The latest Jobvite survey shows how important social media has become for talent acquisition: 78% of recruiters have made a hire through social, 33% say it decreases time to hire, and 49% say it increases the quality of candidates. Most impressive is that 20% of recruiters believe social media’s value is at least $90,000 a year.
Who is leading the trend in social recruiting? I’m always searching for brands that are use social channels to engage job-seekers in clever ways. Joining recent honorees Amtrak and Taco Bell is the latest Social Media Superstar: Ann Loft Careers.
This iconic fashion line is active on seven social platforms, reaching out to job-seekers with compelling and unique content. Here are some highlights.
A Facebook Page With More Content Than Some Websites
Ann Loft Careers has a very robust Facebook page. Recruiting channels for Pinterest, Instagram, and YouTube each get a tab, and there are custom tabs for internships and for the company’s charitable giving. On average, Ann Inc. posts twice a day, and responses to timeline questions are prompt and sincere — one query was answered in just 12 minutes and another was answered after 9:30 at night. Best of all, there’s a custom tab just for the employer brand, “Fit Is Everything,” that includes the company’s mission, vision, and values.
|Ann Loft Careers’ custom Facebook tabs|
Reaching Out Through YouTube
There are 29 videos on Ann Loft Careers’ YouTube channel. These brief, well-short videos show what it’s like to work in a store or at corporate. Several showcase the internship program, while others explore the company’s green initiatives. Ann Inc. even charges headlong into what can be a touchy topic — the condition of the foreign workers making their clothes. But it’s communicated as ResponsiblyANN: Supporting Women and shows all the company is doing to improve women’s lives around the world. My favorite videos are instructive, such as The Perfect Interview Outfit and How to Apply at AnnCareers.com.
Showing Off On Pinterest
Fashion is visual, which may may explain why Ann Loft Careers has a jaw-dropping 9,000 pins collected into 56 boards. And yet a number of boards have nothing to do with clothing. Along with boards offering great job-search advice (“Fall Interview Outfits,” “Attention-Grabbing Resumes”) there are some galleries that are just plain fun, such as a board devoted to breast cancer awareness month, one for Halloween treats, and one for “must-read” novels. Taken together, these boards add up to more than a look at Ann Loft Careers; they convey the Ann Inc. lifestyle. It’s a brilliant way to communicate the company’s culture and to help job-seekers self-select.
|One of Ann Loft Careers’ 56 Pinterest boards|
Putting It All Together
But what if a job-seeker wants to follow all of Ann Inc.’s recruiting channels? The company’s recruiting team has put together a web page like I’ve never seen — a three-column live-stream of all their posts, from Instagram photos to tweets. It allows job-seekers to get a snapshot of what Ann Inc. is posting without having to follow all seven platforms. But even with all that information, the page is as clean and eye-pleasing as one of their fashion ensembles. It’s like a Tumblr or Storify just for Ann Inc. talent acquisition, but it lives within anncareers.com.
Ann Loft Careers combines authenticity with whimsy, and education with fun. It’s reaching job-seekers in lots of visual ways and giving away important information on the job search and the interview process. And it aggregates all its social content into one convenient stream. It looks like Ann Inc. is in an enviable position as it prepares for its 50th anniversary in August 2014.
For all these reasons, I declare Ann Loft Careers a Social Media Superstar!