People do not apply for jobs, but rather to companies. Social media can be used to hire. Social recruiting reaches more qualified applicants and improves your employer’s reputation.
90% of hiring managers are currently struggling to fill vacant positions.
Where are the top candidates? Scrolling socially: 63% active job seekers have applied for jobs they found via social media. This includes almost half (48%) Gen Zers and Millennials.
How to build a social recruiting strategy that will attract top talent to your company.
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What is social recruiting?
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.
How to build a strong social recruiting strategy: 7 steps
1. Be active on the right social networks
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.
That said, the most popular social media platforms people use to find jobs are LinkedIn (60%), Glassdoor (51%), and Facebook (37%), though many other platforms also have sizable market share.
Source: Statista
You can find us on LinkedIn.
LinkedIn is the most popular social platform for job seekers as well as companies.
LinkedIn:
LinkedIn is used by 61 million users every week. 117 people apply for job postings every second. 8 people are hired each minute.
Facebook
Facebook was once the best place to post and find jobs. Meta, however, removed this section in February 2023. You could have posted a job to your Facebook Page or Facebook’s global database for free before then.
Facebook, the most popular social network in the world, can be used for social recruitment, particularly as part of an ad campaign.
Twitter
Twitter is more suited to creative, professional or media jobs. But again, this depends on whether your target candidates are using Twitter.
Twitter’s recruitment appeal comes from the ease with which you can find relevant content using hashtags or keywords like #NowHiring. You can learn more about how to use industry and job-specific hashtags in a later post.
Join the SeaWorld San Diego Team! See our latest job opening here: https://t.co/G2YrekVeGe #NowHiring
SeaWorld CA Jobs @SeaWorldCAJobs May 24, 2023
Instagram
Instagram, a platform that is primarily visual in nature, allows you to show and not just tell how your business lives up to its values. Instagram is a great tool to attract a large audience that will apply for your upcoming opening.
Some companies integrate this content into their main accounts while others create separate recruitment-focused accounts like @LifeAtGoogle.
Source: @LifeAtGoogle Instagram
TikTok
TikTok may not be listed above, but it’s worth keeping in mind if you are looking for jobs in marketing, social media or other creative fields. #TikTokResumes was launched in 2021. (More on that later) You can also search hashtags such as #CareerTok or those specific to your location or industry, such as #TorontoJobs.
Create and share videos with each job posting if your company uses TikTok. Add a summary of the job and who you are looking for. Then, share it with a few hashtags.
@canadaswonderland
Now hiring for 2023! Park opens May 5
#hiring #jobs #summerjobs #studentjobs
Vibes by ZHRMusic
Other Platforms
Consider other platforms that fit your audience and brand. Do you produce a lot visual content? Especially about your job at the company? Create a YouTube Channel. Have you already built a Reddit community that is active? Share your job postings and reach out to potential candidates. They’re already among your most loyal supporters.
2. Create an employer brand that is attractive
Brand building and social recruiting go hand in hand. Showing what it’s like to work at your company is the best way to attract applicants. Include all the happenings in your office, not only the big events.
Share your company’s unique culture by sharing interviews with employees and any other information. For ideas, check out the examples at this article’s end.
You should aim to create a loyal audience of fans who believe that working for you would be their dream job. Someone out there is eager to apply for your next position.
3. Employee advocacy programs
Employee advocacy involves getting your employees to share content on social media (or their original content about your company) and post it. This works well for brand awareness as well as social recruiting.
Employee advocacy can help you build trust with both customers and job-seekers. Hootsuite’s own program has a share rate of 64% and generates over 4.1 millions organic impressions each quarter.
It sounds great, but you’re not sure how to get it set up.
Hootsuite Amplify provides you with a digital employee advocacy program that is ready to go. Add it to an existing Hootsuite account to create a library of content that is pre-approved and ready for sharing. Hootsuite’s dashboard includes onboarding tools, detailed analytics and ROI measurement.
You can watch Amplify in less than 2 minutes or download our guide on how to set up an employee advocacy program.
Download the free Employee Advocacy Toolkit to learn how to launch and grow an employee advocacy program that will be successful for your company.
4. Referrals from employees are encouraged
Your employees are the best recruiters. Your employees are a kind of human Glassdoor, highlighting all the wonderful things about working for your company and answering questions from their friends.
Referral rewards can be a part of your employee advocacy programs. Offer financial incentives, in-kind rewards, or other benefits for successful referrals. Why? Referrals are the most effective source of candidates for 69% hiring managers.
