It is no secret that Social Media is one of the best tools for recruitment. Apps such Facebook, LinkedIn, Twitter and even Pinterest are the perfect pocket tools to generate ideal representations of a company, but what type of representation should they be offering?
Searching for information is swift and efficient with technological advancements, and the evolving to include business interaction is no shock. Curiosity is short-lived in today's society, and being a click away from an answer at any given moment means taking the time to get to know someone is easier than ever before. Searching company names on Twitter gives instant access to how the brand is spoken about, making this form of feedback more reliable and realistic than surveys.
Online profiles themselves are following in the footsteps of CV's. As people want to know others before actually meeting them, the same has to go for recruitment. When recruiting, CV's are usually the first point of call that sells a candidate. A survey by CareerBuilder revealed however, that 51% of hiring managers also used use social sites to investigate whether the candidate would fit in well with the company. Granted it is difficult to rely on a candidate's online presence to show their real personality, and everyone has uploaded or have been tagged a questionable photo, but if a hiring manager saw it and gained the wrong impression, wouldn't it be the same for the company too?
Businesses Twitter sites are fast becoming popular culture when regularly active within social media. An article on BuzzFeed revealed the popularity of ‘sassy' responses between brand and customer that attracts online participation between them. Old Spice is arguably one of the leading examples for this activity; responding to mentions and creating content that is not exclusively offers and jargon.
Over 200,000 people follow Old Spice for this reason, so the building of an online personality is shown to be widely successful. Due this, brands that participate online in a humanistic way become desirable for prospective employees and customers.
A few statuses and a couple of pictures may only seem like snippets, but it mirrors how society deems to ‘know' people after reading two pages of a CV or browsing their Facebook page. Luckily, like CV's, online representations are controlled by the one uploading the content.
Just from producing odd sentences once a month, Skittles is renowned for its quirky nature. Over 26 million people like the Facebook page because it is amusing that the company does not take themselves too seriously, especially because the content is not concerned with trying to market the product, but market their personality.
Companies are equal to celebrities in this way as they have that ever important ‘verified' or ‘official' icon. Celebrity culture has vastly developed within social media, as society has an easier way to contact their idols. Brand or ‘celebrity' audience acknowledgements (by responding to a message) get viewed by the public and seen on the same level as a real conversation.
Developing this type of communication offers a relationship between the two that boosts further consumption. Being acknowledged, and more importantly, being seen acknowledged by companies encourages others to post more about the company that enhances their credibility.
Social media pages are now a performance and shared information is not designed for friends, but for an audience. When recruiting, candidates and companies are now able to see each other online, making personality an ever-increasing cause within the job market.
So think carefully about an online perception, find a voice, and Tweet them.