executive survival guide to social media & ai · executive survival guide to social media &...

Executive Survival Guide to

SOCIAL MEDIA & AIPart One: Build a Brand through Social to Win Talent

2 © 2019 iCIMS Inc. All Rights Reserved.

iCIMS | Executive Survival Guide to Social Media & AI

Social media and artificial intelligence (AI) is reinventing

recruiting. Learn how recruiters identify, engage, attract

and hire great talent.

Use social media to engage passive candidates 3

Optimize for Google for Jobs 4

Promote company culture 5

Define and market to your ideal employee 6

Find your native social channels 7

Candidates self-select how they want

to be engaged 8

94% OF AMERICANS visit a potential employer’s social media pages when searching for a job.1

This is an opportunity for employers to market themselves before and after candidates visit their job site.

1. iCIMS, The Modern Job Seeker Report, 2017.



While passive candidates – people not actively seeking

a new role – take more time and effort to recruit,

they’re often the most important hires.

Most people are open to considering new career

opportunities even if they’re happy in their current job.

The key to success is to peak their interest in

your company.

Social is the ideal way to interest potential candidates.

By sharing information, such as tangible insights

that they will find helpful to their current role

through social media, you demonstrate value and

understanding of their skills. The goal of engagement

is to move candidates from your social profiles to

your career portal.

Social works best for recruiting

PASSIVE CANDIDATES

“Tight labor markets are exposing the weaknesses of

traditional talent acquisition approaches. Job applicants

today interact with organizations in very different

ways, thanks to social networks, greater access to

organizational information (both good and bad) and a

greater awareness of other job opportunities.”2

- Gartner

2. Gartner, Layer Talent Acquisition Tools to Captivate and Connect with the Talent You Need, Jason Cerrato, 7 August 2018. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. | 3. Talent Works International, 8 Social Media Recruitment Statistics, 2017.

Organic posts – unpaid posts that reach your ideal audience – are more likely to be viewed by more people on LinkedIn than Facebook.

Facebook’s algorithm favors people who engage with your posts the most, making it a great place to nurture relationships longer.

Time of day matters. The majority of LinkedIn users are active during work hours. For Facebook, the opposite is true.3 Take into account where your ideal candidates spend their time and when.

Pro Tips:



Optimize your career site for

GOOGLE FOR JOBSYour career site is the absolute best resource

for candidates to quickly find and submit job

applications. The problem is that before job seekers

reach your career site, they’re taken on a detour

through third-party job boards — like CareerBuilder,

Indeed and Monster — filling out multiple forms,

duplicative profiles and turning over their data along

the way.

Launched in 2017, Google for Jobs provides

candidates with a streamlined way to find job

listings from all over the web. It puts the power of

Google’s AI searching technology into the hands

of job seekers.

By optimizing your career site for Google for Jobs

algorithms, your jobs will be displayed right in the

search window and tailored to the candidate’s

specific interests, salary, location, responsibilities,

experience and industry. Google for Jobs ensures

job seekers get to the best-fitting roles faster and

complete just one application,

eliminating middlemen.

Search engine optimized (SEO) keywords will bring your post higher in the list of Google results, ensuring higher engagement.

Complete all required fields including salary range to fully optimize postings, or you won’t rank at all.

Fill in Google’s recommended fields to ensure your site pages are being indexed for higher search results.

Pro Tips:



The key is to strike a balance between grabbing

peoples’ attention and remaining honest.

Successful job postings provide:

job requirements

salary information

company values and goals

culture and benefits

office locations & commute times

PROMOTE COMPANY CULTURE with authentic job postings

People are drawn to what’s real, and what gets them

to buy is similar to what gets them to apply. Employers

that deviate too far from their brand risk being

perceived as inauthentic and alienate candidates.

44% of college seniors said social media posts

showing strong company culture would make

them apply.4

86% of consumers prefer an authentic and

honest brand personality.5

The top two things candidates want to learn about an employer are company values and culture.6

Don’t be tempted to glamorize your culture based on what you think candidates want to see. You’re not looking to attract all candidates, just the right candidates, so an honest representation is the best representation.

