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August 21, 2013

Who’s watching who in online recruitment advertising?

With the recruitment industry migrating steadily towards new media such as social sites, it is worthwhile taking stock of where recruiters and jobseekers need to focus their attentions to make best use of the channels available.

The most significant trend is, without doubt, the ascent of social media as a way for employers and recruitment advertising agencies to advertise vacancies in a more cost effective manner. Of all the sites, LinkedIn continues to dominate simply because of its access to passive job seekers. Small wonder that it is growing at the phenomenal rate of two new members a second! For their part, Facebook and Google Plus are certainly not going to stand back and let this opportunity slip while Twitter is already extensively used to make people aware of vacant positions – although there is a view that this is no more than the digital poster saying ‘apply within’.

Since everything that happens in America usually ends up being duplicated over here, it is quite sobering to read that as many as 89% of companies have already used social as an online recruitment advertising channel or are planning to do so.

Apart from using social sites, jobseekers themselves will still rely heavily on search engines and this is why it is vital for employers, employment agencies and job boards to continue allocating significant budgets towards search marketing.

Another trans-Atlantic development that is already starting to make its presence known on this side of the ocean is the advent of the video interview, at least in the latter stage of the recruitment process. How applicants and HR professionals might respond to this is still to be seen.

Slightly more worrying for prospective applicants is the knowledge that as many as 85% of international recruiters admit to having checked out applicants via Google and social sites to see if there has ever been any negative comment. All candidates can do in response to this threat is to use their privacy settings and treat their online presence with the same level of care and attention they would apply to their offline presence.

To keep this in perspective, exactly the same dangers lie in wait for employers themselves. The arrival of social media means that people can and do communicate their views and feelings about their own employers and this can act as a major influence when it comes to companies attracting the right staff.  How you are viewed and talked about on social platforms is a significant measure of your employer brand.

This is why so many are now turning to specialist recruitment advertising agencies who are adept at employer branding communications, who can ensure that brand advocates and ambassadors messages are visible to the appropriate social channels. It is clear that the proliferation of social platforms have leveled the playing field when it comes to employers researching potential candidates and candidates treating them likewise!