At our recent RecruitCon 2018 event, Kristin Dudley gave a session titled “Growing Your Online Presence: How to Build Out Your Social Media Recruiting Strategy.” Her major advice: for every ask you put out on social media, you need to have five gives. And the principle works for marketers as well.
Dudley discussed the appropriate level of engagement by using a formula she picked up from Craig Fisher of Allegis: five gives to one ask. What does this mean?
According to Dudley—who is also CEO of Co-Create—we are numb to ads, and if you use your profile as an endless advertisement, you risk losing an audience filled with top talent and potential candidates (or potential customers). Dudley says to use your profile to tell your stories, be transparent, be human, and build trust.
She adds that the goal of social media recruiting is to establish trust, saying, “you’re out to build a community.” People are three times more likely to trust company information from employees rather than from the brand or CEO. Therefore, your strategy should reflect the “human” approach. This is just as true for marketing as it is for recruiting.
5 Gives to 1 Ask
The best way to be “human,” according to Dudley, is to go with the “five gives to one ask” approach. This means you should be sharing five unique things about your company, and after five posts, you can then share one asking people if they’re interested in a job (or buying a product).
Dudley says to make sure your “five gives” tell a story—for example, showcasing your company culture, posting third-party content that is relevant to your company, sharing résumé writing tips, etc. You want to position yourself as a source of knowledge—not just an ad space but a profile candidates can come to know and trust. Once you’ve built that trust, you can turn around and ask, “Do you know someone who would be good for this role?” or “Would you consider buying this solution?”
Not only are you building trust among potential candidates and customers but you’re also building your brand. In recruiting, candidates often cite a lack of communication as a reason for a poor experience. The same is true of customers, who can really bring a company low if they have poor customer communication. By building trust early on, you’re eliminating the possibility of a bad candidate/customer experience.
Dudley reminds us that we need to speak from the middle, from the heart—and that storytelling is the heartbeat of the employer brand as well as your marketing brand. You’ll know when your strategy is working when you start attracting the right people and the right customers.
If you are interested in learning more from experienced marketing professionals, join us at the Marketing Summit in Austin Texas in November.