How You Can Use Social Media to Boost Your Recruitment Strategy During COVID-19

How You Can Use Social Media to Boost Your Recruitment Strategy During COVID-19

Is social media a part of your recruitment strategy? Are you utilising both organic posting and sponsored content? If your answer to either questions is no, or you’re aware that your social media efforts could do with a bit more attention, it’s time to make that change.

Whether we like it or not, coronavirus has forced us to spend more of our lives online. It’s how we communicate with family and friends, many of us are now working remotely, it’s how we stay up to date with what’s going on and if we’re completely honest, it helps break the isolation boredom. It’s estimated that we’re spending 20% more time on apps during lockdown and social media use increased by 18% in the UK in the space of a week.  

The COVID-19 crisis means that there is no better time for recruiters and businesses to engage with audiences on social media platforms. It’s the ideal time to utilise these digital platforms and to integrate them into your recruitment strategy as it’s likely that now we’ve seen the impact social media can have, it will revolutionise recruitment and marketing after the coronavirus pandemic has passed.

But how can you use both organic and paid social media to your advantage during in these troubling times and attract the best talent for when you’re ready to hire?

Celebrate Your Company Culture

Showcase who you are and what makes you great. You may not be in the office right now, as many companies have had to adopt a remote working strategy, but that doesn’t mean you can’t show what you’re like as an employer. In fact, it means you can get creative with your social media strategy. Ask your employees to showcase their home office setups, their pets and anything fun that can bring a bit of personality to your brand. While the office space may be out of bounds for a while, it’s an excellent opportunity to show off the brilliant people that make your business what it is. After all, it’s the colleagues that make work truly enjoyable.

You can also use social media in your recruitment strategy to show off the benefits your company offers. If you’re already working remotely with no hiccups during a crisis, this shows candidates that flexibility is a real possibility when they work with you. If you organise virtual wellness sessions for your employees, it shows you care about the mental and physical health of your staff. Plus, what’s stopping you telling people the benefits, you offer your employees while more people are online? Maybe it’s time to make a dedicated careers page so you can promote these benefits to an engaged audience.

Showcase your Caring Side

If there’s one thing this pandemic has shown us, it’s that kindness goes a long way. As an employer, helping your employees or local organisations is something you should be doing anyway. However, by sharing this on your social media, you’ll enhance your employer brand hugely. Candidates value a conscientious and caring employer, especially in these times, so if you are one make it known. If you’re manufacturing PPE for key workers, donating food packages to those in need or helping people to feel less lonely, it’s worth mentioning on social media because you could see a phenomenal response.

This doesn’t mean you should get involved in charitable efforts for the sake of social media, but it’s great to get some recognition for the work you are doing. You’ll attract like-minded people, and more importantly, studies show employees are more satisfied at work when they believe they have a positive impact on the world.

Utilise cost-effective advertising

One of the enormous advantages of social media is the vast potential reach for a low cost. Advertising on social media is surprisingly affordable, and while we’re all inside spending more time online, the number of people you can reach is even greater. The average cost per click on Facebook ads is around $1.68, which compared to traditional recruitment marketing, is very reasonable. This means you can spread the message about your employer brand, advertise urgent vacancies or encourage candidates to register interest with you.

With the targeting capabilities that all social media advertising has, you’ll be able to limit who sees your ads. This means that you get a better ROAS (Return on Ad Spend) because you’re only reaching people who are interested in your business, likely to apply and have the relevant skills. You can target those with necessary qualifications, interests and even in a commutable location if remote working isn’t possible for you; this means your ad spend isn’t wasted on unsuitable people.

Build a talent pool

Using social media to advertise yourself as an employer, whether it’s for a specific vacancy or not, allows you to build a diverse and multi-skilled talent pool. This means that when hiring eventually returns to your agenda you’ll have a collection of interested and talented people ready to hire; speeding up the recruitment process so business can return to normal and reducing your recruitment costs.

You could run a campaign which raises awareness about you as an employer and encourages interested candidates to register their details for when roles become available. Having email addresses means you can enhance the candidate experience by keeping in touch, offering constant updates and new roles to an interested audience.

You could also use social media to build a talent community on Facebook by promoting a dedicated careers page. People who want to work for you but haven’t seen a suitable vacancy can like the page to stay updated. Social media makes communication between your business and candidates quick and easy, enhancing the candidate experience.

Attract candidates that aren’t even looking

With social media advertising, you can attract passive candidates as social media is where many people spend their free time. Again, due to COVID-19 , more and more people are spending their evenings checking social media feeds. If you had a creative recruitment campaign, you could spark their imagination and help them consider a career with you.

