10 social media recruitment tips that work

hr manager recruiting on linkedin

Benefits, strategic planning, office pet policies—HR managers cover a lot of ground, but the area in which they most often differentiate themselves is recruitment and hiring. But, how can HR pros make room for an effective recruitment strategy that attracts star talent in the mix of their day-to-day duties? Answer: social media.

1. Learn how candidates see your company

Social media is becoming one of the most time- and cost-effective tools for hiring top Millennial and Gen Z talent, but only when it’s used in the right ways. Read on and we’ll explore 10 tips for attracting and interacting with candidates on social media. We’ll omit spammy, aggressive tactics that send talent running and find ways to project your brand to those who are best suited to represent it as a new employee.

2. Make sure you’re on the right channels

All social media channels are not created equal. Here’s a quick breakdown of popular channels and their unique recruitment benefits. (Please note that this post does not cover networking sites made only for job hunting like Monster or CareerBuilder—that’s another post.)

  • LinkedIn: Built to be a professional social networking site, LinkedIn is the most successful choice for corporate recruiting, and with 500 million users and 10 million job postings, it’s also the most popular one.
  • Facebook: Facebook launched a jobs feature this year in an effort to compete with LinkedIn. Business pages can post jobs directly to the “Jobs” tab on their profile, and candidates can apply within Facebook.
  • Instagram: While it’s not a traditional choice for social media recruiting, Instagram does have a place in visual industries, like photography, interior design and architecture. Brands are learning to use Instagram’s direct message feature to communicate with candidates.
  • Twitter: Think of Twitter as an amplification strategy for your main social media recruitment pieces. You probably shouldn’t direct message a candidate on Twitter, but you can certainly share new job postings for a little extra “oomph.”

3. Give your company’s social accounts some TLC

Now that you’re going to be using your social media accounts to contact candidates, you’ll want them to be filled out, active and on-brand. Complete your LinkedIn profile with a background image, up-to-date logo, company overview (“About us”), and a full set of specialties. Make sure your Twitter bio is current and your profile and cover photo are both hi-res and align with your brand personality. Once your profiles are complete, implement a regular posting strategy. The worst-case scenario is that a target candidate sees that your company hasn’t shared a LinkedIn update since 2015, but is looking for a new hire that’s in tune with the business world … on LinkedIn. Try to post a few times a week and stick to your schedule.

4. Be yourself

If you followed our advice in tip #1, you’ll now know how your candidate’s generational group views your business. Let’s say your ideal candidate is a Millennial, and you’ve learned that Millennials view your business as stuffy. Your first reaction might be to communicate with candidates in the opposite manner, but that’s not the best course of action. Millennials are very sensitive to marketing messages and see through sales-speak and spokes-personalities. If your company is viewed as stuffy, take a baby step toward a Millennial tone and speak to them the way an authoritative, but super cool aunt would talk to them. Basically, don’t be something your business isn’t.

5. Recruit current employees for help

It’s right in the name—networking is integral to the success of social networks. If you have a hot job posting on Facebook or LinkedIn, ask your staff to share it on their profiles. With their help, your posts will enjoy greater reach and engagement levels. Additionally, people are typically connected with others like themselves on social media, so by leveraging your staff’s networks, you’re reaching those similar to your already-hired, already-loyal employees.

6. Use native social advertising

Facebook and LinkedIn both have robust advertising platforms that anyone can use to promote a job listing. It’s relatively inexpensive to boost a Facebook job posting to a large audience. It’s a bit more expensive to use LinkedIn, but you’re also able to target specific types of people by company name, company industry, job title and job seniority, among other criteria.  

7. Harness “people power” in creative

The age-old adage is true: people like people. Keeping that proverb in mind, try to use photography of your employees in any images you use on social media. It’s even better to feature quotes from current employees in your recruitment efforts, as it allows candidates to envision themselves at your company.

8. Cut the fluff

Another characteristic of the Millennial and Gen Z crowds is that they’ve grown up with social media, ubiquitous advertising and endless competition for their attention. That said, adopt a less-is-more mentality in your efforts. Cut back character counts, make images simple and bold and contact them less often (even if you’re super eager—it’s worth it, we promise.)

9. Time your organic efforts

With the shelf life of a social media post ranging from three hours on Facebook to about a day on LinkedIn, timing is everything. You have a short window in which to reach your candidates. If they’re currently employed, they’re probably only checking social over lunch, in the evening and on weekends. Post just before these peak activity times to ensure you’re in their feed when they log on.

10. Succeed, measure, repeat

Your social media recruitment efforts shouldn’t succeed (or fail) in a vacuum. Measure them like you would any other recruitment strategy to see what’s working and what isn’t.

HR pros, we know you’re busy. But, we also know that you’re a star recruiter, and deserve the best hiring results. With a small budget, a little time and a solid strategy in line, social media can become your primary method of candidate communication while simultaneously bolstering your business’ social presence.

Now that “social media recruitment strategy” is crossed off your list, get help from our partner, Security Health Plan, with group benefits. Contact Security Health Plan today to review your goals and find the right plan for your business.