Job recruitment isn’t what it used to be. Gone are the days when hiring managers could rely on newspaper ads, cold calls, and good old-fashioned word-of-mouth to attract new job candidates. Instead, social media is now the dominant way that professionals network, find job opportunities, and highlight their skills and accomplishments.
Before the 2020 COVID-19 pandemic, the process of finding and securing job candidates was still relatively simple. Recruitment options included:
- Posting openings on a digital job board.
- Encouraging individual candidates to apply via the company website or job page.
- Calling or emailing potential candidates and scheduling them for in-person interviews
Now with online career fairs, video interviews, and virtual networking events added into the mix, the recruitment game has become much more nuanced and multi-faceted. Social media plays a key role in the new hiring process.
What is social media recruitment?
Social media recruitment refers to the process of using social media platforms to advertise jobs and identify candidates. With platforms like LinkedIn, Facebook, and Twitter boasting over 3.5 billion combined users, social media holds exciting potential for companies interested in recruiting skilled and unskilled talent.
Recent studies have found that over 90% of surveyed companies already report using social media as a resource when hiring. Want to know if your candidate has any embarrassing photos out in the digital netherworld? Search for their name on Facebook and see what comes up.
Similarly, Facebook and LinkedIn are the two dominant platforms that job seekers use for networking and portfolio-building. Candidates consistently post on job boards and in social groups when they are in the market for a new position or recently completed a certification. Taking your open job listings directly to these prospective hires is critical in an era when constant ads and updates threaten to overwhelm the average user.
Social networks are a hub for the largest online repository of talent in the world, which is why it’s important for you as a recruiter or talent acquisition manager to not let them go to waste. For companies looking to navigate the opportunities and pitfalls of social media recruitment, here are some tips to keep in mind.
Cast a wider digital net
Most people in the market for a new job today are active on social media. If you want to get as many eyes on a job posting as possible, listing it on platforms like LinkedIn, Facebook, and Twitter can increase visibility and candidate applications by up to 50%.
In addition, social media recruitment can also help you connect with a pool of higher-quality candidates. This is because job seekers who engage with employers via social media are likely to not only be tech savvy, but also up to date with the latest digital trends. For roles involving a fair amount of computer work, this skill is critical.
Putting some dollars behind “hot jobs” on Facebook can also be an effective way to generate applicants quickly. Boosted posts and strategically targeted ads can get your job in front of the audience most likely to respond. It also helps you gather valuable information on the demographics and behaviors of your ideal candidate.
Forge a personal connection
When candidates apply for a job, they are not just searching for a way to pay the bills. They are seeking to build a relationship with their prospective employers before even accepting a new role. They want to get to know you as a person and determine if your organization is the right fit for them.
With this insight in mind, you can use social media to resonate with candidates in a way that helps you stand out from other employers. Show them who you are and what makes you unique. Even if those candidates do not turn into actual employees right away, you will still have access to a community of talented people that will help your organization fill future roles.
Get a 360-degree view of your candidates
Selecting a candidate after weeks of vetting and interviews only to find out later that they weren’t right for the job is every hiring organization’s nightmare. While these missteps are bound to happen every once in a while you can avoid them by looking at your candidates’ Facebook, LinkedIn, and Twitter profiles to get a better idea of who they are as an individual and employee.
This strategy has proven successful for recruiters in the past, with 61% of hiring managers finding information they didn’t like on a candidate’s social media account and 55% reconsidering the hire based on what they found.
Running paid ads on social media gives you direct access to candidate accounts. Applicants will often use their personal social media profiles to apply (think LinkedIn “Easy Apply” options) and may even engage with a hiring ad via comments and likes. Tracing potential new hires back to their accounts in these cases is simple and a no-brainer for companies interested in long-term candidate retention.
Develop your company’s workplace “brand”
Regardless of the job description, candidates are more likely to accept a job (and stick around for a while) if they align with your company’s mission. Over the past few years, job seekers increasingly prioritize personal fulfillment and value alignment in their employment. In fact, a driver of the Great Resignation was the lack of perceived purpose candidates felt while at work.
As such, it’s important that you harness the power of social media to build up your brand and create awareness of your organization as a fulfilling workplace whenever possible. Just like when marketing to customers, potential employees want to know what they’re getting by committing to you. That could include:
- Employee benefits like strong healthcare plans and 401(K) matching
- In-office rewards (i.e., free lunches or “take your dog to work” days)
- Remote or hybrid working opportunities
- Office culture and the ability for workers to network
- Volunteer initiatives and monetary donations supported by your organization
- Political stances and election support
By making your brand’s mission statement, benefits, and values visible and top-of-mind to candidates, you will attract quality talent that tends to retain for longer periods of time.
As hiring demands increase and competition for high-value talent skyrockets, forward-thinking companies are wisely planning staffing and recruitment strategies. This is the moment to act by connecting with high-quality candidates via social media recruiting.
For more information on how to develop a social media recruitment strategy, contact ProIQ today.
