The increased popularity of social media has prompted recruitment managers to use social media for sourcing. Companies are doing much more than just posting current job openings on a company's social media accounts but are using social media to identify potential candidates in advance, build relationships with them, and encourage them to apply for open positions. LinkedIn, Facebook, Twitter, YouTube, Google+, Instagram, and Snapchat are some of the popular social media sourcing channels. According to research conducted by (Philips & Gully, 2012), advertising vacancies on traditional media sources may only attract active candidates whereas social media can be used to attract passive candidates as well. This fact is validated by (Nikolaou, 2014) who found that LinkedIn can be a very good source in attracting passive candidates. However, (Doherthy, 2020) believes that social media sourcing is only a supplement to traditional methods of sourcing and can never replace it. Next slide please Now let's look into the best practices followed by companies with regard to social media sourcing. The first company we have chosen is IBM The talent acquisition team at IBM believes that sourcing through social media is a very important tool to recruit top candidates. ·THEYDevelop compelling social media messaging to increase employer value proposition (EVP) ·Current employees are encouraged to be brand ambassadors of the company on social media to express their experience of working with the organization, on their social media feeds which act as testimonials for the company. ·IBM conducts multiple online recruitment campaigns through social media to drive engagement and source top quality talent pool with the help of the campaigns like why I love IBM which encouraged employees to share their company experience, IBMIQ which was a quiz on their Facebook career page to source young candidates with technical skills, and #refertoIBM which was a referral program. ·IBM is tapping into newer social media platforms in order to source Gen-Z candidates, by starting sourcing from social media platforms like Instagram and Snapchat, which are
extremely popular with the younger generation. ·IBM uses ‘Watson’ for social media listening in order to optimize its social media candidate sourcing strategy. Through social listening, IBM can find out how competitors are attracting candidates, what candidates think about the company and what they are looking for. In addition to this we gatheredprimary data, by conducting a telephonic interview with a senior level HR employee at IBM. ·In which he stated that there are two major uses of social media for sourcing: ·Formal campaigns for sourcing and branding and social media referrals where every person in the company becomes a candidate sourcer.
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