Save time and money by soliciting job candidates through social media.
By using an effective and disciplined approach, apartment firms can harness social media methods for recruiting their next job candidates.
1. Seek best practices and practical advice. Search keywords and phrases such as “using social media for recruitment” to find articles, blogs, Webinars and other content that present balanced information, including the successes, challenges, etiquette and legal consequences of online job seeking and job posting. Visit other employers’ Web sites in similar and related industries for additional examples of best practices. Be sure to consult with a member of tech-savvy Generation Y in the office to learn more about their impressions, preferences and online habits when devising strategy.
2. Establish a project team. Involve staff members from several office departments, including IT, marketing, legal and human resources, and assign them roles in managing the company’s social media plan. Once again, realize that Generation Y employees—a demographic rich in experience with social media—can provide candid, practical feedback.
3. Identify the primary business goal. Determine which candidates are most desirable, whether they be entry-level applicants for leasing, administrative and maintenance positions, applicants with three to five years of industry experience or seasoned professionals for management, regional and executive positions. The approach varies based on the audience and objectives. Determine how to measure results and define success. Perhaps the goal is to increase traffic to a primary Web site, increase the number of viable applicants for openings, decrease the time to fill openings or reduce the need for traditional advertising.
4. Unintended consequences. Job applicants aren’t the only ones who will respond to social media messages. Firms likely will be contacted by prospective residents, vendors, contractors, business partners and management consultants. Be prepared to respond quickly and professionally, explaining objectives for your social media presence and how they can contact your company through other methods.
5. Consider direct and indirect costs. Although upfront dollars may be minimal, the initial and ongoing cost of staff or consultant time can add up when executing a social media strategy. Make sure the proper upgrades in equipment or software are made. Assign staff to respond promptly to applicants, or determine if hiring contractors to assist with everyday communication is necessary. Assign site coordination to Generation Y staff or find a college-aged student who, with guidance and ongoing oversight, can manage the sites.
6. Establish policy. In advance of the account launch, create, distribute and review an online policy throughout the company. Carefully outline how and by whom the sites can be accessed and used. Also critical is determining if and how the company responds to posts or comments. Consider including language that addresses company commitment to fair housing and equal employment opportunity. One careless interaction can undermine a company’s image and professionalism—or worse. Remember that once posted, information becomes the property of the site to which it is posted.
7. Design your site. Collaborate with advertising and marketing teams to maintain current style branding. This might be a good opportunity to freshen the company’s image to help attract online visitors. Social media profiles administered in-house need consistent attention. Social media is all about real-time interaction and engagement, so ever-current profiles, status updates, fresh photos and video and real-time responses are imperative, as are close monitoring of wall posts and connections with other users.
Applicants expect and appreciate prompt responses to posts. For these reasons, design the profile to direct traffic to the company’s Web site, where details about the recruitment process and résumé submissions can be posted. Be sure to promote the company’s social media efforts on the primary company Web site by displaying social media logos and providing links. Publicize any new hires that are made through social networks, complete with headshots and biographies, to allow visitors to attach actual faces and names to the process.
8. Keep it fresh. Social media marketing is a trendy, evolving process. What is popular one day can become passé the next. Check out what competitors are doing to stay in vogue.
Olivia Hunter is Recruitment Manager for Southern Management Corporation. She can be reached at 703/785-5016 or oliviahunter@smcmail.com.
Lekeisha Ford is Marketing Assistant for Southern Management Corporation. She can be reached at 703/902-2000 or lford@smcmail.com.