Source: Statista
5. Employers who are passive about hiring can be targeted.
Do you know what the best candidates are usually? You know who the best candidates are?
The Great Resignation began in 2021 with millions of people quitting their jobs. The reasons for quitting jobs range from a lack of advancement (63%), unsatisfactory wages (63%), to feeling disrespected (57%) and others.
Source: Pew Research
Recent reports confirm this trend: the quit rate was still 25% higher in 2022 than it was before 2021. Globally, 40% of employees consider quitting within the next six months.
Source: McKinsey
Consider these figures: people spend on average 2 hours 28 minutes per day on social media. This is more than they do reading, gaming, listening to music or watching television. To put things in perspective, the average person spends only 34 minutes a day socializing.
Social media can be a great way to reach these people who are employed but unhappy and lure them into your organization.
How? Consider active ways of reaching passive job seekers. For example, Facebook ads. You can learn more about how to use Facebook ads in a later post.
6. Optimize your social profiles
Decide if your social profiles will be used for recruiting or if separate ones will be created, such as Starbucks, ADP and others.
Source: @StarbucksPartners Instagram
Increase your chances of being found by candidates:
Share each new job posting (multiple times!) Include hiring keywords and hashtags like #NowHiring in your bio/about page and captions of posts. They will vary depending on the platform and your industry, but some popular keywords include city + job (e.g. #ClevelandJobs or Industry + Jobs (e.g. #TechJobs. Consider creating your own hiring hashtag that people can follow, such as H&M’s #HMxCareers.
Source: H&M Careers on Instagram
7. Applying is easy
It’s because there are too many steps. 92% of applicants don’t finish online applications.
Do you require me to create a user account? You want me to type in my resume information box by box? Please, I want to attach my resume in PDF format.
You want only serious and committed candidates. You might argue that candidates who don’t want to fill out an extensive form aren’t really committed. However, effort does not always correlate with intent. Only 19% of Americans brush and floss their teeth according to the current guidelines.
Fill out your application quickly and easily by:
Uploading resumes and cover letters as well as file attachments. Not requiring applicants to create accounts.
Best social recruitment tools for 2023
Facebook Ads
Create Facebook ads to advertise your job openings and target people who are in certain cities, working in or interested in your industry.
Use the Demographics > Work > Employers option to target specific job titles, or employers.
Source: Facebook Ads manager
Are you new to social media advertising? This guide will help you get started with Facebook ads.
TikTok resumes
Although the original TikTok Resumes experiment of 2021 is no longer available, people are still using #TikTokResumes or #HireMe to share short videos detailing experience and skills. Like everything else on TikTok personality is the focus:
@jayybeech
TikTok! Do Your Thing Please
#fyp #hireme
Adele – Easy On Me
Would you watch an online video resume? J. T. O’Donnell, a hiring expert, doesn’t agree: “[Recruiters] won’t sit through a video for ten minutes if they could gather all the information in seconds.”
TikTok is not your primary social recruiting tool, but you should still have a presence there, especially if the role that you are looking to fill involves social media, marketing or creative work.
LinkedIn Recruiter
LinkedIn is a great tool for talent acquisition. LinkedIn Recruiter is the best option for companies that are on a budget.
Recruiter also allows you to connect with your HR platform, message other LinkedIn users, and access advanced search criteria. Recruiter increases message response rates up to 66%, and can speed up the recruitment process by a few days.
Combine LinkedIn Recruiter and a solid organic LinkedIn marketing campaign for best results.
Glassdoor Company Profile
Glassdoor, a social platform for hiring, is a job board that specializes in specialized jobs. It helps employees find potential employers, in addition to the basic functions like posting job listings. Over 150 million anonymous reviews have been submitted by current and former employees about salary ranges and benefits as well as their overall experience at companies.
Claim your Glassdoor profile to manage your employer branding and actively monitor reviews.
Source: Hootsuite Glassdoor
Glassdoor’s reputation is at stake if employers don’t respond to negative reviews. You can thank them for their feedback and, if needed, correct any inaccuracies to prevent candidates from applying.
Twitter hashtags
The right hashtags will help you attract more candidates and increase the visibility of your job postings. This is true for any social media platform, but particularly Twitter.
You can use Twitter hashtags like #GameDevJobs to find specific job titles.
We’re hiring!
We are looking for a Senior Storyteller/Narrative Designer to work in an unannounced setting on a new project!
