Create an Effective Social Media Recruitment Strategy In 8 Steps

Of all the social media platforms that are available today, 41% of hiring professionals acknowledge LinkedIn as their main social channel to find candidates.[1] Plus, 73% of job seekers aged 18-34 found their last job via social media.[2] These numbers show attracting and sourcing candidates through these platforms is here to stay. Social media recruitment is a strategy that consists of various factors that intertwine employer branding and marketing to entice and connect with all sorts of candidates on different platforms online. Plus, you can reach out to potential candidates faster in a multitude of streams effectively and efficiently.

Benefits of Social Media Recruitment

Using social media to attract and source candidates has several benefits. These include:

1) Tapping into a wider and more diverse talent pool

Social media platforms have millions of users from various backgrounds. This means you can reach a broader range of candidates, including those from diverse cultures and industries.

2) Reaching Active and Passive Candidates

Not only can you tap into a diverse talent pool, but social media also allows you to connect with both active job seekers and those who are not actively looking but might be open to new opportunities. This expands your potential candidate pool significantly.

3) Improving Recruitment Marketing

With a broad and diverse audience in mind, sharing engaging content and job postings on social media can significantly enhance your recruitment marketing efforts. This helps in attracting the right candidates more effectively.

4) Increasing Employer Brand Awareness

Consistent presence on social media doesn't just attract candidates; it also enhances your employer brand. Potential candidates can get a sense of your company culture, values, and what it's like to work with you, which makes them more likely to apply.

5) Narrowing Audience Segments

While reaching a broad audience is important, targeting specific demographics is equally crucial. Social media platforms provide tools to narrow down your audience segments to reach candidates that fit your exact requirements.

6) Enhancing Employer Branding

Through regular posts and interactions on social media, you can continually build and enhance your employer branding. This makes your company more appealing to potential candidates and sets you apart from competitors.

8 Steps to Create an Effective Social Media Recruitment Strategy

Harnessing the power of social media for recruitment requires a strategic approach. Here are some effective strategies:

1) Develop a Strong Employer Brand

Ensure your company’s social media profiles reflect your brand accurately. Share content that showcases your company culture, values, and employee experiences. This helps create a positive impression and attracts potential candidates.

2) Utilize Multiple Platforms

Different social media platforms cater to different audiences. Use a mix of platforms like LinkedIn, Twitter, Facebook, and Instagram to reach a broader and more diverse group of potential candidates. Utilize Manatal's Candidate Enrichment feature to get to know your candidates and collect insights beyond their resumes. You can directly import their profiles and the software will parse the information for relevant skills, specific roles, and experience using its latest AI technology.

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3) Create Engaging Content

Post a variety of content including job postings, company news, employee testimonials, and behind-the-scenes looks at your workplace. Engaging content not only attracts followers but also keeps your company top of mind for job seekers.

4) Leverage Paid Advertising

Use targeted ads to reach specific demographics and skill sets. Social media advertising allows you to tailor your campaigns to reach the most relevant candidates.

5) Encourage Employee Advocacy

Encourage your employees to share job postings and company updates on their personal social media profiles. Employee advocacy can significantly extend the reach of your recruitment efforts.

6) Interact and Engage

Be active on social media. Respond to comments, engage with followers, and participate in industry-related conversations. This interaction shows potential candidates that your company is approachable and engaged.

7) Use Analytics

Regularly analyze the performance of your social media recruitment efforts. Track metrics such as engagement rates, click-through rates, and application rates to understand what’s working and what needs improvement.

8) Network in Niche Groups

Join industry-specific groups and communities on social media platforms. Engage with members, share valuable content, and network to find potential candidates who are well-suited to your industry.

