6 Incredible Ways Social Media Reshaped Hiring

HR can’t ignore this anymore: Social media reshaped hiring.

And we won’t likely ever go back to job boards, websites and strictly professional networking sites to find candidates. That’s because candidates aren’t just looking for jobs and career advice there anymore either.

In fact, almost 40% of people now use Facebook to find a new opportunities, according to data from LiveMe. Nearly a third use LiveMe, and about 15% leverage Instagram and TikTok to search for jobs.

“Many people are using social media not only for career advice and opportunities, but also to build connections and network with people who may be able to be a referral for them,” says Iman Abdelaal, Head of Operations at LiveMe.

Many Ways Social Media Reshaped Hiring

But that’s just the tip of the iceberg on how social media reshaped hiring and careers.

LinkedIn was built as — and still is — a social network for people to focus on their work and professional lives. But other platforms — from Facebook and Instagram to TikTok and LiveMe — are attracting and catering to job seekers and career-minded people.

When that happens, “Employers should respond by actively engaging on social media to attract talent and put out exciting, engaging, and brand-authentic content that showcases their company culture, values, and current team members, ” says Abdelaal.

So let’s look at how social media has changed hiring and careers — and how HR pros might respond.

1. Job Seekers Are More Proactive

In the past, job seekers have been relatively reactive to the market: They applied for roles that were posted on job sites or company webpages (and if you’re older than a millennial, in the printed want ads!) But, as we noted above, job seekers are scrolling socials to find a new job. Or they’re reaching out on socials to ask for one.

For employers: You have to check your social media presence. If it’s nonexistent, it’ll hurt your ability to hire the right candidates. If your organization is doing OK with social media, you might work with your content creators to give HR its own presence — a place where you can educate job seekers, post open roles and accept applications.

2. Your Reputation is at Stake

Not only are they looking for jobs on socials, they’re checking on you: More than 90% of job seekers say a company’s social media presence impacts their decision to apply for a job.

Your reputation — and ability to attract candidates — is at stake if you aren’t in social media and making sure the information out there is clear, accurate and positive.

For employers: Regularly check and update company reviews, employee testimonials, and corporate social media profiles, which offer job seekers a glimpse into your culture, values and work environments. Job seekers want to see if a company aligns with their career goals and personal values before they apply.

3. Your Brand is Built in Socials

Many job candidates — and especially Generation Z and millennials — ingest the bulk of their information through social media. So they get their news, connect with friends and research companies online.

“TikTok has encouraged employers to focus on their brand image and to show the ‘real’ experience of being at a company,” says Abdelaal.

Social media has become your brand.

For employers: You can use TikTok and other trending sites to create content to showcase your culture, work environment and employee experiences. Plus, you can talk about job descriptions in a less formal format.

4. Career Advice Explodes

Fifty-five percent of people look for career advice on social media daily. Every. Single. Day!

Social media doesn’t just impact job searches. It’s a critical resource for people anywhere in their careers.

“Whether it’s following industry leaders, participating in professional groups or watching career-related content, social media provides instant access to a wealth of information and insights,” says Abdelaal.

For employers: Be ready for job candidates who get their career advice on TikTok. They’re learning to craft perfect resumes, ace interviews and negotiate salaries. “The usefulness of this advice varies. For instance, tips from seasoned professionals and verified career coaches can be beneficial because it’s backed by professional experience and what they’ve seen over the course of their careers,” says Abdelaal. “On the other hand, advice from seemingly random people or influencers without strong experience in the hiring space may be misguided or oversimplified.”

5. Opportunities to Attract Candidates Rise

TikTok and other social media apps have given employers new opportunities to do more than showcase their open roles. For instance, some innovative organizations host virtual job fairs or Q&A sessions live on streaming media.

“This approach not only engages potential candidates, but also allows employers to assess their creativity and fit for open roles,” says Abdelaal.

Many people use social media to explore — or stumble upon — professions and career paths they might not have realized existed or considered for themselves. In fact, almost 60% of people say social media has somewhat or very much influenced their career choices.

For employers: Use TikTok and other channels to promote roles and/or professions you struggle to fill because they aren’t as popular than others. For instance, new-collar jobs are on the rise and you might be able to attract more candidates if you help them learn about the work and how you’ll equip them to do the work.

6. Connections Become More Important

Employers have increasingly used social media connections and networks to find and hire good employees. More than half the people in the LiveMe survey said they have been contacted through social media for a job opportunity — and just about as many have landed jobs through their social media connections.

“This highlights the importance of building and maintaining professional relationships on social media platforms,” says Abdelaal.

For employers: You can increase your social media reach to find and hire good job candidates by getting employees involved, too. Ask them to share your job postings with their networks. You might even incentivize it, rewarding employees for referrals or connections that successfully take jobs at your company. And it works both ways: Ask employees to connect you to their contacts who might be a good fit within your organization.