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10 Social Media Tips For Recruitment Agencies

Social media is now an indispensable element of every recruitment agency’s marketing strategy. However, without the right approach, it can often be a time-consuming activity and a difficult channel to measure return on investment.

One of the first steps when devising a social media strategy is to define what outcomes your recruitment agency hopes to achieve. These most often involve:

  • Driving traffic to your website.
  • Increasing brand awareness.
  • Connecting directly with candidates and clients.

Within this blog, we have outlined the top 10 social media tips that can improve your social media strategy and give you the knowledge to get the best ROI for your recruitment agency.

1. Not All Social Media Channels Are Equal

To spend your time as efficiently as possible, you need to understand where your target candidates and clients are most active and devote more time to these social media channels. The first step in understanding your audience is to create personas, which are fictional representations of your ideal candidates and clients. In doing so, you can make calculated assumptions about which channels are the most cost-effective for your agency. For example – if you are an IT Recruiter, after analysing the behaviour of your candidate personas, you may find that your time is much more valuable in creating content for and beginning conversations with candidates on Stack Overflow and Reddit rather than Facebook and LinkedIn.

Don’t know how to create candidate or client personas? Read this blog.

2. Optimise Your Agency Profile Pages

According to LinkedIn, “75% of candidates research your company’s reputation” before applying for a job. That being said, your agency’s social media profile is often one of the first touchpoints a new candidate or client will make with your agency, whether it is on LinkedIn, Facebook or Twitter. Ensuring it is up-to-date and represents your agency is as important as the home page of your website.

If you have a presence on social media, make sure:

  • The imagery and tone of voice of your agency profile page is consistent with your website.
  • You provide a link your website.
  • Your “About Us” is concise and summarises your services and value proposition.

By ensuring these fundamentals are upheld, you will encourage rather than discourage any visitors to your agency social media profile pages.

3. Conduct Hashtag Research (Twitter Tip)

Hashtags are not the be-all and end-all of a great tweet but they can help to amplify your message to the right audience. Hashtags are primarily used on Twitter but searches can also be performed on Facebook and LinkedIn. When using hashtags as a beginner to social media, there is a tendency to use as many as possible in the hope that you reach the largest audience. In truth, you need to find the balance between getting your message across in an engaging way and using the right hashtags that will encourage clicks, likes or comments, depending on your social media goal.

A free tool to make sure your hashtags are reaching the widest and most relevant audience is Hashtagify. By inputting a broad term, you can see what hashtags are the most popular, who the top influencers are and many more valuable insights which you can use to optimise your social media posts.

4. Choose Eye-Catching Imagery (For Posts)

When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
HubSpot

The phrase, “a picture is worth a thousand words” rings true no more so than on social media. Not only do images take up a lot more “newsfeed real estate”, they also have a much better chance of stopping the scroll, standing out and attracting the click.

Simply, the more relevant and intriguing your images are, the more clicks you will tend to attract.

5. Leverage Social Media Partnerships

Social media is about maximising your outreach with the people who value your content and conversations the most. Identify the companies or people who regularly like, comment and retweet your social media posts and assess whether you can utilise their expertise. By partnering up with these social media connections, you may be able to create some valuable content, leverage their knowledge to write a guest blog or even follow them up as a potential client or candidate prospect.

6. Use The 80/20 Rule

It can be tempting to use social media to only promote your recruitment agency services and live job ads. After all, your over-arching goals are usually to drive traffic to your website or attract high quality candidates to apply for your open vacancies. But, taking a strategic view of social media, your target audience does not want to be bombarded with sales messages 100% of the time – and this is understandable. They primarily use social media to stay informed and to be entertained. So, as an agency, it is essential that take notice of this and apply the 80/20 rule.

Looking at the social media output, you should aim to entertain or inform your audience 80% of the time with relevant articles and content whilst promoting jobs and your agency 20% of the time. This way, you can utilise your social media channels to achieve your business goals and grow an engaged audience simultaneously.

7. Monitor Your Competition

Social media provides an irresistible opportunity to monitor your direct competition and assess your social media output against your competitors. By creating “streams” on Hootsuite, you can quickly get a snapshot of the content that your competitors are posting. This will, no doubt, spark new content ideas and keep you abreast of any new social media and marketing activity that your competitors are investing in, such as an increase in content output or whether they are using social advertising.

