This Month Only! >> $20 off and a FREE SHRM tote with your membership and code TOTE2018!
Sign up for free email newsletters and get more SHRM content delivered to your inbox.
Is your employee handbook keeping up with the changing world of work? With SHRM's Employee Handbook Builder get peace of mind that your handbook is up-to-date.
Build competencies, establish credibility and advance your career—while earning PDCs—at SHRM Seminars in 12 cities across the U.S. this spring.
#SHRM18 will expand your perspective – on your organization, on your career, and on the way you approach HR. Join us in Chicago June 17-20, 2018
Members may download one copy of our sample forms and templates for your personal use within your organization. Please note that all such forms and policies should be reviewed by your legal counsel for compliance with applicable law, and should be modified to suit your organization’s culture, industry, and practices. Neither members nor non-members may reproduce such samples in any other way (e.g., to republish in a book or use for a commercial purpose) without SHRM’s permission. To request permission for specific items, click on the “reuse permissions” button on the page where you find the item.
The No.1 reason employers engage in recruiting on social media channels is to attract potential candidates not yet looking for a new job, according to new research from the Society for Human Resource Management (SHRM).
About eight in 10 HR professionals (82 percent) said recruiting passive job candidates is the primary reason their organizations use social media for recruitment. Increasing employer brand and recognition (77 percent), and targeting job candidates with a specific set of skills (71 percent) were also top reasons given.
The SHRM survey “Using Social Media for Talent Acquisition—Recruitment and Screening,” released Jan. 7, found that recruiting via social media is growing, with 84 percent of organizations using it currently and an additional 9 percent planning to use it. In 2011, only 56 percent used social media for recruitment.
For most organizations (81 percent), social media is one of several recruiting tools used; only 5 percent said it is their primary recruiting tool.
The survey was fielded in late 2015 with 410 responses from HR professionals with the job function of employment or recruitment.
“Searching for passive candidates is one of the keys to social recruiting, especially in trying to find niche candidates,” said Jeffery Giesener, CEO and founder of SourceMob, a social recruiting company based in Minneapolis. “Using social geolocation tools is great for these efforts. From my perspective, additionally, I see social recruiting as being so much broader. Today, with social being on mobile and with over 4 billion global profiles the appeal is so much broader and reaches all demographics.”
The findings square with what Craig Fisher, head of employer brand at software firm CA Technologies and CEO of TalentNet, a social business strategy firm, has seen on the market. He found respondents’ No. 3 reason for recruiting on social media—being able to target candidates with specific skill sets—especially telling.
“With the ability to target social media advertising to very specific groups of people, [social media] is fast becoming one of the go-to methods for sourcing and talent attraction,” he said.
But Fisher added that employers need to “keep good content flowing that is helpful to their social communities and avoid just ‘asking’ all the time, so that when candidates see these ads and check out the company, they see a helpful resource and interesting culture.”
Two-thirds of organizations have taken steps to leverage mobile recruiting and target smartphone users, according to the report. Most commonly, organizations have optimized their careers website (39 percent), job postings (36 percent) and application process (36 percent) for mobile users.
Survey highlights include:
“There is certainly a concern about discovering protected candidate information online,” Fisher said. “But we have to keep in mind that anything that is public information is fair game in researching prospective candidates. When those candidates become applicants, the rules change a bit.” Anything seen on a candidate’s Facebook page, for example, can never be unseen, but “you just can’t use that information in consideration of employment if it is a protected characteristic,” he said.
The biggest challenge in using social media for recruitment is getting started, said Evren Esen, director of survey research at SHRM. “It can seem intimidating and time consuming in the beginning, but just like with any technology, once you get used to it, it can become a huge advantage.”
Esen advised setting up profiles on social networking sites related to your industry, and using LinkedIn to join discussions and groups that showcase what your organization is working on. “Pepper the discussions with information about the culture at your organization. Over time you will build a following,” she said.
Roy Maurer is an online editor/manager for SHRM.
Follow him @SHRMRoy
You have successfully saved this page as a bookmark.
Please confirm that you want to proceed with deleting bookmark.
You have successfully removed bookmark.
Please log in as a SHRM member before saving bookmarks.
Please sign in as a SHRM member before saving bookmarks.
Please purchase a SHRM membership before saving bookmarks.
An error has occurred
Recommended for you
Guide to Screening Candidates
Become a SHRM Member
SHRM’s HR Vendor Directory contains over 10,000 companies