Multi-Unit Franchisee Magazine Issue III, 2013 | Page 70

People
By Nate DaPore

Maximize Your
Hiring E-Sources
Using social media as a recruiting tool

“G

oogle,”which became
a verb in June 2006,
is among many new
verbs that have
transformed the way we speak—and
interact. Today we “friend” someone on
Facebook, “bookmark” a website, “blog” an
article, and “text” from our phones. Social
media is rewriting how we connect with
each other—and it’s happening in every
aspect of our lives. Twitter transformed
how we get our news; Groupon revolutionized how we consume; Foursquare
revamped how we “check-in”; and now,
social media is redefining how we hire.
More than a decade ago, HR saw the
emergence of job boards that allowed
employers to reach an expanded talent
pool with the click of a few buttons.
Since that time, virtual hiring portals
have dominated candidate sourcing. As
social media infiltrates everyday life, franchisees must leverage these resources to
connect with both their consumers and
candidates.
Today, one of every six Americans
uses social media. Of those, 59 percent
interact with businesses through social
media sites, with one in four checking
in more than once a week (Cone Communications). And consumers who “like”
your business give your brand and your
bottom line a “thumbs-up.” In fact, 61
percent of Facebook users who have
“liked” a brand note that they are more
likely to purchase from that brand (AllFacebook).
The business case is clear. It is time
to seize the day and capitalize on online
influence by integrating social media
into hiring processes. For franchise businesses with a following, it is the obvious

68

Multi-Unit Franchisee Is s ue III, 2013

next step, especially for the fast casual
segment, where social media campaigns
have already shown marketing success.
Social media is already revolutionizing the restaurant industry. The NRA’s
2012 Restaurant Industry Forecast found
that more than 80 percent of restaurant
operators plan to increase their social
media marketing efforts. Over the next

Social media
takes the old
networking
adage of hiring
based on
“who you
know” to a
new level.
two years, more than half plan to add
online review sites, Facebook, Twitter,
and blogs into their marketing mix.
Further, according to the 2012 HR
Toolbox survey, HR professionals spend
7.62 hours each week on social media
sites. What are they doing? They are
using online profiles (originally reserved
for connecting socially) to hunt for jobs,
build credibility and a personal brand,
and network professionally.
Social media is a powerful recruiting
and sourcing tool for franchisees. Social
media takes the old networking adage
of hiring based on “who you know” to
a new level. The ability of employers to
tap into these social networks is quickly

becoming an indispensable resource:
hiring managers can reach their target
demographic more easily, employ a proactive sourcing plan, and drastically reduce
costs. Most social media sites allow businesses to Post, Tweet, Pin, and Message
open positions free—unlike job boards,
which can cost employers hundreds of
dollars for each position.
BranchOut, the largest professional
network on Facebook, went mobile in the
fall of 2011. The program lets members
use their Facebook network to look for
jobs, source leads, recruit candidates, and
cultivate professional contacts. Three
months earlier, LinkedIn launched an
“Apply with LinkedIn” button, allowing
candidates to submit resumes directly
from their profile with just a click. Sophisticated talent management systems
can pool social media sourcings and
quickly filter through applications to
identify the best candidates.
Developments such as these continue
to drive innovation in franchising. The
future of franchise hiring and repeat
customers is a two-way conversation. If
you’re not speaking the lingo, you’ll be
left behind.
Look at what is working for others who
are being successful, and then set goals
for where your franchise is headed. Take
into consideration industry innovations,
relevant social media outlets, culture and
brand messages, and the development
plan for your franchise business. Open
a conversation with your management
team and team leaders about where you
want to go and what you need to get
there. Then empower your team to lead
the charge.
Nate DaPore is president
and CEO of PeopleMatter.
He is passionate about providing team members, including his own, with a rewarding workplace
experience that values creativity and innovation. Contact him at 877-