Page 16 - MetalForming January 2014

Human Capital By Debbie McGrath
#IWantThatHat! A Case Study on Hashtags and Creative Twitter Recruitment
Posted to HR.com by Barry Diamond, vice president, busi- ness development, Pinstripe, Inc.
Ispent some time the other day exploring recruitment-
related articles, blog posts and the like, specifically those
related to recruiting via social media, and one story in par- ticular jumped off of the page. Its title: Employers Take to Social Media for Recruiting. It described the Minnesota State Patrol’s fantastic recruitment campaign created using Twit- ter (@MnDPS_MSP). Some context:
The Minnesota State Patrol sought an effective, nontra- ditional way to recruit high-quality, diverse talent (officers) and grow its talent pipeline. It leveraged Twitter, Facebook and even YouTube to spread organizational awareness, share testimonials about the job, and ultimately recruit the talent needed to continue protecting the law and safety of citizens on the road.
Breaking the Traditional Mold
What I see most often on Twitter from recruiters is the use of the simple hashtag #job. I’m not saying there is anything wrong with this strategy, but the State Patrol buried tradition and changed the game. It took one item unique to its uni- form—the flat-billed circular hat of a patrol officer—and created a relevant, fun and unique hashtag.
Specifically, it used the hashtag #IWantThatHat to create a buzz around its Twitter account. This is a popular, tongue-in- cheek and seemingly irrelevant hashtag in terms of recruitment marketing. However, it entered the State Patrol into the con- sciousness of many Twitter users beyond those seeking such a position. Rather than settle for convention, it built a unique campaign around this hashtag and maximized its potential.
From its very first Tweet on June 28, 2013 until the last Tweet on July 12, it posted this hashtag 104 times on Twitter and garnered more than 200 applications—in just two weeks. Here is one example:
MN State Patrol @MnDPS_MSP: Just say no to cubicles. Become a state trooper. Apply July 1-12 at mntroooper.com #IWantThatHat.
Content for Human Capital comes courtesy of Debbie McGrath, founder and chief instigator of HR.com, Aurora, Ontario, Canada. McGrath has a degree in computer science and business administration from the University of Guelph. Founded in August 1999, HR.com aims to help build great companies by con- necting them with the knowledge and resources they need to effectively manage the people side of business.
www.HR.com
tel: 877/472-6648
In addition to the Twitter campaign, the State Patrol post- ed YouTube videos featuring officers speaking about the job, and even held live chat sessions on Facebook.
How Recruiters can Leverage this Model
Think about what makes your requisition unique. When applicable, move beyond traditional hashtags (i.e., #job). Leverage websites that compile the use of hashtags into a data- base; engines such as www.symplur.com (specific to health- care), www.hashtag.org and www.twubs.com enable recruiters to easily identify hashtags relevant to specific topics.
Once you have created or identified a unique/fun/rele- vant/nontraditional hashtag, build a customized campaign tailored to your requisition. Look into trending topics that might relate to the position for which you’re recruiting. If you’re hiring engineers, run with something fun like #Start- YourEngineers. A tacky example perhaps, but Twitter is your playground—unlock its potential. As can be seen through the State Patrol’s campaign, fun yet applicable hashtags just might garner the passive (or non-passive) talent you need to fill a demanding requisition.
Furthermore, use programs such as Tweetdeck or Hoot- suite to schedule your updates in advance. Schedule multi- ple updates per day for a set amount of time (scheduling 4 to 7 days out is optimal); and stay consistent by branding your Twitter posts with the same hashtag for all updates.
Finally, look to your peers for successful strategies and fol- low their lead—as I have with the Minnesota State Patrol. As recruiters, we always want to be pioneers in our industries and build the new recruitment frontier. I can be equally effective, however, to learn from others before you pave your own path.
The Impact of Long-Term Care on the Employer
Posted to HR.com by Phyllis Shelton, president, LTC Con- sultants.
Many employers recognize that long-term care insur- ance (LTCI) can be “productivity insurance.” Why? The fastest-growing cohort of the U.S. work gase com- prises employees aded 55+—people in their prime caregiv- ing years. This segment will make up one-fourth of the work- force by 2018.
Caregiving duties have the following impact on the employee and his employer:
• Repeated workday interruptions to handle medical vis- its and phone calls;
14 MetalForming/January 2014
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