Most social media and mobile endeavours have not been designed with the job seeker in mind.
They have been designed with only the brand in mind. They have been designed to enhance one’s reputation. They have been designed to be hip and down with the kids. They have been designed to save money. They all have been designed with good intention.
At the moment we are still in the equivalent area of the Flash Website: “we’ll show you how cool it can look!” “Isn’t it all colourful and shiny? It even moves – gives real depth to our brand and let’s us really show who we are and what we stand for……”
Since then Flash websites have been replaced with html websites. Since then designers have been replaced with UX experts. Since then it’s not about appearance but about conversion. Since then businesses have gone back to focusing on their core strength, instead of trying to lure everybody directly to their website and dismissing aggregators (such as search engines, yellow pages). Since then the focus has gone back on the individual. Since then we have moved from only looks and no substance to relationship with customers. Since then the internet has changed everything we do beyond recognition.
So how about this time we take a different path? Let’s not wait for a Boo.com equivalent in the mobile and social media spaces.
- We jump straight forward to the part where we reject everything that doesn’t increase the convenience and enhance the experience for the job seeker;
- we admit that we are best at focusing on our core competencies, even though we all love to dabble in all the new and exciting stuff;
- we come to terms with the fact that whilst there might be such a thing as a free lunch, it tastes accordingly;
- we appreciate that the best performing uses of social media and mobile phones are maybe the least sexy and exciting;
- we continue to place an emphasis on the candidate as our key value driver, instead of the social media advisor or mobile enticer;
- we understand that social media and mobile is often just an enabler and connector for the individual,l but that the fundamental psychological drivers, the motivations, the frustrations remain the same;
- we realise that different touch points require different methods;
- we accept that social media and mobile will accelerate and accentuate the change that the internet has started and that we were reluctant to fully embrace it;
- we finally embrace this change?
There, I said it. Cat’s out of the bag. It wasn’t so painful, now, was it? No, it wasn’t. So let’s build and deploy solutions with the job seeker not only in mind but as the centre piece.Let’s widen our understanding of what social media actually is and the many, many uses it has beyond candidate attraction.
But to do this, we first need to ask the questions:
- What do job seekers want?
- What are the changes that social media and mobile have brought already?
- And what is the most powerful, but yet least celebrated part of social media that is already delivering great results?
All of these questions, and many more, I’m sure, will be answered on the panel I share with Matt Alder & Mark Kieve at the Social Media In Recruiting Conference this Thursday. I look forward seeing you there!