TL;DR: The new workforce is digitally savvy, and they live on social. Why not meet them where they live with the perfect job opportunity? With strong social media recruiting strategy and advertising plan, your company gets in front of qualified candidates in their natural day-to-day digital experience — just where they are searching for the perfect company to join.
It’s 2017, and everything is social: ordering Pad Thai, meeting your soulmate, finding travel inspiration and (on a more professional note) looking for jobs. Many are taking to the web to find new opportunities. Equipped with online portfolios and digital resumes, the workforce is searching online job boards and prospective employees are posting to their own social media to request information on opportunities.
However, many companies are not using their social channels to engage with potential employees — and they need to. Aside from LinkedIn, which is solely dedicated to networking and recruiting, other channels like Facebook and Instagram are untapped markets for finding great talent, and this is a space companies really should be capitalizing on. Here are three steps to a successful social recruiting plan that will reach the individuals you want to hire.
1. Create a Social Recruiting Strategy
Social media recruiting best practices differ from those of marketing, sales or public relations. While other departments use social to promote a product or initiative, recruiting is selling your company culture and the career opportunities there. For that reason, the guidelines are a bit different, as well.
It’s crucial that your company has an active social presence so you can then integrate your recruiting efforts into your regular posting. Alternatively, you can create separate accounts for your recruiting content and link to these standalone pages from your regular accounts, i.e. Marriott global Facebook page, and separately Marriott Careers page. From there, you can plan out your channel mix.
Give potential employees a well-rounded view of the company’s mission and vision by including recruiting content along with a good mix of company culture, sales objectives, and open positions. Beyond establishing a strong brand personality and presence, take a look at what competitors are doing. Can you emulate and improve any tactics, or are there opportunities they’re missing that you can capitalize on?
2. Plan Engaging Content
As for the actual recruiting content, it should be authentic, engaging and inspiring. Utilize photography that looks unposed and original (check out our tips for shooting) — and pair it with copy that is succinct and captivating. Think behind the scenes and lifestyle shots vs. stock or overly staged photography. In addition to static posts, video is a huge attention grabber and a creative way to tell your company’s story through employee interviews or a brief synopsis of the company mission.
As far as copy goes, your posts should convey the gist of the job opportunity quickly and in a way that makes clicking through to apply a no-brainer. Followers will not read an entire paragraph. If they’re interested in the job, they can click through to read the full description.
Keep all of your recruiting content organized with the use of an editorial calendar. Map out the entire month at once to see when you need to post a specific job, when you need to push culture, or when to share events where potential candidates can meet you. Posting on the fly each day will not give you the foresight to be strategic and purposeful.
3. Get Smart with Advertising
Take advantage of Facebook and LinkedIn’s advertising capabilities. Sparkloft has helped clients run a number of recruiting advertisements, and in terms of ad dollar spends, it’s one of the most cost-effective ways to reach your audiences.
With the targeting options, you can be as detailed as specific interests, job titles or fields of study that you’d like a candidate to have. With a Facebook Pixel, you can also track how well your ads are performing. Not only can you see how many people have clicked through to your ad, but you can actually see how many completed an application.