This is an excerpt from a speech I gave at the AACE Fall Conference.
There are a series of five mistakes we as recruiters make when we first try to tap into online communities. We'll cover those mistakes and then turn to best practices.
The Top Five Mistakes:
The Impersonal Connection
Not Knowing the Lingo
Trying to Be Hip
Mistake #3 Trying To Be Hip
Using the word hip probably wasn’t the right word for today’s college
graduate, but it does illustrate something. I’m not a college
graduate, and if I walked around telling everyone the conference was
“church,” it wouldn’t go over too well. Church is supposed to mean
good, excellent, as in, you’re preaching to the choir.
I don’t want to call out any companies, but there are plenty of
examples where executives try to rap, or dress in street clothes, or
come up with crazy characters that are really supposed to connect with
a younger audience. I recommend against it. The truth is you don’t
have to be hip to get your message across, and the chances of being
seen as cool are far less than being mocked. Try to build brands and
ideas that would work for any generation, and you’re in good territory.
You can use the new multimedia to connect to your audience. In this
case, the medium is the message. Using video, or blogs, or MySpace is
connecting with them – there is no need to go overboard and risk an