Wednesday, May 1, 2019

Tips For Using Social Media For Recruitment in the Modular Building Industry

An article by Matt Berman, creative marketing consultant

Let me cut to the chase. If you're looking to use social media for recruitment, you should be clear about what your purposes and goals are. Specify which positions you're looking to fill and investigate some social media accounts of people like that. Recognize that you must diversify your content, to include recruitment posts, as well as general information about the company.


This will allow you to both directly speak to anybody on the job hunt, as well as indirectly communicate your brand's value to potential new hires as well as prospects or active customers.

Identify Your Purpose & Goals

Let me cut to the chase. If you're looking to use social media for recruitment, you should be clear about what your purposes and goals are. Specify which positions you're looking to fill and investigate some social media accounts of people like that. Recognize that you must diversify your content, to include recruitment posts, as well as general information about the company. This will allow you to both directly speak to anybody on the job hunt, as well as indirectly communicate your brand's value to potential new hires as well as prospects or active customers.

Work "Inside Out"

If you don't have a clear brand identity, recruitment will be hard. Your HR and recruitment team should partner with marketing to determine what the brand's value actually is to a potential employee. Some of these things will be obvious, like your compensation packages, benefit plans, etc. Other things will be less obvious, like your "company culture." That can sound like a lofty topic, but it's important to people whether they can articulate it or not.

The allure of social media's ability to reach almost every person on the planet can be intoxicating for businesses. For small businesses, especially, social media platforms are great outlets for communicating your message because of the low barrier to entry and the low (or no) price point. However, just because you *can* reach anybody on Earth doesn't mean you will. There is so much content out there it can be impossible to filter through effectively.

"Content Is King" But "Distribution Is The Kingdom"


Without content (copywriting, graphic design, video, audio) you can't communicate your message on social media. So the phrase "content is king" refers to how powerful good content can be for marketing. People want to investigate on their own time, not just be sold directly by somebody. Glassdoor reviews, comments on social media, and other places are giving prospective employees an inside look into how a company actually is.

Building out your distribution channels (social media accounts) will allow you to generate natural, organic reach within your audience. That is important because it cuts down on the need or cost of paid advertising on these sites; which essentially is paying to break through into other people's feeds. In terms of recruitment, you're better off drawing from pools of people that are closer to you but in the event you need to reach beyond your own circles, a paid campaign could be beneficial - especially if time is of the essence.

If you have the ability to be more patient, it is advisable to grow your social media presence through consistently producing & publishing quality content, and generating PR when possible. Having other people talk about you is incredibly valuable, because it builds the perceived trust in a prospective customer, or in this case - a recruit.

Here are some things to consider with respect to recruitment:

1. Show Actual People In Your Pictures


Telling potential recruits that your staff love their job, but having no pictures to show telling that story is odd for people. People need to see it to believe it; so make it easy for them to find. Share pictures of your people often, and show them enjoying their work. Teamwork is huge, especially in the construction industry - where that teamwork means creating a safe working environment.

2. Test Multiple Creative Messages

Everybody will be trying to say the same basic things, "it's great to work here! Don't work for our competitors! We treat everybody so well!" Figuring out angles to take on that which haven't been seen before, creating test campaigns to identify what's working, these are the ways people can become successful at finding content that "hits."

3. Experiment With Mediums

Depending on your market, the positions you're looking to recruit for, and other factors, some content will be more effective than others. For the most part, the most cost effective content for recruitment is photography, with light graphic design to frame pictures. Videos can definitely help tell the story about key individuals too. It's all about showing your team in the best light possible.

4. Explore Various Platforms

LinkedIn tends to be a great platform for finding executive level management, or office staff. Instagram and Facebook are good for finding laborers or entry-level positions. There are so many places on the internet that people congregate, so having your HR or recruitment teams exploring different online networks is a good thing. You never know who you'll meet where.

Have Fun!

The process of finding new employees is exciting. That means you're growing and your company has a need which can provide more people with a good living. Creating content for your social media accounts can be a drag, and it can take you away from the core work of your company - which is why agencies like mine exist.

If you're looking for support in creating the kind of content that will drive potential employees to your door, DM me or email me: Matt@phillyMADEcreative.com

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