Folks apply to firms, not jobs. Utilizing social media for hiring — a.okay.a. social recruiting — reaches extra certified candidates and builds your employer fame.
Consultants say 2023 will proceed to be a job seekers’ market with 90% of hiring managers at present struggling to fill open positions.
So the place are the greatest candidates? Scrollin’ social: 63% of energetic job hunters have utilized to jobs they discovered on social media, together with virtually half (48%) of Gen Zers and Millennials.
Right here’s how to create an efficient social recruiting technique to develop an viewers of prime expertise who can’t wait to be just right for you.
Social recruiting is the practice of using social media to find, attract, engage, and encourage candidates to apply at your company. Popular social recruiting platforms include LinkedIn, Facebook, Twitter, and Glassdoor.
Social recruiting goes beyond traditional recruiting methods like distributing job listings. True social recruiting is all about proactively searching for top talent and building your brand as an employer people want to work for.
You don’t need to use a specific social platform to succeed. The key — as with regular social media marketing — is knowing where your ideal candidates spend their time, and being there.
LinkedIn is by far the most popular social recruiting platform for both job seekers and companies.
According to LinkedIn:
- 61 million LinkedIn users search job listings on the platform every week.
- 117 people apply to LinkedIn job listings every second.
- 8 people get hired every minute from LinkedIn.
Facebook used to be a top spot to find and post jobs, but Meta removed the Jobs section in February 2023. Before then, you could post a free job listing to your Facebook Page and Facebook’s global job database.
However, since Facebook is the world’s most popular social platform, there are still ways to use it successfully for social recruiting, especially as part of a paid ads campaign.
Twitter tends to suit professional, media, or creative jobs more than others, but again, it all depends on if your target candidates use Twitter.
Part of Twitter’s recruiting appeal is how easy it is to find content with keywords or hashtags like #NowHiring. (More on how to use job and industry-specific hashtags later.)
Join the SeaWorld San Diego team! See our latest job opening here: #NowHiring
— SeaWorld CA Jobs (@SeaWorldCAJobs) May 24, 2023
Being a visual-first platform, Instagram is the good place to “present not inform” how your organization lives its values. It’s a strong instrument for growing an viewers keen to apply to your subsequent opening.
Some firms incorporate this content material into their foremost account whereas others create separate recruiting-focused accounts, like @LifeAtGoogle.
Source: @LifeAtGoogle on Instagram
While TikTok isn’t on the list above, it should be on your radar if you’re looking to fill roles in social media, marketing, and other creative fields. The platform launched #TikTokResumes in 2021 (more on that later), but you can also search for hashtags like #CareerTok, or ones specific to your industry or location, like #TorontoJobs.
If your company is active on TikTok, create and share videos for each job listing. Sum up the role and who you’re looking for, add a few relevant hashtags, and share.
Now hiring for the 2023 season! Park opens May 5 🎉 #hiring #jobs #summerjobs #studentjobs
♬ Vibes – ZHRMusic
Explore other platforms if they fit your brand and audience. Produce a lot of visual content, especially about working at your company? Start a YouTube channel. Already have an engaged Reddit community? Share job listings and reach out to your top contributors as potential candidates. After all, they’re already your biggest fans.
2. Build an attractive employer brand
Social recruiting works for brand building along with the rest of your marketing efforts. The most effective way to encourage applicants is to show what life is like at your company. Include the regular around-the-office happenings, not just big splashy events.
Share the benefits you offer, interviews with current employees, and anything else that communicates your unique company culture. Check the examples at the end of this article for ideas.
Your social recruiting goal should be to build up an audience of loyal fans who think working for you is their dream job. Somewhere, someone out there can’t wait to apply to your next open position.
Employee advocacy is all about getting your employees to post and share company content (or their own original content about the company) on social media. This is great for both general brand awareness and social recruiting.
Considering only 38% of people trust advertising, but a massive 93% trust company information shared by friends and family, employee advocacy is your fast track to building trust — with customers and job seekers alike. Our own program at Hootsuite has a 64% share rate and brings in over 4.1 million organic impressions per quarter.
Sounds great, but unsure how to set it all up?
Hootsuite Amplify is your instant employee advocacy program in a (digital) box. Add it to your existing Hootsuite plan to create an employee-only library of pre-approved content, ready to share. Plus, onboarding tools and detailed analytics to measure ROI — all within the Hootsuite dashboard you know and love.
Watch how Amplify works in under 2 minutes, or read our complete guide to setting up an employee advocacy program.
Your best recruiters are your employees. They’re essentially a human version of Glassdoor: Talking up all the great things they love about working for you and answering their friends’ questions.
Make referral rewards part of your employee advocacy program. Give financial incentives for referring successful hires, in-kind gifts, or other perks. Why? 69% of hiring managers say referral programs yield “high” or “very high” quality candidates, and referrals tie with LinkedIn as recruiters’ most effective lead source.