8. Sensational Titles Succeed

To cut through the never-ending newsfeeds that exist on every social media channel, your aim with each individual post needs to be, “how can I stop the scroll?” And by this. we mean creating thought-provoking articles and posting something that will grab your audience’s attention. It is no surprise that the most shared articles, videos, images and content on social media gravitate towards the most extreme emotions, whether the posts are hilarious, shocking, adorable or revealing. As a professional recruitment agency, you may wonder – how can we create content that is aligned with our audience that also grabs people’s attention?

It is not easy and will take time to for your agency to find this balance, but to give you a real life example, here’s a title of an article by Jan Tegze that succeeds in grabbing your attention, attracting the click and driving engagement:

Perfect Candidates Don’t Exist: The Myth of Finding The “Perfect” Hire

This rather shocking titles implores Jan Tegze’s target audience, primarily HR professionals and high quality candidates, to find out what he means and how he has come to this conclusion. This method of using more sensational titles has certainly contributed to the success of the article on LinkedIn, where it garnered 318 likes, 40 comments and 141 shares. By aligning the title of your article with an extreme emotion, you are much more likely to achieve better results.

9. Timing Is Everything

Another key tactic for maximising your social media engagement is timing. Posting at the right time can be the difference between your content getting in front of your target audience or it getting lost in the social media abyss.

The first step is finding out who your target audiences are, assessing when they are most likely to be online and adjusting your posting schedule to match your analysis. If you’re aiming at attracting solicitors, for example, you may want to post early in the morning, between 6am – 9am, or early in the evening, between 6pm – 8pm. To get a more data-driven picture of when your audience is online, you can use Rival IQ which allows you to find out, “exactly which posts get the best response,” and at what time your posts receive most engagement.

10. Test, Measure And Improve

The majority of social media channels have their own native analytics which you can use to assess your social media output and performance. By organising monthly or quarterly reviews to analyse both your website (with Google Analytics) and the native analytics on individual social media channels, you will have a much more structured method of measuring how effective your current strategy is and where it needs improvement.

Simply devoting time to strategically assessing your social media output will give you a clearer view of what is working and what isn’t. By implementing data driven improvements, you can make your social media channels a more refined and revenue generating activity.

Social media is an important part of an inbound marketing strategy. To learn how to get started with inbound marketing for your recruitment agency, download your free guide.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

6 Social Media Influencers In Recruitment You Should Follow

After conducting a survey of recruitment professionals in the UK and Ireland, we learned just how intertwined recruitment and social media activity has become and how highly regarded social media is within the industry:

“90% of recruitment professionals agree that social media is still an important channel”

“Over half of the UK and Ireland’s recruitment agencies predict advancements in social media will have the biggest impact in 2018”

Despite its importance, it remains a difficult channel to engage candidates and consistently inspire conversation that gets you noticed ahead of your peers. This is where following the right social media influencers can be advantageous.

By following the right recruitment influencers on social media, you can:

  • Stay on top of current opinion, trends and news within the recruitment sector.
  • Share and get involved in conversations with influencers to help build your online profile.
  • Become inspired and learn how to recruit, work and lead more efficiently.
  • Get ideas for fresh content for blogs or social media posts.

6 Social Media Influencers Every Recruiter Should Follow


1. Andy Headworth | HMRC | Deputy Director, Recruitment & Apprenticeships

@andyheadworth | Twitter Followers: 25k
Andy Headworth | LinkedIn Followers: 148k

Former Managing Director of Sirona Consulting, one of the UK’s foremost recruitment strategy agencies, Andy Headworth now works for HMRC. Author of best selling Social Media Recruitment, his advice, articles and know-how is well worth listening to.

He is active on LinkedIn and Twitter, regularly sharing industry news, his own articles and having the odd heated debate.

2. Louise Triance | UK Recruiter | Managing Director

@louisetriance | Twitter Followers: 10.4k
Louise Triance | LinkedIn Followers: 13k

Louise’s recruitment network and knowledge spans 20 years of hosting over 100 events for recruiters, founding and writing for the recruitment knowledge network, UK Recruiter, and co-hosting the Recruitment Stuff show.

