Does Social Media Activity Lead to Hires?

by | Oct 17, 2024

According to researchers, the connection between social media activity (e.g., someone liking something you post) and follow-on profit-generating outcomes is not very strong.

For traditional marketers, the profitable behaviors are actions, such as, getting a prospect to buy something or recommending a product to a friend.

For recruiting, the profitable behaviors are similar. A hire is the end goal but getting a prospect to refer you to someone else in their network is also helpful.

After five separate experiments involving thousands of subjects and prominent brands, researchers concluded:

By itself, the act of liking a [post in a social media venue]—requiring mere seconds of attention, and, by design, one click of a button—may simply induce too weak a signal to modify behavior.

This doesn’t mean social media engagement is useless, but it was shown to be helpful only when it was followed-up by additional, actionable steps.

The actionable steps for a hiring manager can initially be small things like getting permission to follow-up later via email or agreeing to a scheduled callback in a few weeks.

Eventually, live conversations (via phone, email, and text) and face-to-face meetings need to ensue to convert any social media goodwill into hire-producing activities.

The lead measure of recruiting will always be face-to-face appointments.

Your social media activities will only prove helpful if they’re supporting this objective.

 

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