds of clients, and it’s creating that process. It’s refining that process and not sticking to it and figuring out what works for you or your team or your staffing agency and your recruiters, right? It might be Monday, Wednesday, Friday. It might be Tuesday, Thursday, Saturday. It might be 7:00 AM. It might be noon. It might be 4:00 PM. So what’s that process you can have to really become personal and engage on social media and then have that process, follow it, but don’t be afraid to refine it and improve on it as you get results.