BIRMINGHAM, Ala.--Job boards are so yesterday.

Financial institutions and other employers are turning to social media services to recruit talent. For many credit unions, it may mean some catching up is needed.

"Social media is a powerful play in how we go after and recruit candidates and show our culture," said Ryan Kraynick, executive director of employment services of BBVA Compass in Birmingham, Ala.

BBVA plans to use YouTube to post videos depicting things like a day in the life of a teller, and it plans to push out the content to its entire social network footprint. "We have the culture on the inside," Kraynick said. "Now it's about showing the outside."

In the interim, BBVA's virtual campus website drives most job applicants. Direct recruiting efforts have worked best through LinkedIn, Kraynick told American Banker, an affiliate of Credit Union Journal.

At San Antonio's USAA, "We use LinkedIn to find experienced professionals and Twitter campaigns to secure our college recruiting goals," Michael Runyan, assistant vice president with USAA People Services, said in an e-mail interview. "In 2011, we expanded one of our specialty skills," and "40% of those hires came through the use of targeted social media efforts on sites such as LinkedIn."

More than 12,000 companies use LinkedIn for recruiting, according to Dan Shapero, the 175-million-member network's vice president of hiring solutions.


New Recruiting Option

A new social media employee recruitment option is a Swiss startup called Silp.

"We want to bring friends and jobs together," said Dominik Grolimund, a Silp co-founder and its chief executive. "We are trying to be different from a job platform.

Silp uses Facebook as its talent pool resource. Here's how the service works: An employer posts an opening on Silp's site and the service will find candidate matches based on members' profile details, such as work experience and interests, as well as through data gleaned from users' Facebook-linked online resources, such as Twitter or LinkedIn profiles.

The Silp app also makes use of the Facebook "social graph." The feature will help employers decide which of their co-workers, friends and friends of friends might be suited to a particular job. If the employer thinks a person is a good fit, he can recommend a job to him.

Currently, Silp is only available to candidates seeking technology-related openings. The job-posting capability is expected to be widely released to employers within a couple of weeks, Grolimund said.

He said a large bank, which he would not name, is testing out the tools. He said the bank wants to use Silp to help fill its information technology job openings as well as to improve its campus recruiting.


TweetMyJobs Is 'Growing'

TweetMyJobs, a social recruitment and job distribution network site operated by CareerArc Group, said it recently noticed an increase in financial services clients.

TweetMyJobs pushes jobs into Twitter, among other social sites, and segments the opportunities by geography and job type. It also released a Facebook app earlier this year that leverages the social graph to match job seekers with available positions.

Since the company's launch three years ago, TweetMyJobs saod it has signed deals with four large banks.

Beyond sourcing talent, there's an added benefit to social recruiting efforts for financials, too: it helps shows off their cultures. "Everyone knows Google is a cool place to work," said TweetMyJobs' Yair Riemer. Not so much with banks.

"What we tell our clients is that they need to think about recruitment and sourcing, but they need to show the human side," Riemer said.

But these sites aren't confined to helping employers find new talent. New online services are springing up to help with things like mentoring.

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