The New Battle for Talent: Attracting Candidates in the Downturn
The uncertainties surrounding the oil and gas industry may be a deterrent for some who are interested in future careers in energy, but companies are hoping to use the downturn to enhance their brand to attract job candidates.
While the industry is in its early stages of recovery, several oil and gas companies are focusing more efforts on talent attraction.
“There’s a little bit of everything in the talent acquisition arena – from branding to talent attraction, technologies and social media,” Dora Rodriguez, Spectra Energy’s talent acquisition manager said during an HR energy conference Oct. 20.
She said it’s imperative that companies are able to adapt to the changing laws of attraction and understand what its message should be as it changes – either due to acquisitions or growth potential.
Leveraging Social Media
In recent years, oil and gas companies across the world have begun to use social media to successfully recruit job candidates.
For example, Spectra Energy has an active presence on social media, including Facebook, Twitter and LinkedIn.
“We’re also dreaming up other pages; we’re looking at things we can do to continue to expand our presence and visibility in those spaces,” she said. “For us, social media is branding.”
Christopher Buck, talent acquisition manager for Noble Energy, admitted like some oil and gas companies, Noble has been rather resistant to social media.
The company doesn’t have an official corporate Facebook page, nor any other social media pages. But after coming to Noble last year, Buck pushed for a social media presence for the company. He said the company is finally partnering with a third party to begin to create and oversee its social media. They’re also working to help with Noble’s corporate website.
“We’re going through a full remodel – to include videos, testimonials, and shots of our campus – things that people really want to know about the company,” Buck said during the energy conference. “Let’s face it. When most companies put together marketing material, if you take the name off and plug in the names of five other companies, the material could fit for all of them. We could do a better job of telling people who Noble Energy is.”
For a traditionally conservative industry such as oil and gas, using newer social media platforms such as Snapchat may seem foreign and its benefits may not be an easy sell.
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