Many people are currently unhappy with how their employer has reacted to the coronavirus crisis; while others are likely feeling a need to help and pursue a career with more purpose. If you can provide a solution to any of these things, the COVID-19 lockdown is the ideal time to promote it. You may attract talent that didn’t even know they wanted a change in career but will help to push your business forward.

So, there you have it, adding both paid and organic social media into your recruitment strategy now could help you when hiring after the COVID-19 crisis. You can use social media advertising to reach wider audiences and build a talent pool ready for when hiring is a priority but also use organic social media to build up your reputation as a great employer with a heart.

The Talent Works team are experts in recruitment marketing campaigns and social media. We’ve run successful candidate attraction campaigns for clients globally, whether it’s promoting recruitment events, building engaged talent pools or recruiting for specific roles, even the most niche, urgently. If you’d like help implementing a successful social media strategy to fill your recruitment needs, contact us today.

7 Reasons Your Business Needs a Facebook Careers Page

When it comes to recruiting the best talent, Facebook is a useful tool that employers often overlook. However, with 73% of Millennials finding their latest role on a social network, there’s never been a better time to perfect your social media recruitment strategy.

Recently, many larger businesses have taken to making specialist social media pages and accounts for sourcing, recruitment marketing and encouraging candidate engagement.

Having a unique place where candidates can connect with your business differentiates candidates from customers and makes the recruitment process more interactive. Facebook is the perfect place to bring this to life. Don’t believe us? Here are our top reasons why you should consider making a specialist Facebook Careers Page for your business.

Segments your audience

Your customers and your potential employees aren’t always the same people. Most of the time, someone who wants to buy your products or invest in your services won’t care about job vacancies or what you’re like as an employer; and if they did, they’d be happy to follow your careers page too.

By having a separate Facebook page for people exclusively interested in working for you, you can divide content to ensure it is seen by the relevant people who are most likely to engage and apply. This is where you can show off how incredible you are to work for to people that truly care.

Plus, the Facebook algorithm favours content that gets the most engagement. Dividing your audience into consumers and candidates is a logical way to get more likes and comments, as you know there is interest in what you’re posting. This will ensure both your recruitment and sales messages reach a wider audience so it’s a win-win!

Strengthens your employer brand

Having a place to post content about your company culture to an audience that is solely interested in your workplace, mission and values will help to boost your employer brand. You’ll be able to showcase what goes on behind the scenes of your business, post employee profiles and give an insight into your perks or benefits, all whilst speaking to a highly engaged audience that is already interested in working for you.

A designated Facebook Careers page is the ideal place to push your employer brand and all that you stand for. It’s easy for candidates to find and means they don’t have to scroll through a tonne of sales messages to find what your office and culture are like. Also, having a specific space for employees and recruitment creates the impression that you’re dedicated to your staff and keeping them in the loop which is a huge plus for candidates.

Adds the personal touch

Social media always feels personal, no matter how large the audience is that you’re speaking to. It’s a direct way of talking to people. Having a dedicated Facebook page for your recruitment efforts means that you can: engage with candidates individually, respond to messages directly, in real-time and make them feel valued. Your messages from candidates won’t be mixed with messages from customers, making them much easier to manage and giving potential employees the attention they deserve.

All of this contributes to a positive candidate experience which will boost your employer brand. Even if a candidate is unsuccessful, they’re more likely to apply again or recommend you to a friend if you’ve been responsive and helpful.

Diverse recruitment pool

Facebook is the third most-visited website in the world with 2.41 billion active users, so you’ll struggle to find a wider and more diverse recruitment pool anywhere else. As Facebook is a global platform, advertising vacancies there can provide possibilities for over-seas candidates or people who wouldn’t normally consider you as an employer to apply. This gives great potential for diversity recruiting, advertising graduate hires or even filling the most niche of roles as the range of candidates available to you is huge.

More opportunity for passive candidates

70% of the workforce are passive candidates who aren’t actively looking for new opportunities, Facebook provides an ideal opportunity to communicate with these people. 82% of companies attract passive candidates by recruiting through social media because it’s a way to capture people’s attention in their downtime when they aren’t focused on work.

A well thought out social media recruitment marketing campaign that sparks someone’s interest as they’re scrolling, may just make them seriously consider a future at your company. Then if you can direct them to your recruitment page, they’ll find even more content to showcase how brilliant you are. 84% of people currently employed say they would consider leaving their job if another company with a better reputation came calling, so having content that enforces this reputation in the right place at the right time is vital for talent acquisition.

Simple Referrals

Social media platforms, especially Facebook, make it easy to tell friends and family about current vacancies.

Current employees or other candidates following your careers page may see a vacancy that isn’t right for them but is ideal for someone they know. Whether it’s sending a link through Facebook Messenger, sharing the vacancy to their followers or simply tagging them in a post, referring a friend for a job has never been so simple.

