Transcript of "Leveraging Social Media for Recruitment; Hong Kong Human Resources"
香港人力資源管理學會會刊 HUMANH UMAN R ESOURCES RESOURCES 人才薈萃 人才薈萃 November 2012November 2012 Global Trends and the Changing Role of HR 環球營商大趨勢 人力資源顯智慧
HR Strategies REUTERS/Bobby YipLeveraging Social Mediafor 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
September 2012 China Focus HR StrategiesA 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 signiﬁcantand newspaper advertisements, to networks, with an average of opportunities to target speciﬁcrecruit candidates, there are obvious 38 minutes and 46 seconds per potential talent. HR professionals canproblems with such methods. For Internet session – a fact that recruiters leverage social media platforms suchthe former, it is a reactive approach should use to tailor their social as the professional networking siteas HR professionals could only skim media strategies. In my experience, LinkedIn, which boasts overthrough 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 thewhen most of the job applicants are Similarly, half of my HR positions in online social networking sitegenerally juniors who do not meet Asia Paciﬁc were ﬁlled through social Facebook are common platforms forthe requirements of the senior level media networks. tapping into the talent market in Asia.job posting. HR professionals wouldthus still have to spend money on Social Media Platforms at a Glancerecruitment agencies to reach out to LinkedInsenior candidates. Furthermore, aftereach posting, recruiters have to waitfor applicants to apply, thus addingmore time to the recruitment process.The rise of social media as arecruitment toolSocial media platforms, on the Facebookother hand, offer an alternative forrecruitment as they provide HRprofessionals global access to amore diverse candidate pool andenable them to reach out to “passive”candidates who are not activelylooking for new opportunities. HRprofessionals can also utilise socialmedia tools as an employer branding Twitterand communication vehicle. Mostimportantly, social media platformsenable HR professionals to work on atight budget as basic services(eg skimming through prospectivetalent proﬁles) are often free ofcharge. Sina Weibo Social media platforms areconsidered a boon for HRprofessionals. People’s willingnessto post personal and professionalinformation offers a wealth of datafor recruiters to mine for recruitingpurposes. For example, a 2011 studyconducted by Experian Hitwise, H UMAN R ESOURCES November 2012 15
HR StrategiesBeneﬁts of social media tools campus recruiters communicate Secondly, social media is a precious directly with their targeted student tool for HR professionals to attractTraditional job boards tend to be audience. Students I have spoken the growing Gen Y which is enteringa static way to source candidates: to indicated that they prefer and are the labour market, as this connectedCandidates apply to job postings accustomed to micro-blogs in order to cohort is more adept at using onlineand recruiters search for résumés get timely information. tools and social media platforms tomatching the keywords required communicate and look for careerfor a particular position. Whilst the Employers can access to an opportunities.applicant pool may be plentiful, applicant’s network (according tosome résumés may be outdated as the concept of “friend of a friend”). Thirdly, social media platformsapplicants do not usually refresh it They can increase their connections enable HR professionals to advertiseafter applying to a position. Social based on education level, industry, their company’s brand. A strong socialmedia channels, on the other skills or other relevant criteria. media presence is a way to highlighthand, allow HR professionals to HR professionals cannot identify internship opportunities, corporatehave a more dynamic relationship speciﬁc candidates and expand activities or social responsibilitywith their network. For instance, their network to such extent with events. For instance, some companiescompanies hiring in mainland China traditional sourcing methods. Thus, may even feature their CEOs’ andhave started to create dedicated social media platforms enable executives’ webcasts and webcorporate recruitment accounts employers to develop a community chats. This enhances the corporateon Sina Weibo. Recruiters know of qualiﬁed applicants who meet the image by conveying the idea of athat, during the campus recruiting skill sets needed. HR professionals company connected with current andseason, the physical bulletin boards can spread the word about a position prospective employees – somethingare cluttered with other companies’ through their direct connections and that would be considered as anannouncements. With micro-blogs, expanded network. attraction of an employer.16 H UMAN R ESOURCES November 2012
