We're all trying to step up our game with social media, whether it's recruiting, knowledge transfer/management or otherwise. Here's my struggle though: To get buy in for social recruiting, some of you probably need some metrics to build a business case and show the ROI, right? Because maybe some of your old-school recruiting or HR cohorts see you on Facebook and Twitter during work hours and can't help but to think you're just having fun (or wasting time?), yes?
Understandable. So, how do we measure social recruiting to make the case for it?
Why Social Media to Recruit?
First, let's simplify things and get on the same page with three reasons to use social media for recruiting:
1. Find and source candidates
2. Gather intelligence and build relationships with potential/actual candidates or communities
3. Build/support your employment brand
- Recruiters. Has their level of knowledge about a candidate community or industry deepened? Is being part of social media improving their ability to source/find/make good matches (because they "get" the community better)?
- Company's presence in social media. Is it trusted? Are you part of the conversation and community or is what you do in social media just transactional? How "personal" and engaging are you online?
Of course, all these measurements aside, the proof will be in the pudding with percentage of hires you make using social media which will have to go up over time if you're to continue social recruiting. And, when the numbers don't support the latest and greatest network or site, then change your technique or move on... but don't be hasty and keep in mind that when you source using social networks, you have the bonus of also establishing a presence/enhancing your employment brand and the fruits of deepening or establishing relationships through conversations.
And yes, there's still the issue of social media's perceived time. Try using a tool like Wakoopa to initially measure the actual time/usage of Facebook, Twitter and other tools/programs. You may be able to figure out social recruiting costs based on hours spent using social media...although I'd caution about getting hung up in the hours and minutes because recall the reasons we're using social media to recruit: to build relationships, to impact your employment brand—and the time you put into those? Priceless, wouldn't you say?
Article adapted from Fistful of Talent, Feb. 2009.