Without metrics to understand how social recruiting is working for your business you may find that it is actually a time sink that distracts from productivity rather than enhancing it. Since social recruiting is such a new concept in the industry how do you know the right way to measure success? As it turns out, many of the metrics are the same as any traditional hiring method; they just need to be applied differently. Here are 5 metrics you can establish for your social recruiting program.
1. The Source. It has always been a good practice to record the recruiting source for each candidate in your database. This information can be pulled up in a report that can show you what the most successful sources are. Rather than simply indicating “Social Media” as the source, create separate categories for Facebook, LinkedIn, Twitter, Pinterest, etc. Keep in mind that this won’t be an overnight change. It may be several months or even a year into your new social recruiting strategy before you can make any real connections between the source and the success.
2. The Cost. Recruiters and staffing companies have always tracked the cost of candidate sourcing. What do you pay for the major job boards or for each individual job post? What is the cost of advertising in the local newspaper? What is charged for participating in job fair? All of these things add up and if you find that the cost versus success is not advantageous it is time to reconsider the methods. Much of social recruiting is inexpensive or free so perhaps tracking the time spent on each site each day or week and relating it to successful hires would be a better wage to gage the cost of this type of media.
3. The Conversion Rate. When you post an ad on line you are likely to receive hundreds of resumes. Then you narrow those down to 20 to contact and discuss in slightly more detail. Out of those 20 you may select to interview 10. Of those 10, how many go to work on an assignment within the next week, month, or year? Social media will have the same considerations. You will neither hire nor employ every person you connect with online but look at how many do get sent to work within a year of being sourced.
4. The Engagement Factor. Social recruiting adds a new dimension to the art of sourcing candidates. When you post positions on Facebook or LinkedIn or even your blog you invite conversation. It is good to track how much interaction you’re getting on your social media. How many Twitter followers? How many Facebook fans? How many connections on LinkedIn. Look at how quickly those number rise and what kinds of post engage the most readers.
5. Positive versus Negative Responses. With this type of engagement it is also good to look at the type of comments or responses you are receiving. Look at the positive feedback. What type of content encouraged people to leave good comments? If you look at the negative feedback you can see what might have cause the conversation to turn sour. Keep in mind the difference between constructive commenting and trolling, however, so you don’t find yourself constantly responding to non-issues.
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