If Social-Hire’s audience persona had a face, mine would have been there
Posted: Mon Jan 20, 2025 5:43 am
As enthusiastic and thoughtful as I was, nothing I did seemed to work.
Despite creating thoughtful blog content, writing engaging copy to introduce the articles I shared, and inviting others to join the communities, the profiles still looked like would-be ghost towns if it weren't for the handful of prideful residents keeping them alive.
Internally, the new push was well received. Colleagues stopped by my desk to tell me what they thought about the latest blog. I’d see their names pop up in Facebook notifications when “Trivia Tuesday” came around. Some would share posts with their friends and families.
As encouraging as that feedback felt, it wasn’t the goal I was tasked with.
My mission was to engage potential clients and candidates outside of the business. This is chile phone number library when I knew I needed to find someone who’s done this before to help me.
Still having reqs to recruit for, and prospects to research for the NBD team, I couldn’t afford to spend loads of time trying out a bunch of ideas based on just the theory of what I thought would work. I needed to learn about approaches and strategies that had already worked for others in my situation: marketing a recruitment business to candidates and clients. Ideas that had some hard data backing them.
Turning to Google for guidance, I typed in “best Twitter accounts to follow for recruiters” and Social-Hire popped up in the search results on one of those influencer lists. The first thoughts that came to my mind were, “Social-Hire. Hmm, that’s a good name” and then “This is fantastic! They have, like, 100 articles on social recruiting.”
Lesson learned: align your content strategy with your candidates’ goals.
If a candidate had 5 seconds to choose between following you or a competitor—a business in the same industry offering similar services to the same audience—why would they choose you?
This answer needs to be clearly communicated in how your profiles are written (e.g. the bio, description) and how they’re managed (e.g. the content you’re sharing, the people you’re engaging with, the voice and terminology you’re writing in).
In Social-Hire’s case, it was the social media and recruitment mix that struck me the most. That specialist expertise was backed up with their own profiles and the content they were publishing which I could see at first glance.
To carry out a successful social media strategy, your profiles need to offer as much value to your audience as you do as a business when those leads become candidates or clients.
Despite creating thoughtful blog content, writing engaging copy to introduce the articles I shared, and inviting others to join the communities, the profiles still looked like would-be ghost towns if it weren't for the handful of prideful residents keeping them alive.
Internally, the new push was well received. Colleagues stopped by my desk to tell me what they thought about the latest blog. I’d see their names pop up in Facebook notifications when “Trivia Tuesday” came around. Some would share posts with their friends and families.
As encouraging as that feedback felt, it wasn’t the goal I was tasked with.
My mission was to engage potential clients and candidates outside of the business. This is chile phone number library when I knew I needed to find someone who’s done this before to help me.
Still having reqs to recruit for, and prospects to research for the NBD team, I couldn’t afford to spend loads of time trying out a bunch of ideas based on just the theory of what I thought would work. I needed to learn about approaches and strategies that had already worked for others in my situation: marketing a recruitment business to candidates and clients. Ideas that had some hard data backing them.
Turning to Google for guidance, I typed in “best Twitter accounts to follow for recruiters” and Social-Hire popped up in the search results on one of those influencer lists. The first thoughts that came to my mind were, “Social-Hire. Hmm, that’s a good name” and then “This is fantastic! They have, like, 100 articles on social recruiting.”
Lesson learned: align your content strategy with your candidates’ goals.
If a candidate had 5 seconds to choose between following you or a competitor—a business in the same industry offering similar services to the same audience—why would they choose you?
This answer needs to be clearly communicated in how your profiles are written (e.g. the bio, description) and how they’re managed (e.g. the content you’re sharing, the people you’re engaging with, the voice and terminology you’re writing in).
In Social-Hire’s case, it was the social media and recruitment mix that struck me the most. That specialist expertise was backed up with their own profiles and the content they were publishing which I could see at first glance.
To carry out a successful social media strategy, your profiles need to offer as much value to your audience as you do as a business when those leads become candidates or clients.