The effectiveness of your efforts can be measured in many ways—by reviewing your site counters, blogging comments and responses, and soliciting feedback from staff you trust as well as impartial colleagues. Be sure you have an idea of how many qualified candidates are applying before you begin this journey and where they’re coming from so you have a benchmark to compare against the number of qualified candidates you receive after all measures are deployed.
It’s important to understand that social media and other sources of hire categories aren’t independent of each other, rather they work together to impact most other sources. In fact, respondents to a recent CareerXRoads survey believe that “social media influences, drives or combines with seven out of 11 other sources.” This includes referrals, company career sites, job boards, college boards, temp-to-hire and career fairs. You may need to make some adjustments as you analyze the data over several months, but don’t move too quickly as you may need to give the campaigns more time to gain traction.
Don’t Get Pulled Over
Last but not last, employers must be careful with social media because employment law is really still in its infancy with respect to these platforms. Social media wasn’t around when anti-discrimination laws were passed in the 1960s. Unless job applicants have strict settings on their social media accounts, they may routinely broadcast revealing details about their lives including protected characteristics such as race, age, religion, disability or sexual orientation.
Make sure you have legitimate business reasons for looking at any job applicants’ social media identity, have an established screening and hiring process you follow consistently, and separate any social media inquiry from the hiring process. This means keeping the review of social media pages separate from the person making the final hiring decision, according to an article in "The Daily Circuit."
Today, as you speed down the social media highway, the medium and message can get blurred in ways you may never imagine. However, good people will make all the difference to your company’s bottom line and are well worth the investment. Good luck!
Shelly Anderson, CEO of Michaels Wilder, has more than 20 years of experience across multiple human resources disciplines. She has worked within Fortune 100 and Fortune 500 organizations as well as overseas in Australia and Venezuela. Michaels Wilder is a full-service, marketing-communications agency specializing in online marketing, local search advertising, social media marketing, mobile media, brand development, research and consulting, media planning and talent management, with more than 20 years of experience in the self-storage industry. For more information, call 800.423.6468; visit www.michaelswilder.com or its sister division www.s2esolutions.com.