She is active on both Twitter and LinkedIn and there isn’t a story or engaging conversation about UK recruitment that Louise isn’t a part of.

3. Johnny Campbell | Social Talent | CEO & Co-Founder

@JohnnyCampbell | Twitter Followers: 3,7k
Johnny Campbell | LinkedIn Followers: 24.5k

Johnny Campbell is the co-Founder and CEO of Social Talent, “the world’s leading provider of online recruitment training”. He leads Social Talent’s product strategy, marketing and content teams but is, perhaps, most recognisable as a regular keynote speaker at any, global recruitment event, “that will take me!”

Follow him on Twitter, Linkedin and even Instagram – you will learn and laugh in equal measures.

4. Lisa Jones | Barclay Jones | Director & Founder

@LisaMariJones | Twitter Followers: 6.1k
Lisa Jones | LinkedIn Followers: 9,9k

Lisa Jones is Founder of Barclay Jones, leaders in recruitment success training, recruitment technology strategy, and digital marketing strategy for the recruitment industry. She has particular expertise within recruitment technology having worked in the sector for nearly 20 years.

Read her blogs and follow her on Twitter and LinkedIn for the latest insights on recruitment technology trends.

5. Kevin Green | Good Recruitment Campaign | Chairman

@kevingreenwnc | Twitter Followers: 14.6k
Kevin Green | LinkedIn Followers: 11.7k

Kevin Green was the CEO of the Recruitment & Employment Federation (REC)  for nearly 10 years, recently stepping down in March 2018. He is now a high profile consultant within recruitment and talent acquisition. He has also spoken at Tedx and writes regular blogs.

His opinion and insights are highly regarded and, as he begins a new chapter of his career, his presence on social media will only become more prominent.

6. Greg Savage | The Savage Truth | Principal & Speaker

@greg_savage | Twitter Followers: 56.9k
Greg Savage | LinkedIn Followers: 233k

Owner of two award-winning recruitment agencies, Australian recruitment guru, Greg Savage, now speaks to and trains recruitment professionals around the world. In 2015, he was voted the most influential person in the Australian recruitment industry in the past 60 years and in 2016, he was named the most influential business voice on Twitter (Australia).

He doesn’t hold back and his blunt view on all things recruitment is refreshing and often thought provoking. Follow him on Twitter and LinkedIn to be shocked and inspired.

For more insights from recruitment professionals about the UK and Ireland recruitment industry, download our latest eBook today.

How to build an exceptional recruitment team

What Are LinkedIn Ads For Recruitment Agencies?

There is no doubt that LinkedIn continues to be an essential resource for recruiters and recruitment agencies to publish job ads, content, and promote brand awareness, as well connecting with potential candidates and professional networking.

Over the past number of years LinkedIn has developed its product range by releasing new offerings to the market, one of these in particular being LinkedIn Ads. With 2018 on the horizon and budgets being reviewed, in this blog we’ll explain what the LinkedIn Ads product is and how it works, so you can decide if it is the right social marketing product for your recruitment agency.

What Are LinkedIn Ads?

The LinkedIn Ads product is a form of paid social advertising which appears in the news feed or sidebar to promote your agency’s updates and content to targeted audiences. LinkedIn Ads are used to reach a larger audience and gain more attention than a native post, and are particularly useful to recruiters and recruitment agencies due to the ability to target specific types of LinkedIn users.

LinkedIn Ads: What Are Your Options?

There are three different types of ad you can use in LinkedIn’s Campaign Manager – Sponsored Content, Text Ads, and Sponsored InMail – all with varying purposes.

Sponsored Content allows you to extend the reach of a particular piece of content on both desktop and mobile versions of LinkedIn. It looks like a regular update in the feed. There is also the option of using their Lead Generation Forms, which, for example, pre-populates forms so that potential candidates can instantly send you their information without having to fill anything out themselves.

Example of Sponsored Content by Adobe Software
Text Ads will only show up on the desktop version of LinkedIn, and are comprised of just a headline and a link to your company page or resource. They usually show up in the ‘Ads You May Be Interested In’ section, and are a quick and easy way to get started with Linkedin Advertising.