Hiring referred candidates tends to be faster, cheaper and give lower attrition rates because most of the time, they genuinely want to work for you. Remember, if someone engages with your post it will show to their friends too (thanks Facebook Algorithm) so your potential reach becomes higher with every tag or share.

Recruit faster

One of the biggest benefits of using a Facebook Careers page to advertise your vacancies is that, like all social media, it’s instant. Within seconds of posting a job to the page, your advert will be seen by interested, engaged and hopefully relevant people which should mean you’ll start seeing applications a lot sooner.

Some vacancies need to be filled faster than others and some require very specific skillsets, so having a pool of interested candidates at your fingertips is sure to speed things up and find you the right talent quickly.

So, is it time you made a Facebook careers page for your business? If you’re looking for a place to collate talent, promote your employer brand and make the recruitment process simple, then we highly recommend it. For more information or help with your recruitment marketing on social media, contact marketing@talent-works.com and our team will be in touch!

How important is paid media in recruitment?

In the first instalment of our blog series exploring the role of paid media in recruitment, we discussed how a lack of knowledge was having a negative impact. The focus of this piece is on the role paid advertising can play in fulfilling a recruitment requirement.

Businesses currently looking to hire are facing a number of challenges, not least the fact the market is being heavily candidate driven. In the majority of sectors, the number of opportunities available are exceeding the number of candidates qualified to fill them. Unsurprisingly, this is causing problems. However, utilising paid media can have a crucial part to play in alleviating this headache.

Enables a much larger reach

With hiring becoming increasingly difficult, the approach taken when advertising must be considered much more carefully. Organic strategies are now unlikely to be sufficient in bringing in the desired quality applications. Posting a job role on social media without any budget is likely to bring very minimal results. The reason is simple; only 10-20% of your page followers will be directly exposed to your post on their news feed.

A very different outcome is experienced when paid advertising is introduced. The level of investment influences the impact that is felt, but even a small budget is better than none at all. The number of people you can reach is significantly enhanced, which in turn should ensure better results are obtained.

If that ultimately results in a hire being made, the investment was money well spent.

Ability to target passive candidates

Not only does paid advertising enable a company to reach a much larger audience, within that audience will undoubtedly be a number of passive candidates. Even though these individuals are not actively looking for a new role, interest can still be created.

Attracting passive candidates can be extremely valuable when looking to make a quality hire. Typically, these individuals are already employed in a good job, and their current employer usually wants to retain them. Additionally, the absence of needing to find a new role means they are less likely to hide flaws and inflate skills.

To attract such candidates, the campaign must be powerful enough to grab the attention of top talent. Cutting through the noise can be the biggest challenge, and often requires specialist knowledge of the subject area.

Advanced targeting features

One of the biggest question marks around paid media surrounds the accuracy of the targeting. The answer is that it can be as focused as you want it to be, as the algorithms employed are highly sophisticated. The majority of top advertising platforms offer advanced features which enable you to target the specific audiences you’re attempting to reach. This negates the threat of spending money targeting people who are not relevant.

A range of features are available which help to ensure targeting is as focused and relevant as you want it to be. Specific location areas can be selected, with full control over the exact radiuses to be captured. Therefore, transport links in the surrounding areas can be taken into consideration. This is vitally important in recruitment when looking at commute times and distances.

In addition to the location flexibility offered, audiences can also be refined by interest, job title, and field of study. All are essential factors when targeting, especially in recruitment where experience and qualifications play such an integral role. These fields ensure that only those who match the requirements of the role are served the ads. As a consequence, more relevant applications should be received.

Assisting the long-term strategy

The short-term benefits of running paid media campaigns are clear, but they can also have a positive impact in the long-term. Many organisations have a hiring strategy in place, which align with future growth plans. So, even though there might be a recruitment drive taking place at the time of the media campaign running, success is not limited to the present.

One of the primary reasons for this is the boost that can be provided to your employer brand. By investing in paid media to promote available positions, a considerable number of people are exposed to your brand. This is not only beneficial in generating external awareness of your business, but it can assist future recruitment efforts too. Even if someone isn’t looking to apply for one of your roles right now, it doesn’t mean they won’t in future.

Enabling your brand message to be seen by a wider audience can generate intrigue around your business. This can result in individuals taking a keener interest in future developments, as well as any openings which may arise. Ultimately, a pipeline of talent, already familiar with your brand, can be generated well in advance.

Successfully recruiting top talent is far from straightforward. It can be difficult enough to find these individuals, let alone employ them. However, utilising paid media can offer the exposure required to clear this hurdle.

Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.

Should you be checking your candidates’ social media pages?