5. Target passive job seekers
You know who the best candidates usually are? People who already have a job.
Starting in 2021, millions of people began quitting their jobs in what’s come to be known as The Great Resignation. Reasons vary from unsatisfactory pay (63%), lack of advancement opportunities (63%), feeling disrespected (57%), and more.
Source: Pew Research
Recent reports show this trend is continuing: quit rates were still 25% higher throughout 2022 compared to pre-2021 levels. A global average 40% of employees are considering quitting their jobs within the next 6 months.
Now consider those figures with this: People spend an average of 2 hours and 28 minutes a day on social media — more than reading, listening to music, or gaming, and second only to television. For even more perspective, we only spend an average 34 minutes per day socializing with other human beings.
This is why social media is your key for reaching these employed-but-unhappy people and luring them over to your organization.
How? Besides sharing job listings and brand-building content, consider active ways to get in front of passive job seekers, such as with Facebook ads. (More on how to use ads later.)
6. Optimize your social profiles
First, decide if you’ll use your main profiles for social recruiting, or if you’ll create separate ones, like Starbucks, ADP, and many others.
Source: @StarbucksPartners on Instagram
To increase the chances of candidates finding you:
- Share every new job listing (multiple times!).
- Include hiring keywords and hashtags, like #NowHiring, in your bio/about section and within post captions. These will depend on your industry and vary per platform, but popular ones include city + jobs (e.g. #ClevelandJobs) or industry + jobs (e.g. #TechJobs).
- Consider creating your own branded hiring hashtag for people to follow, like H&M’s #HMxCareers.
Source: H&M Careers on Instagram
7. Make applying easy
Do you need me to create an account? Do you need me to manually type out all my resume info box-by-box? For the love of PDF, let me attach my resume and be done.
Yes, you only want serious, committed candidates. You could argue that those who won’t fill out a long-ish form aren’t that committed. But effort doesn’t always correlate with intention. For example, 97% of Americans say dental care is important to their health, but only 19% follow current brushing and flossing guidelines.
Make your applications easy to complete by:
- Using platform-specific tools, like LinkedIn’s Easy Apply button.
- Limiting form fields to necessary information only.
- Allowing file attachments for resume and cover letter uploads.
- Not requiring users to create an account to apply.
Create Facebook ads for job listings and target them to people in specific cities and either working in, or interested in, your industry.
For a spicy social media recruiting strategy, target people with specific job titles or even specific employers with the Demographics -> Work -> Employers option.
Source: Facebook Ads Manager New to social advertising? Check this guide to Facebook ads for beginners. While TikTok’s original Resumes experiment from 2021 doesn’t exist anymore, people still use #TikTokResumes and #HireMe hashtags to share short videos detailing their experience and skills. As with everything on TikTok, personality is at the forefront:
TikTok! Do your thing please 🥲🧡 #fyp #hireme
Source: Facebook Ads Manager
New to social advertising? Check this guide to Facebook ads for beginners.
While TikTok’s original Resumes experiment from 2021 doesn’t exist anymore, people still use #TikTokResumes and #HireMe hashtags to share short videos detailing their experience and skills. As with everything on TikTok, personality is at the forefront:
♬ Easy On Me – Adele
Would you watch a video resume? Hiring expert J. T. O’Donnell doesn’t think so: “[Recruiters] aren’t going to sit through a minute-long video if they can gather enough information about you in seconds instead.”
TikTok may not be your main social recruiting source, but it’s worth having a presence on, especially if you’re looking to fill social media, marketing, or creative roles.
Everyone should be using LinkedIn for talent acquisition. Smaller or budget-conscious companies can place individual job listings for free, but LinkedIn Recruiter offers the best value for full-featured talent management.
Besides job listings, Recruiter allows you to message any LinkedIn user, access advanced search parameters, and connect to your HR platform. Using Recruiter can boost message response rates by 66% and speed up the recruiting process to less than a few days.
For best results, combine LinkedIn Recruiter with a strong organic LinkedIn marketing strategy.
Glassdoor company profile
Glassdoor is a specialized job board turned social platform for hiring. Besides the basics like hosting job listings, it helps employees research potential employers. Current and former employees have anonymously shared over 150 million reviews about things like salary ranges, benefits, and their general experience working at companies.
Claiming your Glassdoor company profile allows you to actively monitor and respond to reviews, and manage your employer brand.
Source: Hootsuite on Glassdoor
Crucially for Glassdoor’s credibility, employers can’t remove negative reviews but you can respond to them. If you get one, thank the person for their feedback, and if necessary, tactfully clear up any inaccuracies that may deter candidates from applying.
Using the right hashtags can expand the reach of your job listings and attract new candidates. True for any social platform, but especially the birthplace of the hashtag: Twitter.