Example of a LinkedIn text ad by HubSpot

Sponsored InMail lets you send targeted messages to specific users via LinkedIn Messenger, which is useful if you’re looking for a more personal approach. Plus, they will only appear in the user’s inbox at a time when they are actually active, to help ensure that the message doesn’t get missed.

LinkedIn Sponsored InMail example

How Do LinkedIn Ads Work?

LinkedIn ads are sold through an auction process. When you run ads, you compete with other advertisers who want to reach a similar target audience.

  • Set up a total budget, so your spend will never exceed that amount for as long as the ad is running.
  • Set a daily budget, so you can only spend a certain amount a day.
  • Create a maximum bid, so that you won’t go over a certain price when competing with other agencies targeting the same audience.

There are also three different ways that you can pay for ads, which will depend on the kind of content you are promoting and what your marketing goals are.

  • CPC (Cost Per Click) – pay each time someone clicks on your ad.
  • CPM (Cost Per Impressions) – pay each time someone sees your ad.
  • CPS (Cost Per Send) – pay each time a Sponsored InMail is delivered.

Due to the ability to target specific candidates and clients with promoted content, recruitment agencies can certainly benefit from LinkedIn ads. However, a drawback is that it is more expensive than other types of social advertising.

LinkedIn Ads Best Practices

If you are considering investing in LinkedIn Ads, or even testing to see how effective they are, here are 5 best practices that should ensure you are optimising your ad spend.

  • BUDGET. Decide what your maximum ad spend will be. LinkedIn ads tend to be more expensive than other social media ads, but arguably, for recruitment agencies, it is the most lucrative platform.
  • TARGET THE RIGHT AUDIENCE. Spend some time really analysing what kind of candidates or clients you want to attract with you ad campaign. You want to be specific enough to attract high quality traffic but also keep the net wide enough to attract enough attention.
  • WRITE EXCELLENT COPY. As with any ad campaign, you can put all the money behind it in the world but people are only going to engage if you can give them a compelling reason to do so.
  • A/B TEST. This is a form of testing which allows you to try out different versions of an ad, so you can try out the efficacy of different colours, copy, images etc. You can A/B test within the Campaign Manager. By discovering what’s working and what isn’t, going forward you will only spend money on the kinds of ads that you know resonate with your ideal candidates.
  • MEASURE ROI. The LinkedIn Campaign Manager allows you to track performance by monitoring impressions, clicks, and costs, giving you the power to ascertain whether it is a worthwhile investment.

To discover how inbound marketing can support your wider marketing and branding strategy, download our free eBook today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

4 Inspirational Recruitment Marketing Campaigns

Today, candidates are inundates by job board and LinkedIn jobs alerts, recommended jobs in social feeds or recruiter emails but are these methods still making a impact? In order to get candidates attention, we have seen great success from recruitment agencies and internal staffing functions that have introduced inbound marketing and recruitment marketing campaigns as part of their overall candidate sourcing strategy. 

Generally speaking, internal staffing functions invest in the power of recruitment marketing campaigns to attract talent and/or build brand awareness to fill their internal vacancies. But can recruiters and recruitment agencies apply the same approach to fill their jobs?

To assist with your research, here are 4 inspirational recruitment marketing campaigns, spanning a variety of sectors, and what lessons you can learn.

The Hull And East Yorkshire Hospitals NHS Trust: Remarkable People, Extraordinary Place

Campaign
The express goal for this recruitment marketing campaign was to attract more applications and retain existing staff. By creating simple designs that involve the stories of staff members, connecting with the emotion of working for the NHS, they more than doubled the applications from the previous year. In addition to this, they received 6,936 website visits in the first month and reached over 92,000 people in social media.

NHS Hull Recruitment Marketing Campaign - Remarkable Place, Extraordinary People - Sarah Taylor NHS Hull Recruitment Marketing Campaign - Remarkable Place, Extraordinay People: Dan Harman

What Can We Learn?
As the Trust in a lesser known region of the UK, it is more difficult for them to attract the right calibre of candidates to fill their vacancies. This recruitment marketing campaign focused on using real staff to provide a snapshot of their work or experience, which evoked the emotion of potential candidates, resulting in more applications and brand awareness on social media. These shareable images and supporting video worked perfectly on social media and demonstrated in just a few seconds what it’s like to work for the NHS in Hull.

