Every inbound approach, whether it's business lead acquisition or candidate acquisition, needs to use the power of social networks.

The goal is to get the attention of people who match your personas (candidate or buyer) to attract them to a blog where they will then convert.

How does Twitter help effectively implement Inbound Marketing and Inbound Recruiting strategies?

How to use Twitter

Whether posting content specifically created to attract customers or for any other type of action, it's important to know some rules when using Twitter. 

To that end, Simon R. Stones has produced several quality infographics, including this one devoted specifically to Twitter: 

1 - Generate leads with Twitter

When used correctly, Twitter is a very fine tool to reach your target, especially the professional target. 

Did you know that Twitter generates 9 times more B2B leads than Facebook?

To make it easy for people matching your personas to find you on Twitter, li is imperative to wield the art of the "hashtag." For example, if you are looking to connect with Inbound Marketers, add #InboundMarketing to your posts.

If you want to address the developer community to get their attention, you can include #developer, which is quite popular.

Thanks to Twitter, it is possible to get your business and/or employer brand known very quickly. 

Let's look at how you can share your content with the people most likely to be interested in your products or services, or your employer brand for possible hires.

2 - targeting prospects on Twitter (Inbound Marketing)

Twitter continues to be, in 2017, one of the most trusted social networks in the world. Some of your prospects are probably there. So it's only natural that it has a place in your Inbound Marketing strategy!

Benefits

• Direct interaction with leads facilitates the social selling
• Very good sounding board for high virality content
• Easy to plan messages with tools like Hubspot or Hootsuite

Disadvantages

• Relatively low audience (350 million active users)
• The 140-character limit prevents some messages from being shared
• The use of hashtags brings with it the risk of a certain "selfie" in sharing content

Twitter is therefore an excellent social network to highlight its content and increase the visibility of its brand, particularly with B2B targets. This micro-blogging tool is limited for direct content distribution, but can quickly drive traffic back to a professional blog.

3 - targeting candidates on Twitter (Inbound Recruiting)

Twitter was used very early on by recruiters to convey job offers in different networks, thanks to the ease of retweets. The use of specific hashtags also makes it possible to precisely target categories of candidates... provided they are specifically looking for them!

Based on their persona, it's possible that the candidate you're looking for is on Twitter. How do you get their attention in a Inbound Recruiting strategy?

Benefits

• Offers an opportunity for candidates to directly engage a recruiter (and vice versa)
• Twitter Chat helps answer questions about the company
• Ability to reach out to influencers to increase attention for certain candidates

Disadvantages

• Less used by digital natives than Snapchat or Instagram
• Requires a very high level of responsiveness if an interesting candidate comes along
• Job postings offer little added value

Thanks to its flexibility and interaction capabilities, Twitter is an indispensable tool for any Inbound Recruiting strategy. Nevertheless, some types of persona do not use this social network at all. This point can become clear when defining candidate persona. 

What about you? How are you using Twitter in your Inbound Marketing and Inbound Recruiting strategies?

Let us know in the comments!