Social Media Gameplan
A good social media strategy centres on your ability to build relationships with your audience and deliver messages over time; yes, over time--not overnight. You need to develop a broad audience base organically, and this takes patience, effort, and time. However, once established, you will have brand advocates and fans who seek your organization out online. It follows then that when you need to go to market for recruitment, you can change the conversation for a moment from brand and focus on the story about working for your casino. The change is a subtle one but important; you must align your recruitment message to your casino’s overall brand positioning and strategy. Don’t forget that your audience established a relationship with your brand first. The job discussion happens later.
If you’re not convinced that your audience is adapting to social media quickly, consider this: we already have one of the highest rates of social media usage in the world.
A recent comScore study showed that the fastest growing demographic in terms of internet usage is users over 55 years old, increasing their time spent online by 12% over the previous year; and over 66% of all Canadian adults aged 35 and up are actively using social networks on a regular basis. In 2009, just 1% of Canadians online had Twitter accounts. Today that number is over 20%, and continues to grow.
Over the next 10 years, nearly 9 million workers (a staggering 26% of the Canadian population) will be eligible for retirement. According to Statistics Canada, in about 10 years Canada may have more people leaving the labour force than entering it. These changes in the employment market will change an organization’s approach to finding workers.
The challenge facing most organizations is ensuring their recruiting team knows how to employ social media and that their messages align to the overall brand marketing. Many HR departments have not yet been able to capitalize on the proliferation of social media for a variety of reasons:
- Lack of organizational strategy;
- Corporate policy;
- Technology requirements;
- Departmental silos; and
- Lack of resources
LinkedIn, the original social network for professionals, has morphed into an active place to solicit and advertise new positions, as well as openly share one’s resume. It is used by almost half of all recruiters to research a candidate’s background and potential fit for a position. However, this approach can be defeated by individual privacy and security settings which will block this as a tool for recruiters.
This challenge has been met with an equally creative solution, as some organizations are building unique social experiences that encourage job prospects to actively engage with them. One major hospitality company developed an online game for prospects to play which takes the player/prospect through a series of tasks and episodes to score points. While it’s entertaining and engaging, the real purpose is to provide profile and aptitude scores of the prospect as they perform against objectives and under stress in a virtual hotel environment. The game was designed not only to inform prospects about the company’s culture, but to also give the employer an opportunity to pre-evaluate prospect before they applied for the job.
Your casino might be one of many that are swamped with applications and resumes, in some cases there are 100+ applications for some posted jobs. Wading and sifting through that is taxing on your HH department’s resources. Social media strategies, like the one mentioned above, can improve your casino’s ability to identify the best prospects for a particular position.
Successfully building your brand experience across social networks will require you to understand what your audience expects from your brand and how you compare to your competitors. You cannot appear to want something from them or be seen to be pushing an agenda; you’ll lose them. The critical element that ties all of these components together is a well developed social brand strategy which then permits the creation of a brand-aligned social recruitment strategy. Not an easy task.
By carefully cultivating digital relationships, you can identify your true brand advocates and then apply them to a social recruiting strategy. You will be able to attract better quality prospects, spend less time sifting and sorting through applications, and yield better quality long-term employees. All of this at a lower cost to you in terms of resources and third party costs.
Work life and social life are coming together in new ways and innovative companies are using that change to their advantage. As the new generation in the workforce re-defines the existing fundamentals, smart companies are already rolling up their sleeves to take on the challenge.
Jim Kabrajee is the CEO of Marshall Fenn Creative Communications, a full-service marketing agency with offices in Toronto and Las Vegas. Contact: firstname.lastname@example.org or (416)-962-3366.