AXA: The Great Global Adventure Game

Campaign
Creating a buzz amongst graduates is a tough task for any insurance firm. To reach these tech savvy millennials, AXA created an online game that could be played on all devices with grand prizes including a 12-month all expenses paid world trip, two internships and a place on an AXA volunteering project. The campaign was a huge success gaining 220,000 visits, nearly 6000 hours of gaming time and over 54,000 Facebook likes.

AXA Recruitment Marketing - The Great Global Adventure

What Can We Learn?
Recruitment marketing campaigns don’t always have to about jobs, culture and the company itself. Knowing your audience and creating content that they will enjoy, take part in and share with their friends is a very effective marketing tactic to grow brand awareness within a new audience.

CISCO Systems: #MayThe4th Be With You!

The Campaign
The #MayThe4th campaign which ran earlier this year, 2017, was an chance for Cisco employees to show off their geeky side and apply to become a Jedi Knight and join the Cisco Order. At its core, it represented Cisco’s values and culture, showing the company’s authenticity and enthusiasm to champion individuality. Led by their employees, created a lot of attention, particularly on social media.

CISCO Recruitment Marketing - #MayThe4th

What Can We Learn?
Cisco’s Talent Brand Team is focused on employee generated content (EGC) including blogs, social media, videos and podcasts. They believe by showing their authentic culture, candidates get to know exactly what it is like to work at Cisco. The lesson being, recruitment marketing does not always need to be about particular roles, by showcasing your company culture, you can create campaigns that resonate with your audience, attract media attention and more engaged candidates.

BJL: #JoinBJL

Campaign
As a creative agency, to impress other creatives, it helps if your recruitment marketing campaign is unique. BJL identified the Rose Creative Awards night as a venue that would be full of their target candidates. To get their attention on a low budget, they set up their own free WiFi service called #JoinBJL. This wifi login took you to a landing page which advertised that BJL were hiring. Not only was everyone blown away by this innovative approach, it gained immediate social media attention, including an article in The Drum and hundreds of applications from high quality candidates.

What Can We Learn?
You don’t need the marketing budget of companies like AXA to create brand awareness and attract the right candidates. By really identifying where you target audience is and using some innovative ideas, you can easily grab the attention of your intended audience.

Recruitment marketing campaigns can be a risk and the majority of them can take considerable time and effort. To mitigate the risk, as we have seen, you need to identify exactly who you are aiming at and create content that they will enjoy, share or find useful. Whether you have a small or large budget, your recruitment marketing can cut through the noise and make a significant impact to your brand awareness and make it easier to source high quality candidates.

To discover how inbound marketing can help your recruitment agency, download our free eBook today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Why Recruitment Agencies Should Write A Blog

Blogging or content marketing has become one of the most effective, sustainable and inexpensive marketing tactics to increase traffic to your website and generate new business enquiries online. For recruitment agencies, blogging can be particularly lucrative because both candidates and clients conduct a considerable amount of research online before they make a “purchase” decision.  According to LinkedIn, “candidates spend 1-2 months gathering info before applying” for a job.

“80% of decision makers like to learn from articles rather than adverts.”

However, it is often difficult to know exactly why content marketing works and what, specifically, you should be writing about to reap the benefits.

3 Reasons Why Recruitment Agencies Should Write A Blog

  1. Attract The Right Traffic | By writing targeted blog posts, you can attract visitors who are interested in your recruitment services and more likely to become a future candidate or client.
  2. Increase Your Online Presence | A regular blog can increase the presence or “ranking” of your company website in search engines for relevant, industry related search terms.
  3. Demonstrate Expertise & Establish Authority | Writing high quality content can set you apart from your competitors, give an online brand image to your company and demonstrate your expertise within your sector.

What Should Recruitment Agencies Write About?

To achieve success with your blogs, you need to approach blog writing with a considered strategy. There’s no question that there is a place for your company news on your website, but this isn’t the content that will attract new visitors who are looking to benefit from your services. The blog posts that attract high quality visitors are, more often than not, providing a solution to a problem or answering a pertinent question. So it stands to reason that, if you can provide an accurate answer to the most frequently asked questions that your audience ask about recruitment, you will have a higher chance of ranking highly in Google for relevant searches and, therefore, attracting the right traffic.

