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From Likes to Hires: Leveraging Social Media for Recruitment.

  • 03.06.2023

Recent statistics from Facebook report that the social media giant has approximately 2.9 billion active monthly users. Twitter has about 330 million active monthly users, while LinkedIn boasts 900 million members in over 200 territories and countries.

If you’re not using social media to recruit, you’re missing out on incredible opportunities to find the best and brightest talent for your company. 

Research Candidates’ Social Media Habits

Know the demographic you want to target before researching the social media habits of potential hires. This makes a big difference in everything from what kind of content you’ll want to write to which platforms you’ll primarily want to invest in. Different generations and demographics prefer the following types of communication and media:

Baby Boomers: They consume media through newspaper classified ads, cable TV, and Facebook. They like email, phone, and even written communication.

Generation X: This generation communicates through email and desktop computers. They consume media on Facebook, Twitter, and cable television.

Millennials: Media preferences include Facebook, Instagram, and Twitter. They communicate primarily through social media and texting.

Generation Z: Their social media preferences include TikTok, YouTube, and Snapchat. Video chat, social media, and texting are their favorite methods of communication.

Research the Competition

While social media recruitment is a must, you need to remember that your competitors target many of the same potential candidates you want to hire. After pinpointing your demographics and finding which platforms to target, you should research your competition.

Certain companies and organizations focus on specific social media platforms when recruiting or doing other types of advertising. 

Build a Video Marketing Strategy

Video is a great way to showcase your company brand and culture because you can use features like audio, images, filters, and special effects to really pack a lot into 30 or 90 seconds. You can attract new talent with great visuals, sound, and text all at the same time.

Placement, or embedded marketing, is crucial for targeting the right audience. Strategically place videos in job postings and other places potential candidates might visit.

Insta Reels: These are short Instagram videos that last from a few seconds to 90 seconds. 

Facebook Reels: Facebook reels play for 30 seconds or less. It’s important to note that Facebook and Instagram reels are linked apps since Meta owns both brands. Reels are easy to find and create on the platforms.

TikTok: TikTok is a must when targeting the under-25 crowd. Get positive results by using hashtags, TikTok resumes, and ads.

Refine Digital Marketing Tactics

You don’t want to post videos and content on social media just to see what works. You need to refine your marketing strategies so you have specific goals and a detailed plan to reach them. Decide which metrics to use and how to measure them. 

Impressions: This metric tells you how many people see your posts on their feed. This includes individuals who might not comment or engage in any manner.

Click Through Rate (CTR): This measures how often individuals click on items, such as ads and links. You determine the CTR by dividing the number of clicks by impressions.

Conversion Rates: This lets you know how many people follow through on your call to action. 

Retargeting Ads: Retargeting ads follow potential candidates as they browse websites and social media pages. When using social media to recruit, keep your brand in front of passive candidates. You can do this by adding a pixel remarketing tag on Facebook or an Insight Tag on LinkedIn.

Personalizing Experiences: You can personalize messages on social media by completing detailed research and focusing on your core demographic. This tailors everything from video clips to job recommendations. Potential employees should feel that you created these just for them.

Bring Your Current Team On Board

When using social media to recruit, your current employees will be the best at defining and communicating your brand to prospective recruits. Have them write content and put together videos for various social media platforms.

When using your team for social media recruitment, give them enough independence to let their own individual styles and talents shine through. You will, however, want to create a cohesive voice. It’s important to establish guidelines regarding your organization’s social media goals and what type of content you’re looking for.

Work with Trusted Expert

Bayard Advertising Agency can partner with your organization to put together an individualized recruitment strategy with your hiring goals in mind. We use data and the most advanced social media tools to help you reach these goals. 

Use our experience and expertise to make an effective social media recruitment plan to recruit top talent.

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