These days, most employers check their candidates’ social media accounts. It seems inevitable, in a culture in which social media use is so prevalent. Checking your candidates’ social media can give a quick insight into their personality. It can also be used as a tool to see if the way they’ve portrayed themselves on their CV and during interviews is accurate.

However, is it ethical?

70% of prospective employers check their candidates’ social media profiles, and 7% plan to start. With this many employers’ utilising this method in their recruitment processes, there are questions about ethics that need to be asked. Such as, is this method invading candidates’ personal lives too far? As well as this there are legal risks involved with seeking out information on job applicants further than the information they have directly given you.

Your company may already have strict rules in place about what hiring managers should and should not know about candidates before interview. For example, any company which utilises blind recruitment techniques should not be checking social media profiles.

However, while many companies do not have such strict restrictions in place, all companies have specific guidelines to follow. This is when it comes to avoiding discrimination based on age, gender, sexuality and race. So, is it fair to judge a candidate on how they portray themselves on social media?

Can you avoid personal bias when screening social media profiles?

Social media profiles can reveal all the above characteristics of a candidate. As well as this, social media can open up a window into other, personal aspects of their lives that they have not directly let you in on.

So, if your recruitment process includes social media profile screening, hiring managers should avoid doing this until they have met the candidate for an initial interview. Utilising the technique before the interview stage could result in accusations of a biased approach to recruitment. No matter your companies’ intentions, it’s always best to eradicate room for misinterpretation.

Social media is most commonly used as a place for personal expression. It should, therefore, be considered that most people do not have future employers in mind when updating their profiles. Social media is, essentially, personal, not professional. So, holding candidates to a professional standard on their profile might mean your company turns down applicants who have the potential to be a perfect fit for the job.

Judging a candidate’s profile to assess if they are a good fit for your company culture is like judging a book by its cover. Social media profiles are rarely completely honest. Often, they show particular elements of people’s lives while leaving out huge chunks.

What are recruiters looking for when screening online profiles?

Research shows that recruiters have been put off candidates by specific things that bother them personally. For example, political rants, alcohol consumption and grammatical errors all proved to be red flags.

However, you cannot judge a person’s entire personality from the parts they choose to show on their social media pages. Often, social media tends to exaggerate some aspects of people’s lives by isolating it.

So, ultimately, there is a real risk that your company could be missing out by checking social media profiles. After all, if there are questions you would never ask in an interview, it is best not to find out the answers via social media inadvertently. Social media profiles very rarely paint the full picture.

Of course, there are benefits to checking social media profiles.

Research has shown that 58% of employers who conduct social media screenings are looking for information to support a candidate’s application. For example, to clarify a person’s identity. If candidates make claims about their personality in their CV, you can try to check these against what they show online. You can also use the platform to gain more of a glimpse into who they are, beyond the CV.

However, it is possible that employers are becoming too dependent on this method to support their recruitment processes. According to research, 47% of employers said they wouldn’t call a person for an interview if they can’t find them online. This indicates a reliance on online profiles that, in some cases, eliminates a candidate from the process.

To conclude?

It is easy to presume that most people now use social media in some capacity. However, many people choose not to. So, it is important not to allow preconceptions to overrule ethical and personal recruitment processes.

So, while checking social media pages can have its uses, it is best to do so with caution. Ultimately, never allow the importance of an online presence to come before a face-to-face communication with a candidate. Digital processes can never replace the importance of human interaction.

How is a lack of knowledge on paid media affecting the recruitment industry?

There are numerous avenues available when looking to fulfil a recruitment requirement. The majority of these are well known and have been discussed at great length. One strategy that doesn’t fall into this category is paid media.

Despite the concept being well documented over recent years, it continues to be largely overlooked for recruitment needs. Google, Facebook and LinkedIn, amongst others, offer strong advertising capabilities. Therefore, considering the wealth of options available, the current lack of use is somewhat surprising.

What is behind the current reluctance?

So, what is preventing businesses from taking advantage of paid media advertising for their recruitment? There are a number of potential explanations, but a lack of understanding features high on the list.

A likely scenario is that decision-makers are concluding that there is insufficient knowledge within their organisation to adequately set up, and maintain, a successful paid media campaign. With the complexities that accompany the day-to-day running of these channels, it’s unsurprising that this is proving challenging.

Which aspects are discouraging the use of paid media?

Even though an increasing number of organisations recognise the importance of paid social media, they also understand the need for expertise in the area.

There are several potential pitfalls when attempting to run a successful campaign, and mistakes can be easy to make when not experienced in the area. There must be consideration shown to the locations to target, the campaign goals to set, the tracking of users who have visited the landing page, the call to action and the media channels to utilise. Failure to acknowledge any one of these aspects can significantly harm the success of a campaign.

