Social media has become a pretty irreplaceable tool when it comes to recruitment.
For in-house teams wanting to fill roles directly, using social media strategically can bring in huge amounts of interest and applications. And not only that, but it also builds authority and brand awareness.
In this blog, we’ll unpack:
- How social media is changing recruitment
- How to build a strong brand presence through social media
- How to engage your audience with strategic and organic social media posts
So let’s dive into how social media can revolutionise your in-house recruitment to fill more of your roles in-house.
Social media is reshaping the way companies attract talent
The current recruitment landscape is super competitive, with companies fighting for top talent across various industries. Traditional recruitment methods, while still effective, often fall short in reaching a broad and diverse audience. This is where social media comes into play, offering an active and far-reaching platform to attract and engage potential candidates through strategic content creation.
Integrating social media with recruitment campaigns can significantly improve your direct recruitment. Platforms like LinkedIn, Facebook, Twitter, and Instagram allow you to share engaging content that resonates with potential candidates. This can range from job postings and company culture awareness to employee testimonials and industry insights. According to a survey by Jobvite, 92% of recruiters use social media to find high-quality candidates, showing just how effective it can be. And if you’re not on it yet, this is your reminder to leverage social media.
Companies that use social media to share content relevant to job seekers report a 49% improvement in candidate quality compared to those relying solely on traditional methods. 73% of millennials found their last job through a social media platform, showing the significant impact of social media on younger candidates. And this is only going to increase, as Gen Z enters the workforce.
By creating and sharing authentic and strategic content, you can not only attract more candidates but also improve the quality of your hires, making social media pretty powerful if you ask me.
Building Brand Presence
A strong employer brand is critical for attracting top talent, and social media is a powerful tool for building and showcasing that brand. Through consistent and strategic content, you can show what it’s really like to work for you – the culture, values, and opportunities, making it more attractive to potential candidates.
Social media allows you to highlight your unique selling points and create a positive perception among job seekers. For example, sharing behind-the-scenes glimpses of daily operations, employee success stories, and company achievements can humanise your brand and create a connection with your audience. Instagram and LinkedIn are particularly effective for storytelling and professional networking.
Successful brand-building strategies on social media include:
- Employee Testimonials – Sharing stories and testimonials from current employees can provide authentic insights into your company culture and work environment.
- Milestones and Achievements – Celebrating achievements and milestones publicly can improve your reputation and credibility.
- Engagement in Industry Conversations – Participating in industry-related discussions and sharing expert opinions can position you as a thought leader and build authority.
To maintain a consistent and engaging social media presence, you should develop a content calendar that aligns with your recruitment goals. This includes planning regular posts, engaging with followers, and responding to comments and incoming inquiries.
So how do you engage your audience with Strategic Social Media Posts?
Creating strategic social media posts is crucial for engaging your audience and attracting top talent. The right content can capture attention, create interest, and encourage interaction, making your recruitment campaign more effective.
Some ideas to engage your audience:
- Instead of generic job listings use some creativity to really grab that attention – film a short video with the Hiring Manager or do a quick reel of the office/team and a quick intro on the job. Think of what would catch your eye if you were looking for a role. And I’m sure it’s not one of those ‘We’re Hiring’ posts, am I right or am I right?
- Feature interviews or stories about current staff – their experiences and achievements. This personal touch can resonate with potential candidates and give them a glimpse into the company culture.
- Share photos and videos of daily activities, team events, and office spaces. This helps humanise your brand and allows candidates to really imagine themselves as part of your team.
Some of the best practices:
- Use images, graphics, and videos to make your posts stand out. Visual content is more likely to be engaged with and remembered.
- Maintain a consistent posting schedule to keep your audience engaged. Regular updates show that your company is active and engaging.
- Be genuine in your messaging. Authentic content builds trust and credibility, which are essential for attracting top talent.
Social media isn’t just a powerful tool for attracting candidates; it can also support your team and overall recruitment. By creating a social media strategy aligned with your recruitment goals, you can streamline some of your hiring processes.
How Social Media can support you:
Social media platforms allow you to reach a larger and more diverse audience than traditional recruitment methods. This broadens the talent pool, giving you access to a wider range of candidates.
Through social media profiles, you can gain insights into candidates’ interests, skills, and professional backgrounds, enhancing your screening and selection processes.
The real-time chats allow you to reach people even faster and get responses quicker than emails do.
How to create a social media strategy that’s aligned with your recruitment goals
- Start by outlining the specific goals of your recruitment campaign. This could include increasing brand visibility, attracting a certain number of applicants, or filling specific roles within a set timeframe.
- Plan your social media posts in advance. A content calendar helps maintain regular posting and keeps you accountable.
- Actively respond to comments, messages, and inquiries. Engaging with your audience builds a sense of community and shows potential candidates that your company values communication and transparency.
How can you measure Social Media success when it comes to recruitment?
To gauge the effectiveness of your social media recruitment efforts, you have to track relevant metrics and analyse the results. Here are some key performance indicators (KPIs) to consider:
- Engagement Rates: This is your likes, shares, comments, and other forms of engagement on your posts. High engagement rates indicate that your content resonates with your audience. Initially, you may not get many likes, and that’s normal, but keep an eye on reach (impressions).
- Application Conversion Rate: Measure the number of applications received through social media channels. This will help you determine how effective your social media efforts are in driving applications. If you have a ‘source’ of the application, then it can easily be tracked that way.
- Time to Fill: Track the time it takes to fill roles from the initial posting to the final hire.
By using these strategies and continuously refining your approach based on analytics, you should see a significant improvement in your direct recruitment.
TL;DR
Using social media strategically in your recruitment campaigns improves your direct recruitment, builds awareness around your employer brand and ultimately helps you fill your roles in-house.
It will also build you a pipeline of ‘ready to apply’ candidates and with time will generate inbound leads.
Keep track of the analytics to see which posts perform better. Don’t be afraid to test and try different things and different formats of posts – initially, you may find engagement slow, but the more you show up and network the more engagement you’ll receive.
What’s next? Try posting consistently for the duration of your next campaign and avoid leaning into those generic ‘we’re hiring’ posts. The idea is to be different and stand out.
If you need help with this, you know where you find me – hit me up at tanya@tgolovina.com
Happy recruiting!