More than likely, everyone reading this article uses some form of social media, whether it’s LinkedIn, Instagram, Facebook, Twitter, TikTok or maybe even Myspace! Social media serves the purpose of connecting people from all over the world quickly and easily. It can also offer a great tool for recruitment professionals and hiring managers, especially within the drilling industry. In today’s article, we’ll look at some best practices for using social media to not just advertise your jobs, but to network and connect with potential applicants.

To Post or Not to Post

While it’s great to have visibility for the different job opportunities within your organization, posting them on every job board and social media platform isn’t ideal (or cost effective). First, decide whether it makes sense to post a job to a particular platform. To make that call, consider the following:

• Do your ideal job applicants use the social media platform?
• Does the platform have unique, themed groups you can join, such as “geotechnical drilling”?
• Does the platform charge a fee to post jobs and how realistic is that fee?
• Have other companies within your industry had success with using the platform to find talent?

You should always keep your audience in mind when considering which social media platforms to use. For example, an entry-level driller helper may not have joined LinkedIn just yet. However, if you need a more experienced field supervisor, then LinkedIn may provide good return on investment.

Make it Personal

The biggest mistake companies make when recruiting on social media is relying on mass marketing campaigns. While generally quick and easy to administer, these campaigns can come across as disingenuous to the receiver. Take the time to craft a personal message to the individual before hitting send. Use their name in your messaging and highlight what it was in their profile that made you reach out to them about your job opportunity.

Another common mistake to avoid is connecting with someone on social media for the sole purpose of getting them to apply to your job. The worst thing you can do is copy and paste a job description with a link to apply. Keep in mind that this person might not even be the right fit for your role! Take the time to ask questions first and get to know the person. Is there anything about their current role they dislike? What motivates them to do their job every day? What things do they look for in their next career opportunity?

Capitalize on Opportunities for Referrals

Not everyone you connect with on social media wants to work at your organization, and that’s ok. Make it your primary goal to network and create relationships with people in your industry. If someone isn’t interested, don’t overlook the opportunity to generate referrals. Take the time to get to know that person so that you can reach out with any potential future opportunities.

While talking about the opportunity with your new connection, ask him or her if they know anyone who might be a good fit for the role. If this person is in your industry and the location you’re hiring in, chances are they will know someone else that might be open to the opportunity.

Leave the Door Open

After you’ve made a connection through social media, keep the “communication door” open for future contact. Consider sharing your telephone number or email address, or even asking the person for their contact information if they’re willing to hear from you in the future about different opportunities. Even if a person doesn’t connect with your or answer your messages, be polite and respectful. Chances are high that they’ll remember you if they look to make a career change in the future.

If social media hasn’t been part of your recruiting strategy and you’re having trouble identifying potential talent, it might be time to get creative and invest some time in social media job posts and connections. Proactively connecting with potential job seekers in your industry will promote visibility for your organization and may even result in a higher quality of job applicants.