Every recruiter has seen post after post on how they should be using social media. By now, you’ve read about a range of different tactics, tools and strategies to attract clients and candidates and increase engagement. You’ve probably tried a bunch of them too.
But all the clever tools and tactics in the world will come to nothing if you forget that social media is just that: social. Too many recruiters are using social media as a job board rather than a way to build a community based on real relationships. Rather than talking with their audience, many recruiters use their social accounts to talk at them.
Using social media as a soapbox will lose you results rather than winning them. Having a human social media account, on the other hand, will gain you more followers, more trust, more engagement, and ultimately, more wins.
Here’s the top three ways to humanise your social media accounts and fast-track your way to fantastic audience engagement.
1. Have fun.
Share relevant content, yes, but don’t afraid to be playful with it. Let your personality shine through and let people see that there’s a real person behind the screen. Post pictures, videos, use popular hashtags, be the interesting type of social media user that you yourself would want to follow.
Many recruiters seem to leave their sense of humour behind when posting a status, forgetting that social media isn’t a board room meeting. If your online persona is stiff, stuffy and strictly business, nobody will want to work with you.
2. Make it all about the audience.
Would you like to have a conversation with somebody who does nothing but talk about themselves? Of course not. So don’t make your social media account a one-sided monologue.
You can’t just post the content that you want to promote without thinking about whether anybody will actually want to see it. Don’t bombard your followers with posts that are all you, you, you. They don’t want to see it and they definitely won’t engage.
Effective social media posts will make your audience feel both welcome and interested. Whatever you post, think carefully about how to share it in a way that will be appealing and useful, not in a way that looks like you’re just pushing adverts out.
Don’t be afraid to talk to your followers and respond to them. If they feel heard and appreciated, they’re much more likely to engage with you in future.
3. Add value.
There’s no point in using social media if you’re not using it to add value. If candidates just wanted to see a list of job vacancies, they’d go to a job board. If clients wanted to know about your business acumen, they’d check out your website. A social media account should benefit your followers by sharing helpful content, useful information, and even funny or motivational posts.
Social media is about giving, not taking. As a minimum, 75% of your content should aim to add value. If you predominantly post non-pitchy, interesting content, you’ll be more trusted and therefore more likely to get traction when you do post sales-orientated content.
Always remember, social media is about people. People want to speak to other people, not to boring corporations. If you want to grow your online community and get leverage from social media, just be human.