In other words, the more difficult it is for companies to build their brand on websites, the higher the revenues from paid services for social networks. A number of recruiters and employers additionally have to face a "more educated and highly skeptical audience," as Brudenell describes them. Another growing problem is that more and more companies appearing on the network, are gradually improving at building content that looks natural – marketing without marketing.
Investments, metrics and training. Brand building and recruitment of quality people requires more than just a team of recruiters with LinkedIn or Facebook accounts. The Universum study indicates that most of the organisations surveyed do not invest enough in recruiting via social networks and employer branding. As a result, relatively few companies around the world measure the impact of social networks. Marketing on social networks is still new and insufficient resources are allocated for such activities.
Brudenell adds that measuring the impact is fundamental and offers a few tips:
1. Measure the conversion - the number of talents who will ask for a position through social networks. This measurement can be connected to the traditional metrics such as time-to-hire, cost-per-hire etc.
2. Involve employees - employee involvement in employer branding should go beyond "liking" posts. Comments and sharing are more meaningful.
The study recommends companies seeking to build their brands on social networks to consider creation of a so-called "Social Media Center of Excellence", which is a group composed of people from HR, marketing, corporate and public relations. Possible involvement of external agencies to share best practices and ideas cannot harm you. This center clarifies common goals for action on various groups on social networks, streamlining the processes and needs of each division.
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Article source Recruiter.com - a U.S. career and employment website