March '19

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12 THE SHOP MARCH 2019 "Each can complement the others in a complete recruiting effort." You can also connect with promising candidates by being active in your alumni and industry groups that are hosted by LinkedIn, Facebook and other platforms. "Post items about new activities, loca- tions, launches or whatever else is news- worthy about your business," says Mazin. You can post messages in those same group forums about your need for people with specific expertise. This gives everyone the chance to get involved with your success. "Everyone likes to receive a job invita- tion," says Craig. "And people will appre- ciate the opportunity to make brownie points with their friends by suggesting them for available positions." PAY FOR PLAY Informal messaging isn't the only way you can mine social media for new talent. You can also pay for employment ads. That can be especially effective when you are in a hurry to fill an opening. "Sometimes ads are successful and some- times not," says Mazin. "It doesn't cost a for- tune to try—maybe a few hundred dollars. Ads are good ways to reach candidates who PICK YOUR SOCIAL NETWORK Use social media to search for top-performing talent. Start by asking your employees which platforms they prefer, because your best prospects are using the same ones. Here are the most common options: LINKEDIN LinkedIn pioneered the concept of social recruiting some 15 years ago. Still the most popular platform for top-level professional networking, the platform has in recent years become a more popular hunting ground for lower-level job candidates. Today its 560 million users happily connect with fellow employees while getting a leg up on new job openings. Tips and tricks: Participate in groups. LinkedIn groups help you establish your business pres- ence. Many are good places to post job openings. Use "LinkedIn recruiter" to finds passive candidates. The system recommends the best search filters to find the candidates you need. FACEBOOK Facebook is the world's biggest social network. How can you argue with 2.2 billion monthly users? The atmosphere is a bit more friends and family than the more professionally minded LinkedIn. Tips and tricks: Chat with your customers. You are more likely to meet your current customers here than on LinkedIn. Invite them to assist your recruiting efforts with posts such as: "Do you happen to know anyone with the following skills who might like working for us?" Place paid Facebook ads customized for display only to users with specific demo - graphics such as location by zip code, current job position or employer, degree obtained or previous experience. TWITTER Twitter boasts 330 million monthly users posting on everything imagin- able. Twitter tends to have a more "open communications" environment, meaning you can reach out to people in your target employment pool without seeming too intrusive. Just watch how other users behave, then follow suit. Tips and tricks: Use Twitter hashtags such as #hiring or #jobs to help people quickly find your job postings. Use the lingo. Twitter is more freewheeling than LinkedIn. Think gearhead not auto - motive enthusiast. INSTAGRAM Instagram is a "photos only" social network with 813 million users. If your current employees and customers utilize it to share images, you may want to establish a presence as well. Tips and tricks: Establish brand awareness by sharing "behind the scenes" pictures of your workplace and projects in progress. Combine Instagram images with other social media. For example, a Twitter post can include an Instagram picture. SNAPCHAT Snapchat is another photo network, but the difference is that the images of its 330 million users disappear after a set period of time. Like Instagram, Snapchat is a vehicle for showing off your business brand to potential job candidates. Tips and tricks: Use snaps to tell stories about your company events and share your interactions with candidates at job fairs. Close each story with an invitation to visit your website or to participate in your other social media activities. ONLINE RECRUITMENT 12 THE SHOP MARCH 2019

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