Pro Tip:

4. iCIMS, Class of 2016 Report, 20165. Sprout Social, Consumers Aren’t Looking to Buy from Brands that are “Cool” on Social, 2017.6. Talent Board, North American Experience Research Report, 2017.



Market to your

IDEAL EMPLOYEELearn from your very best employees by asking

them what drove them to apply, what keeps

them engaged, and where they spend time. Use

insights from current employees to channel your

recruitment efforts.

What attracts and excites an engineer may be different than what works for a sales role. Unique landing pages or career sites make prospective candidates feel valued.

Eliminate unintended bias. By focusing exclusively on current employees, be careful not to end up attracting only candidates with similar backgrounds.

Pro Tips:

Think like a marketer by asking yourself:

Who are your ideal candidates?

How do you get their attention?

Spend time with your ideal employees to learn:

what attracted them to their roles

what keeps them engaged

what motivates them to work hard



Find your

NATIVE CHANNELSNever use the same technique on multiple programs.

Each social channel is unique, and while audiences

often overlap, what works on one channel does not

on another. Focus efforts on 1-to-2 channels before

expanding to every channel.

Social is an invaluable way to understand your target

candidate(s). Read their posts, and what they share

to really understand their aspirations and point-of-

view about their professional interests, such as if they

follow industry experts or trade publications

on Twitter.

43% of companies report social networks as their top

source of quality hires.7

Determine which social programs works best for you by keeping in mind:

LinkedIn Facebook Twitter Pinterest Instagram

Audience Predominately white-collar

UniversalPersonal and professional

80% female. Visual (photo/images posted, not copy)

Millennial and Generation Z. Visual.

Ideal post length (in characters)

1,300 40 280 200 125

AdvantagesTrusted by job seekers and recruiters

Most active social network

Reach a diverse and massive audience quickly

Educate and inspire through imagery and visual story telling

Fastest-growing social media network

Disadvantages

Passive candidates may not be active and therefore overlooked

With so much new content, it’s a challenge to be seen

Newsfeed moves quickly; need to post daily to be seen

Users typically engage mostly for personal use

Newsfeed algorithm can negatively impact audience reach

Hashtag performance Medium Low High Medium High

7. LinkedIn, Global Recruiting Trends, 2016.



Enable candidates to

SELF-SELECT how they want to be engaged

What does a candidate do when they don’t find a job

post they like on your site? They leave.

Turn ‘not now’ into ‘let’s stay in touch’ by giving

candidates the ability to opt into your talent pipeline.

74% of candidate experience-winning employershave a candidate relationship management (CRM) system in place.8

Pro Tips:

Create a customized experience by suggesting relevant jobs to candidates based on their interests. Candidates have come to expect this type of experience from the technology they use when they shop (Amazon) or stream movies (Netflix).

Use iCIMS TextRecruit to attract, engage, hire and onboard candidates through text messages, live-chat (JobChat) and artificial intelligence (Ari).

Having a general pool of people interested in

potentially working for your company is a great

first step. But what really makes a talent pipeline

smart is the ability to alert potential candidates

when a position that matches their interests

becomes available.

Build experiences into the recruitment process to

create congruency across your brand. Why?

When there’s a gap between what candidates

come to expect and the reality of applying, many

opt out of the process altogether.

Use natural language processing and machine

learning AI chatbots (like TextRecruit’s Ari) to

engages candidates in two-way conversations,

as well as:

∞ Send applicants status updates and/or

personalized messages about your company’s

culture and openings.

∞ Automate repetitive tasks like confirming

interview appointments, which also saves

recruiters time.

1

2

8. Talent Board, North American Experience Research Report, 2017.



iCIMS is the leading recruitment software provider for

employers to attract, engage and hire great people.

Established in 2000, iCIMS supports 4,000 customers

hiring 4 million people each year and is the largest

software provider dedicated to talent acquisition.

For more information, visit www.icims.com.

İCIMS CAN HELPSocial Distribution:

iCIMS social distribution, an integral part iCIMS Recruit,

enables recruiters tp build a social talent community and

drive recruitment through branded, mobile-optimized,

social media pages.

Google for Jobs:

Google partnered with iCIMS to optimize the candidate

job search experience by driving more job seekers

directly to the originating career site.

http://www.icims.com.

executive survival guide to social media & ai · executive survival guide to social media &...

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