FEATURE
FORUM FINESSE
>> If you’re
being talked about already, chances are your audience will already have looked at your website and still have questions as a result. Pointing back to the website and not addressing their issues is seen as lazy, so take the time to listen to the individual.
So, you want to use forums to engage with potential candidates? Chris McNair, Engagement Manager at the UK’s largest student community, The Student Room claims to have seen it all during his eight years of forum experience... Here he offers his top tips to graduate recruiters wanting to leverage this online channel successfully.
irstly, do it properly. You’re a professional outfit, so you should have a professional account (think a verified account on Twitter). This will bring trust, visibility and a more approachable personality to your engagement within forums. Probably the most important point is knowing your audience. If members of the site are talking about applications or your company, by all means get stuck straight in. But if their interest lies in discussing their weekend plans or Daniel Craig’s latest portrayal of Bond, now probably isn’t the time. Know when and where to get involved and you’re half way there. Another important point is to make it personal. True, you need to represent the brand, but who wants to listen to a robot? Even a “Hi” and signoff with a real name goes a long way.
F
But what about the difference between forums and other social media? Expect a conversation, chances are the person you talk to will have follow-up questions. They’ll expect you to get back to them so make sure you’re available or you have an alternative way for them to get back in touch. If people are asking you questions and you’re being unresponsive, expect to receive a negative reaction.
With a conversation comes a number of other points to consider; you’ll want to cut the copy and paste. If you’re being talked about already, chances are your audience will already have looked at your website and still have questions as a result. Pointing back to the website and not addressing their issues is seen as lazy, so take the time to listen to the individual.
You may find conversations won’t always go the way you expect them to, this is the internet after all! Be brave and get stuck into it. Make sure you are honest, with the ability to show a lighter side with a bit of banter when given the chance. All in the cause of being real, rather than a cyber robot from corporate land. If you’re using forums as large as The Student Room then you’ll probably come across someone who has a problem with your organisation, be it a disgruntled applicant rejected from your company, a loyal employee from a rival or maybe a member who just wants to play devil’s advocate to see how you’ll respond. Don’t shy away from the hard questions, show you care and want to address their issues. Even if you can’t answer them yourself let them know you’re seeking a response from a colleague or that an alternative contact may get the answer they need. Lastly, the golden rule of engaging on forums is to never forget who may be watching. If posting publically, on the face of it you may be in communication with one, two, three or so other members. But hundreds or thousands will be reading that conversation. Those that are used to engaging on forums such as The Student Room will know that it isn’t rocket science, but for others it can feel like another planet. Because of the audience and reach, we’ve found that when done right, the returns can be huge. It’s all about the confidence, personality and desire to engage with your audience.
www.thestudentroom.com
GRADUATE RECRUITER 17
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