Collector - July/Aug 2021 - 6

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Insights into the people, companies and issues driving the
accounts receivable management industry right now.
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Social Recruiting
Should you be looking for new employees on Instagram?
By Anne Rosso May
If you've seen the viral video of a guy
skateboarding and lip-syncing to the Fleetwood
Mac song " Dreams, " you aren't alone.
Millions of other people have too, including
staff at ACA International member company
ERC BPO, which posted a video of an
employee roller-skating to the tune on the
company's Instagram account.
If you aren't familiar with the video, it
might be because you're not in the target
market for ERC's Instagram account, which
metrics reveal is an audience between the
ages of 18-35, mostly female, that is looking
for a job.
Instagram has more than 1 billion daily
active users, the majority of which are under
the age of 35. This is an appealing pool
of millennial job candidates, but how can
you tap into it? ERC BPO Vice President
of Marketing Victoria Vallas shares how her
company has found success.
HIGHLIGHT YOUR STRENGTHS
" I would say for any social media to work,
you have to know your audience and your
objective, " Vallas said. " Content for content's
sake is just too much effort. "
Pinpoint a specific goal, like reaching
candidates for entry-level positions, and
tailor your strategy accordingly.
ERC launched its Instagram account in
2015, the same year it formed its marketing
team. But when Vallas came on board
in 2019, she focused on elevating the
content to make it more personable and
engaging in order to better appeal to call
center job seekers.
" The objective is to showcase our culture,
which is one of our biggest differentiators
for hiring, " she said.
Naturally, the company's Instagram
posts include photos and videos of smiling
employees sharing why they like working
for ERC. The company also spotlights all
6
acainternational.org
the various wacky holidays we've
grown accustomed to recognizing
on social media, like National Be
a Millionaire Day, as well as more
serious celebrations, like International
Women's Day and Black
History Month.
GIVE IT TIME
(AND MONEY)
One of the first things you
notice about the company's
feed is that it has professional
pictures of real people. That's
thanks to the photographer ERC
hires to come to the office to
take pictures of employees. It
also has a marketing agency to handle the
creative design and implementation.
Vallas and her team use planning tools to
schedule posts and track engagement.
" Each post has a call to action-something
we want followers to do, " she said.
Vallas said the company has drilled down
on its social media planning in the last year,
and she's found that while it is helping ERC
reach its hiring goals-especially for its two
offices in the Dominican Republic, where
job hunting on social media is very common-it's
a lot of work.
" It takes a lot of time and planning to
produce social media that is on brand and
engaging, " Vallas said. " Content planning,
making sure you don't forget any special
dates, making sure you're not saying anything
controversial ... there's a lot that goes
into it. "
GET BUY-IN FROM
CURRENT EMPLOYEES
ERC uses employee photos in its Instagram
feed almost exclusively.
" This last year was challenging because
we used to capture a lot of content at the
sites, but when the coronavirus hit and
we started working remotely, that became
much harder, " Vallas said. " We started using
a little bit of old content and maybe some
stock photos, but I would say today 99% of
the photos are our own employees. "
Vallas said employees are eager to participate
in the photoshoots-all she has to do
is ask.
" We have an employee engagement team
that organizes company events, " Vallas
said. " When there's a photoshoot, they'll
bring props and tell everyone to wear their
favorite outfit or do their hair the way they
want it for photos. Most of our employees
are very excited to be shown in social
media photos. "
This has a twofold effect: current employees
feel proud of their work and prospects
see how happy employees are and want to
apply. After all, that's the goal of any hiring
strategy, right? Or to put it in Instagram
lingo: Double tap if you agree.
Anne Rosso May is ACA International's
communications director and editor
in chief.
http://www.acainternational.org

Collector - July/Aug 2021

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