With the rise in popularity of social media platforms, more and more job candidates actively seek their future career paths through these channels. No matter the scale of your business or the talent you aim to attract to your job openings, social media platforms can effectively transform the way you hire employees.
According to Social Media Today, today’s job candidate pool is comprised of 70-75% of passive, social media candidates, especially in light of gen Z and their coming of age. Modern job candidates, while talented and readily available for professional engagement, won’t go out of their way to look for local or face-to-face employment processes.
It is important for businesses to consider social media platforms as viable recruitment platforms going forward, allowing for direct candidate engagement and faster selection processes. With that in mind, let’s take a look at several tips and factors in regards to attracting the right candidates to your company in 2019 and beyond.
Benefits of Social Media Recruitment
Before we get into the tips on how to attract more candidates through social media, let’s take a look at why this recruitment pipeline could prove beneficial. While it can act as a supplement to other recruitment channels, your brand can focus on social media exclusively and still walk away with talented candidates.
- Dynamic Recruitment Opportunities
Social media channels are governed by short-form content with an emphasis on trends, popular topics and viral news. A recruitment campaign can relate to these elements and be very dynamic in terms of what type of marketing content you create in hopes of candidate attraction. Your HR, social media managers and content creators will have more creative freedom if you choose social media platforms for your next recruitment cycle.
- Position-Specific Recruitment Possibilities
Speaking of social media managers and content creators, social media platforms are the perfect outlet for finding digital professionals. After all, the best way to hire your next community manager or customer support agent is by engaging them in a digital, online space. That way, you will be able to gauge your candidate’s competencies and skills more easily, allowing for more thorough selection.
- Large Candidate Pool
It’s no secret that billions of people use social media channels on a daily basis. Depending on the type of opening you seek to fill, you can hire people from across the globe to help your business out with their skillsets. Social media platforms allow for much larger and varied candidate pools to be available for your HR’s convenience.
- Low Monetary Investment
Lastly, apart from boosted posts and paid ads (which are entirely optional), social media platforms are low-cost recruitment channels. You can spend as little or as many resources for curated content or simply rely on your interviewers and social media managers to select their candidates through a team effort. This makes social media platforms quite approachable and affordable for small startups and businesses without specialized HR departments available for comprehensive hiring processes.
Platforms to Consider
Let’s take a look at the most popular social media platforms which should be taken into consideration for your next recruitment cycle. Remember that you should opt for those which would most likely be used by your optimal candidates. For example, Facebook might be a great way to hire a community manager or a designer, while LinkedIn might be great for sales personnel or business-related positions.
As arguably the most popular social media platform in the world, Facebook is ripe for picking in terms of candidate attraction. All you need to do is set up a company page and start posting job openings which can be created for the platform itself or linked to your official website. Facebook values visual and short-form content, so make sure to avoid multiple paragraphs of text in your posts.
Twitter is a great platform for putting the word out about your job openings. While the platform has a strict character limit, it allows for seamless integration of hashtags. Platforms such as Trust My Paper and Evernote can be used to edit and format your recruitment campaign messages for Twitter’s short-form content preferences. You can use industry-specific hashtags to widen your reach and attract more candidates who might not be following your page directly.
Social media influencers, life coaches and creatives of different profiles find their home on Instagram. This is the perfect place for you to look for designers, copywriters, influencers and HR specialists. Instagram places a large emphasis on visual content and hashtags which allow each content piece to go viral fairly quickly. A focus on short messages with outbound links to your website and job posts will allow you to fill your company’s ranks in no time.
LinkedIn is a professional networking platform with social media elements. It provides a great opportunity for your company to network with B2B partners and look for recruitment candidates at the same time. LinkedIn allows you to create blog posts, share company performance highlights and build up goodwill with the community over time. Once the recruitment cycle rears its head, your reputation will do its job and you will be able to find talented candidates quite easily.
1. Personalize your Approach
When it comes to content marketing for recruitment purposes, you should make the most of what social media has to offer. Adapt your marketing content to your brand, industry and type of products or services you offer to clients.
Humor, pop culture and memes are more than welcome in terms of attracting clients if you work in the creative or marketing industry. However, more corporate openings should be promoted through more formal and professional visuals and calls to action.
What matters the most, however, is that you personalize your approach to recruitment. Have your employees like and comment on the posts you publish. Show the community at large that your company has a healthy and welcoming work environment. This is something that no other recruitment channel is able to provide so be sure to cash in on the opportunity.
2. Clearly Outline your Requirements
Despite the somewhat laidback nature of social media platforms as a whole, your recruitment content should be concise and to-the-point. Job candidates want to know what is required of them in terms of professional experience, education, portfolio and other potential requirements.
It’s also worth noting that your recruitment deadline, file types, as well as resume and motivational letter formats, should also be highlighted. Standardize your recruitment process and make it clear as to what you require for an application to be viable.
Avoid abstract calls to action such as “Contact us Soon” – what is “Soon” in your HR department’s eyes? Be as respectful and forthcoming with your requirements on social media as you would be on other hiring platforms and you will receive a healthy response from the candidate pool.
3. Time your Posts Wisely
Unlike traditional content marketing (blog posts, influencer marketing, offline ads, etc.), social media platforms favor well-timed posts. Depending on the type of candidate you want to attract (established professionals, fresh graduates, senior students, etc.) you should take a different approach to timing your posts.
This will allow for higher engagement rates in the hours after you post your job openings, with more applications to arrive due to the popularity of your post. Don’t post your content at random through social media and make the most of the news feed algorithms each platform employs.
4. Showcase Benefits & Development Opportunities
Modern job candidates look beyond salary and holidays when they consider their future career paths. Professional development opportunities, employment benefits and career advancement should be highlighted in your job openings. Let candidates know what benefits they can look forward to as your future employees to entice them into considering your offer.
Job posts with vague information which paint an incomplete picture will seem suspicious even to casual onlookers. Use the opportunity you have with social media in terms of presenting candidates with short, digestible content and outline the benefits your company can provide with open arms.
5. Be on Stand-By for Follow-Ups
Lastly, social media channels require two parties to communicate in order for the recruitment process to take place. This means that your HR department and social media managers should be on stand-by for any questions and incoming applications.
Don’t make the mistake of posting job openings on social media and leaving things to chance. Be available for would-be employees and any further information they might require from your representatives. This will not only increase the likelihood of attracting talented individuals to your company but also place your brand in a positive spotlight in terms of community engagement.
Social media platforms allow for great versatility and reach when it comes to recruitment campaigns. Choose the platforms which suit your brand and get creative with the kind of content you will use to promote your job openings. Remember that social media content doesn’t have to follow a rigid or formal pattern. Show that your company is run by professional individuals who are also human and the right candidates will always find their way to you.
Special thanks to Diana Nadim for her insight on this topic.
Diana Nadim is a writer and editor who has a Master degree in Marketing. She combines her passion for writing with her interest in research and creates thought-provoking content in various fields. Diana also runs her own 3to5Marketing blog. What inspires her the most in her writing is traveling and meeting new people. Follow her on Twitter.
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