To that end, Berkowitz says, you'll need to compile research and analyze the data and your business needs to see where your candidates are and then join the conversation on those networks.
Remember, too, that new social media channels are springing up all the time, so your business must stay current on what technologies, platforms and tools potential candidates are using, Berkowitz says, and then shift your strategy accordingly.
"It's also important to realize that users will switch from one to another as newer, 'cooler' channels arise," he says. "For example, Twitter's growth started to slow as newer sites like Pinterest launched."
Don't Make Assumptions About Age
Don't assume that candidates using social media are all younger, Gen-Xers ormillennials, says Berkowitz, or you could be missing out on a large pool of highly qualified, seasoned workers.
One of the fastest-growing demographics on Twitter is 55 to 64-year-olds and Facebook it's 45 to 54-year-olds. "It's much more important to focus on creating and delivering content these age groups will respond to and then segment that according to your audience, Berkowitz says.
Supplementing Traditional Hiring Strategies
Finally, Berkowitz says, don't neglect your traditional hiring strategies and focus exclusively on social media or you'll lose an equally valuable portion of your available candidate pool.
Make sure your social media sites are accessible to candidates via your company's Careers page, in employees' email signatures, company newsletters and job announcements. If job-seekers don't know about your social media presence and can't access these sites, the strategy won't be successful, and you could miss out on some great talent, Berkowitz says.
"Social media has to be a supplement to traditional hiring strategies, not a replacement for them. An old advertising adage is that half of your advertising budget is wasted. The problem is, you don't know which half. The same is true for recruitment advertising, marketing and social media," Berkowitz says. "As the recruitment media universe has become more fractured, it's more important than ever to have a presence in as many different places as possible to reach the widest possible audience."
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