How Banks Effectively Use Social Media to Recruit
Banks, especially best paying ones, are becoming more open to embracing the benefits of social media. As job boards are an ancient relic, banks are becoming more aware of social media being a platform to not only connect with their customers but recruit. Customers today expect banks on social media they do business with to listen, respond and promote offers, such as financial offers and upcoming events. Building a positive community increases the chance of recruitment opportunities, and strong candidates.
The data doesn't lie, social media is dominating recruitment: 93% of all recruiters use LinkedIn to find candidates, 89% hiring through the network. 54% of recruiters use Twitter to find candidates. This has increased from 45% in 2010. However, only 15% have hired through Twitter. Expect that number to rise.
Yair Riemer of social recruiting campaign specialists TweetMyJobs, spoke to American Banker of how social media is now massive within the financial industry, especially with hiring, "Everyone knows Google is a cool place to work," Riemer says, commenting on public perception, "What we tell our clients is that they need to think about recruitment and sourcing, but they need to show the human side.
"The more transparent you are with what it's like to work at a company, the more likely you'll attract the right people."
Typical social media accounts for banks will engage with their community, answering queries, post offers and promote vacancies. Most bank updates include the account operator's name at the end of the tweet, and they specify for how long they are on. It all adds to the sense of it being a human operation. For example, the following tweet from the Barclays dedicated job Twitter account:
Barclays include not only related hashtags, but one related to its location. Hashtags are used as people searching for such term will discover that content. Hashtags can bring huge amounts of traffic to a topic, especially if they are trending worldwide. The hashtag #jobs is a followed by many people, many of its viewers being job seekers. The linked website provides insight into what Barclays can offer to its employees, offering further transparency.
HSBC also has a Twitter account dedicated to posting available vacancies. This similarly uses hashtags to reach the correct audience. The account also retweets users replying with humorous tweets.
J.P. Morgan creates interesting content that has appeal outside of finance. Content that's the most valuable on social networks appeals to the largest audience possible.
Banks traditionally relied on text-heavy job board postings with almost no details about day-to-day life at the bank. The new approach of an emphasis on social media shapes the public's perception of you, which can entice potential candidates to join that workplace.
Companies are always looking for ways to diversify their online operation such as the American bank BBVA Compass, who are planning to use YouTube videos to depict the typical day working at their bank. This all contributes to a more personal workplace for clients. Banks have a good chance of building an engaging online presence, mores than even what Facebook itself offer, as banks have an established relationship with consumers that is more engrossing than sharing photos of your cats - they hold everyone's cash.
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