Chin, William. "Leveraging Social Media for Recruitment" Human Resources / The Official Journal of the Hong Kong Institute of Human Resources Management 01 Nov 2012: 14-22.
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Leveraging Social Media for Recruitment; Hong Kong Human Resources
1. 香港人力資源管理學會會刊
HUMAN
H UMAN R ESOURCES
RESOURCES
人才薈萃
人才薈萃 November 2012
November 2012
Global Trends and
the Changing Role of HR
環球營商大趨勢 人力資源顯智慧
2. HR Strategies
REUTERS/Bobby Yip
Leveraging Social Media
for Recruitment
By William Chin, Staffing Director, Qualcomm Asia Pacific
Social media platforms offer an alternative for recruitment as they allow HR professionals
to access a more diverse candidate pool and reach out to “passive” candidates without
spending any money.
It is critical for HR professionals to design policies on social media to enhance
productivity and engagement with online social communities.
14 H UMAN R ESOURCES November 2012
3. September 2012 China Focus
HR Strategies
A lthough HR directors in Hong
Kong prefer traditional methods,
such as postings on online job boards
an online competitive intelligence
service, underlines that Singaporeans
spend the longest time on social
The millions of users on social
networking sites thus present
HR professionals with significant
and newspaper advertisements, to networks, with an average of opportunities to target specific
recruit candidates, there are obvious 38 minutes and 46 seconds per potential talent. HR professionals can
problems with such methods. For Internet session – a fact that recruiters leverage social media platforms such
the former, it is a reactive approach should use to tailor their social as the professional networking site
as HR professionals could only skim media strategies. In my experience, LinkedIn, which boasts over
through résumés that were posted 100% of the Integrated Circuit design 25 million members in Asia Pacific.
in the job board database for an engineers that I hired in Singapore On top of LinkedIn, the micro-
extended period. There may be cases are through a social media channel. blogging service Twitter and the
when most of the job applicants are Similarly, half of my HR positions in online social networking site
generally juniors who do not meet Asia Pacific were filled through social Facebook are common platforms for
the requirements of the senior level media networks. tapping into the talent market in Asia.
job posting. HR professionals would
thus still have to spend money on Social Media Platforms at a Glance
recruitment agencies to reach out to
LinkedIn
senior candidates. Furthermore, after
each posting, recruiters have to wait
for applicants to apply, thus adding
more time to the recruitment process.
The rise of social media as a
recruitment tool
Social media platforms, on the
Facebook
other hand, offer an alternative for
recruitment as they provide HR
professionals global access to a
more diverse candidate pool and
enable them to reach out to “passive”
candidates who are not actively
looking for new opportunities. HR
professionals can also utilise social
media tools as an employer branding Twitter
and communication vehicle. Most
importantly, social media platforms
enable HR professionals to work on a
tight budget as basic services
(eg skimming through prospective
talent profiles) are often free of
charge. Sina Weibo
Social media platforms are
considered a boon for HR
professionals. People’s willingness
to post personal and professional
information offers a wealth of data
for recruiters to mine for recruiting
purposes. For example, a 2011 study
conducted by Experian Hitwise,
H UMAN R ESOURCES November 2012 15
4. HR Strategies
Benefits of social media tools campus recruiters communicate Secondly, social media is a precious
directly with their targeted student tool for HR professionals to attract
Traditional job boards tend to be
audience. Students I have spoken the growing Gen Y which is entering
a static way to source candidates:
to indicated that they prefer and are the labour market, as this connected
Candidates apply to job postings
accustomed to micro-blogs in order to cohort is more adept at using online
and recruiters search for résumés
get timely information. tools and social media platforms to
matching the keywords required
communicate and look for career
for a particular position. Whilst the Employers can access to an
opportunities.
applicant pool may be plentiful, applicant’s network (according to
some résumés may be outdated as the concept of “friend of a friend”). Thirdly, social media platforms
applicants do not usually refresh it They can increase their connections enable HR professionals to advertise
after applying to a position. Social based on education level, industry, their company’s brand. A strong social
media channels, on the other skills or other relevant criteria. media presence is a way to highlight
hand, allow HR professionals to HR professionals cannot identify internship opportunities, corporate
have a more dynamic relationship specific candidates and expand activities or social responsibility
with their network. For instance, their network to such extent with events. For instance, some companies
companies hiring in mainland China traditional sourcing methods. Thus, may even feature their CEOs’ and
have started to create dedicated social media platforms enable executives’ webcasts and web
corporate recruitment accounts employers to develop a community chats. This enhances the corporate
on Sina Weibo. Recruiters know of qualified applicants who meet the image by conveying the idea of a
that, during the campus recruiting skill sets needed. HR professionals company connected with current and
season, the physical bulletin boards can spread the word about a position prospective employees – something
are cluttered with other companies’ through their direct connections and that would be considered as an
announcements. With micro-blogs, expanded network. attraction of an employer.
16 H UMAN R ESOURCES November 2012
5. September 2012 China Focus
HR Strategies
with a broader network of potential
Social Media as a Recruiting Tool
candidates, dramatically increasing the
LinkedIn qualitative value of social media tools.
These recruiters take into account the
community aspect of social media
platforms and focus on the quality
rather than the quantity of contacts.
Just as with business networking
events, advanced-level recruiters do
more than just collect business cards.
