• Tips for Developing an Effective Social Media Strategy

    Spotlight for Recruiting Professionals
    July 24, 2013

    While social media is a fluid communication vehicle, it’s best to be strategic in your approach when using it as a tool for professional pursuits, such as college recruiting. Following are some tips for creating an effective social media strategy:

    • Align your social media efforts with organizational and departmental goals—Your social media plan should include a mission, short-term and long-term goals, objectives, and suggested participation levels. Furthermore, having a social media plan in place will help you obtain support for your efforts and buy-in from management and throughout your organization.
    • Tell your story strategically—Have a communications strategy and an editorial calendar that complement each other. If you know what your goals are and who you’re recruiting, you can tell a story and be a valuable source of insight and information for your talent community.
    • Determine how to tell your story to each market—Because of the different features and limitations of each social media service and your audience’s expectations for the ways they interact with you through these services, your strategy for Facebook, for example, will be different than that for Twitter. Identify and take advantage of the strengths of each service to maximize your reach and amplify your message.   
    • Provide experiences, content, and insight—Building a presence is important, but it’s what you offer and the strength of your relationship with your talent community that determines if your efforts are effective. If you interact in the two-way communications model of social media, your audience has a window into your community and your corporate environment. Answer questions and share videos that offer a glimpse into your culture, and have your hiring managers put context to the content that you’re providing. Make it personal and meaningful to what’s happening with your audience.
    • Increase the engagement of your talent community—Make the content you’re developing and posting more interactive by including polls, questions, and contests, and invite people to share user-generated content.
    • Bring students back to your site—Whenever possible, include a link to your website in tweets, updates, and posts. Whatever channels you are on, drive the audience back to your career site so they can find out more about your organization and have access to more of the resources you offer.
    • Measure your effectiveness—Analytical tools can give a daily snapshot so you can monitor and adjust your social networking accordingly, and provide actionable data so you can optimize your content. Understand what you’re trying to measure, set up benchmarks, look at your strategy and what content you’re providing, and if that content is doing what you want it to do.

    NACE’s Social Media Mashup will be held August 22 and 23 in San Jose, California. For more information, see www.naceweb.org/events/social-media-mashup.aspx