At the recent #truNora event, Felix Wetzel of Jobsite UK made a comment that they experience a real spike in traffic between the hours of 7.00 and 9.00am and 5.30 – 8.30. The figures showed that much of this traffic accounted for the access that came via mobile. (Mobile connections to Jobsite account for 5% and is growing rapidly.)
Keith Robinson of CareerSiteAdvisor and The Buzz, recounted how in the old days commuters used travel time to read the classified ad’s in the papers, using a pen to circle the ones that caught the eye. This rang true with me, thinking back to a 1 hour commute I used to make each day. On a Thursday, the Evening Standard published sales jobs, and there were 100′ of them. Whether I was looking for a job or not, I would spend my Thursday return journey nosing around, seeing what was being paid and who was looking. Occasionally, even when I wasn’t in the job hunt, something would catch my eye and I would apply. I guess we would term that now, passive job seeking.
Last week I travelled back from London to Northampton on two occasions. Virtually everyone in the packed commuter carriage had their head buried in either a laptop, an i-phone, the odd i-pad, kindle or mobile. Everybody was on-line for these golden hours either travelling from or to work. The old-fashioned newspaper browsing in the down times is now the time the most social activity is going on.
If I look at the twitter analyzer breakdown of when the twitter network I share is most active, I can see that these times coincide with the two hours before and the two hours after standard working hours. It’s also the times when I get most blog views and comments and Linked In messages. They are the socially active hours.
The Simply Hired report on job seekers states that 63% of UK job seekers are using social media in the job hunt. London-based futurologist Matt Alder, founder of Metashift, commented that with this in mind, the UK recruitment industry needed to catch up with its audience.
I would agree with Matt’s sentiments, and part of catching up should be ensuring a response to when the audience (job seekers) are on-line, so that you can reach them. This could well mean a rethink of the socially active hours for recruiters, third-party or corporate.
When working on any assignment, one of the best channels to locate people by skills (given the addition of skills to profiles), experience, location and job title/employer is Linked In. 30% of Linked In profiles show a twitter profile. You are far more likely to achieve first engagement via twitter than linked in, and a twitter response to a conversation is far more likely to bring about a response and start a conversation. You need to be live in the twitter stream when your targets are most likely to be active.
If you are going to be serious about social recruiting, you need a great career or website as a destination to take people back to. These are the links you post, the home for your blog, video and all the other applications that will keep visitors engaged and responding to your site.
When I was involved in the judging of the recent National On-line Recruitment Awards, one of the sites I looked at was the eventual winner UK Army. the feature that impressed me most about this site was a live chat area, where prospective candidates could get their questions answered. I’ve also seen this work very well for graduate recruitment with DeloitteNZ, who combine live video feed via U-stream and a Facebook fan page.
The technology for live chat is not expensive or complicated, what is important is scheduling to coincide when the largest % of your targets are on-line.
Equally, if you are getting spikes to your site at these times via mobile access, you need to think functionality. Simple log in without a complicated sign in is key here. Adding OpenID or sign in from twitter or Facebook will increase your visitors that stay and browse, as well simplifying bookmarking, so that commuting visitors can mark jobs down for later action.
These are just my thoughts on the social hours, but the big conclusion is that you need to be socially active when your targets are, and that might mean rethinking hours.
What times are your networks busiest? when do you have the best chance of engaging with your targets and how is mobile impacting on your social efforts? I’d be very interested in hearing about your experiences and views.
Keep being ambassadors,
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