When it comes to hiring, the role of social media is no longer limited to gaining some interesting or useful information about a potential candidate. Social media is actually becoming a platform for the recruitment companies to publicise a job opening, get responses from aspirants and even zero in on the right talent.
Early adoption of artificial intelligence (AI), machine learning and bots is set to make hiring through social media much easier in the future.
“Almost 10 per cent of the recruitments are currently happening through social media. The trend has started catching up fast and in next two-three years we expect around 25 per cent of the recruitments to happen through Facebook or Linkedin,” said Aditya Narayan Misra, chief executive officer, CIEL HR Services.
According to him, recruitment agencies are using social media in four ways to reach out to the job aspirant. The companies put up a general post about the job opening in their social media page, which goes into the general feed and is viewed or shared by interested people.
Sometimes, Facebook or Linkedin pick up such posts on the basis of the content and send them to potential candidates. The recruitment agencies also have the option to pay the social media sites to publicise about an opportunity. The site then uses its algorithms to find out potential candidates who may be interested in the job and advertise the content on their pages.
The agencies are also making use of specialised groups of employees to post the opportunities relevant for such groups. According to Misra, currently the role of social media is limited to getting responses from the candidates. But with AI, machine learning and bots, even the process of sorting out the responses and picking up the right candidate can become easier on the social media. “In the near future, bots would be available on the social media, which may analyse the responses, shortlist the candidates and pick up a bunch of candidates for the company to make a final choice,” he said.
“By delegating low-level tactical work to machines, recruiters gain time for more meaningful conversations with identified high-potential candidates, giving them the personal attention they deserve,” said Francis Padamadan, country director at KellyOCG India.
While candidates across junior, mid-level and senior-level are available on the social media, generally the responses come from junior and mid-level candidates.
Social media sites also offer services to recruitment agencies in which the information about a senior-level candidate is passed on and based on this, the agency approaches him in person.