Which Retailers are using LinkedIn, Twitter and Facebook to recruit in 2014?
In our 2014 report on Social recruitment in Retail we have looked at Follower numbers, activity levels and follower engagement. There are significant differences to how employers use the different social channels and despite the noise suggesting that Social recruitment is replacing traditional recruitment methodologies it would appear that there is still some way to go before that is the case.
While many recruiters see LinkedIn as their primary sourcing tool, a significant number are using it for ‘data mining’ purposes only. Indeed, most employers are still relying on the traditional forms of candidate sourcing whether that be through online advertising (print is nearly dead), job board searches and the use of recruiters (in-house, managed vendor or agency). Using the social media channels, for data mining only, misses the real opportunity that social recruitment presents through educating and engaging your prospective employees over a longer period.
We have mentioned in a number of blog posts recently that the market is turning. We have been in an employer driven market since early 2008 and while the balance is still, just, in favour of the employer it is changing quickly. While it is a qualitative opinion, I believe it will be a largely candidate driven market when retail recruitment hits its peak in September. As an employer if you haven’t got an engagement / employer brand strategy in place before then you are likely to find it very difficult to attract the highest calibre candidates. You may not have noticed the environment getting tougher yet, but you will, and as the economy picks up and as employment conditions improve (unemployment down to 6.8% at time of writing) you will find it harder and harder. In the last upturn leading up to 2007 candidates did less research, didn’t have smart phones and were probably not checking you out on LinkedIn, Facebook and Twitter.
So which retailers are in pole position to capitalise on what is going to be a highly competitive market? At the bottom of the page is a link to our FREE 2014 Retail Social Recruitment and Engagement report which details the top retailers for followers, activity and engagement. Here are a few highlights:
Apple is the most followed retailer with Vodafone hot on their heels. As both companies are clearly likely to attract followers for numerous other reasons I think it is fair to say that IKEA are the most followed pure retailer. In reality the top 10 is heavily influenced by Retailers with extensive international portfolios. Bang & Olufsen saw the biggest percentage increase against 2013.
Tesco are still the leading careers feed on Twitter which is highly impressive given that they switched their tweets off last August! There have been significant gains for Primark, Boots, Harrods and River Island. Selfridges saw a whopping 593% increase in followers versus 2013.
Swaroski, Boots (again!) and Next saw increases on their Facebook careers pages. Indeed Swarovski are currently in a league of their own, with over 18’000 page likes. Once again, Selfridges enjoyed a 710% increase in followers versus 2013. I’m not sure what the recruitment team at Selfridges have been putting in their tea but it seems to be working!
Its all well and good having lots of followers but without activity (updates) you can’t have engagement (shares, likes, comments, retweets etc). The top retailer for delivering regular activity was Boots with Home Retail Group (Argos, Homebase and Habitat) just behind. Interestingly the engagement levels were relatively modest and when scored it has thrown up a few surprises. The top retailer for engagement was Onestop, the convenience retailer. Their posts seemed to elicit a very positive response from their followers through some very interesting content.
The report has thrown up a number of questions, the most obvious being just how ‘social’ can recruitment ever be? By its very nature it requires a modicum of discretion. We will attempt to address this, and several other points, in a future blog(s) in the weeks to come.
Download the latest Retail Social Recruitment & Engagement Report