For example, if a candidate is struggling with preparing for their first interview, they might be likely to use Google to search “How to prepare for your first interview”. By writing a blog entitled “The Complete Guide To Preparing For Your First Interview” you will have a much better chance of appearing in a search engine results page. The type of candidate who is qualified to get an interview and wants to do their best to prepare for it qualifies as a high quality visitor.

Best Practice Tips For An Effective Blog Post

  • Write A Targeted Headline | Within 4 to 9 words tell the reader what your blog is about. Consider using a trigger word such as “Inspiring” or “Essential” to grab your audience’s attention.
  • Choose One Topic | Focus on answering one question or solving one problem. This way, you can make your content targeted and send strong signals to Google about the meaning of the blog post.
  • TL;DR (Too Long;Didn’t Read) | Don’t make it War and Peace, people are as busy as you are, give them a clear and concise answer in 400 to 700 words.
  • Use Facts, Figures And Quotes | Facts and figures and quotes are a credible trust indicator and also increase the share ability of a blog post.
  • Keyword Rich | Don’t jeopardise the readability of your content but make sure to let Google know what the blog post is about by using your target keywords in the blog title and body of the text.
  • Include Images | Always include a main image for your blog post to tell the story visually. Images can also be added into your blog text to break up the text and make it more digestible.
  • Add Relevant Links | Include relevant links to fact, figures or other blog posts within your blog as it builds your credibility and provides additional information for the reader.

By knowing your audience, their goals and challenges and writing optimised blog posts that address these specific issues, your blogs can become a hotbed for high quality visitors who have the potential to turn into future clients or candidates.

Writing quality blog posts is the engine that drives inbound marketing but it is still only one aspect. Download our free guide below and learn all you need to know about inbound marketing for recruitment agencies.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Social Media Demographics: What Your Recruitment Agency Needs To Know

Social media has become an undeniable force in recruitment in the last decade; whether you’ve had success in attracting and sourcing candidates, engaging with clients and existing candidates or branding your recruitment agency within the market.

However, despite the figures that support its resounding success, we often hear from our clients that one of their key challenges is targeting the right audience on the right channel and this comes down to identifying social media demographics. So, we have provided a snapshot of the top social media platforms for recruitment agencies by analysing Tracx’s recent infographic.

Social Media 2017/2018

  • 2.8 billion active social media users worldwide
  • 37% global penetration
  • +22% increase in last year
  • 28% social media users are active on 1 site only, whereas 8% are active on 4 sites

If you thought 2017 was the year social media would finally slow down, you were very much mistaken. It has grown a huge 22% in the last year and with the help of Mark Zuckerberg, who is investing resources into achieving his goal of ensuring everyone in the world is online, this figure will continue its rise.

But what channel should your agency devote most attention to, based on the demographics below?

Facebook

  • 1.9 billion monthly users worldwide
  • Predominantly female users
  • It is the best place to reach millennials and generation X
  • Generation X spend almost 7 hours per week on Facebook
  • 75% of users spend 20 minutes or more on Facebook everyday

Facebook can be extremely effective for recruiters, but not without a cost. Facebook Ads can create targeted adverts based on location, work place, education level and more. So, if you’re recruiting Rail Engineers based in the South West, you can spend your money wisely by specifically targeting a selected audience on the channel they are most likely to be active on.

Instagram

  • 600 million unique monthly users
  • Predominantly female users
  • 90% of Instagram users are under 35
  • 53% of Instagram users follow brands

Instagram is the network for creative Millennials and the rising Generation Z but it can be a difficult channel to directly recruit candidates. Instagrammers do not appreciate being overloaded with advertising and sales messages so best practice tends to be using it as a platform, predominantly, to monitor and engage.

YouTube

  • 1 billion unique monthly users
  • Predominantly male users
  • YouTube reaches more 18-34 and 35-49 year olds than any cable network in the USA
  • There are 2 million video views per minute

If you really want to set your agency apart, creating video content offers a unique opportunity to connect with candidates and clients in a more effective way. By targeting key search phrases, such as “How to prepare for a job interview”, you can demonstrate your expertise, spread brand awareness and provide guidance to your target audience cost effectively.

Learn about 5 video marketing tips for recruitment agencies in our blog.

