Nowadays, social media is being used in almost every aspect of life. Recruiters are also increasingly harnessing the power of social media in their recruitment efforts. Here are some examples of companies who have taken social recruiting far beyond the basics of sharing links to job postings or joining specialist interest groups and got the most out of the various social media tools.
My Marriott Hotel
The International Hotel Group has turned the world of social recruiting upside down by developing a recruitment app for Facebook to recruit thousands of new employees for their massive expansion outside of the United States.
‘My Marriott Hotel’ is a fun and challenging FarmVille-esque game in which players have to juggle all the responsibilities of a hotel kitchen manager. Potential hires have to prove they can manage their own virtual hotel restaurant kitchen before moving on to other areas of hotel operations. They have to buy all the necessary equipment and ingredients on a budget, hire and train new employees, and most importantly, keep the customers happy! Players earn points for satisfied customers but lose points for poor service. Their success is based on their operation turning a profit.
The goal of the game is to interest millennials (people aged between 18 and 27) in a career in hospitality, a field that many of them may not ever have considered before. The game can be played in English, Spanish, French, Arabic and Mandarin. The game has not only won multiple awards, but also received a lot of press coverage.
Flickr’s Hidden Job Post
While many companies advertise their job posting everywhere they can, Flickr targeted their recruitment efforts directly at the source. The online photo sharing application hid a link to current job postings somewhere only worthy coding applicants would ever find it: inside the source code of its redesigned page. This is a clever approach to target only those with the technical curiosity and ambition to take a peek at the source code and thus is perfect for companies specialising in IT recruitment.
Old Spice’s Challenges
Old Spice’s “Mustafa” adverts have been praised for their originality and the male grooming brand has been hailed for its genius social media strategy. So when the time came to hire a new social strategist, it is needless to say that ordinary would not be sufficient.
Applicants had to complete at least one crazy challenge to show their mastery of social media. Some of the challenges were rather simple such as getting the most people to friend your mother or father on Facebook in just one week or getting recommendations on LinkedIn from at least three other people trying to get this job. Other challenges were very intriguing such as creating a new Twitter account and get the most followers in a week using any verbs you like, but only the following nouns: “Bluefudge,” “Hammerpants” and “Greek Yogurt.”
Or how about creating an original YouTube video that receives the most plays in a single week using this script verbatim: #1: “Wait. What are you doing?” #2: “Trust me. This will be fine.” #1: “Ok. Go ahead.” Another challenge was to upload the most pictures of your armpits to Instagram with the hashtag #mypits and your face in them to verify your identity. Or you could choose to create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an ingredient. Luckily, the reviews did not have to be good.
The catch? The challenges had to be completed under a veil of secrecy, which meant that participants could not tell anyone that their efforts were part of a job application.
The recent skills shortages are creating fierce competition among recruiters. It is crucial for organisations to make sure that the right talent is aware of the job opportunities and for companies to make sure that they are sending out the right messages to prospective employees. Ingenious use of social media can definitely add power to a company’s recruiting efforts.
Image source: http://allinadseyes.wordpress.com/