Usually, when we talk about how social-media savvy companies use Twitter, we talk about doing smart and non-intrusive marketing; we talk about really getting into conversations with customers, and we talk about providing customer support using this particular social media channel.
However, it has been some time since companies have started utilizing Twitter for something else – human resources. More precisely, there are companies out there which use Twitter to find and recruit top talent in their industry.
There is a list of reasons as to why Twitter is a fantastic recruitment tool, sometimes even giving LinkedIn a run for its money.
Perhaps the greatest strength of using Twitter for attracting and recruiting talent is that a well-crafted Tweet or an entire Tweet campaign can explode in a matter of minutes, finding its way to the eyes intended, so to say. When you combine this with the rapid nature of Twitter, this makes for an increased possibility of achieving real results.
Twitter is also famed for being the most gender-balanced of all social networks, with the split between male and female users going straight down the middle or as close to it as possible. This greatly increases your chances of attracting a balanced group of people.
Twitter is also very popular outside of the United States, with almost 80% of all accounts being from somewhere else. Twitter is particularly popular in Latin America, especially Central America and Brazil. For a company that is looking to go international in their job search, Twitter can be a fantastic tool.
There are also certain intangibles that make Twitter such a great place to promote your employer brand and try to appeal to potential talent. It tolerates a light approach that might seem out of place on LinkedIn. It is also more stripped down and focused, making the entire experience more straightforward than it would be on Facebook.
How Big Players Do It
There are a number of companies that use Twitter to attract top talent. While many of them have a distinctly corporate and ultimately lame approach to this, there are also those who know how to build their employer brand on this social network.
Whenever we are talking about companies that know how to do their HR, Google comes up as one of the best examples in the world. The extents to which they go to make their employees feel welcome and engaged have become legendary. It is therefore not surprising that they are also more than comfortable attracting new talent on Twitter.
— Life at Google (@lifeatgoogle) April 6, 2017
Their career Twitter account, @lifeatgoogle, is one of the best in the game and perhaps the greatest thing about it is that it has a no-frills approach really. They simply give their followers (more than half a million of them!) an occasional inside view at what it’s like working for Google. You really don’t need much more than that.
Step inside our teaching kitchens where Googlers take classes on sustainable cooking skills with new people from across Google! pic.twitter.com/scFMN7TxSA
— Life at Google (@lifeatgoogle) April 13, 2017
— Life at Google (@lifeatgoogle) April 12, 2017
IBM has gone a step further with their career Twitter accounts and they actually feature a number of them. There is the global one – @IBMJobsGlobal, one for the Middle East and Africa – @IBMJobsMEA, one for Central Eastern Europe – @IBMJobsCEE, one for Netherlands – @IBMJobsNL, one for Norway – @IBMjobsNorway, and one for Costa Rica – @IBMJobsCR.
All of the accounts are handled by different people and in some cases, they are ran in different languages than English – Norwegian and Spanish, for example.
These accounts feature everything, from company news to the stuff their employees contributed to other websites. They will also often feature stories from IBM employees which are a great way to promote company culture and the many good things about working for them.
— IBM Jobs (@IBMJobsGlobal) April 20, 2017
Sometimes they even give a bit of insight into their recruitment process and practices.
— IBMJobsMEA (@IBMJobsMEA) April 12, 2017
One other corporate career Twitter account that deserves attention is definitely UPS’s – @UPSjobs. They go all-in with the personal stories of their employees. Their Twitter timeline is filled with smiling faces wearing the legendary brown outfits (smart branding move) and describing what they are doing and how the company is treating them.
— UPS Jobs (@UPSjobs) April 19, 2017
Every now and then, they will share an interesting story, like the one of a delivery man who hasn’t had a single accident in 25 years he has been driving for UPS.
— UPS Jobs (@UPSjobs) April 21, 2017
They are also quick to spread the word on their community involvement which can be a great motivator for certain job seekers.
— UPS Jobs (@UPSjobs) April 21, 2017
A Few Tips
While it is highly unlikely that your company will have the same resources as Google, IBM or UPS, there is more than a few lessons to learn from their smart Twitter employer branding practices.
Show Your Culture In Action – But Be Honest!
You have probably noticed that all of the career Twitter accounts mentioned above are not mere job ad boards. These companies produce and share content that paints a picture of them as attractive employers.
This content can be in the form of written or video interviews or it can be a short story on one of the employees. The important thing is to provide content that will put everything in context and make your account worthy of a follow.
Don’t try to fake an amazing culture. It’s really important that you attract talent that’s going to fit in. Show employees solving hard problems and working together. Show frustration. Show stressful situations. Be real.
At the end of the day, you want to hire people that will make a good fit with the rest of your team. You don’t want to only show the “amusement park” atmosphere (ping pong tables and snack bars). You’ll attract the wrong people. Hiring is, if not the most important, one of the most important parts of making any business successful. It’s the people that deliver the actual business results – not spreadsheets, KPIs and advertising.
Therefore: Use Video
Another trait that all of these accounts share is the use of video. Nowadays, producing half-decent video content can be done using a mid-range phone and a piece of free video editing software. It may take you some time to get familiar with the technicalities of shooting and uploading cute short vids and boosting their watch times, but it is not exactly rocket science.
It is a well-known fact that tweets with video get watched and shared much more than text-heavy tweets. This will be true for your talent acquisition efforts too.
It’s All About Your Employees
In the end, the best way to promote your employer brand will be to let your satisfied employees share their experiences. You should also share news about their accomplishments and everything else that has in any way to do with the people you employ.
Of course, you can also rely on your employees to contribute to your employer branding efforts through their own Twitter accounts, retweeting any job ads that you will eventually also feature on your timeline. This way, you will increase the chances of getting your job ads in front of top talent.
It is also more likely that someone will answer Twitter job ads if they see them retweeted by their friends and acquaintances than your company account.
Use Appropriate Hashtags
There is really no need to elaborate on this. Job seekers use Twitter to search for jobs and one of the ways in which they do it is by searching certain hashtags.
Learn them and use them.
Top talent is hard to find, even harder to attract and almost impossible to retain. Twitter allows you to not only show your true company culture (which helps you find good cultural fits), the viralness of the social network can make your talent search liftoff quickly and bring in great results in little time.
About the Author: Dan Radak is a blogging enthusiast with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.