I’m lucky. I get to work with independent recruiters up and down the UK who are excelling when it comes to ‘social recruiting’ and marketing their businesses online in general. I’d like to take some credit for that, of course, but the reality is that those successes are 100% related to the effort those recruiters put in.
Their audience loves them – their blogs are read, their social posts receive countless likes, comments and shares, and they have become leaders in their fields.
However, there are still some agencies out there who simply aren’t getting it. And, rather than creating a nice warm fuzzy feeling inside when I look at their content, it’s a turn-off. Which means that realistically, prospective clients and candidates are feeling the turn-off too.
I decided I’d have a brain dump to give you a list of top turn-offs – here goes…
1. Every post is another job
Mix up your content! Of course, as a recruiter, you have vacancies to fill, but most recruiters I know are experts in deploying a workforce and finding the right person for the right job. They know how best to prep for an interview, and what the trends are in the sectors they’re serving. So, your social media content should reflect your strengths.
2. Sticking to one platform, irrespective of whether it is right for your audience
You may well love Instagram, but that doesn’t mean it’s the right platform for your business – especially if you’re an executive recruiter in a traditionally male-dominated sector. It might be that LinkedIn is your hangout, but will that get you warehouse operatives or HGV drivers? Don’t say social doesn’t work for you if you’re not hanging out in the right places!
3. Setting up shop everywhere!
Then there’s the opposite approach – I must use social media, therefore I must be on every single platform going. Seriously guys, there is no reason I can think of for a recruiter focused on Oil and Gas to be active on Pinterest! (Although I am always ready to be corrected.)
4. Copying everyone else
Just because the crazy cat pics are trending and other businesses you follow are sharing them, doesn’t mean you should be sharing them too! Keep your content relevant.
5. Chasing Likes
Ok – so in the early days yes, you will need to get to a number of likes or follows to make your profile look established, but remember that even with 10’s of 1000’s of like on a page – there is no guarantee that your content will be seen. Interaction and engagement are the real foundations for success on social.
6. Thinking recruitment is boring
“I don’t do anything exciting, so what do I post about?” – your everyday is of interest to non-recruiters. If you’re familiar with George the Giraffe, you’ll know we have a 5ft inflatable Giraffe in the office. Most days I don’t think about it – and what he might be wearing isn’t that interesting to me, but clients visiting our office always comment on what he’s wearing, and will often have their photo taken with him.
7. Compromising brand
Take a minute and think about the images you want to use – if they’re grainy or stamped with a watermark, are you sending a message of poor quality or that you always look for cheaper options? Are you sharing content that could be construed as offensive or illogical? If you are, for example using an image to promote a driving job – using imagery of boardroom-based white-collar workers may not tell the world you have the ability to match the right people for the role.
I honestly believe that regardless of the strength of your brand or your technical ability, we are in a world where there is no reason for anyone to be posting unbranded, low quality, WordArt style imagery.
8. Not having a message
Under this, I could add a few sub-divisions. Don’t post content for content’s sake, don’t broadcast, don’t over sell, etc. The key really is to understand what your message is and post content relating to that, while also ensuring you have a strategy where you engage regularly and listen.
9. Forgetting the account represents the business and not you
Leave your political viewpoints at the door. Even if you are a one-man band, your business presence belongs to the business. I’m all for being a little controversial if I think it might bring some enhanced engagement (I am a marketer after all!), however your personal thoughts and feelings over Donald Trump’s ability to lead or the latest update in regard to Brexit is probably best left for conversations that are not existing within the public domain.
10. Forgetting their commodity is people
What can I say, if you are a recruiter you are trying to attract people because you are trying to place people into their dream roles. We are inherently all curious, we all have an opinion we are dying to share. You know even better than I do that if you get the rapport right you will gain loyalty from your candidates as well as your clients. If you could get more face time with your decision makers you would – as you would then be able to get them to buy into you as their recruiter of choice. So – my challenge for you right now is to go to your LinkedIn profile, Facebook page or whatever you are currently using, and see how well you are promoting the human element of your business. How often do we see the whites of the eyes of those in your business? How personal to your brand is your online presence?
I started writing a list of turn-offs… I got into the high 20’s but thought it best to cut down to the most annoying 10. I imagine you have a few things yourself that you think are bad marketing moves or social recruiting turn-offs.
I would love to hear what’s on your list!
Having worked in the event management industry for many years, Christina now runs and manages all of the online and offline events for Green Umbrella. “I am constantly amazed at the power of Social Media and usually one of the first to join in GU antics – and the last to admit it!”
Read more from Christina at Green Umbrella