In the world of graduate recruitment, a social media presence is a powerful tool for convincing a graduate you’re an employer worth working for. Unfortunately, the proportion of Australian SMEs that have one is not great; 47 and 49 per cent of small and medium businesses respectively, all the while 60 per cent of large businesses are in on the game, according to a sensis report.
So what are SMEs missing when they forgo a social media presence? Why is it so important?
A chance to communicate authentically
Social media presents an opportunity to communicate with graduates in a way that more formal interactions can’t match. For a candidate that might be on the fence about whether they want to apply to your company, checking you out on Facebook or LinkedIn can give them an insight that could tip their decision in a positive direction.
Bill King, head of marketing at AvidXchange, one of the 10 largest fintech companies in America, argues that social media allows companies to demonstrate their company culture in a way that’s honest and believable.
“The purpose is to give followers a transparent view of the company, its staff and its culture. It is one thing to tell people the company is a great place to work; it is quite another to ‘show’ them through visuals – photos of the workplace, of an average day of work for employees, and of company events off-campus.”
The network effect
92 per cent of consumers trust things like word-of-mouth and recommendations for products.
When your own employees are posting things about your work, it engenders more trust. In their research,* Andrea Broughton and her co-authors argue that allowing employees to be advocates for the company on social media can dramatically increase the reach of its content to like minded individuals, as well as offer first-hand accounts of what it’s like working for said company.
This is powerful, because when it comes to advertisements (in this case, for the product that is employment at your organisation), people trust other people. An incredible 92 per cent of consumers trust things like word-of-mouth and recommendations, whereas just under half trust traditional mediums like newspaper or television ads, according to Nielsen. If social media users and employees are engaging and sharing things about you online, that is only going to increase the trust prospective candidates have that the portrayal of the company is an honest one.
Monash Talent is the recruitment arm of Monash University – as such, we have a tremendous bank of intelligent graduates ready to make their way into the employment world. If you’d like more information on how we can match you with a graduate that fits your requirements, get in touch with a member of the team today.
* Broughton, A., Foley, B., Ledermaier, S., & Cox, A. (2013). The use of social media in the recruitment process. Institute for Employment Studies, 3(13), 1-42.