September 2012 China Focus HR Strategies with a broader network of potential Social Media as a Recruiting Tool candidates, dramatically increasing theLinkedIn 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 ofFacebook 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 toMicro-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 thisThere is a wide range of recruiter applicants by connecting with target regard, they have to understand thatexpertise when it comes to using candidates. He/she aims at building different social media platforms targetsocial media for recruitment. At the up thousands of contacts. These different types of job applicants. Amost basic level, the HR professionals recruiters may update their proﬁle primary target audience in mainlandsimply search through a social media status with the current positions they China will likely be using a Weibosite, which is similar to searching want to ﬁll, hoping that job applicants account. A Hong Kong youngthrough a résumés database. Some will come across it as they browse the professional audience may be usingHR professionals may also use Internet. Such HR professionals do not Facebook. If HR professionals want tothese 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 HRrecruiter does not take full advantage professionals utilise social media In order to build up connections onof the social aspect of these platforms. platforms to engage and interact social media sites, HR professionals H UMAN R ESOURCES November 2012 17
HR Strategiesshould produce engaging content with the ﬁnance department can help Anticipating trends in socialand tailor it for each audience. For determine the return on investments recruitinginstance, they might use videos and in social media recruiting. Making a company’s recruitingother interactive media to reach out A social media recruitment survey, information available on mobileto the Gen Y job applicants rather titled “Social Media and Resourcing: devices is critical for HR professionalsthan posting a job description. On the The Impact of Social Media on as people now access information “onother hand, HR professionals could Recruitment and HR in Asia Paciﬁc” the go.” In Asia’s largest cities, peoplewrite 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 downsenior candidates on LinkedIn. In all released, underlines that senior HR on their handsets and other mobilecases, they should refresh their online professionals are better at articulating devices while commuting on buses orcontent on a regular basis. Nothing is beneﬁts of social media platforms subways.worst than a “zombie account”, where such as sourcing pool, employerthere 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 targetways to respond appropriately tocandidates on social media platforms Developing social media job applicants so that prospective guidelines candidates can connect with recruitersas 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 applicationreputation of their company. Whilst are increasingly blurred between that sends new job announcementswith traditional résumés job boards, the personal and professional use to users could make it easier forthe typical candidate proﬁle sits in of social media tools. For example, HR professionals to reach out andthe database until a recruiter contacts employees ought not to post pictures share information with prospectivehim/her for an interview, with social of the party they attended over the candidates. It is also critical thatmedia, “fans” or “linked connections” weekend on the same social media employers keep up-to-date with socialexpect instantaneous responses to platform they use to network with media software to help a companycomments 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 providepolicies and practices. This will ensure examples of the type of appropriate Social media platforms are a preciousthat 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 tocommunication and key messages to should also stress that conﬁdential reach candidates who are difﬁcultspread. Ultimately, alignment between corporate data should never be to ﬁnd through other traditionalpublic relations and HR professionals’ disclosed to the public. In addition, channels. In this respect, an efﬁcientsocial media strategy will enhance a HR professionals should explain to use of social media platforms cancompany’s corporate brand. staff how to respond to negative enhance engagement with a broader comments on the Internet whilst audience and contribute to aSocial media metrics remaining professional. Guidelines company’s branding efforts. So longIn order to foster a corporate culture related to social media should also as the population in Asia uses thethat incorporates the use of social refer to anti-competitive practices as Internet, social media will continuemedia platforms, HR professionals HR professionals often recruit from to play a more signiﬁcant role inmust develop metrics to measure their market competitors. Ultimately, recruitment. HR professionals whosuccess. Developing case studies designing policies on social media can leverage the best use of socialwill contribute to deepen their governance will enhance productivity media for recruitment purposes willknowledge of networking techniques. and engagement with online social win in the pursuit of the region’sIn addition, collaborating on budgets communities. talent.18 H UMAN R ESOURCES November 2012