Broadcast works? #socialrecruiting

Pic creds: Broadcast worksA tweet this morning from @WilliamFischer of TwitjobSearch caught my eye. The subject of the tweet was the top 3 followed companies that post a job stream. The live data was taken from the TwitJobSearch engine, and read:

Leaders from @twitjobsearch index of co’s using social recruitment: @razorfish @mtvnetworksjobs and @starbucksjobshttp://bit.ly/anyC3C

The link leads to a list of  the most followed companies with Twit jobs accounts. The top 6 are shown below.

I accept there are some big brands here, but the top 20 list includes UK Marketing Recruiter Major Players, and a number of other smaller brands and individuals.

Top of the list is Razorfish with 34,161 followers. Major Players are 9’th with 5278 followers. You have to go down to 60 on the list to find an account with less than 1000 followers. (JB Hunt – A transport company recruiting drivers in the UK).

Given that there are a large number of employers without Twit Job Accounts, that’s a lot of people following twitter streams that contain little if anything else other than jobs. The feedback I have is that most of the followers are active job seekers, and that’s without considering the number who search on key-words or hashtags to find what job links are getting posted in the stream.

Another tweet from Michelle Rea of Social Honesty in Stockholm,  shows the potential benefits of posting jobs on twitter that many are missing. Her tweet reads:

Took a look at how many clicks my Tweets are getting. Seems between 2-4. But when I sent out a job ad it was 23!! http://ow.ly/i/6agE #hrsv

What I take from both of these tweets is that job only streams will get follows and will get click-throughs. Based on active follower numbers from the listed accounts, you stand a good chance of sourcing the right candidates this way.
While an active account will lead to much stronger employer branding, deeper connections and a higher level of candidate/recruiter engagement, a second jobs stream is far from a waste.
I think it is important to label the stream as a jobs only stream and to attach a link to a recruiter contact, but aside from that, will work without any engagement and should be an essential add-on to any social recruiting activity. promote the stream in all your social places, career and web site as well as on e-mail footers. invite all candidates to follow (you could use flowtown to mail all those with twitter accounts from their e-mail addresses.)
What are your thoughts? Do job streams work for you?
Keep being social ambassadors,
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11 comments on “Broadcast works? #socialrecruiting

  1. From our work at TweetJobs.net, we see some clients who do want to run purely a jobs-broadcast account – and you’re absolutely right, just putting the jobs out there does have an effect. However, based on the results we’ve seen to date, I’d offer three levels in terms of success.

    One – jobs only
    Two – jobs + targetted, relevant content
    Three – as above plus engagement & conversation

    Many of our clients start at the first (easiest) level and as they start to see initial returns will be tempted to put more effort in – so the cycle continues.

    • Thanks James,
      you would be in a good position to see all the options. I was a bit suprised by the level of follow for some of these accounts, without considering the aggregators that pick up tweets.
      I would never advocate having no live feed, but a jobs feed can clearly work.

  2. The only way such a job feed works in my opinion, is
    1. You’re a big corporate name
    2. You have a consistent stream of varied and interesting vacancies

    I would encourage every blue-chip corporate to have a job feed account, but only as an addition to conversational communication & outreach accounts from `client facing` staff members, who also direct the public to the jobs feed where relevant.

    There’s nothing `wrong` with broadcast, because Twitter is a public communication forum and we can all do whatever we like – but I wouldn’t waste my time having one unless I fitted the above criteria I mentioned.

    • @Steve – you’re spot on in terms of making better use, but even the simple act of HAVING a job feed on Twitter will help make your vacancies more visible (exposure to TwitJobSearch and Google, as just two examples). I fully agree though, that I’d prefer to see recruiters (agency or corporate) taking social seriously and actually engaging with the talent they seek.

      On a (kinda) related note – I spotted this blog yesterday, which set up some auto-tweet accounts with no bio and following no-one. The idea was to test the influence ratings on Klout. Makes for an interesting study. http://bit.ly/eEKX0m

    • Steve,
      There are quite a few companies being followed that aren’t giant. The top 6 are big, but then I would expect that. an agency I know well launched a feed about 4 months ago with no interaction and have advised that it is really working for them.
      I see this as an addition. i have read lots of advice not to do this but why not? I think people sometimes confuse personal use with beneficial use.

      • Hmm, I would say most of the top range of that list are significant organisations with a regular stream of vacancies. I include Major Players in that because they are a component of the second largest recruitment group in the world; Randstad.

        The point I totally concur with is the one you made in response James – do both, and discount neither. I work on the 80/20 rule of conversation versus broadcast – but the biggest use of Twitter is `listening`. I follow people in my industry and listen to what they are up to, and contribute to conversations surrounding that.

  3. I’d be interested to see how many followers of corporate twitter accounts with jobs are recruiters, keeping a close eye on live vacancies.

  4. I began delving in social media as source for attracting candidates approx 4 weeks ago via Twitter, LI and FB… I’ll let you know how it progresses.

    P.s. I concur with BillBoorman “If it works, do everything IMO.”


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