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If you build it, will they come?

This week I was asked to offer some thoughts on recruiters using social media for recruitment based on what I have seen online. What struck me from the conversation I had was the perception some people have that creating social media channels equals success.

Turning to the ‘traditional’ networks, anyone can create a Twitter account, LinkedIn group or Facebook page. But what happens next? It surprised me that some organisations think that simply creating these channels means that people will flock to you.

If only it was that easy! Absolutely not. I described these channels as shop windows – they are showcasing to the world the content and context of your company so potential customers and employees can decide whether to walk through your door. However in order to have good relationships and networks online, you have to enter the conversation space. People won’t start following you or getting in touch if your shop shutters are down and there are no signs displaying what you’re offering. (I wrote an article a few months ago on my thoughts about choosing to tweet, which you can read here). You need to be connecting with the right people, creating good conversations and actively seeking out customers.

I believe the same is true for organisations. If you are not highlighting to employees and potential employees what they can expect from your company they won’t flock to you.

The first place most people look to get a ‘sense’ of the organisation is a company’s website. What does yours say about your company? What impression are you giving? Do you feature stock images or real people? Does your site reflect your internal culture? If you compared your website and intranet, does it look like the same place – do they go hand-in-hand?

It appears to be a growing trend for organisations to seek out talent using social media and there’s plenty of evidence online of successful placements. Being asked to share my thoughts on how recruiters can use social media to present themselves was an interesting topic to mull over.

What conversations have you had about social media recently? Are you integrating collaboration channels into your internal communication mix? What have you found works well? What didn’t work? As ever I’d love to hear your thoughts. You can comment below or email me: rach@rachmiller.com

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