How to use social media in the hiring process

Which social media platforms should you be using to recruit candidates?

Social media is the second most utilized platform for sourcing (78 per cent), just beaten by internal referrals (80 per cent), according to new research which surveyed HR executives.

Organisations are latching on to the business benefits of using social media to achieve more efficient sourcing results, the Transforming the Talent Acquisition Function report found.

The report, conducted by Alexander Mann Solutions, outlined the need for HR and talent teams to make social media a priority as a sourcing channel, particularly as increasing numbers of millennials join the workforce.

“HR teams need to stay ahead of the game by taking on a bolder and more interactive approach when it comes to using social media for their sourcing needs,” Caleb Baker, managing director, APAC & Emerging Markets at Alexander Mann Solutions, told HRM.

Especially where millennials are concerned, HR needs to look beyond the tried-and-tested platforms for recruiting.

“While the traditional method of using LinkedIn is a given, companies need to think of other platforms where candidates might be,” Baker said, explaining that HR should seek out more alternative channels such as mobile tools, messaging apps and more mainstream channels like Facebook.

“For example, back in 2014, L’Oreal started using WeChat for its campus recruitment drive to fill up positions for its management trainee programme. The fact that WeChat is hugely popular with Chinese students [made it] an ideal and innovative channel for L’Oreal to showcase its forward-thinking values,” Baker told HRM.

“Applicants were simply required to fill in basic information and answer three open-ended questions that assessed their competencies and personality fit. These answers were then automatically evaluated using a cloud recruitment software, which quickly reduced the applicant pool from 300,000 to a more manageable 600 for further scrutiny via video interviews.

“This allowed the recruitment team to zoom into candidates who were a better fit for the company culture.”

Understanding and adapting to these newer channels is crucial for HR professionals, Baker said, particularly as by 2020, 50% of the workforce will be millennials – a staggering statistic for employers looking forward.
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