Hello SOTGC Community,
For her article “How Does Twitter Use Twitter to Recruit?”, Erin Osterhaus went straight to the source: Anitra Collins, Twitter’s Recruiting Programs Officer. Thanks to Holly Aker for authorizing me to quote from the SoftwareAdvice article.
Before sharing what Twitter’s Ms. Collins had to say, here findings from SoftwareAdvice’s Social Recruiting Survey:
“Twitter’s Twitter Strategy”
First of all, if you’re going to use Twitter to recruit, you should create a clear and executable strategy. Twitter should be used for more than just blasting out job postings. Sure, creating awareness about new positions is one part of the strategy.
But there’s another side to the coin that Twitter capitalizes on: you can create a real-time view into your company’s culture, making people want to work for you.
As Ms. Collins says of the @JoinTheFlock handle, “We offer more than just job listings; we also share news about events happening within the company, external events we attend and insights from our executives. The handle gives our followers a look into what’s happening inside of the company and a bit about what makes Twitter a great place to work.”
There are several ways Twitter uses Twitter to get the word out about open positions, grow its following and, ultimately, source and attract great talent.
Here a few of the Twitter recruiting team’s tips that will be covered in more detail below:
- Use employees to Tweet jobs
- Share news and events to expose your culture
- Harness the power of the hashtag
- Leverage video
- Connect with candidates
- Use Employees to Tweet Jobs
- Using the tools available—hashtags, current employees, notable personalities (an advantage perhaps specific to big brands like Twitter) and other multimedia—Collins and the rest of the recruiting team have created an enormous following for the @JoinTheFlock account: to be exact, 361,888 at the time of writing. How do they keep all those followers engaged, as well as add new followers daily? By Tweeting compelling content, of course.
But here’s the kicker– Ms. Collins and the recruiting team at Twitter make a concerted effort to re-Tweet job posts from current employees’, interns’ and other company handles. As she says, “We get the help of our hiring managers to Tweet out job listings to their followers for extra visibility.” For instance, re-Tweeting calls for applicants from the company’s Director of Engineering:
2. Share News and Events to Expose Your Culture
Even the lower rungs of the company get in on the action (read, interns):
If your strategy includes involving this cultural component, you’ll need to do more than have one person Tweet out new jobs once a day. Instead, you’ll need to have a multi-pronged approach–and that’s just what Twitter has done.
3. Harness the Power of the Hashtag
As you’ve probably noticed, hashtags pop up all the time on the @JoinTheFlock account. There are several advantages to using them.
- First of all, they get your Tweets in front of Twitter users who might not follow you already.
- And secondly, they narrow down your target audience.
For instance, if someone is looking for a job in software development, they might search certain tags, such as #hadoop, #CMS, #UX or #TechTalent. By including hashtags in a job post, these candidates can find the job, even if they don’t follow the @JoinTheFlock account already.
Hashtags are also a great means to source new talent at industry-specific conferences. As Collins says, when looking to fill niche roles, hashtags are a lifesaver: “To fill a specific role, we might look at the hashtags for a conference taking place in that field, and look at the profiles of the attendees who are Tweeting or on a Twitter list.”
4. Leverage Video
Perhaps what separates Twitter’s recruiting presence from other companies is its clever use of various media channels. “We are in the process of developing Vine videos to share, and of course we point to our Twitter YouTube channel when we have something new,” says Collins.
A picture may be worth a thousand words, but a video is just, well, better. It makes the candidate feel like they’re in the office–and Twitter has a really cool office. There are multiple instances of the Vine video app being used on the @JoinTheFlock account, and all serve to showcase what a wonderful place Twitter is to work. One employee took a six second video of the new yoga studio in the office:
Within the header of the @JoinTheFlock profile, you will find a link to what might be the page’s most effective recruiting tactic: a link to the YouTube video “At Twitter, The Future is You.”
As Collins says, the video “was created to be ‘the worst recruiting video ever’ by our internal team.” The tongue-in-cheek tone of the video worked. Collins notes that it “drew a lot of applicants, and showed our style and humor—our CEO [Dick Costello] even participated.
5. Connect with Candidates
Twitter’s approach, as you can see, is multi-pronged. They showcase their culture in a way that makes the company look attractive to prospective employees, by sharing current employees and hiring managers’ Tweets and using multimedia to allow a glimpse into the day-to-day life at the company.
All these tactics highlight Twitter’s openness to potential applicants. But do they follow through and respond directly to applicants who Tweet at the @JoinTheFlock handle? According to Collins, “Yes, we do Tweet directly at candidates who appear qualified, point them to our current listings. These exchanges make the process much more personal.”
Tune in next time for expert recruiter opinion on Twitter’s perspective and strategy.