The full job posting is below. )#indiedev#gamedev#gamedevjobs pic.twitter.com/MFAIr7Ga0W
Mask of the Rose is out now! (@failbettergames), January 17, 2022
You can also target specific locations like #LAJobs or any other city:
Are you looking for a role in the fashion sector? Our team works on these and other roles for our customers. Connect with us to find out about your next fashion role. #fashionjobs #NYC #LAjobs pic.twitter.com/g2NJDj4DSW
— Pyramid Consulting Group, LLC (@PCGStaffing) May 23, 2023
Try adding descriptors like #Freelance or #GraduateJobs. You can also add anything related to your role, such as #SummerInternship. These hashtags let people quickly know the key information about the role so that unqualified or uninterested applicants won’t apply.
Hootsuite Streams
Hootsuite Streams is a simple way to find and engage with the best candidates.
This is a multi-tabbed, customizable “saved searches” section that allows you to monitor keywords, specific topics or users, and interact with the most recent or popular content that matches your queries. You can reply to comments, share the content or message someone directly from your dashboard.
Follow hashtags and keywords specific to your industry to discover new places to post job listings or to identify candidates with whom you can engage. Streams is a great way to save time when compared with manually searching social media.
Try it for Free
Set up Streams to manage comments in lightning-fast speed.
Hootsuite plans include Streams, which offers endless possibilities.
Social media recruitment: 7 examples to inspire you
Attach a GIF, video or audio
It is up to you how much of a GIF or video you use, and if at all. The goal is to get people’s attention by stopping them from scrolling.
Come and work with us. Hire a 2D Artist!
8-10 hours a week
Contract for 6 months
Test for paid art (if applicable).
Details to apply in the link: https://t.co/YxhiY9Hghb pic.twitter.com/MiVshqWZKJ
Mineko’s Night Market, January 25, 2022 (@MinekosMarket).
Why it works
A video or GIF catches the eye better than a static graphic. It can also be used to promote your company’s culture and encourage other people with similar interests to apply.
Use Instagram Story Highlights
Create Instagram Story Highlights to list open positions, describe the working environment, and answer other questions people might have about your company.
Oracle offers career advice and practical tips for Oracle users. Also, they feature information on community and student initiatives.
Source: @OracleCareers on Instagram
Why it works
People can see the values of your company in action. Volunteer or community events.
Share Team Interviews
What better way to introduce your company to prospective candidates than by having them tell their peers about it? You can ask employees to summarize their favorite aspects of their job.
Spotify’s Life at Spotify podcast is a great way to do this.
Why it works
Showcase your team’s varied backgrounds and skills.
Share a Day in the Life
Use a more elaborate interview than the basic one by asking an employee to create a “day-in-the life” account of their work and then use it to promote available roles.
@clipchamp
Come and work with me. #cometoworkwithme #dayinmylife #clipchamp #techtok
Blue Blood – Heinz Kiessling
Why it works
Video is a powerful way to convey your company’s culture. It can be used for TikTok or Instagram Reels and YouTube Shorts.
Use bold fonts
This red background is bold and stands out. This second of attention-grabbing content could be all it takes for someone to read, stop and click on the application.
We’re hiring! Click to apply: Senior Project Manager – Design & Construction – https://t.co/dg81L4Nup6 #TorontoJobs #FueltheFun
— Woodbine Careers (@WoodbineCareers) May 23, 2023
Why it works
Create templates in advance and then customize each post.
Benefits of a Talk
Candidates care about your benefits, in addition to the basics such as pay and fit with the company. This information may not be revealed until the end of an interview.
Discuss your employee benefits, such as health insurance, paid leave, tuition reimbursements and other programs.
We’re counting down the days to our annual Wellness Week, and that’s only one way we help parents thrive.
https://t.co/QQpDTteFoF#HootsuiteLife
— Hootsuite Careers (@HootsuiteLife) August 6, 2022
Why it works
Attracts more applicants. Many people are hesitant to apply for a job unless they know that you offer a specific benefit.
Create an inviting environment
It’s not necessary to receive an award in order to be inclusive. Create content about your diversity and inclusivity policies or the causes or programs that you support.
See this post on Instagram
Verizon Careers shared a post on Twitter (@verizoncareers).
Why it works
Send a message to all that you are fostering a respectful atmosphere. For people with marginalized identities these signals have heightened meaning: safety and employment opportunities.
Hootsuite helps you grow your social media audience and employer brand. In one place, you can find and engage new candidates. You can also schedule content and measure your results.
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