Popular Platforms for Social Media Recruitment

Each platform offers unique features, making them suitable for different recruitment needs. Here are some of the most popular platforms for recruitment:

1. LinkedIn: LinkedIn is the premier professional networking site, widely used for recruitment purposes. With its vast network of professionals, robust search functionalities, and sophisticated algorithms, LinkedIn makes it easier for recruiters to find, connect with, and engage potential candidates.
2. Indeed: Indeed is one of the largest job search engines in the world. It aggregates job postings from a multitude of sources, providing a comprehensive platform for job seekers and recruiters alike. Its user-friendly interface and extensive reach make it a favorite among employers.
3. Glassdoor: Known primarily for its company reviews and ratings, Glassdoor also serves as a valuable recruitment platform. Employers can post job listings and attract candidates who are interested in their company's culture and work environment.
4. Monster: As one of the pioneers in the online recruitment space, Monster offers a wide range of services, including resume searches, job postings, and employer branding solutions. Its extensive database and global reach make it a strong contender in the recruitment arena.
5. ZipRecruiter: ZipRecruiter is known for its advanced matching technology that connects employers with candidates quickly and efficiently. Its user-friendly platform and wide distribution network make it a popular choice for many recruiters.
6. Naukri.com: Particularly popular in India, Naukri.com offers a robust platform for both job seekers and recruiters. It provides a variety of services, including job listings, resume searches, and employer branding.

Check out these job portals in the USA for free if you are looking for talent in the region.

Challenges of Social Media Recruitment

While social media allows you to connect with potential candidates, it also presents several challenges that you must navigate. Here are some key obstacles associated with social media recruitment:

1. Information Overload: With the sheer volume of content on social media platforms, finding the right candidate can be akin to finding a needle in a haystack. The abundance of profiles and posts makes it challenging to sift through and identify suitable candidates.
2. Privacy Concerns: Social media profiles often contain personal information that users may not want potential employers to access. Navigating these privacy concerns requires you to be respectful and cautious about the boundaries of what is appropriate to consider in the recruitment process. So, it is best for you to know what are the best steps to do a social media background check.
3. Authenticity Verification: The information displayed on social media profiles is not always accurate or up-to-date. Verifying the authenticity and reliability of candidate information can be a daunting task, leading to potential misjudgments or mismatches.
4. Passive Candidates: Social media platforms are great for reaching passive candidates. However, engaging these individuals and persuading them to consider a new role can be time-consuming and requires a strategic approach.
5. Bias and Discrimination: The visual and personal nature of social media profiles can inadvertently introduce bias into the recruitment process. You must be vigilant about ensuring your decisions are based on qualifications and experience, rather than personal characteristics that may be visible on social media.
6. Reputation Management: Companies’ social media activities are visible to the public, which means any negative interactions or comments can impact their reputation. Maintaining a positive online presence is crucial but can be challenging when dealing with public feedback and scrutiny.

Best Case Studies of Social Media Use for Recruiting

1. UPS

The leading logistics service provider leverages Facebook to reach potential candidates by showcasing their company culture and career opportunities through engaging content. In this particular case, UPS inspires job seekers to join the company through a compelling video, showcasing the life of its Feeder Driver who is also passionate about marathon runs. The video takes us through a day in his life and highlights how he can spend time with his family while balancing the time at work with UPS.

2. Puma

For people who are passionate about sports, there’s nothing better than being close to the sports they love while pushing themselves forward in their career path. This is enough to attract and candidates in the sports industry. As a global sports goods empire, Puma knows this fact really well and uses it to attract top talent. The company implemented the ‘Life’ section in its LinkedIn profile, showcasing life at Puma, where you’ll be supported by the company to run at your maximum speed. And as Puma lives and breathes sport, its employees will be facilitated by sports classes like yoga, swimming, ruining, and more… You name it.

3. H&M

When it comes to applying for a job, everybody needs some tips and tricks to boost their likelihood of securing that empty seat. H&M lets job seekers out there know that the company is all about supporting its candidates right from the first stage. The global fast fashion brand constantly posts videos about secrets to successfully being hired. In this particular Instagram post, its recruiter points out how you can make your application stand out. Talk about showcasing a solid employer brand right from the get-go.

Conclusion

Social media is a powerful and essential tool for recruiters in today’s digital and dynamic world. It can help you reach a wider and more diverse pool of talent, showcase your employer’s brand, and engage with potential candidates. However, to use social media effectively for recruiting, it is important to keep yourself sharp and stay alert by updating yourself with some best practices and tips to help you optimize your results and avoid common pitfalls.

Citations:

1. Withe
2. Zippia