It could be argued that recruiters have always been ahead of the curve in the social media world, jumping on the latest social media platform regardless of its intended purpose and testing out its abilities as a potential new recruitment tool. And why not? Candidates are moving so fast that failure to be an early-adopter of a new platform could leave recruiters at risk of the best talent ‘virtually’ passing them by.
As we know, recruiters have a habit of being these early-adopters with the domination of LinkedIn just one example which has arguably changed its initial purpose entirely, moving from the ‘professional Facebook’ to the World’s leading passive job board. In the same way many recruiters have been experimenting with some of the more recent and unusual social media channels in order to innovate their recruitment strategy and subsequently increase the appeal of their employer brand.
Here are three examples we’ve compiled demonstrating unusual ways companies have effectively pushed the boundaries of social media recruitment:
1. Tinder and NEXT
The world’s most popular ‘dating app’, Tinder, has an estimated 10m daily users and clocks up an impressive 850 million ‘swipes’ every single day. The premise of the app is that users can only start a conversation if there is a mutual ‘like’ swipe, known as a ‘match’ – which, so far, has occurred over 1bn times (an estimated 15m matches each day).
In its most simple form, recruiting is about matching candidates with roles – finding the perfect match for each partner. So why not look to Tinder to make this match?
So far, only modelling agencies (rumoured to include fashion outlet NEXT) have been making use of the superficiality of the app to recruit users with ‘model potential’. This works by swiping right to a profile based on whether the recruiter feels that person has model potential and, in turn, the perspective candidate will swipe right to the job profile and description if it appeals, creating a match. From here, the recruitment process will move onto the next stage with the exchanging of email addresses and CVs.
Although not yet used for mainstream recruitment, alternative, branded versions of the app are popping up. Just one example is the University of Salford, which built its own application that it launched this September to match students going through the clearing process with their best-suited courses. Watch this space.
2.Snapchat and Likeable Media
Snapchat is a photo messaging application used by over 100 million people on a monthly basis and works by allowing users to share images, text, drawings and video that will disappear after a set amount of time (maximum 10 seconds). A recent survey of 1,600 college students by college-centric marketing company Sumpto found that 77% of students use Snapchat daily, so it’s no surprise that companies who are looking to hire from the graduate talent pool are beginning to make use of this channel.
Likeable Media, a social media marketing agency in New York is finding that there is value in the photo sharing app as a recruiting tool. As an alternative to CVs, the company invited applicants to ‘wow’ their decision makers by sending creative 10 second video pitches explaining why they would be the perfect fit for the company. They received more than a dozen messages within a single month from prospective employees, with roughly a third of applicants invited for interview.
This is a great example of how early use of a platform that is not designed for recruitment has achieved proven results for a business. Snapchat is not only fun and easy for candidates to use, but is also a great method of assessing a candidate’s communication skills in a way that a CV alone is unable to do.
3. Vine and Aviary
Vines are short videos that run on a loop, making them an effective platform for sharing well-made content that expresses a company’s ethos.
Aviary (an app development company) are an example of a brand that did this extremely effectively by allowing users to see several members of the team enjoying themselves in the workplace, while simultaneously appealing to jobseekers for specific roles. See how they made great use of the Vine platform for recruitment here.
The above examples are by no means mainstream recruitment channels just yet, but this early-adopter approach to strategic recruitment has put the employer brands of these companies on the map. So, watch this space, as there are sure to be more great examples to come across platforms that don’t yet exist.