Why law firms should make social recruiting an integral part of their recruitment marketing

Despite the likes of Facebook and LinkedIn et al being around for over a decade, the use of social media as a key recruiting tool has taken some time to really take off. But take off it has.

According to a recent survey conducted by YouGov, 1 in 4 (24%) of UK job seekers actively use social media to search for their next position, with 28% influenced by what they had seen about an employer on their social media channels.

Employers, for their part, are equally as engaged, with 36% of admitting to turning down a candidate based on their social media profiles and 65% admitting to Googling a candidate during the hiring process. All in all, around 8 in 10 of all employers now integrate social media – or ‘social recruiting’ – in their recruitment marketing strategies.

Indeed, the traditional ways of finding the right talent at all stages of their legal career are fast disappearing. Indeed, newspaper job ads rapidly becoming consigned to the history books and the unrelenting rise in online recruitment sites is making the task of finding the right people all the more tricky.

To attract the best talent, law firms need to know how to connect with job seekers in the most effective way – where are they hanging out, how do they want to receive information, and who will they ask for help in their search? The latter is what we look after, while the ‘where’ and ‘how’ are down to what information you put out there and the way in which you engage candidates.

Facebook (1.59 billion users):

The biggest of all social media sites is Facebook, with over 1 billion active users…and counting. LinkedIn is great, but Facebook beats it hands down as the nation’s favourite social media of choice for 83% of jobseekers – especially those in the early stages of their careers. Facebook is great for businesses to boost their employer branding too.

Indeed, aWork4 study found that 50% of users believe that a brand’s Facebook page is more useful than its website, while 81% of jobseekers ‘expect’ to see opportunities posted on Facebook career pages.

Twitter (320 million users):

Twitter may have fewer numbers than Facebook, but it remains exceptionally relevant for employers looking to connect with potential candidates. One study has found that 39% of all jobseekers use Twitter, with 23% of job seekers using it to look for work and 6% of people actually landing a job as a direct result.

LinkedIn (414 million users):

The term ‘personal branding’ had barely entered the lexicon when LinkedIn launched, but fast-forward a decade and you would be hard-pressed to find a single sentence where one is not mentioned without the other.

LinkedIn’s trump card is its ability to allow candidates to find and be found. In fact, 94% of employers use LinkedIn to find and vet potential candidates, with jobs viewed 5.7-times more on LinkedIn than on Facebook.

 

The point is that you need to reach out to those candidates in the right way and at the right time. Only then can you effectively find the right people that you need. Of course this is not to suggest that as an employer you should ditch all other methods to attract candidates. Rather social media is most effective when used as part of an all-round recruitment marketing strategy.