Twitter

  • 317 million unique monthly users
  • Predominantly male users
  • Mostly 18-29 year olds
  • 53% of Twitter users never post any updates
  • Users only spend an average of 2.7 minutes on Twitter’s mobile app per day

It is not breaking news that Twitter is steadily declining but that doesn’t mean you should drop it altogether. Twitter is an incredibly valuable channel for social listening and monitoring. A simple way to do this is to create lists to monitor your competitor activity, prospective clients or to curate recruitment news channels to save you time on sourcing compelling content.

LinkedIn

  • 106 million unique monthly users
  • Slightly more male users
  • 45% of people making $75,000 (£58,550) or more use LinkedIn vs 21% of $30,000 (£23,400)/year or less
  • LinkedIn users are typically slightly less likely to use other social networks

LinkedIn is still by far the most popular network for recruiters and for good reason. Its search function is unparalleled and it has the added bonus of being a social network devoted to job searching and professional networking. With all these positives, you might be wondering why you’re not seeing even more ROI.

 

What is prevalent is that each social channel has its own distinct audience and its own pros and cons and this needs to take this into account when building a social media strategy. Take advantage of each channel to target and engage with different sections of your audience and you will begin to see a rise in engagement. But, if you continue to use a uniform social media strategy across all channels, at best, your engagement rate is likely to stay the same or reduce, and you risk tarnishing your agency’s brand.

Learn how to incorporate a social media strategy into an effective inbound marketing program for your recruitment agency by downloading our free eBook below.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Optimise Your Job Ads and Social Media Strategy

The ability to search and find information online plays a huge part of our daily life, and search engines like Google, Yahoo and Bing provide the technology to make this happen. With Google currently dominating 78% of the global search market, the question is, how you do recruitment agencies maximise their online candidate acquisition and social media strategies to attract more suitable candidates?

Google has the ability to crawl and build an index of about 50 million web pages in less than one minute and processes on average 40,000 search queries every second. It has been reported that up to 30% of search queries can be employment related, so it’s painfully obvious that candidates are out there, but knowing how to get in front of active and passive candidates online, however isn’t so obvious.

To assist you, we have compiled some practical tips to help you optimise your online jobs ads and engagement on social media.

Your Website’s Job Board

Posting job ads on your own website is a cost effective way to advertise your open jobs whilst building your brand within the market.

Compared to the wide range of paid job boards in the market like Monster, Jobsite, Indeed and LinkedIn, your own website’s job board gives you more freedom, flexibility and control to format and promote job ads to assist with attracting quality candidates. The only downside is that your job board probably doesn’t have the same visibility or online reach that major paid jobs boards possess. So how exactly can you hope to compete in an online paid job site oligopoly?

Search Engine Optimisation (SEO) Keywords

Simply put, one of the ways Google (or any other search engine) determines relevance when listing web pages in a search result is through keywords. A website page that is well optimised for search engines “speaks the same language” as its potential visitor base with keywords that help connect searchers to your web page.

The importance of keywords and SEO, is often overlooked by recruiters when writing a job ad, so we have a few simple tips to follow.

For job searches most candidates will type in something like this:

“Operations Manager job based in Central London”

Phrases like these are effectively the “target keywords”. In order to be even ranked for these page search results you need to make sure that these keywords are included in the right sections of your website’s job advert page structure. These sections are:

  • URL structure
    • recruitmentagency.com/job/operations-manager-based-in-central-london/
  • Title (page headline)
    • Operations Manager based in Central London
  • Job Information (page copy)
    • Job details
    • Requirements
    • Contact details and call to action

These are the main sections Google will look for when determining a pages relevance for certain phrases.

Make sure you’re using natural phrases and terminology that your target candidates actually use, and most importantly don’t overpopulate your job ad with the same keyword. Google notices when pages and posts have been “stuffed” with keywords, when it identifies this it will penalise this page and lower its rankings.

Structured Data Markup

Google is great at reading page text and content, what it often struggles with is the context around particular pieces of information. While Google might recognise that “Central London” is address orientated, it won’t understand whether that address is a location for a job ad. While this might sound overly technical (most web developers should be able to get their heads around this) you can deploy specific code on your job advert pages that clearly signposts to Google that all of the information on this page pertains to a job advert.