They actually have conversations
and exchanges of ideas with their
networks.
Developing a social media
strategy
After understanding the benefits of
Facebook
attracting talent through social media,
many HR professionals may rush to
open accounts on LinkedIn or Sina
Weibo. Yet, creating an account is far
from being enough to recruit talent.
Recruiters have to devote time to
maintaining an online profile; their
interest in social media should not
wane after a short while.
It is critical for HR professionals to
Micro-blogging (Twitter, Weibo) first list their objectives and identify
the results they want to achieve. They
should assess the current candidate
recruitment situation and the gap they
want to close in their organisation.
These initial planning steps will help
them determine their overall social
media recruitment strategy.
Types of social media recruiters The intermediate-level HR Next, HR professionals need to
professionals build a network of grasp their target audience. In this
There is a wide range of recruiter
applicants by connecting with target regard, they have to understand that
expertise when it comes to using
candidates. He/she aims at building different social media platforms target
social media for recruitment. At the
up thousands of contacts. These different types of job applicants. A
most basic level, the HR professionals
recruiters may update their profile primary target audience in mainland
simply search through a social media
status with the current positions they China will likely be using a Weibo
site, which is similar to searching
want to fill, hoping that job applicants account. A Hong Kong young
through a résumés database. Some
will come across it as they browse the professional audience may be using
HR professionals may also use
Internet. Such HR professionals do not Facebook. If HR professionals want to
these platforms to post recruitment
go beyond connections number. reach out to mid-career professionals,
advertising, which is also similar to
they should use LinkedIn.
traditional channels. This type of The advanced-level HR
recruiter does not take full advantage professionals utilise social media In order to build up connections on
of the social aspect of these platforms. platforms to engage and interact social media sites, HR professionals
H UMAN R ESOURCES November 2012 17
6. HR Strategies
should produce engaging content with the finance department can help Anticipating trends in social
and tailor it for each audience. For determine the return on investments recruiting
instance, they might use videos and in social media recruiting.
Making a company’s recruiting
other interactive media to reach out
A social media recruitment survey, information available on mobile
to the Gen Y job applicants rather
titled “Social Media and Resourcing: devices is critical for HR professionals
than posting a job description. On the
The Impact of Social Media on as people now access information “on
other hand, HR professionals could
Recruitment and HR in Asia Pacific” the go.” In Asia’s largest cities, people
write an attractive job description to
that Alexander Mann Solutions and are addicted to their smart phones.
raise the interest of mid-career and
The Chapman Consulting Group They are constantly looking down
senior candidates on LinkedIn. In all
released, underlines that senior HR on their handsets and other mobile
cases, they should refresh their online professionals are better at articulating devices while commuting on buses or
content on a regular basis. Nothing is benefits of social media platforms subways.
worst than a “zombie account”, where such as sourcing pool, employer
there is no updated activity. HR professionals should thus build
branding reach and cost savings
mobile applications that provide
HR professionals should also master opportunities.
relevant information to their target
ways to respond appropriately to
candidates on social media platforms
Developing social media job applicants so that prospective
guidelines candidates can connect with recruiters
as their feedback is also exposed to
on their mobile devices. For example,
users worldwide, thus affecting the It is critical for HR professionals to
develop clear guidelines as the lines creating a job posting application
reputation of their company. Whilst
are increasingly blurred between that sends new job announcements
with traditional résumés job boards,
the personal and professional use to users could make it easier for
the typical candidate profile sits in
of social media tools. For example, HR professionals to reach out and
the database until a recruiter contacts
employees ought not to post pictures share information with prospective
him/her for an interview, with social
of the party they attended over the candidates. It is also critical that
media, “fans” or “linked connections”
weekend on the same social media employers keep up-to-date with social
expect instantaneous responses to
platform they use to network with media software to help a company
comments and enquiries.
industry professionals. Such guidelines stay relevant in this ever-changing
It is therefore imperative that the should include a code of conduct social media environment.
HR team be trained to develop and related to the use of social media.
improve their corporate social media Conclusion
HR professionals should provide
policies and practices. This will ensure examples of the type of appropriate Social media platforms are a precious
that all HR professionals get a keen information that employees and channel for HR professionals’
understanding of corporate online executives can post online. They recruitment efforts. It allows them to
communication and key messages to should also stress that confidential reach candidates who are difficult
spread. Ultimately, alignment between corporate data should never be to find through other traditional
public relations and HR professionals’ disclosed to the public. In addition, channels. In this respect, an efficient
social media strategy will enhance a HR professionals should explain to use of social media platforms can
company’s corporate brand. staff how to respond to negative enhance engagement with a broader
comments on the Internet whilst audience and contribute to a
Social media metrics remaining professional. Guidelines company’s branding efforts. So long
In order to foster a corporate culture related to social media should also as the population in Asia uses the
that incorporates the use of social refer to anti-competitive practices as Internet, social media will continue
media platforms, HR professionals HR professionals often recruit from to play a more significant role in
must develop metrics to measure their market competitors. Ultimately, recruitment. HR professionals who
success. Developing case studies designing policies on social media can leverage the best use of social
will contribute to deepen their governance will enhance productivity media for recruitment purposes will
knowledge of networking techniques. and engagement with online social win in the pursuit of the region’s
In addition, collaborating on budgets communities. talent.
18 H UMAN R ESOURCES November 2012