Aligning marketing with hiring goals
Every marketing channel should have a clear job to do. If social media is not helping your firm hire better or faster, it needs to be fixed or cut. As CEO, you should see a report that shows exactly how many applicants came from your social media efforts, how many of those were interviewed, and how many were hired. If this data is missing, your team is guessing. Demand full visibility into the funnel so you can make informed decisions about your budget and resources.
Leveraging a managed content network
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This gives you a scalable way to increase your candidate pool. By tracking traffic from this network, you can determine if it is delivering a positive ROI based on the cost of the service versus the value of your hires.
Managing operational risk
Understand that high-reach social strategies often carry risks. Running many accounts with automation is against Instagram terms of service. Some pages get banned, and TIDE replaces them. This is part of the operational cost of scaling. Do not fear this, but do ensure your team is protecting your main brand identity. As long as the candidate flow remains consistent, this is a very efficient way to supplement your traditional recruitment efforts, even with the occasional need to swap out pages.
Building a feedback loop
Use the ROI data to improve your recruiting. If social media is bringing in too many unqualified candidates, adjust your messaging. Maybe your video hook is too broad, or your job description needs to be more specific. Your social media channel is a living, breathing part of your recruiting engine. It should evolve as your hiring needs change. Keep the conversation going between your marketing team and your recruiters to ensure you are attracting the type of talent that will actually succeed in your firm.
Measure your social media success by tracking how well it drives quality candidates into your hiring pipeline.
See your network before you hire.
Tell us what your recruitment firm already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How long does it take to see ROI?
Depending on your hiring cycle, you should see consistent data within 90 days. Anything less is just noise, and anything more is probably a lag in your process.
Should I hire an agency to measure this?
No, this should be done in-house. Your team knows the candidates better than any outside agency. If they don't have the tools, get them the tools.
What if social media isn't the right channel for my industry?
Then stop spending on it. But make sure you have truly tested it before you declare it a failure. Most industries are on Instagram.