If you think your recruitment and brand-building needs are covered just because you’re on Facebook, think again. While Facebook is a requisite part of any successful contemporary recruitment strategy, it’s not requisite. In fact, several other social media sites come with abundant advantages — particularly if you know how to leverage them into results. One of our top picks? Twitter.

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Let’s take a closer look at why your organization should be using Twitter, along with some best practices for putting the brevity-focused social networking site to work for you.

Why Twitter?

Twitter boasts $320 million active monthly users, along with a billion unique monthly visits to sites with embedded tweets. While this sounds promising, you may be asking yourself, “What does that have to do with recruiting?” The short answer? A lot.

According to The Undercover Recruiter, 39 percent of all job seekers use Twitter and a whopping eight million cite Twitter as a source for their current positions. The takeaway is clear: if your organization isn’t on Twitter, you’re missing out on a significant subset of the job-seeking population.

Optimizing Twitter for Talent Acquisition

There are several different ways to build your brand through the ‘140-characters-or-less’ social media site. The first step? Follow the lead of companies like PepsiCo, Intel, UPS, Google, and even Twitter itself (@JoinTheFlock) and create a Twitter account just for cultivating an employer presence. Why? Because while your corporate accounts focus on attracting customers, talent-specific accounts take a different, targeted approach aimed not at selling a product, but at selling the brand to potential employees.

There are several different ways to build your brand through the ‘140-characters-or-less’ social media site. The first step? Follow the lead of companies like PepsiCo, Intel, UPS, Google, and even Twitter itself (@JoinTheFlock) and create a Twitter account just for cultivating an employer presence. Why? Because while your corporate accounts focus on attracting customers, talent-specific accounts take a different, targeted approach aimed not at selling a product, but at selling the brand to potential employees.

How, specifically, do you go about doing this? By providing reliable and diverse content which highlights your corporate culture and positions your brand as a thought leader. Some simple ways to raise your employer profile? Post original content, for starters. But that’s not all. Everything from re-tweeting compelling articles and creating hashtags to sharing events and using dynamic multimedia forms can help you build brand presence and loyalty over time.

One caveat? Twitter is not a job board, and while featuring the occasional job opening every now and then is acceptable, posting it incessantly can detract from your message and yield diminishing returns. And while the end result may be the same — creating and nurturing a talent pool — the purpose is very different.

Think of it this way: in an era during which adding value is one of the most important strategies a company can employ, attempting to attract the best talent by utilizing a consistent, responsive, and useful Twitter account lends itself as an invaluable brand building and pipeline-filling tool.

Use WittyParrot to enable approved, automatic posting to recruiters and employees’ personal networks – and reach more candidates faster. Watch here.

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