A Responsive Website (Mobile Friendly) 

Your website pages needs to look good and be responsive when viewed on a mobile device for two very important reasons.

  1. According to Glassdoor, 68% of job seekers use a mobile device to perform job searches once a week or more. While potential candidates may use a desktop computer to send their CV and cover letter, the bulk of their searches and research is going to be done in their spare time or while they’re on the go.
  2. Google has introduced guidelines for websites that it thinks aren’t mobile friendly when presenting search results on a mobile device. If candidates have to pinch and zoom to read your job ads, then you must upgrade your website if mobile visits are important to you. If you’re unsure if your website is mobile friendly in Google’s eyes, you can use Google’s free tool which will give you a simple “Yes this page is mobile-friendly” mark if it is.

Optimise Your Job Ads and Social Media Strategy

Increase Job Ad Visibility & Engagement on Social Media

Choose the Right Social Media Platforms

Posting job ads, blogs, news articles and company updates to social media can be quite an effective way to get in front of both active and passive candidates, but wasting efforts on the wrong social media platforms is all too easy to do.

You may know which social networks your candidates are on as Facebook, Twitter and LinkedIn are rife with job ads across a myriad of sectors. Perhaps try different social media channels, for example, if you’re recruiting for design and creative jobs try posting your job ads in Instagram and Behance. If you’re constantly posting to all of these social networks, how do you know which social media platforms to spend the majority of your time on?

By checking the data, you’ll know you’re wasting time on certain social media platforms if the metrics you’re seeing don’t justify the amount of effort you’ve put in. Checking your companies Facebook Page Insights, Twitter Analytics or LinkedIn Page Analytics and seeing low numbers of engagement is a decent indicator that either your candidates aren’t on that network or they’re not being enticed to interact with your job ad posts, new articles or updates.

Posting Times

If you’re creating your social media posts directly to Facebook, Twitter or LinkedIn and clicking “publish” straight away there’s a very good chance you’re posts aren’t getting seen. Create your posts and schedule them for when your audience (candidates) are actually online. Use tools like Hootsuite or Buffer to schedule your posts throughout the day, evening or weekend so that your posts don’t get pushed down in feeds when your audience is not online. For example your audience might be on LinkedIn during office hours and more on Facebook and Twitter outside of office hours.

Speaking of which, audience analysis tools like Audiense and Followerwonk will measure and show you when potential candidates are actually on social media and highlight the best times to schedule your postings to social media.

Pay-Per-Click (PPC) Advertising

PPC advertising is a model that Facebook and LinkedIn offer in which you pay when your post is viewed. Essentially, it’s a way of buying visits to your web page, rather than attempting to “earn” those visits organically.

There is a large debate on the effectiveness of PPC advertising but it does allows you to granularly target demographics to the point where only the best candidates fit for your posts will actually see them. You can target by interests, education, current job role and geographic location so that attracting quality candidates is effortless.

 

Optimising your job ads and social media strategy is an effective way to maximise your online presence. Why not take the next step and introduce inbound marketing as part of your recruitment agencies marketing strategy? Download our free guide today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Is Facebook the Future for Recruiters?

Facebook is currently testing a new product which will see Facebook formally enter the job ad market. This new product will allow recruiters to post job adverts within Facebook, including salary, job information and a Apply Now function. Candidates will be able to view and apply for job adverts using their Facebook account, with personal details automatically filled in from their Facebook profile.

A statement from a Facebook spokesperson, “based on behavior we’ve seen on Facebook, where many businesses post about their job openings on their company Page, we’re running a test for Page Admins to create job postings and receive applications from candidates.”

Many recruiters already vet candidates via their social media accounts, as well as posting job adverts on Facebook, but this new product will bring a closer and direct link between recruiters and potential candidates. Recruiters will also be able to pay to target their job ad out to specific Facebook users, which will see a direct competition with LinkedIn’s paid job ad product.

In addition last month Facebook unveiled a new business product designed entirely for the office named Workplace. It is a tailored version of the social network for inter-office communication, where employees can post status updates, photos and videos, “like” and comment on posts within their feed and chat with colleagues. Workplace is separate from Facebook, and employees do not need a Facebook account to use Workplace.