There are plenty of Twitter hashtags to target specific job titles, like #GameDevJobs:
We’re looking for a Senior Writer/Narrative Content Designer to work on an unannounced project in a new setting!
— Failbetter Video games | Masks of the Rose is out now! (@failbettergames) January 17, 2022
Or for concentrating on places, like #LAJobs (or some other metropolis):
On the lookout for a brand new function in the style business? Our workforce is engaged on these, and lots of different, roles for our shoppers. Let’s join to focus on your subsequent function in the style business. #fashionjobs #NYC #LAjobs pic.twitter.com/g2NJDj4DSW
— Pyramid Consulting Group, LLC (@PCGStaffing) May 23, 2023
Additionally attempt including descriptors, like #Freelance, #GraduateJobs, #SummerInternship, or the rest associated to the function. These hashtags shortly let individuals know key data about the job so unqualified or uninterested individuals received’t apply, leaving you with the highest high quality candidates.
Hootsuite Streams makes finding and engaging with top candidates easy.
It’s basically a customizable, multi-tab, “saved search” section where you can monitor keywords, topics, or specific users and engage with the latest or most popular content matching your queries. Reply to comments, share content, or message people right from your Streams dashboard.
Follow industry-specific hashtags or keywords to find new places to share job listings, or identify potential candidates to engage with. Streams saves a ton of time versus manually searching on social media.
Try for free
Plus, set up Streams for your own content to moderate comments at lightning speed.
The possibilities are endless with Streams and it’s included in every Hootsuite plan.
The tone of a GIF (and if you even use them) or video depends on your brand, but the point is to stop the scroll and get eyeballs on your post.
Come work with us! We’re hiring a part time 2D artist!
🐱8-10 hrs a week
🐱6 month contract
🐱Paid art test (if applicable)
Details to apply in the link: pic.twitter.com/MiVshqWZKJ
— Mineko’s Evening Market (@MinekosMarket) January 25, 2022
Why it really works:
- Movement — GIF or video — catches consideration higher than a graphic.
- Speaks to your organization tradition, which may encourage like-minded individuals to apply.
Use Instagram Story highlights
Create Instagram Story highlights to checklist present open roles, describe what working there’s like, and different FAQs individuals might want to learn about your organization.
Oracle has sensible software suggestions, profession recommendation, and extra. Additionally they function highlights on pupil applications and group initiatives.
Source: @OracleCareers on Instagram Why it works: Who better to tell candidates about your company than their soon-to-be peers? Ask employees to sum up their favorite parts of their jobs. This can be as simple as a photo post with a caption, but Spotify takes this to the max with their dedicated Life at Spotify podcast. Why it works: Go further than a basic interview by having an employee create a “day in the life” of their job and use that to promote open roles.
Share team interviews
Source: @OracleCareers on Instagram
Why it works:
Who better to tell candidates about your company than their soon-to-be peers? Ask employees to sum up their favorite parts of their jobs.
This can be as simple as a photo post with a caption, but Spotify takes this to the max with their dedicated Life at Spotify podcast.
Why it works:
Go further than a basic interview by having an employee create a “day in the life” of their job and use that to promote open roles.
♬ Blue Blood – Heinz Kiessling
Why it works:
- Like the expression “actions speak louder than words,” video speaks louder than text to communicate your company culture.
- Ideal for TikTok, Instagram Reels, or YouTube Shorts, and easily repurposed for other platforms.
Use bold graphics
This bold red background stands out in the feed. That eye-catching second could be enough for someone to stop, read it, and click to apply.
— Woodbine Careers (@WoodbineCareers) May 23, 2023
Why it really works:
- Captures consideration.
- Straightforward to create templates forward of time, then shortly customise per publish.
Discuss your advantages
Moreover fundamentals like pay and firm match, candidates care about the advantages you supply. Generally this data isn’t clear till properly into the interview course of.
Be upfront: Discuss your medical insurance, depart insurance policies, tuition reimbursements, or the rest you supply workers.
— Hootsuite Careers (@HootsuiteLife) August 6, 2022
Why it really works:
- Brings in extra candidates. Particular advantages could be dealbreakers for many individuals, they usually’ll apply in the event that they know you supply it.
- Reinforces your model as an employer who cares about workers.
Create a welcoming surroundings
You don’t have to win an award to be inclusive. Discuss your range and inclusion insurance policies, or create content material round causes or applications you help.
Why it really works:
- Alerts to everybody that you just foster a respectful surroundings.
- For individuals with marginalized identities, these alerts imply much more: security and entry to employment.
Develop your employer model and social media audiences along with Hootsuite. Find and interact new candidates, schedule content material, and measure the outcomes of all of your advertising and marketing and recruiting efforts in one place.
Do it higher with Hootsuite, the all-in-one social media instrument. Keep up to the mark, develop, and beat the competitors.