How can this barrier be cleared?

However, there is a straightforward solution to this problem; partnering with a specialist recruitment marketing company. By doing so, the creation of your campaign, as well as the daily maintenance necessary to maximise success, are all handled on your behalf. Not only will this ensure adverts are optimised to target the largest and most relevant audiences, but it will also significantly increase the likelihood of good quality applications being harvested.

Another option open to businesses is the use of an RPO provider. RPO, of course, means much more than just handling paid media campaigns, but it can certainly fall into the overall offering.

All aspects of the recruitment campaign can be managed, from the construction of a landing page to the creation of assets to advertise across the most appropriate paid media channels. Such specialisms highlight the value of an RPO provider and the crucial role they can have in ensuring the success of your recruitment campaign.

Witness the success of consumer marketing

How often have you witnessed adverts on the internet related to products or services you have recently searched for? No doubt, countless times. In turn, has that ever prompted you to click through to the page and purchase that item or take advantage of that offer? Most likely. This is a classic example of remarketing.

By retargeting ads to individuals who have recently visited a site, there is a higher probability that the final action will be taken. If an individual has already displayed interest, an additional reminder could be all that’s required to tempt that person into eventually making that all important purchase.

How can it be replicated in recruitment?

A similar approach can also work effectively in recruitment. As a job seeker or passive candidate, you’re likely to come across a whole host of job advertisements while searching the internet. Within that, you may click through to roles which sound of potential interest. However, that will not always translate into an application being made.

In many cases, the timing may not be right to make a move, even if the proposition sounds like an interesting one. Despite this, if served the ad again at a later date through remarketing, it not only reminds the individual of the opportunity, it could represent an appropriate time to register.

Consequently, a similar degree of success can be enjoyed as is experienced with consumer marketing.

Don’t let a shortage of expertise be a roadblock

The digital transformation process taking place at the moment should provide a great incentive to give the green light on utilising paid media. Without doing so, you risk missing out on much of the top talent. By failing to open up your proposition to a broader audience, the quality of responses is likely to be significantly reduced.

Don’t let a lack of expertise within your business prevent you from adopting paid media strategies to propel your recruitment campaign.

This is the first instalment of a blog series exploring the subject of paid media within the recruitment industry, so look out for more over the coming weeks.

Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.

How to use Snapchat in your recruitment attraction campaigns

Snapchat is one of the most popular social media platforms used by Millennials and Gen Z. In 2019, the total number of daily active Snapchat users is 188 million with 71% of Snapchat users under 34 years old. It is estimated that if you tried to view all the photos shared on the platform in the last hour, it would take you 10 years.

Still, despite the evidence showing these extraordinary levels of engagement, Snapchat isn’t widely regarded as a recruitment tool. However, if your company is keen to recruit graduates or apprentices, Snapchat is where you should be focusing your recruitment efforts.

What is Snapchat, again?

Snapchat is a social messaging app for smartphones which uses photos and videos. The app gives options to add images, text and animations. Essentially, it is a fun way of communicating with your contacts, as all photos and videos sent have a specific time limit before they disappear forever. It’s quick, impermanent, and a bit of a laugh. It’s therefore not surprising that the platform is known as the social media playground.

However, Snapchat is frequently underused because employers do not understand how to use it, or why it can be beneficial. Of course, as with anything, there are both positives and negatives. As an employer, it’s important to fully understand how you could be utilising Snapchat for recruitment.

How can it be used for recruitment?

Snapchat was first created in 2011 and started gaining traction as a recruitment tool not long after, though it took a few years for it to gain real momentum. These days, it’s predominantly being used by employers in 3 ways:

  1. To advertise vacancies in an interactive, fun way.
  2. To attract candidates, by using the platform to shape their employer branding.
  3. As a creative application alternative, rather than going down the traditional CV route.

Advertising vacancies

McDonald’s likes to call their Snapchat recruitment drive, Snaplications. They’ve combined employer branding and recruitment marketing by making 10-second videos of their employees as they discuss what it’s like working for the brand. The viewer can then swipe up on the video to be redirected to the McDonald’s careers page.

This is just one example of how to use Snapchat to advertise your vacancies more creatively. Utilising all of Snapchat’s features in your posts, such as drawings and text, can help make them more fun. However, Snapchat can be used for more than just advertising your vacancies.

Attracting candidates

Snapchat can also be used very much like Instagram, to give candidates a look inside your company culture. Where Snapchat and Instagram differ is that Instagram is designed with more of an aesthetic feel in mind, to project a more idealised version of who you are. In contrast, Snapchat is designed to give more of a fly on the wall feel to the inner workings of your life or, in this case, company.

