This is a guest blog post by SSG’s recruitment digital marketing expert, Lawrence O’Shea. SSG help motivated recruiters to become business owners; they launch and support your recruitment start-up. We’re proud to work with SSG and cater for the insurance and risk management needs of their clients.
Brand building is essential for every recruitment business. From a boutique recruiter in a niche market to a corporate recruiting machine – your brand is everything. Over the coming months, we’ll dig deeper into what all recruitment agencies need to consider when building their brand.
In this post, we’ll be taking a look at Twitter and how to build brand authority using some simple and effective techniques. There are five key areas to focus on:
Drawing up a strategy with these things in mind will guarantee you long-term success when using Twitter in a professional capacity.
Your Twitter profile is the clearest demonstration of your brand. Your Twitter handle – the @[username] you’ll already be familiar with – should clearly represent your business. The SSG Twitter handle, for example, is @wearessg. We clearly define our identity through our Twitter username. This too is reflected in our Twitter profile picture – the red ball sits nicely above our name and handle. Beneath those is space for a short (140 characters) bio. Use this space to outline your key mission as a recruitment business, and supplement that with a call to action to drive engagement.
What good is an optimised Twitter profile without any decent, optimised content?
Without a doubt, the first thing any recruitment agency should be posting on Twitter should be jobs. Most recruitment businesses have jobs listings on their websites, and sharing these on Twitter is an excellent way to reach new candidates and drive traffic to your website. Sharing jobs alone though isn’t enough. The key with Twitter (and other) content is to provide value to your followers. Here are a couple of suggestions:
Here are a few suggestions:
- Provide commentary on industry news. If you recruit for a particular sector, share articles relating to that sector on your account, perhaps with a 140 character opinion on it. Sharing focused articles will provide value for your followers. Considered and thoughtful commentary can build respect and authority for your brand. Sourcing these articles can be easily automated by using a free tool like Crowdfire.
- If you host articles on your company website, share them. If you can promote your site by sharing quality content on Twitter, then do it. It’s a missed open goal to have plenty of optimised content on your site without leveraging it through social media. On a similar note though, avoid where possible to share links to competitors’ websites. It happens more often than you’d think, and it can do you out of good business.
- Geotag your tweets. Perhaps not for every recruitment agency, but certainly one for the boutique/local agencies. Twitter will recommend accounts for other users based on a complicated set of algorithms. One clear and guaranteed way to be recommended as a Twitter user is to geotag your tweets. It’s easy enough to do (and often happens automatically), though if you are targeting your local area, it’s an excellent strategy to employ with little in the way of extra exertion. Your Twitter account will be found by potential clients and candidates in the local area. Geotagging your tweets also helps you become of the local business community.
- Share local news. Similar to geotags, being a participant in the local Twitter community can encourage brand building and respect. Celebrate local businesses and personalities.
Start conversations and engage with your followers. There are plenty of dry and boring Twitter accounts out there if you look for them. The chances are, however, that you aren’t following any of them. For good reason, they are drab and tedious to follow. A simple and effective way of addressing this in to engage and interact with your audience and potential followers. Enjoy the conversation, the debate, and wait for the opportunities for your agency to show their worth to roll in.
Every written piece, whether 140 characters or 140 chapters has a personality and character. It’s easy to recollect moments when you’ve seen (seemingly) faceless corporations show a human touch with their Twitter interactions. Consider the sensitive and witty way that international brands such as Tesco have leveraged Twitter to turn a complaint into a consumer interaction success. Would you like to be witty and irreverent, excited and motivated? Rugged and resilient, balanced and sophisticated? The personality and temperament of your Tweets are as much a part of your brand as your company logo.
The key to commitment is the need to find the perfect balance between ambition and reality. It’s far better to commit to posting five updates a day, and keeping to it – than optimistically begin by posting 30 times a day and running out of steam after a week. Longevity, stamina and commitment all have a part to play in your social media strategy. There are tools to help recruitment businesses manage and schedule their tweets in bulk to avoid distractions throughout the day. We’ve already mentioned Crowdfire, though another to consider in Hootsuite. There are free offerings from both service providers to help you with auto scheduling and optimising your presence.
We’ve looked at five key areas to consider when brand building through your recruitment agency’s Twitter account. All are equally important and essential for maximisation of your online brand. If you feel that I’ve missed anything, or would like to engage with me on Twitter, you can find me @LawrenceOShea or manning the SSG Twitter account.
SSG help motivated recruiters to become business owners through our complete offering of creative, technical and accounting support. To see if we could help you make the transition from employee to entrepreneur, get in touch through wearessg.com.