Employee Referrals + Social Media = Social Employee Referrals, Part Two
As our companies continue to grow we are always looking for new talent to bring in and where better to find that talent then through our existing employees and their social networks. Part one of this three part series looked at how we need to educate ourselves on what networks our employees are using as well as educating them on why they should be referring contacts. Let’s continue the social employee referrals journey by now discussing how to preview your posts, tracking services, sending targeted jobs to the right people and how to request employees to post to their social networks.
4. Social Employee Referrals gives you Branding abilities. When creating URL links, check what the preview looks like.
The preview is going to be the first thing the potential referral will see. We need ensure relevant information is being displayed on the URL of the job in the preview. Sometimes previews on Facebook will have HTML tags that aren’t seen by the naked eye when looking at the job advertisement. Create a test URL by taking a current job vacancy from your ATS and paste it in a URL shortener. Share this link on your network, and see what is being shown. Along with our employee’s message of the job vacancy, the preview is the first thing a potential candidate will see, and it’s imperative to have a good first impression. We also need to make sure that what is being seen makes sense and fits the social branding we are trying to convey.
5. Sign up for URL tracking service, or a Social Employee Referrals’ technology such as Careerify.
We have built templates for our employees but now we need to understand which message is resonating best with candidates. This is where a URL tracking service, such as Google URL shortener or Bit.ly can help you take longer links and shorten them into 20 characters or less. This not only gives you the ability to use the remaining 120 characters as creatively as possible, but it permits your organization to understand their effectiveness by measuring exposure and click through rates.
To understand applications, interviews and hires, technologies such as Careerify will not only provide insights to these metrics, but further provide multiple language ability, targeted ads to specific social networks and controlling the brand to ensure employee’s messaging is consistent. Companies such as Deloitte, Blizzard, SunGard and others rely on these services to further infuse their social media strategy with their employee referral programs.
6. Social Employee Referrals allow you to send employees targeted jobs you would want to send out.
We need to understand that social networks are exactly that. They are networks where each user has a commonality between them. So we can assume our employees know people in similar locations and have the type of education to fit similar jobs. We suggest creating a list of employees who are most likely to have contacts, as an example, for marketing jobs. With these lists you can send specific jobs to these people to send to their networks (with the appropriate messaging) and significantly increase your chances of receiving a referral, and having your brand resonant on the respective employees’ social networks.
7. Social Employee Referrals allow you to request to post on social networks.
As we said earlier, employees are busier than ever and pretty much need to be guided on what to do, due to their lack of expertise in the recruiting domain. So we recommend when sending out an email, suggest to employees to post a provided message via their social media networks to connect with people they know. In the email let the employees know that their efforts are greatly appreciated. Companies may opt to reward this behavior by providing perhaps a small extrinsic reward, as discussed in this blog, “Rewarding Within our Employee Referral Program.”
In the finale of our three part series we will look at how to track the links we send to employees, how talent acquisition can contact potential candidates directly, how to target messaging to contacts and providing feedback to employees and referrals.
We always love to hear your thoughts and questions. Please leave a comment below and we will respond as soon as possible.