It’s not meant to be perfect, it’s meant to feel personal. Where Instagram is the ideal platform for well-constructed, beautifully lit photos, Snapchat thrives off spur of the moment, reactive snapshots. The whole point is that because the images disappear, they don’t have to be visually perfect. What they need to do is tell a story, giving potential candidates the opportunity to really see inside the day-to-day.

Creative application alternative

Other companies have used Snapchat to turn the tables on the candidates, asking them to submit short videos to apply for a role. Of course, this only really works for roles that don’t require extensive experience. However, it’s a great way to see how engaged a candidate really is.

For example, for a role that works with social media, asking them to utilise social media as part of their application process is a great way to test their creativity and innovation. If they’re already an engaged Snapchat user, then the likelihood is they are also fairly savvy on all their social media platforms.

If you choose to utilise this, however, then make sure the reasons behind using this method are clear. A pub in Dublin, Sober Lane, asked candidates to send in a video via Snapchat telling them why they should be considered for the role. In response, there were questions raised over whether they had initiated this recruitment technique to enable selective discrimination based on candidate appearance. Overall, however, with a strategic approach, Snapchat can be a fantastic way to engage with your target audience.

Why Snapchat matters

Research shows that Millennials check their phones up to 150 times a day. Gen Zers are heavier users of Snapchat in particular, being active up to 11 times a day”. So, if you want to reach these types of candidates with your recruitment marketing, you need to meet them where they’re at. Media Post says, Gen Z wants authentic brand experiences across all channels and devices, showing that Snapchat’s personal approach to social media is a highly effective way to reach them.

As a result of these findings, the number of companies utilising Snapchat as a recruitment platform – such as AOL and Mitchells and Butlers – is gradually increasing. So, don’t wait until everyone’s doing it, make your mark while it’s still gaining traction.

International Women’s Day: Women in Tech

At Talent Works, we work with several clients in tech. So, we decided, on International Women’s Day, to celebrate the women working in tech.

Technology is an incredible force for good in our ever-changing world. Yet, it is estimated that only 1% of the tech sector will be female by 2040 if there are no interventions. However, the tech industry is gradually changing. More and more women are excelling in tech careers thanks to female pioneers such as those we’re celebrating below, as well as organisations such as Girls Who Code. To celebrate, we thought we’d take a look at some of the women currently changing the future of tech.

Trisha Prabhu

Young software engineer Trisha Prabhu developed an app called ReThink to help curb cyberbullying. After a young girl committed suicide because of online abuse, she was inspired to understand why young people send abusive messages. She learned that the prefrontal cortex, which controls decision-making skills, isn’t fully developed until age 25. Therefore, at times adolescents don’t consider what they do before they do it, resulting in impulsive, often harmful decisions such as sending an abusive message. Prabhu realised that if she could develop an app which detects offensive messages before they’re sent, she could give young people the chance to rethink what they are about to post. The app has been incredibly successful, with research showing that 93% of teenagers who had ReThink decided not to publish an abusive message. You can check out her Ted Talk here.

Zara Nanu

Tech Entrepreneur Zara Nanu founded software business Gapsquare in 2015 to help close the gender pay gap in less than 20 years. Gapsquare uses machine learning to analyse a company’s gender pay gap and flag opportunities to close it as they arise. Data can provide tangible goals for businesses to aim for in terms of their Diversity and Inclusion policies. Such data can influence whether candidates choose to work for certain companies, and in turn, this level of transparency can increase retention rates. So, not only is Zara Nanu helping to end pay inequality, she’s providing lasting change to employee welfare and optimising workforces. You can check out the Gapsquare website here.

Reshma Saujani

Founder of Girls Who Code, Reshma Saujani, is helping to close the gender gap in the tech industries. Girls Who Code provides free after-school programmes which teach girls computer science, communication skills vital for developing a career, and the values of sisterhood. She cites evidence from psychologist Carol Dweck who found that girls with a high IQ were quick to give up on challenging material, whereas boys with a high IQ were more likely to redouble their efforts. Saujani states in her Ted Talk that “women have been socialised to aspire to perfection. Girls Who Code is her answer to the perfection problem, by advocating teaching girls bravery, not perfection.” You can hear her talk about this here.

Kimberly Bryant

Kimberly Bryant is the founder of Black Girls Code, a not-for-profit which works to increase the number of women of colour working in tech, which currently sits at only 3%. The organisation provides opportunities to girls from underrepresented communities, who are talented in the STEM and Computer Science fields. She says, Black Girls Code is about instilling a sense of confidence in their own innate ability, so they can lead and create companies of their own. The organisation is community driven and committed to their own values, having refused grants from large companies they feel are not active enough in the community. Bryant was named as a Champion of Change for Tech Inclusion at the White House in 2013. You can watch her Ted Talk here.

