Want your firm to appear "cool" to a young group of talented potential recruits?
Try asking one of your partners to climb Mount Kilimanjaro or Machu Picchu, then post a shot of him in a tie-dyed shirt on your firm's Facebook page.
DMCL, a Moore Stephens firm based in Vancouver, BC, plastered the photos on its Facebook page this fall. One of the partners was on a motorcycle journey along the southern tip of South America. All I could think was",This is so cool."
If you're looking to recruit anyone with a sense of adventure or fun, especially - but not limited to - Gen Xers/Yers, the best thing you can do is highlight the personal (read: non-accounting) side of your firm and do it where they "live." While actually leaving the office to meet candidates face-to-face is still important, the place to reach them around the clock is social media - especially in the evenings, as many firms ban certain websites in the office.
DMCL is looking to social media - in this case Facebook - as a route to reach new employees. And they aren't alone.
Becky Livingston, founder of Royal Apple Marketing, presented an informative and interesting session for our association's human resource group on the topic of social media recruiting in which she cited several studies that demonstrate the rising use of social media channels by recruiters. (She also wrote a blog based on the presentation, which provides additional resources.)
One of the most impressive is Jobvite's "2012 Social Recruiting Survey", which found that 92 percent of recruiters use social media (80 percent LinkedIn, 60 percent Facebook, 50 percent Twitter). But does it work? Seventy-three percent of recruiters said they successfully hired someone ID'd on social media (89 percent LinkedIn, 26 percent Facebook, 15 percent Twitter).
Tips for SM Recruiting Success
If you want to have a "cool" Facebook page showing the personal side of your firm, just tap into the interests of your existing employees, like DMCL did. Ask them to "like" and populate your page with posts. Create a LinkedIn page. Perhaps even ask a younger staff person to "manage" those pages.
Hint: If your employees list your firm on their social media profiles as their place of employment, it will increase search results.
Post job listings on your LinkedIn/Facebook sites and Tweet job openings linking back to your website.
Actively seek candidates on LinkedIn. Firms have noticed that the Big 4 are using LinkedIn to poach their people, so why not poach back?