This is a guest post by Jidi Guo of the employer branding and recruitment advertising agency MXMM.
Social media has gone far beyond entertainment. Businesses are now looking into how they can use these channels in their recruitment strategy.
Hiring the right employees is imperative for any company, but Chinese companies also face some unique challenges. China is caught in a double bind of worker shortages for high skill labor and unemployment. Targeting and recruiting the country’s fickle talent pool has become extremely competitive for recruiters and HR-professionals. How are companies using China’s unique social media environment to tackle this problem?
I’d like to share a few observations from my work at MXMM, an advertising agency that has integrated social media into the recruitment strategy for a majority of its clients. We recently conducted a survey on employer branding and recruitment on Chinese social networks, as shown in the infographic below.
Our research shows that 51% of the survey participants have been using SNS for employer branding and recruitment purposes. A large majority of them have already had successful hires. The most used channels by HR-professionals are currently Renren and Sina Weibo as they seem to have the most interesting user demographics.
In the West, this space is dominated by LinkedIn, but China does not yet have a widely-used business social network. Nor is there a Chinese equivalent to BranchOut, the Facebook-based app that recently nabbed $25 million in funding for social recruitment. Social networks are a promising recruitment channel but the tools available in China today are still in their infancy.
In the survey, half of respondents felt that social networks will be the most important channels for their future employer branding and recruitment. Companies like Deloitte, Nike and Federal Mogul are pioneering social recruitment by setting up career pages on Sina Weibo.
Weibo career pages of Deloitte, Nike and Federal Mogul
Job boards and corporate career sites will remain important recruitment channels, but they are very different from social media. Where career sites and job boards are mainly broadcast channels for vacancies and corporate identity, social media is a different kind of engagement. It can be a more tailored way of communicating that gives candidates the opportunity to have a more personal employer brand experience.
Finally, recruiting via employee referral programs is widely perceived as one of the most efficient ways to recruit. Social networks could become an excellent way to target candidates among an existing employee’s peer group.
About the author
Jidi Guo started her career at employer branding and recruitment advertising agency MXMM in Shanghai after graduating with a Master’s in New Media at the University of Amsterdam. “The China Social Network Employer Branding and Recruitment Survey” is one of her current ongoing projects. Email jidi.guo at mxmm.cn
About the study
To stay updated on the latest in Social Recruitment, MXMM is conducting an on-going research study that looks into the broad (social) media landscape in China. Every year, MXMM will be publishing a report on the use and perception on (social) media according to HR-professionals in China. Keep an eye on www.socialrecruitmentchina.com and follow us on Weibo (SocialRecruitmentChina) or Twitter (SRChina) for more information on upcoming studies in 2012.
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