Social media is an essential tool for any business, helping build brands and relationships between businesses and their customers. As a start-up temporary recruitment agency, effective use of social media will help position your business in the market, differentiate your brand from competitors and reach a wide pool of candidates and clients.
Define your goals
Before you begin, think about why you are using social media. As a start-up, your goals may begin with building your brand, establishing contact with new clients and candidates and retaining candidates. Focus on those areas and go about creating content that fits with these goals
Which platforms should you use?
There are a number of different social media platforms offering different opportunities for businesses. Not all will be right for you so focus on those most relevant to the industry and invest time in developing and maintaining those accounts by posting regularly. Pinterest and Instagram are massive social media platforms, but both are predominantly photo-sharing platforms. Twitter, Facebook and LinkedIn are considered the most relevant to the recruitment industry because of their text-based and link-sharing medium and more general audience. However, this doesn’t mean you can’t creatively use other platforms - think outside of the box and try to differentiate your business’s social media presence.
Twitter is a great place to start. With 13 million UK Twitter users it has a large audience base and provides the perfect public-facing platform to promote short messages on everything from jobs vacancies to industry news. Chose a short and memorable Twitter name. This will be part of your URL and what you will be publicising to the world so pick the most appropriate name.
As the largest social media platform in the world, Facebook offers huge opportunities for recruiters. It is important that you set up a business page as opposed to a personal one or you run the risk of your page being shut down. Furthermore, a business page will enable you to track engagement and promote posts more effectively. Invest a little time in understanding the metrics behind your page.
As a professional networking site with over 20 million members in the UK alone, LinkedIn is an important social media platform for any start-up in the temporary recruitment industry. Potential clients will have profiles and their contact information listed, while potential candidates can post their CVs. Recruiters can use search criteria to find suitable candidates for positions and connect with them directly.
Social media platforms are the perfect way to quickly deliver a succinct message. If you are looking for an opportunity to write about something in more depth with an authoritative tone, you might consider setting up a company blog. A blog can be a way of promoting your company’s wider knowledge of the industry and may help you build a reputation as a credible and forward-looking start-up. Share your blog posts on your other social media accounts to gain more followers and generate more incoming links to boost your Google Page Rank.
Tips on content:
Promote your USP. Use your social media platforms to build your reputation and convey your company’s USP.
Stay current. Demonstrate your understanding and up-to-date knowledge of your industry by commenting on current industry topics or new legislation. Keep information on your growing business fresh and current.
Add a personal touch. While you will be using social media in a professional context, you can adopt a more informal tone to humanise your brand and convey a more personal side of your business. Share a little about your company culture or ‘behind the scenes’ points of interest.
Provide a service. Give your followers something that will keep them connected and interested in hearing from you. As well as using your social media platforms to promote your business and vacancies, provide useful content on a regular basis. The 80/20 rule suggests that 80% of the time your content should be helpful, personal content with the other 20% reserved for promotional and sales activities.
Be practical. Once you are up and running, use your social media platforms to advertise your vacancies. Your message has the potential to spread further and attract the attention of the best candidates.
Ask Questions. A good way to initiate communication with followers is to ask questions. By asking your followers a question in a post, you are initiating a dialogue.
Amplify your peers. You don’t have to create a new piece of content every time you post, you can share content from other respected users relevant to your business.
Maintain up to date profiles and post content regularly. A good way to do this is to schedule posts ahead of time using a scheduling tool.
Engage with the metrics to understand what is working and what isn’t and who is engaging with your content.
Connect your social media marketing to your other digital marketing and traditional print campaigns. This will help expand your message and elevate the credibility of your new business.
Promote your social media profiles by adding them to your email signature, website and printed marketing materials.
Build relationships with candidates and clients by responding to comments and interactions.
Consider paid advertising. The beauty of social media is that it can be used by anyone for free. However, followers see only a fraction of what you post as social media platforms create an environment where businesses have to pay to expand the audience for their content.