By Dan Stobbs, Social Media Executive at BlueSky PR
As social grows in importance, and we begin a New Year, many marketers will be reassessing their social media strategy. With this in mind, I have outlined my top tips on planning and implementing a successful social media strategy for your recruitment firm in 2019.
What are the key steps to developing a successful social media strategy?
It all depends on the overall organisational objectives of your recruitment agency. Too often social media is in a silo, and because of this, has goals that are unrelated to what the firm is trying to achieve. Instead, recruitment marketers need to set social media goals that support the overall objectives of their firm. By ensuring social media works in tandem with business activities it will help drive measurable outcomes.
For example, is one of your firm’s organisational objectives to attract more candidate applications? If so, a social media goal that aligns with this could be to increase the number of applications via LinkedIn by 5% each month.
Once you know your goals, you can decide on the best approach to achieving these by building your strategy around your target audience.
Who are you trying to target?
You need to have a deep understanding of your target audiences and how they arrive at decisions if you are to produce content that resonates with them. To do this, you should produce candidate and client personas – these are fictional representations of your recruitment firm’s ideal customers which enable you to clearly define and segment your audiences. To gain the insights needed you should ask questions that cover their demographics, psychographics and webographics.
For example, what is their educational background? How do they spend their spare time? What publications do they read?
There are a number of methods you can use to gather this data. If you haven’t already then you should work with your recruitment consultants to include this as part of your on-boarding process, so that they ask relevant questions and record responses into dedicated fields of your CRM system. Another effective method is to segment your database into small groups and target individuals with a survey containing tailored questions. Offering a small prize or incentive, such as a gift card for one lucky respondent, will increase responses.
After you have collated this data, you should work through it with your consultants to identify any recurring themes and use these to highlight the key characteristics of your candidates and clients. Once you have shaped your personas you should make them memorable and bring them to life by creating a name and an image.
What content should you post?
After setting your goals and establishing your personas, you should have the direction and insights required to produce content which achieves your recruitment firm’s objectives and meets the needs of your audiences.
It is important to ensure that the content mix across your social media channels is balanced and adds real value to your audiences. It is essential that recruitment firms move away from the outdated approach of using them as automated job feeds. Instead, use the ‘Rule of Thirds’ model to ensure that content attracts and maintains an engaged following. This is where one third of content promotes your firm, one third of your content shares curated content and one third is branded content.
How are you going to measure your success?
Your social media strategy is a ‘living’ document and will evolve over time depending on your business objectives, social media goals, and, of course, results. This is why it is incredibly important to set SMART goals so that you can measure social media performance and demonstrate its return on investment to senior management.
In conjunction with your SMART goals you should use additional metrics to help uncover trends and inform decision-making. These may include clickthroughs, impressions, follower growth and website referral traffic.
This will enable you to benchmark performance over time, evaluate your data and most importantly learn from it so that you can refine your strategy on an ongoing basis.
What makes 2019 different from any other year?
Whilst the social media landscape continues to evolve with ever-changing algorithms and new features for marketers to stay on top of, recruitment firms must also focus their attention on paid social.
With organic reach and engagement falling across social media platforms, more brands than ever are investing in paid social. However, this means two things for agencies – those who aren’t investing in it are missing out on generating leads, and secondly, with record levels of businesses using paid social this is causing the cost of ads to rise. This means that for firms new to this form of advertising any mistakes made will prove far more costly than they would have just a few years ago.