Susan Wojcicki

Susan Wojcicki has been named one of the most powerful women “on the internet.” She was involved in the founding of Google and is now CEO of YouTube. She is also a pioneer of diversity in the workplace, advocating for more women to work in tech and for getting girls interested in computer science. She has also advocated for the US to become a leader in maternity-leave benefits.” Any list of women in tech would be incomplete without her!

Yasmine Mustafa

Named by the BBC as one of its 100 Women of 2016, Yasmine Mustafa is the founder of ROAR for Good, an organisation which produces a piece of tech jewellery called Athena. Athena is designed as a discreet device used to share a person’s location and sound an alarm if they feel unsafe. Initially moving to the United States as a refugee at 8 years old, Yasmine first founded 123LinkIt, a blog advertising agency. Most recently, she founded the Philadelphia chapter of Girl Develop It which provides affordable web development classes for women. A social entrepreneur who is championing the rise of women in tech, Yasmine Mustafa isn’t stopping anytime soon.

Angela Ahrendts

The highest paid executive at Apple until April when she leaves for “new personal and professional pursuits,” Angela Ahrendts has been a surprise to the tech industry. Moving from the fashion industry as former Burberry CEO into the Head of Retail position in 2014, she became one of the most important people in Apple. She leads 50% of the workforce and is still the only woman on the senior leadership team.”

Progress is on the rise, and these are just some of the women spearheading the movement. You can check out last year’s post on our Top 5 marketing campaigns empowering women here.

Happy International Women’s Day to all our colleagues and clients!

Company Culture: Why It Matters In Recruitment Attraction Campaigns

Company culture is important as it can play a crucial factor in determining the success or failure of a business. Evidence shows that investing in company culture can lead to higher performance rates, due to enhanced employee wellbeing, higher levels of development and long-term employee retention.

According to Science Daily, “corporate culture is the most important factor in driving innovation”. So, not only does a strong culture improve employee ratings of their company’s qualities by 20%, being named a “best place to work” leads to a roughly 0.75% stock jump, as can be seen on Glassdoor.

Why is company culture important?

Company culture is of prime importance to economic success. However, research shows that if a negative corporate culture is established early on it can be very difficult to change.

Kotter’s research on this subject showed that there are two essential subcategories of corporate culture, which can be summarised as either visible or invisible. The first few years are critical to forming positive habits that determine overall success; however, change can occur later, it just requires more intentional effort to undo invisible bad practices and establish new ones.

So, here are some steps you can take to ensure your company culture attracts the best candidates:

Start from within

Focus on developing a strong, positive internal culture from the beginning. If this is something you have let slip, then take some time to correct it. Candidates will be comparing multiple companies, so they’ll know if your culture isn’t all you say it is.

So, before you make your culture external, ensure that you have it right. To help with this, you could research your competitors and use them as inspiration. What are they offering that you aren’t?

Although it is great to look at other companies for ideas be careful not to become a carbon copy of them. Establish bonuses and incentives that are aligned with your brand values, which will attract the candidates which are right for your business.

Publish your mission, vision, and values on your website

Once your internal culture is on point, focus on your employer branding and ensure it reflects your culture. Craft a tone of voice that is honest about who you are. Once you have spent some time developing your brand values, put them pride of place on your website.

Some companies can underestimate how important these statements are for candidates. Stand out by being open with what you want to achieve, how you want to achieve it, and how important you consider your employees to be.

Create a careers page

If you haven’t already, create a page on your website that is dedicated to advertising your current job opportunities, as well as giving an overview of your culture. Dedicate pages to the benefits you offer, including socials, team building, and development opportunities, and any extra packages you offer employees such as healthcare and wellbeing.

Be honest about the personality of your company. If your employees are interactive, talkative, and enthusiastic, mention this. Similarly, don’t portray your culture inaccurately. Authenticity will not only attract the right talent for your business but ensure they stay for the long term. It’s not about attracting as many candidates as possible but attracting the right ones.

Ensure your tone of voice is consistent

If your tone of voice has been crafted to communicate your company culture, make sure this is also used within your recruitment attraction campaigns. A change in tone of voice could confuse candidates and discourage them from applying. If you need to, invest in your content to ensure consistency.

Ensure communication with candidates reflects your culture

It’s crucial that your recruitment strategy is efficient, but also make sure that candidates, whether successful or not, have a positive experience throughout the process.

Invite candidates to experience your culture for themselves by introducing simple steps into your recruitment strategies such as an office tour, or meeting with ‘employer brand champions’ within the specific team they are looking to join.

