social for hire

December 30, 2019

illustration by swapnil redkar

Organizations must evolve beyond conventional HR hiring processes and look to cutting-edge solutions to find the right talent. Using the micro-social media reach of employees to connect with potential recruits has the potential to bridge the gap between the old and the new, combining the power of word-of-mouth and the wide range of social media to find the right talent for businesses.

Once upon a time, HR and marketing were two separate entities that worked in unison to find the right set of people and elevate brand awareness. With changing dynamics in the organization as well as markets, the lines between marketing and HR are blurring. For example, HR leaders are either teaming up with marketing teams or coming up with engaging campaigns to attract the right talent pool.

This intersection of HR and marketing raises an interesting question: what constitutes as marketing and what is defined as HR? Undoubtedly, using HR as a marketing tool will help both employer branding and talent on-boarding. Most HR-technology groups are helping companies find the right target groups by curating the message and gamifying the process of employee referral.

With this in mind, leading insurance companies have come up with talent acquisition schemes that create compelling content and innovative campaigns, and have gamified the process of employee referrals by picking the right target groups. Having said that, HR-technology firms are helping large enterprises find the right target groups by reaching out to the right platforms, essentially micro-sites like WhatsApp, where talent is present and the message can be communicated easily.

exploring micro-sites through gamification

As an HR practitioner, you need to broaden your thinking, explore technologies, and implement compelling campaigns that will aid you in getting the right talent on-board. Employees and alumni are now being empowered to provide the right information about the desired groups, backed by attractive rewards like sponsored vacations and hot air balloon rides; the entire referral process is gamified. As for job seekers, they gain an instant grasp of the company’s culture, which helps the human resources department be more employee-centric and develop strategies that go well beyond on-boarding of talent.

WhatsApp emerges as a tool to find the right set of talent and bolster brand awareness

Sudarsan Ravi
Founder & CEO of RippleHire.

The only constant through this entire HR evolution is the way people have found the right set of people to talk to, in order to reach the right person faster. This wave was spurred by the present political party in power in India, who started incessantly running campaigns on WhatsApp groups all the way back in 2014, and are continuing to do so in the present day. The party has penetrated faster and deeper through the micro-social world. This phenomenon offers sufficient clues for HR practitioners to reach out to the desired talent groups in organizations. Finding out the right local influencer, college alumni chapter heads, colleagues, placement cells, and local meet-up heads, and sending recruitment messages through WhatsApp is helping professionals fill the right position within the desired time-frame. Let me give you a background on how it is helping HR managers. The recruiting function is considered a back-office service for hiring managers. However, when managers cannot fill these positions as quickly as needed, recruiting takes the heat for sub-par time to fill metrics.

Today, we are at the juncture where there is an on-going shift from a ‘war for talent’ to a ‘talent renaissance’. This has led to the rise of social distribution of jobs and a focus on gamification and engagement via HR-Tech companies.

Today, we are at the juncture where there is an on-going shift from a ‘war for talent’ to a ‘talent renaissance’. This has led to the rise of social distribution of jobs.

The cream of talent lies in a micro-social world within smaller communities amongst friends, colleagues, and alumni. It has enabled HR-tech companies to tap into these vast sources of information and uncover data about job preferences and hiring practices, both past and present. This new reality shows us how HR practitioners are spreading the word across the globe and how evolving communication practices has forced them to adapt and change. HR is at a crossroads, as technology can help accomplish most of its traditional responsibilities faster, cheaper, and better than before.

In today’s VUCA (volatility, uncertainty, complexity, and ambiguity) times, the world is evolving and ‘disruption’ is the name of the game, with digitization ruling the roost in transforming business models and work cultures alike. Recruiters have often been compared to sales teams, searching for the right prospect, presenting the right opportunity, and nurturing the relationship to bring the right folks into the opportunity. Today’s market requires more recruiters. It needs them to work closely with marketing to develop a consistent customer/candidate brand, with technology experts who understand how to integrate solutions for an optimal user experience, with business process experts who comprehend the importance of transitioning candidates into productive hires via strong on-boarding experiences, with talent management leaders who can help cultivate internal talent, and with compensation experts who understand how to create meaningful offerings.

By circulating jobs through the right WhatsApp groups, talent acquisition companies and HR-tech companies are gamifying employee referrals, resulting in five times the employee participation and 200 times the employee branding, all at just 60 percent of the effort previously required. This is the long-term impact on the top line. In the short-run, they are helping to gamify the referral process by targeting the right micro-community groups.

using personalization and sentiment analysis to innovate employee referral

Personalization has evolved into a cutting-edge marketing tool which makes the best use of employee referrals. In the case of a leading insurance company, we implemented personalization—along with sentiment analysis—and used it to reinvent the employee referral process, inviting workers to share job openings with the right target groups.

The latest marketing revolution in HR teams has been spawned by the ambitious set of workforce generation and the dominant presence of personalization in marketing campaigns. Technology has engendered a new form of engagement, while also creating something new that could jeopardize the competitiveness of many companies. Nonetheless, there are ways to adapt technology to new marketing rules, some of which have already made waves in talent acquisition circles.

The latest marketing revolution in HR teams has been spawned by the ambitious set of workforce generation and the dominant presence of personalization in marketing campaigns.

With the ever-increasing pressure to find top-notch talent that impacts the top line, organizations must eye the potential for the next big thing in this trailblazing HR-marketing era. Such breakthrough technologies are driving companies to boost their human resources. As a result, there will be a shift from traditional recruiting methods to more modern and unconventional practices.

Today, creating an employer brand where the world spends its time is critical. Having your employees refer and penetrate their WhatsApp groups with your jobs will help you build a brand among passive talent. And the motto now is: find the right influencer who can lead you to the right group to get the right talent. 