Advertising on Twitter: What’s In It For Recruiters?
Twitter is like nothing else. It’s quick and to the point, candid and informal. It’s the simplest way to tell the world what you’re up to—or to see what friends and celebrities are doing at this very instant. But can Twitter really make you a better recruiter? Absolutely. In fact, Twitter could be the next must-have in your recruitment mix, along with standards like job boards, Google and Facebook. There are plenty of reasons, but we can sum them up in three words—reach, relevance and relationships.
In the last quarter of 2013, Twitter counted 241 million “monthly active users,” with more than 974 million total registered users. That’s a lot of reach. More to the point, a lot of those people are looking for jobs. According to a Jobvite survey:
- 39% of all job seekers are on Twitter
- 23% of all job seekers have leveraged Twitter in their job hunt
- 6% of those surveyed received a job referral through Twitter
- Eight million Americans credit Twitter as a source that led to their current job
Which brings us to relevance. Like other social media tools, Twitter may have started out as entertainment, but users quickly discovered that it could help them get things done. And as the user base has grown, so have Twitter’s tools to help you target them.
Maybe you have tried using multiple Twitter accounts or adding hashtags to attract specific groups. If not, you should. This is simple and very effective, but it’s only the tip of the iceberg. Twitter now enables you to target users by geographic location—obviously a big help when filling jobs in a single facility. You can also target by device, which is great if your career site and other assets are not completely mobile responsive. Now for the clincher: You can also target based on an impressive list of over 350 interest categories. I suggest you go on Twitter right away and simply look at the list of options. You’ll be surprised by what you find.
But Twitter’s greatest, most fundamental strength lies in its very nature. It’s not about companies making mass-communications to an audience; Twitter is a place where people have conversations and build relationships and communities. Job seekers can talk to each other about your company. Your own people can even get involved without writing a whole blog—just 140 quick characters. It’s a great way to point users to all those other assets you have online.
And remember all those people in the Jobvite survey cited above who said they had received job referrals through Twitter? Think of it as someone looking for a job that just heard about your position directly from a good friend or colleague. Put another way, it’s word-of-mouth advertising—and we all know that’s the best kind.
One last thing to keep in mind: according to numbers from CBS News, all that posting on Twitter comes from less than 25% of the registered users. The majority of people actually use Twitter to listen. You can too. It’s a great way to get feedback, gain insight and look around for great ideas to emulate. And it’s also a good way to see what your competitors are up to.