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Part
4
People Resourcing
230
Agency sites are run by established recruitment
agencies. Candidates register online but may be
expected to discuss their details in person before
these are forwarded to a prospective employer.
Social media
The use of social media means applying Web 2.0
technologies to search for recruits and find out
more about them online on sites such as LinkedIn
and Facebook. Potential recruits sometimes provide
blogs from existing employees covering their ex-
periences in working for the organization.
The 2013 survey of the Forum for In-House
Recruitment Managers (FIRM), whose members
tend to be bigger employers, established that 94 per
cent used LinkedIn for attracting and recruiting
candidates and the remaining 6 per cent intend to
do so. LinkedIn recruiter tools enable employers to
see how the online population views their employer
brand, search the world by sector, job level, special-
ism and geography and directly approach strangers.
Syedain (2013) recommends that to make the most
of LinkedIn it is necessary to:
●
build and prime a personal network before
you recruit;
●
set aside time to seek out and engage
relevant and promising talent;
●
obtain advice or training in how to use
LinkedIn as a recruiting tool;
●
get buy-in from the top – encourage
senior managers to keep their own profiles
up to date;
●
build the employer brand by encouraging to
post information on their status updates that
give a sense of the organization;
●
talk to managers about who they know or
can get introduced to online;
●
create an employer page and keep it updated;
●
personalize your direct approaches, whether
InMails or invitations to connect;
●
be selective about the number and type of
jobs you publicize – it is easy to overwhelm
people’s feeds and inboxes.
As reported by Anna Cook (2012), head of CERN’s
recruitment unit, CERN, the world’s largest particle
physics laboratory, has successfully made use of
social media. All job vacancies are advertised on
LinkedIn, Facebook and Twitter. These networks
provide much more than simple job boards in that
they are used as communication tools to interact
with the audience, with candidates and with people
who are not necessarily candidates but may know
people who may want to apply. Appropriate use is
made of each medium. For example, Facebook is
used to host a weekly question and answer session
between one of CERN’s recruiters and anyone who
wants to submit a question, whereas the profes-
sional network LinkedIn provides a forum for more
specialized discussions.
T-Mobile International has created a Facebook
site for graduate recruitment. Potential graduate
recruits established an individual presence on this
invitation-only site. The site was used to provide
information on selection procedures and processes,
for example criteria and timetables and to allow
the potential recruits to communicate with each
other. As well as T-Mobile’s IT department, an
internal ‘brand ambassador’ was involved in design
throughout.
Advertising
Advertising has traditionally been the most obvious
method of attracting candidates and it is still fairly
important, especially at local level and in specialized
journals. However, as the CIPD 2013 survey revealed,
many organizations now prefer to use online re-
cruitment, agencies or consultants. A conventional
advertisement will have the following aims:
●
Generate candidates – attract a sufficient
number of good candidates at minimum cost.
●
Attract attention – it must compete for the
attention of potential candidates against
other employees.
●
Create and maintain interest – it has to
communicate, in an attractive and interesting
way, information about the job, the company
and the terms and conditions of employment.
●
Stimulate action – the message needs to be
conveyed in a way that will prompt a
sufficient number of replies from candidates
with the right qualifications for the job.
To achieve these aims, it is necessary to carry out the
actions set out below. A recruitment advertisement
should start with a compelling headline and then
contain information on the following:
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