If you need to apply processes to take steps to ensure that unconscious biases don’t come into play, maybe consider blind recruitment.

Develop a set of ethical policies

Studies show that millennial’s are looking to work for employers who reflect their own values and respect their community, with 86% being considered willing to take “a pay cut to work at a company whose mission and values align with their own”.

For example, the environment is one of the most pressing issues of our time, as well as being an issue millennial’s are highly engaged with. If you want to attract up and coming, exciting talent that can transform the future of your business, consider creating your own set of environmental policies. Transform the way your business runs, from everything down to recycling and power usage. As an added perk, consider contributing to environmental charities or supporting your staff with volunteer days.

Other options to consider are a set of policies to ensure diversity and inclusion is a part of your recruitment strategy or implement an internal mental health awareness campaign. Incorporate your policies as part of your talent attraction process by documenting them on your careers page.

Use Instagram

Instagram is a fantastic tool to showcase your culture. Take pictures and videos at social events, celebrations, and office perks. If you treat your staff to lunch, snap it. If your employees are taking part in team building exercises, film it.

Actions speak louder than words, and candidates don’t just want to hear about all the benefits of your culture, they want to see them in action. For more hints and tips on using Instagram for recruitment and to attract talent, see our blog.

Use Social Media

And, on this note, determine which social media channels you will use to communicate your culture. Just as 70% of employers are checking out candidate’s social media pages, they’re doing the same to you. Check out our blog post about using social media to see how you could be using your channels to attract top talent.

Your company culture is integral to your success, both economic and internal, and investing in it should be a satisfying process. It’s all about showing candidates why you’re the right company for them. It’s what’s on the inside that counts.

Why top employers use Facebook Instant Experiences in recruitment

Building your employer brand on social and digital media is not easy. It’s not so much the visibility that is hard to achieve – employers have got their recruitment marketing agencies generating ‘content’ like never before, some good, some not so good. But real audience engagement, beyond just your page impression stats – that’s the true test of whether your employer brand and your social media strategies are working in harmony.

At Talent Works, we’re finding that Facebook Instant Experiences (until recently, they were called Facebook Canvases) are fast becoming an essential tool in almost every attraction campaign.  An Instant Experience is like adding an extra dimension to your mobile campaigns. More immersive than standard digital ads like banners and skyscrapers. Faster to load than a microsite. The capability to pull through vacancy details so candidates can apply via your ATS.

What’s not to like? Well, nothing really. Here’s a breakdown of why some of the world’s best employer brands are all over Facebook Instant Experiences:

  1. It’s a fully mobile experience

That’s right folks. The only place you’ll see a canvas is if you click on an ad, in your Facebook feed, while you’re on mobile. There’s no waiting for a new window to open. It downloads instantly, keeps Facebookers in the moment and the UX is pretty good too. If it’s not what someone is looking for, they can swipe right out and back into their Facebook feed. No harm done to your employer brand there, then.

  1. You want to engage, as well as attract

Instant Experiences come with some nice features that make the user experience more immersive and the candidate journey more engaging. It’s not just a case of ‘read the job ad and hit the Apply button’. When a candidate goes through to a Facebook canvas, they can watch a movie, scroll through a carousel of images, enjoy some animation. There is even a Tilt mode, so that the user can turn their phone to view more image beyond their standard screen dimensions – that’s a great way to showcase an open-plan office space.

  1. The recruitment statistics speak for themselves

Stats say that the average person spends one in every seven minutes of their online time, on Facebook. It’s the largest and most widely used social media platform. The combination of Facebook audiences, programmatic advertising and immersive canvases is proving to be the most effective and frictionless mobile candidate experience. Visit talent-works.com to see some recent case studies from our RPO and employer branding clients.

  1. Your agency will love you

Our Creative teams love the opportunities that Facebook Canvases offer to showcase photography, film, animation and gamification. They also love how easy and fast it is to set up a canvas to support a campaign. This means that we’re giving clients exactly what they want and need: creative campaigns, up and running and in front of candidates quickly.

  1. Instant Experiences are only just beginning

Facebook introduced Canvases in 2016 and consumer brands have been leading the way in exploiting their potential. As more employers begin to see the opportunities involved (and see the response that they help to generate), we will begin to see Instant Experiences being used in more innovative ways. How that mobile candidate experience grows and becomes more immersive – and how the likes of Instagram respond and find new ways to help employers tell their stories – is going to be very, very interesting.

Facebook Instant Experiences are fast to build, user-friendly and align neatly with your social media campaigns and with your existing applicant tracking system. As simple as they are, that all comes together to make them a genuinely valuable asset for talent acquisition teams and their employer brand agencies.

Take a look at one of our campaigns using Facebook canvases.