A candidate market that is moving fast can sometimes cause panic for employers needing to hire talent. We don’t always make our best decisions when we are in panic mode – this is why it’s important to always have a solid recruiting strategy that can be adapted to a changing market instead of always operating in a reactive recruiting mode, but that’s a post for another day.
One of the first things I see companies try to implement in a “hire fast, hire now” panic is having everyone in the company share their job postings on their social media sites. It’ll go something like this:
Dear Employee, As you are aware we currently need to hire x people in order to keep up with our workload. We would appreciate it if you would share our posts on your own social media channels, especially LinkedIn to help us get the word out.
1 of 3 things will happen next:
- Employee shares the company post without writing their own comments.
- Employee shares the post with an over excited, made-up paragraph like “here’s an exciting opportunity to join the best team in town doing the greatest work for the best customer, you don’t want to miss this opportunity to work with all of these really great employees doing the most valuable work of your life.”
- Employee doesn’t share the post.
With the first scenario, the share doesn’t tell their followers anything. At best it increases the visibility of your original post (so I hope your original post had compelling content). With the second scenario, most people aren’t going to believe that caption, if it sounds made up then it is made up. They really aren’t going to believe it when they see that several employees copy and pasted the same thing. Turns out, all three scenarios produce about the same results for your hiring strategy – nothing.
If you’re just holding tight to the idea that employees must share your job postings in order for you to hire faster, then make sure you are inviting employees to use their own voice when they share the content. You have to acknowledge that a person’s network trusts their voice & will be able to tell if you have employees using a company branded voice instead of their own.
-Invite them to share the post while telling their network what they enjoy most about their job – don’t dictate what that should be, let them be honest about what it is.
-Remove the pressure and make this optional. I’m not a fan of pressuring employees to use their personal social media for work, no matter how strong your pitch is for the greater good of the company. You also shouldn’t assume all of your employees are on social media or that they want to use their social media for work.
-Add this activity to your bonus referral program – reward employees for helping out with recruiting efforts. Yes, the entire organization benefits from being fully staffed, but incentivizing employees to go above and beyond and do work out of their lane is not unreasonable. Make it fair for everyone.
I get it, you want to spread the word about your open positions and you absolutely should, but you should do it in a way that’s going to produce results not just for the sake of activity. To hold yourself accountable to not do something just for the sake of activity measure the outcomes. Think of ‘end result’ producing measurements, for example:
How many candidates did this generate?
How many of those candidates were qualified?
Of the qualified candidates how many did we interview?
Of the interviews, how many did we offer?
Of the offers, how many accepted?
These are a few examples of things I always measure to determine if a new strategy delivered the proper ROI and how to predict recruiting spends for budgeting purposes. You can break it down as detailed as you need or combine a couple of categories.