Spotlight for Recruiting ProfessionalsJune 18, 2014
There are two critical components of building a social recruiting strategy Christopher Carlson has identified that might be helpful in your efforts.
The first, writes Carlson in his NACE blog series, addresses content and branding, and how they translate into the virtual world.
“The content that is developed for the virtual world needs to be both engaging and compelling so that individuals will return time and time again,” advises Carlson, senior manager, talent acquisition at Booz Allen Hamilton. “This component takes some time to develop as you need to think about how you feed your message across all outlets, how you highlight your employee value proposition, and how to enhance the candidate’s experience.”
Carlson recommends translating the key messaging from your traditional campus information session into virtual messaging, and balancing that with the technical and functional expertise that you share during classroom presentations or case competitions.
“You also have to think about how to touch as many candidates, if not more, with these messages in quick hits and then drive these connections into the pipeline,” he says. “There are a number of companies out there that do a tremendous job with this component and have been doing so for a while, so it is important to think about how to set yourself apart.”
The second component is direct sourcing to identify talent, which Carlson says isn’t always a popular approach among college recruiters.
“However, it is what I know and is always forefront in my mind,” he says. “I know that I want computer science majors who have internships, so I am going to go after those candidates. There are candidates out there who don’t want to go to a webinar and, for that matter, do not want to go to an in-person career fair, but they are candidates we still want to reach.”
The challenge now, Carlson adds, is determining how to integrate these two components.
“You are not going to be able to recruit a candidate if you don’t have a compelling employee value proposition or brand,” Carlson says. “Likewise, you can brand yourself all day long, but you may not ever reach the candidate pool you want without some good old-fashioned direct sourcing. How can we feed the student’s need to feel engaged if we don’t go to campus? That is our greatest challenge and where I think the greatest transformation within university recruiting is taking place—tapping into the social networks.”
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