HRO Today September 2016 - 58

Talent Acquisition
Be sure to take a look at what hashtags other companies
and competitors are using and how they use them. For
example, L'Oreal uses #jobs on their careers Twitter feed.
Instagram Best Practices
It's no secret that this image-sharing platform is one of
the most popular social media platforms amongst young
adults. In fact, more than half of people aged 18 to 29 use
Instagram to share photos and short videos. Companies
are able to promote their brand and workday on
Instagram thanks to the search function that relies heavily
on hashtags.
The main components of an Instagram post are the photo,
caption, hashtag, and link. While up to 2,200 characters
can be used in a single caption, users will only see the first
few lines in their feed: In other words, short and sweet is
best. While it's tempting to stuff captions with hashtags,
it's better to stick with only a few per post. Not only do
too many tags look unprofessional, but non-specific ones
(such as #job or #work) are also used so often that posts
could get buried within minutes.
It's also best to incorporate hashtags naturally into the
caption. For example, something like:
#CompanyA is #nowhiring new site supervisors! Visit jobs.
companyA.com and apply today.
One caveat to posting on Instagram is that clickable links
aren't allowed. Though the web address can still appear in
the caption like in the example above, a link shortener tool
like Bitly should be used to shorten the address. Including
this shortened link in a caption saves space to give more
room for actual content. Another option is to include the
link in the image itself and direct people in the caption
to apply there. It's a bad idea to post about job vacancies
without giving any direction for potential employees to
go. Users can also put the link in the profile, where it is
clickable.
What type of content to share on Instagram might depend
on the company's overall content strategy. Organizations
still in early stages of working out content strategy should
try looking at their competitors to see what they're
posting. This is also a great way to see which hashtags are
best to use.
Twitter Best Practices
With more than 100 million users, Twitter is an excellent
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HRO TODAY MAGAZINE | SEPTEMBER 2016
platform for finding potential workers. Like Instagram,
Twitter relies heavily on hashtags to share and find
content, but there are significant differences. Twitter only
allows 140 characters, forcing users to create short and
catchy captions. Links are also allowed, making it easier to
direct people to job listings.
It's best practice to use no more than two hashtags per
tweet. Similar to Instagram captions, tweets with too many
hashtags come off as unprofessional and take away from
the limited characters available for content. Incorporate the
hashtag naturally into tweets and include a short link to the
application at the end. For example, a game development
studio could write something like:
Looking to launch your #construction career? We're looking
for site supervisors to join our team. #hiring [short link]
The history of a hashtag also matters and should be
checked. While it's tempting to include a trending hashtag
for more exposure, oftentimes these are associated with
controversies, political missteps, and breaking news
events. Fortunately, Twitter lists trending hashtags
underneath users' profile info, giving quick access to all
associated tweets. For non-trending hashtags, simply
use Twitter's search function, which groups results into
popular tweets, photos, and videos.
Putting It All Together
Though Twitter and Instagram use hashtags in different
ways, fitting them into a coherent recruitment strategy
doesn't have to be difficult. Twitter allows users to share
photos and videos, meaning you can use the same content
originally used for Instagram (keep in mind that adding
a photo or video takes away from your character count).
Many always-on hashtags used on Twitter are also used
on Instagram, reducing the need to research relevant
hashtags.
As with any social media marketing strategy, recruitment
is all about creating a consistent brand image across all
platforms. Hashtags accomplish this while also expanding
reach to new users. Did someone tweet #nowhiring?
Michelle Stedman is vice president of operations and talent
management strategist of BirdDogHR.
http://www.companyA.com

HRO Today September 2016

Table of Contents for the Digital Edition of HRO Today September 2016

HRO Today September 2016 - 1
HRO Today September 2016 - 2
HRO Today September 2016 - 3
HRO Today September 2016 - 4
HRO Today September 2016 - 5
HRO Today September 2016 - 6
HRO Today September 2016 - 7
HRO Today September 2016 - 8
HRO Today September 2016 - 9
HRO Today September 2016 - 10
HRO Today September 2016 - 11
HRO Today September 2016 - 12
HRO Today September 2016 - 13
HRO Today September 2016 - 14
HRO Today September 2016 - 15
HRO Today September 2016 - 16
HRO Today September 2016 - 17
HRO Today September 2016 - 18
HRO Today September 2016 - 19
HRO Today September 2016 - 20
HRO Today September 2016 - 21
HRO Today September 2016 - 22
HRO Today September 2016 - 23
HRO Today September 2016 - 24
HRO Today September 2016 - 25
HRO Today September 2016 - 26
HRO Today September 2016 - 27
HRO Today September 2016 - 28
HRO Today September 2016 - 29
HRO Today September 2016 - 30
HRO Today September 2016 - 31
HRO Today September 2016 - 32
HRO Today September 2016 - 33
HRO Today September 2016 - 34
HRO Today September 2016 - 35
HRO Today September 2016 - 36
HRO Today September 2016 - 37
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