Hiring a Social Media Manager Isn’t As Easy It Seems…

So, I’m approaching 4 years of specialisation in the Social Media industry, and all that that encompasses. When I made the leap to be a specialist in this area, it was an unknown field for many – even in communications agency-land – let alone, on the corporate front.

4 years on, it still appears to be a challenge. Still corporate Social Media Managers are coming and going at speed, citing bad culture fit, lack of understanding, lack of leadership and red-tape issues. Even at agency level, the integration of social media is not a natural fit in so many cases. Not only that, the positioning of an employer brand in hiring generically through social – continues to be a corporate challenge. Managing word-of-mouth and social exposure, is tough.

SMM hire image

I’m going to be discussing this at an event we are holding in the late afternoon of 25th June in Central London; where we look at the factors that are essential in hiring and using social media in our talent culture.

Some of the headlines of I will be covering in my own talk around `Hiring the Right Social Media Manager For YOUR Business` are:

1. Culture

2. Preparation

3. Audience 

4. Leadership

5  Measurement 

6. Career Objectives

These are factors which are essential in understanding why, who and how you will select your Social Media Specialist – whether it’s a Director, a Manager, a Community Manager, or a Content Specialists for your business’s budding social media profiles.

If this interests you – then it’s only ONE THIRD of what is on offer at our event.  We have Social Business Specialist Tiffany St James, presenting on building a Social Business Culture that will allow your business to thrive in Social Media execution; and we have Social Recruitment Expert Bill Boorman, guiding you though using social media to identify the tricky to reach talent, like specialist IT people and the like.

I’m a nice bloke who knows my stuff, sure – but THESE guys are box office. And the event is free, as we’re covering the costs.

Tiff

Steve stockpicBillBoorman

I hope to see you there – grab your FREE ticket by clicking the humongous Eventbrite sign below…

eventbrite

 

 

 

 

 

*Respectfully, this is aimed at Business Leaders, Hiring Managers, HR & Inhouse Recruitment Specialists in this space – and please not for other recruitment agency professionals or consultants to attend. There are limited spaces and we want to bring the best value for all concerned. Tickets taken by recruitment agents may get re-allocated. Thank you, and sorry. 

 

 

Solving the `Candidate Experience` Conundrum

The Candidate Experience remains a hot topic around recruitment. It’s a worthy discussion area, and although I am often a justifiable defender of the `Recruiter Experience` in this discussion, I absolutely recognise the value in effective candidate communications and care. If nothing else, be aware that your next neglected candidate may turn out to be a famous comedian

I took part in a public Google+ Hangout last week, hosted by Colleague Software and Bill Boorman, which discussed and debated the merits and methods of the candidate experience; from the recruitment agency angle. The recruitment agency side is often less credited in these discussions, but actually – it’s where the experience is at its worst.

I don’t need to go into detail about why it’s bad. Every person reading this blog will have had their CV ignored, applications neglected, communications non-existent – even going as far back as the 1990s, walking into a Kelly Services* on your high street and getting eyed up & down by 5 heavily mascara’d women with attitude and being shoved a clipboard and a form with the instructions “Fill that in”.  (* other high street based agencies were available in 1995…)

But let’s ignore that. I’m here to outline the solution, in the way I explained it last week. But to recognise the solution, we have to understand the stem of the problem.

It's 2010 Recruiters - Say bye-bye to `Dodging Gate-keepers` and Get Social!

The problem is that typically recruitment agencies TRY to attract too many candidates. The old high street habits die hard. The open arms advertising approach of “Come and Register, We’ve got Jobs” is a bad philosophy; and it still happens now. Because what you are saying `Anyone with a pulse, and the ability to read this sign, come in`. Then the random candidate walks in, and you have no jobs for THEM because you don’t DO THEIR kind of work. Candidate dissatisfaction clearly; and so the negative candidate experience starts there.

Now, we do it on job boards. 150 people apply for a job through reed.co.uk or Monster, and only 5-10 of them match. Many of the rest were `random walk-ins`. Sometimes they get told they’re unsuccessful; mostly they don’t.

So here’s the stem of the answer.

STOP SPRAYING AND PRAYING ON GENERIC JOB BOARDS!!!

Sadly, the filters on job boards are just not strict enough to stem the flow of random applications, and so the system is set up to fail. It’s too easy to apply for a job through these channels, and the easier it is to apply, means more will apply because of erroneous keyword prompts landing in their inbox. LinkedIn have gone even further with this, with the `Apply with LinkedIn` function – which again allows the fast-food application process that creates increased levels of candidate disappointment.

THINK A FOOT WIDE, A MILE DEEP; NOT A MILE WIDE, A FOOT DEEP

I summarised at the end of the Hangout last week by recommending that people “Focus on the 100s, not the 1000s”. Establish your Identity, and know your market, your niche, where you kick ass – and focus on the talent pool within that pot. Now that doesn’t mean pick a niche job board and lob your jobs all over it – although it’s an improvement. It means focusing on small clusters and being a centrepiece in those industry-focused communities. Now this takes a heck of a lot of giving. Communication, Advice, Content Curation, Involvement & Integration, Relationship development, Recognition of sources of Market Influence, Positioning within Thought-Leadership, Social Media & Offline Networking; and creating the level of visibility and positive notoriety that engenders the recruiter as a centre-piece in the industry.

Now that takes time. OK yes, but you can spend time either A) doing that stuff, which involves communications and focus on people you WILL place, and enhancing your reputation and perception; or B) you can do it writing lots of job specs, for lots of job boards, filtering irrelevant CVs, sending emails to irrelevant applications, leaving lots of answer machine messages with disinterested HR Managers.

FB likeMy point is – If you make every outbound action focused on your market niche; then you increasingly make every inbound communication focused on your market niche. When you increase the percentage of accurate inbound enquiries and applications, then you decrease the rejection cycle, and you lessen the chance of a bad candidate experience.

The Golden Ticket is never having to advertise, because your effective market penetration means the referral, recommendation and approaches through visibility factor is such that it satisfies your demand for talent, and recommendations are rarely bad ones. Furthermore the level of understanding for delayed replies is greater.

Bad candidate experience comes from incessant and habitual desires to try and reach out to too many people. You are inevitably going to let people down.

Cancel the burden of candidate rejections, by stopping asking for them to apply. If your candidate experience is bad, I’m sorry to say; it is predominantly your fault.