If you’re a recruitment consultant thinking about using social media to target candidates, here’s a cautionary tale about how not to do it…
Last week I was followed on Twitter by someone whose bio said they owned a digital marketing agency and a recruitment consultancy.
As usual I said Hi to my new follower (I never use tools that send auto-DMs each to each new follower – they are so obviously automated and impersonal) and asked what caused them to follow me.
In reply I received an odd response that didn’t answer my question: “@markbower Are you on LinkedIn?”
Curious about where this was leading though I replied “Yes, wouldn’t be without it.”
A couple of hours later though I received a LinkedIn invite from the self-same person. Rather than ignore the invite I declined explaining that I only accept LinkedIn invites from people who I have met in person.
The following day I got a spam DM advertising a job opening that was in no way relevant to me. Needless to say I unfollowed and blocked the offending account.
What Went Wrong
Social media accelerates the know – like – trust –buy – advocate cycle of purchasing. That’s one reason social media is so great.
But it only accelerates that cycle – it doesn’t go away entirely!
What this person did wrong was to jump straight from “Hello” to trust, without working through the know and like stages first.
Don’t be in too much of a rush to close the deal. Just as you wouldn’t immediately (ever?)ask for the address book of a person you had just been introduced to at a cocktail party, you shouldn’t try to do the same in the virtual world.
Instead, use a tool like CubeSocial to help you get to know your new contacts better.
CubeSocial takes a Twitter ID or email address and automatically discovers all the other social media profiles for that person. It only takes a couple of seconds to scan a contact’s profiles to find something you can chat to them about. Within minutes you can move through the know and like stages without fear of coming across as spammy.