Social media can be brutal. In very few areas of digital marketing is it possible to sink so much time but see so little return. With more and more recruiters having sunk a year or more into building their social recruiting presence, the reality is sinking in that many have simply not generated anything like the results hoped for. With this in mind, allow me to share 3 things you can do to turn things around ...
(Note: by way of background, as the Founder of a social media agency that helps recruiting teams and small businesses, we see people encountering these kinds of challenges all the time. Hopefully these pointers can help you to ramp up the results you're getting from LinkedIn, Facebook, Twitter and the like).
Profiling your audience and then seeking to appeal to their needs. Who is it your business wants to attract on social media? What topics interest them the most? What type of updates would make you a valuable part of their day-to-day lives? Most recruiting teams and businesses I talk with can't adequately answer this question. But if you can't do that, how can you consistently deliver value and insights to your target audience and draw them to your business like a magnet? You can't - so address this shortcoming before doing anything else.
Getting your profiles seen by your ideal candidates, clients, alumni or influencers. On every social platform there are tactics you can deploy to figure out who are the people actively using it. Then you have to narrow your focus down to just those who match your criteria for the people you want your business to reach. Focus your efforts on them - or the influencers who reach them - and you will see your followings quickly grow. Need help determining what those actions should be? Feel free to reach out and schedule a call.
Proactively start conversations. As a matter of fact, never pass up the opportunity to have a conversation. It's these interactions that lead to bonds being formed. They also trigger a flood of goodwill towards your brand and an avalanche of unprompted shares of your updates. But most importantly, they are the precursor to more meaningful business conversations materializing. Start a few dozen conversations this next week and you'll be amazed at what you start to see happening on your accounts.
I really hope this helps you to turn things around - and feel free to reach out to us on Twitter (@social_hire) if you need any further guidance.