Online marketing Calgary

I still believe that nothing has changed with the advent of social media. People are people with their needs and desires, pet peeves and moods. However, communication tools and techniques have changed, especially if you're reaching out to youth. Social media has brought in a set of new techniques and tools that affects many of the HR functions including recruitment. As of May 24, 2010 there is 44,240 users under the age of 16 within 50 miles of Calgary on Facebook alone.

So how do you use new communication tools and techniques to connect with the audience? Below is a list of recommendations designed to help an HR professional get on board with social media.

Know your G.A.P's (Goals, Audience, Product)

Your organization is a product. Your aim is to communicate your benefits to the right audience using the right tools. GAP here stands for Goals, Audience and Product. Knowing these three variables will help along the way.

Be where they are

In addition to asking people to visit your site for job postings, engage with your audience on their turf. Creating a Facebook page and regularly posting interesting links and articles will simplify your engagement.

Stop broadcasting, it doesn't work.

Don't fall into the trap of thinking that they want your organization. They now have options. We all have options. And we learned to cover our ears to block advertising. Instead, listen, identify the need, and engage to fulfill the need.

Engage with potential candidates before they are needed

Instead of reacting to the position needs, start being proactive. Get into the conversations before the need arises.

Listen first, listen continuously

Listening is more important than speaking. Use the following listening tools to monitor candidates, and identify opportunities.

• Social Mention. A free social media monitoring tool. Much like Google but focusing on the buzz from social media sites.
• Google Blog Search. One of Google's search engine products focusing on searching through the blog universe. It can help you find blog content by your potential job candidates.
• Google Reader. An RSS management tool. Helps you get all your news in one place. The tools can be configured to list almost any type of content including mainstream media, Twitter, Facebook (open pages), Linkedin, etc.
• Radian6. A state of the art platform to listen to Social Media buzz. Allows you to stop buzz trends on your brand, company, competition, etc.  A very costly alternative.

Get in on conversations, engage

Once you spot interesting content though listening activities, feel free to engage into the conversation. For example, blogs, forum discussions. You can also engage offline through organizing events at schools, career fairs, etc.

Engaging with social media can be a tricky endeavor. But starting with listening and understanding of the type of needs and problems among your audience helps simplify the process and makes it fun.

A list of references and further readings

• StatCan's HR Management Strategy 2010-2011
• Canadian Internet Project, an ongoing study of how Canadians use Internet.
• A list of new media writers, bloggers to follow
• Twitterville by Shel Israel
• Groundswell by Charlene Li, Josh Bernoff
• All Marketers Are Liars by Seth Godin