Recruitment on Twitter: Stop Just Pushing (expired) Job Postings, Start Helping Jobseekers

Recruitment on Twitter: Stop Just Pushing (expired) Job Postings, Start Helping Jobseekers.

As you know, I am currently tracking over 1,150 accounts from financial institutions in 60 countries on my Visible Banking Twitter Watch. I identified 23 accounts dedicated to HR (brand and recruitment) in 7 countries: Australia, Belgium, Canada, France, Netherlands, UK and US.

Today, I would like to focus on three of those twitter accounts which basically just push job postings on the popular micro-blogging site:CitiJobsCIBCcareers, and AllStateCareers.

I would like to mention that most of those companies have also launched interesting and more relevant social media initiatives in other parts of the Business.

In this post, I will take the risk to look a bit hypocretical. Indeed I am the first in line to claim that it is better to have a presence on popular social media sites than not being there at all, even if you don’t contribute regularly or if you just recycle content which is not always relevant. After all, to eventually be “successful” in social media, and manage to engage with your audience and build trusted relationships with people online, you will have to start trying as soon as possible. you will make mistakes, and yes you will have to deal with bad comments. Live and learn. And there will be a huge premium to the early adopters.

Nevertheless, companies must always make sure to constantly increase their level of understanding of social media and appreciate the specifities of every single channels such as facebook, blogs or twitter. More importantly, they must understand the expectations from different groups and types of users.

By essence, twitter is a great tool to listen and better understand people’s expectations, questions, and personal opinions in real-time. It is also a outstanding tool to share valuable insights and “start conversations”. Basically, it took to the next level the phenomenon blogs had started seven years ago. (it always reminds me of Loic Lemeur, Seesmic Founder, old tag line on his popular blog.)

My Take
I have nothing against the TweetmyJobs service which surely fill a gap on the market. It the easiest option for recruiters to tell their management: “yes, we are on twitter. And it doesn’t require any internal resources”. It is very much a tick box approach. Why not… but it is a shame though to use twitter just as another RSS feed push mechanism. Twitter has so much more to offer…

Let me share a few thoughts with you about such an automated approach:
* limited/no engagement: such dedicated accounts usually follow just a handful of other accounts, and rarely engage with tweeple or join any conversation
* poor content & syntax: the syntax of those tweets are rarely optimized and the content is not appealing. Remember that people need to somehow find your tweets. Use the right hashtags and keywords, and don’t abuse of them in your tweets. Make your message as insightful as possible
* low/no advocacy: no engagement, poor syntax and content generally means no conversation and no RT.
* jobs not available anymore: twitter exacerbates the challenge of uptodate information. Don’t point tweeple to a page which doesn’t exist or a job posting which has expired
* no differentation: I find that the frequency of updates is not great, and the Tweetmyjob bot would basically send all the updates by batch at the same time. A job seeker following the three accounts I am covering today would receive their updates pretty much at the same time, all the time

Let me illustrate my points with a few examples below from CitiJobs (no conversation, no RT) or CIBCCareers (2 out of those three job postings had expired):

@CIBCCareers: CAVE Hiring Fair (Burnaby, BC) #cibc #cibcjobs #cibccareers #Jobs #TweetMyJOBS

Put yourself into the job seekers’ mind: what are they looking for on twitter? Which keywords are they tracking? In the above tweet, why would you need three hashtags about CIBC? And don’t forget to make your tweets RTable!

Please note that a large company like Citi has several twitter accounts dedicated to HR and recruitment (by the way, the HR group at Citi tends to outsource most of its twitter accounts to an agency which I think is a mistake). Nevertheless, some of their other accounts are more proactive and tend to follow more tweeps, create better tweets and occasionnally participate to conversations. And it shows on the stats: @CitiGroupsJobscounts 3,500+ followers and is listed over 130 times.

Your Twitter Account is far more than just a RSS Feed: think Brand Advocacy
OK, there is a value posting your jobs on twitter, but as often as possible try to make your updates more personal and relevant. Twitter is meant to create discussions and connect people with content.

You want to change your brand perception as an employer and differentiate yourself from the rest of your competition, I advise you to check out Societe Generale’s own account dedicated to their HR brand @CareersSocGen, created by Franck La Pinta, SocGen’s Brand Marketing Manager HR: Franck’s approach is spot on, his team rarely advertise job opportunities per say, but they share valuable insights and tips for job seekers. It is all about increasing brand advocacy and putting an emphasis on the brand values with a human tone and manual updates. More people will start connecting with some aspects of your brand they were not aware of. This approach will lead to an increase in the number of qualified job applications and number of new recruits via twitter.

Recruiters on Twitter, Would You Agree with me? or Prove me Wrong?
Those are my thoughts, and I would love to be proven wrong. Recruiters using a smilar approach on twitter, please feel free to leave your comment and share some of your successes on this post: click through rates, number of applications sent, number of positions fullfilled via from twitter, amount of cost savings.

I plan to organize a #VBBuzz (1h-conversation on twitter) in the near future. I invite you all to participate!

Social Media & Finance Workshops June 2010 (Paris, Madrid, London, Frankfurt): Join US to Find Out More about Recruitment & HR on Twitter
I invite you to check my recent post about the series of workshops on social media in banking, finance, insurance, I will deliver in June 2010 in four countries.

This year, I have improved the format and the content of my 1-day workshops. I will still share some of the unique insights from my Visible Banking Social Media Watch Series (2,000+ initiatives tracked on twitter, facebook, youtube and blogs in 60 countries) and adopt a hands-on approach with lots of case studies (successes and failures) from banks, financial services companies, investment and insurance firms.

This time around, I will also invite some of our most experienced and passionate industry peers to participate and share their experience on social media at their organization. I am glad to be in a position to confirm a few special guests from the following financial institutions: Barclaycard, BBVA, BNP Paribas, Caja Navarra, Credit Agricole,, Saffron Building Society, Societe Generale.

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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