Issue link: http://www.insightdigital.biz/i/1179650
20 | I NSIGH T • N o v e m b e r 2 0 19 w w w . i n s i g h t o n b u s i n e s s . c o m "I've had organizations use Facebook aer trying other methods and not getting anything, and with Facebook, they get responses from workers of all ages. Being on social media isn't just for the young." – Chris Riba, manager, Wipfli LLP human capital management group PIPELINE Online outreach More employers using social media as a recruiting tool B Y M A R Y B E T H M AT Z E K e hiring process has changed dramatically in the past few years. Businesses looking for workers can no longer just post a listing about an open position and sit back while the resumes roll in. "You have to change up how you share your job openings," says Sarah Pantol, HR manager with Flash Inc. in Green Lake. "It's not just about that job but about the business itself and why someone would want to work here." When it comes to job seekers, a recent survey estimated 79 percent use social media in their hunt. at means businesses need to go beyond job websites, such as Indeed, in making their pitch to prospective employees. "With the job market the way it is, it's likely you are hiring someone who already has a job. ey're passive job seekers and you need to meet them where they are," says Chris Riba, a manager with Wipfli LLP's human capital management group. "Right now, that is social media. You need to develop a post that engages people and makes it easy for them to apply." Pantol has found success with using social media to recruit at Flash, a family- owned company specializing in the transportation of dry bulk products on pneumatic trailers and dump trailers. Flash has approximately 135 employees in seven states, so it's key to come up with messages that connect with prospective applicants from different backgrounds. "However we promote our openings — and it depends on the market we're in — we need to be consistent," Pantol says. "We can post something on Indeed or Facebook, or in some markets in places without reliable wireless coverage, we use newspapers. It's all about having a basket of tools to choose from and knowing your market." Businesses right now seem to have more success with attracting employees through regular Facebook posts versus an official LinkedIn posting or on Facebook Jobs, Riba says. "People are just scrolling by and happen to see your message and get pulled in," he says. "You can do a lot with targeted, promoted posts to reach the audience you're looking for." As for concern that using Facebook to find employees will limit the job applicants to millennials, Riba says that's a fallacy. "I've had organizations use Facebook aer trying other methods and not getting anything, and with Facebook, they get responses from workers of all ages. Being on social media isn't just for the young," he says. e hiring process should be guided by both human resources and marketing departments, says Melinda Morella- Olson, director of strategic engagement for Imaginasium in Green Bay. e HR department knows what positions need to be filled and the necessary qualifications, while the marketing department can put together the best message and develop a plan to reach the most people, she says. "e HR and marketing departments need to be in alignment, and it needs to be consistent," Morella-Olson says. "e hardest thing for businesses is to not blast out, 'We have jobs, come work for us,' since that's really not going to get what you're looking for." She says businesses need to do the hard work and develop a value proposition for prospective employees. "Why would someone want to work for you? Is it the