HRO Today March 2018 - 35

Talent Acquisition
conferences and events which could contribute to helping
them learn and grow in their area of expertise, " says
Yoh's Director of Operations, Mike Dachenhaus.
By frequently posting content that provides value to
potential contractors, companies can increase their
presence on social media, thereby increasing their
impact. " HR leaders that post thoughtful content
frequently will see it shared-and the power of the
referral and social media share will one day lead it to
end up in front of that passive candidate who can then
further explore and research the company's brand and
career opportunities, " says Riemer from CareerArc.
According to Pontoon's Grogan, " snackable " content
is also extremely effective at generating candidate
engagement while delivering valuable information.
" Snackable content can consist of six-second videos,
photos with grabbing headlines, or videos with subtitles
so people can read along without having to play the
sound, " she explains. " Social media is a great place to
take a headline from your latest marketing campaign or
your employer brand strapline and bring it to life with
images, stories, and videos in a snackable format. "
By providing a place for talent to engage in meaningful
learning and dialogue, HR professionals can improve
their reputation as a thought leader and employer
of choice among top contractors. " But, be mindful of
the fact that you cannot serve every variable of the
contingent workforce well at the same time, " warns
Dachenhaus. " Define and focus on a narrow skillset or
segment of the population that is aligned with your
business goals and set forth to nurture them well. "
And nurture you must, for the management of social
engagement is a daily task. " The more you are seen
sharing relevant and meaningful information and
sharing potential opportunities, the more share-of-voice
you will gain to support your efforts, " says Grogan.
Shaping Strategy with Analytics
Organizations that wish to optimize their social
recruiting strategies for contingent workers can
begin by tracking and analyzing key social media
and marketing metrics. This evaluation process can
encompass recruiting efforts for both contractors and
permanent full-time employees-but while the same
metrics can be tracked for both, employers should use
the data to derive specific insights that apply to each
individual group. By utilizing social media metrics
together with more traditional measures like time to
fill or cost per hire, companies can get a clearer idea of
what works.
Social media data can be used to identify where users
are most engaged so that talent acquisition teams can
more effectively target their messaging. " Social media
networks provide a wealth of data for recruiters by
way of impressions, engagement rates, click-through
rates, and audience demographics, " says Grogan.
" Companies can leverage the data collected by social
media networks to design recruitment social media
campaigns that put their vacancies in front of the most
relevant audiences. They can conduct simple A/B testing
to determine what message resonates best. "
According to Riemer, other engagement metrics
organizations can track include " ...the number of
increased followers on a social media account, number
of referrals and applicants, number of shares on a
specific social media post, as well as the number of
positive interactions on social media. "
A company's marketing function can provide additional
data to supplement these metrics. " Partner with your
marketing organization to set up effective tracking
mechanisms to measure how people are finding you,
what content they are interacting with, and if they
are converting to your recruiting platform, " says
Dachenhaus. " Use this data to further tweak and
enhance the type of content you are creating and
sharing across your toolset. "
By partnering with the marketing function, HR teams
can examine metrics like views, clicks, and conversions;
but according to Dachenhaus, this is not sufficient
for determining recruitment effectiveness. " A
strategy could appear to be highly effective because
it is garnering views and converting site visitors to
applicants, but if these applicants do not result in a
hire, you have actually introduced inefficiency into your
recruitment process. You must figure out a way to tie
together your media efforts and your placement data so
you know clearly what spend is translating to revenue, "
he explains.
MARCH 2018 | www.hrotoday.com
[35]
http://www.hrotoday.com

HRO Today March 2018

Table of Contents for the Digital Edition of HRO Today March 2018

HRO Today March 2018 - 1
HRO Today March 2018 - 2
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