Social media is becoming an increasingly powerful tool for recruiters, but are you making the most of your efforts? As the American workforce evolves to include more millennial and Gen Z workers, social media is taking center stage when it comes to engaging with candidates. And with 92% of recruiters relying on social media as part of their recruiting strategies, maximizing your reach and finding ways to stand out can make a big difference. Here’s why measuring engagement matters, and how to make the most of it for your company.
Measuring engagement can help you determine what’s working—and what’s not
Like other forms of candidate outreach, successful social media recruiting starts with a clear strategy. This should include the types of candidates you want to reach, the platforms you plan to use as well as established engagement targets. Once you have this strategy in place, you’ll be able to determine the impact of your efforts and adjust as needed.
So what’s the best way to measure engagement? We recommend focusing on your engagement rate by reach (ERR), a formula that tracks how many people like, comment and share your content. Here’s how to calculate it:
ERR = Engagements per post / Reach per post x 100
To determine your average ERR, you can also divide your total ERR by the number of posts in a given time period. This can help you develop a benchmark for success and optimize your efforts.
Knowing how candidates view your company can help you improve your employer brand
An added benefit of measuring social media engagement is that it can give you a better sense of how candidates view your company and what you can do to position yourself in the best light. For example, if you’re noticing low overall engagement on your social posts, chances are your employer brand could use a boost — and a more robust branding campaign.
On the other hand, if you’re seeing a high rate of engagement but less than positive comments, asking for additional feedback can be a great way to address issues head-on and show job seekers that you’re taking their comments seriously and that you respect their advice.
Although social engagement doesn’t always paint the full picture when it comes to your branding efforts, it can be a good litmus test for how others perceive your employer brand, and where there may be room for improvement.
While social media is just one tool in a recruiter’s toolbox, making the most of your efforts can have a significant impact on your ability to attract (and retain) top talent. By taking the time to come up with a clear strategy and measuring your rate of engagement, you can maximize your social media recruiting efforts even on a small budget.
Want to improve your recruiting even further? Learn why integrating automation and human experience is the key to recruiting success and how to avoid one of the biggest recruiting mistakes.