LinkedIn, Facebook, Twitter, Google+. . . According to a SAS Léger Marketing poll of 1,000 managers of medium- and large-size Canadian businesses, less than one on five Canadian firms use social networks effectively. Just publishing on social media is not enough. Here are some tips on their more effective HR use.
Social networks have revolutionized the world of work and are now widely used. Rare, though are the CEOs and HR professionals who have an online action plan. Only 17% of Canadian businesses regularly post on social media and read what people are saying about them. While 30% of executives polled said that their company posted on social media sites several times a week, only three of five managers in this group were aware of what was posted.
Developing a strategy
“Like for a communication plan, professionals must first define their objectives,” advises Marc Snyder, social media consultant with emm-ess consultant. What is the objective? The target or desired clientele? Budget and schedule? The strategy adopted will not be the same depending on the answer. Social media consume time and require regular follow-up. “Having an online presence allows companies to recruit or paint an innovative image of themselves,” Snyder explains.
Should all businesses create an image for themselves? “Yes, and across all areas of activity,” says journalist Patrick Dion, also author of “Comment devenir une star des médias sociaux” (how to become a social media star). “If you are not present, your competitors are doubtless already there,” he continues. Some sectors such as communication, marketing, new technologies, visual arts and graphics began the transition quite some time ago.
Authentic communication
The second step is to select your preferred social networks. Social networks are a tool, so you should opt for the one most used by your target. According to Dion, “It should also be one with which you feel comfortable, as you will have to take part in the discussions and disseminate information.” Social media in effect means sharing. Advice must be posted online, and afterwards, the discussion must continue to be fuelled. The content also attracts traffic from the company’s career site.
Communicating your strengths and weaknesses—in other words, marketing yourself, is not enough. As social media consultant Olivier Zara puts it: “Companies should not oversell themselves—communication should be authentic.” Candidates are wary, and corporate posts are often perceived as a marketing pitch far removed from reality.
Objective: Recruiting
“Creating a LinkedIn account is essential for recruiting online,” adds the author of “Réussir sa carrière grâce au personal branding” (successful careers via personal branding). LinkedIn is today the largest professional recruiting platform in North America. There are two advantages to having a full profile: online and being able to contact potential candidates. Recruiters can subscribe in order to send requests for contact, allowing the company to access the LinkedIn contact database and post group e-mails.
Participating in discussion groups is a way to create a network. “Linked Québec is one of the most popular groups in the province,” says Roch Courcy, who is in charge of social media for Vortex Solution in Montreal. Employers can indicate in their profile that they are looking for a candidate. They share information as well as participate in the discussions.
“Developing a presence on Twitter is also interesting,” continues Courcy. “It allows companies to monitor tweets and to watch for retweets.” Stand out from the crowd by posting tips, recruiting articles or links to dedicated articles.
On Facebook, the approach is different. “As a company, you can get a open a page but not an account,” Courcy adds. “Facebook is great for recruiting summer students because young people are overrepresented. Signing up for Facebook ads is optional.”
Note that online, nothing is set in stone. Toile. While LinkedIn is today the leader in recruiting, Google’s new social network simplifies communication in discussion groups. Journalist Patrick Dion warns, “Google+ is going to step on LinkedIn’s toes.”
Employer brand
Communicating online is synonymous with the employer brand, which Snyder defines as: “It’s the company’s calling card, its positioning, what attracts the most interesting people.” He advises having a blog. “Company professionals can use it to present their ideas, opinions, main trends and corporate changes,” he lists. Facebook and LinkedIn accounts can link to the blog. Creating a corporate site to present the company is another option, with links to LinkedIn or Facebook profiles and Twitter accounts.
“Having a good employer brand means targeting excellence in your recruiting methods and HR management,” notes Zara. On the Web, everything is transparent and reputations are made quickly. Former employees can post negative contents on their blogs. It is easy to contact employees via social networks. On Glassdoor.com, employees can anonymously post their experiences under the Interview tab. In order to be entitled to respond, some companies subscribe.
A means of internal communication
Social networks are also used for communicating internally. On Facebook or LinkedIn, some businesses restrict groups to only their employees. “It’s like a bulletin board with information and job ads,” says Vortex Solution’s Courcy. “It’s an effective means of communication.” Will social media replace intranets? Zara doesn’t think so. They are by definition “a public space,” he says.
How frequently should content be updated to be effective?
Having an online presence requires time for updating content. “Its quality is even more important than quality,” explains Zara. How frequently should you update your main media? “Visitors must feel that there is some activity,” states Courcy. “One to three times a week is the minimum.” It can even be every day for a large group. He suggests implementing a publication calendar. Publish information at intervals, not all at once, for more fluid communication. Be present, but have something meaningful to say too. And be patient. “You won’t get immediate results,” Snyder says. “But content sites end up finding their public.” Courcy wraps up: “Social networks are like a big permanent 24-hour a day networking event.”