With nearly everything being done online these days, it makes sense that more and more recruiters are turning to popular social media sites like Twitter and TikTok to recruit top talent. Especially when it comes to hiring younger talent, a solid social media presence can help your brand stand out among job-seekers.
But like any other recruiting tool, social media recruiting won’t be as effective without a solid strategy and knowledge of how to make it work for your business needs. Here’s how to ensure your efforts are focused on the right platforms for a solid social media recruitment strategy.
Social media platforms are not one-size-fits-all – and that applies when using them for recruiting, too.
Although you could recruit across all platforms, the lack of a focused strategy and targeted audience may render your efforts ineffective. Instead of spreading efforts thin across all platforms – and getting little return – focus on the platforms that will yield the most reward.
“Ultimately, the best social media platform for recruiting will depend on your specific recruitment goals and target audience, so it’s important to consider which platform aligns best with your company’s needs and the positions that need to be filled based on certain credentials,” says Alexandra Anema, social media director at Bayard Advertising.
Anema lays out some common social media platforms and how to effectively use them for recruiting:
- LinkedIn: “LinkedIn is often considered the most popular platform for professional networking and job search, making it a great place to start,” says Anema. “[It] offers a range of tools and features for recruiters, including targeted job posting and applicant tracking systems.”
- TikTok: “TikTok has become a great platform for local mom-and-pop shops that want to receive a lot of visibility quickly. The unique thing about TikTok is that you don’t have to be a big corporation to get a ton of visibility. TikTok can [also] be a great platform for companies looking to hire entry-level roles that don’t require certifications.”
- Facebook, Instagram and Twitter:“[These platforms] can be useful for employer branding and showcasing company culture, which can attract candidates who are interested in your company’s values and mission.”
However, that doesn’t mean that you should limit your strategy to only one platform. “Companies should diversify across platforms and not put all of their eggs into one basket,” advises Anema.
When choosing a platform, it’s also important to consider potential drawbacks to each platform. For example, platforms like TikTok require consistent posting. “You have to post regularly and often, and not every company has the time; doing it effectively is an investment,” says Anema.
Once you’ve decided on which platforms to focus on, it’s important to pull all your thoughts and efforts together into an organized strategy.
An effective social media recruitment strategy should include the following elements, says Anema:
- Clear goals: Define the objectives of your social media strategy, such as attracting job candidates or increasing brand awareness.
- Target audience: Identify your target audience and tailor your content to their interests and preferences.
- Consistent branding: Maintain a consistent brand identity across all platforms, including visuals, tone, and messaging.
- Engaging content: Create engaging and relevant content, such as videos, photos, and blog posts that align with your target audience’s interests.
- Analytics and metrics: Monitor your social media performance and track key metrics, such as engagement rate and reach, to adjust your strategy as needed.
Additionally, it’s important to balance social media recruitment efforts with other channels, such as job boards and employee referrals, to reach a diverse pool of candidates.