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Twitter
The Basics of Online Recruiting 133
Twitter is the leading social media site for a trend known as microblogging.
In essence, it’s a tool that allows you to post 140 charactermessages
to let others know ‘‘what you are doing.’’ Twitter has become
a powerhouse in social networking. Recruiters are using it to
tap into broad networks of people with strong qualifications who
may not be actively looking for a job.
Executive Director of Talent Tracy Cote and Director of Talent
Acquisition Traci Armstrong both work for Organic, one of the
United States’ leading interactive marketing agencies. Organic has
been an early adopter of Twitter in the recruiting world, with these
executives leading the charge. They say, ‘‘If an interview is like a
first date, then Twitter is like having several phone conversations
before you meet face to face.’’ Twitter allows users to develop a network
of ‘‘followers’’ who read your 140-character ‘‘tweets.’’ Organic
has found that a key to using Twitter to find A-players is to develop
a following among the people they want to recruit. As the recruiting
leaders at Organic say: ‘‘Just building an unfocused network of people
is not as helpful as building a following of individuals who work
in the areas where you want to focus your recruiting efforts.’’
If, for example, you want to hire advertising agency account
executives, you would find these people on Twitter and follow
them. They, in turn, will often follow you. Then make sure to post
information these people find valuable. ‘‘This means talking about a
lot more than your open positions,’’ according to the Organic team.
‘‘You have to talk about issues that people care about and that provide
value for them—otherwise they won’t pay any attention to
you.’’ Talk their language. Provide valuable perspective. Pass along
links to worthwhile blogs. Organic’s recruiters will even pass along
noncompetitive job openings at other companies. The key is to provide
focused, specific insight that potential A-players find valuable.
Twitter is a great way to strike up online conversations with Aplayers
whom you’ve never met in person. When you engage with
people this way, over time they can become genuine members of
your professional network. Then, when you periodically let them
know about your desire to hire A-players, you reach an enormous