The future of recruitment: recruiting on social media
In the past, looking for a new employee meant placing a vacancy advert in a trade publication and waiting for CVs to arrive. What followed was selecting the most promising candidates and a round of in-person interviews and tests.
However, the days of vacancies in papers and magazines are long gone. Today, online (job) platforms are the place to be for employers and temporary employment agencies looking for new talent. Recruitment via social media is also on the rise. Do you want yours to be the first ad seen by millennials and Gen Z? Then make sure you have an attractive social media strategy!
Social media: powerful recruitment method
It is becoming increasingly important to integrate social media into your recruitment strategy. You can use social media to contact ideal candidates who are open to new job opportunities. In recent years, social media networks have also grown into powerful recruitment tools, which is no wonder when you look at how popular they are. Moreover, each social media network has its own specific strengths.
The latest research figures (2022) from Hootsuite and We are Social show that 81.7% of the population (or 9.52 million Belgians) are active on social networks. This is a 7.8% increase since 2021, or 690,000 more Belgians starting to use social media networks in one year.
In 2021, Belgian Internet users between 16 and 64 years had an average of 5.6 accounts per person and spent an average of around 1.5 hours a day on social networks.
Which social networks are most popular?
It’s a difficult question to answer because data from different years can be difficult to compare. However, YouTube remains the most popular medium for over-18s, followed by LinkedIn and TikTok. Instagram’s popularity is also holding steady. Facebook and Messenger, on the other hand, are losing momentum.
Each social medium plays to its strengths
Of course, social media are and will continue to be popular primarily as a tool for relaxation. Using a social media network as a recruitment tool provides extra added value. Nevertheless, job platforms remain the most important channel for matching the supply and demand for new talent. That is why it is essential for you, as an employer, to continue to invest in a healthy mix of recruitment channels.
What advantages do the most popular social media offer in terms of recruitment?
With Instagram, you are mainly appealing to a younger target group. The largest group on the network are young people between 18 and 24, followed by 25- to 34-year-olds.
Instagram as a network offers a more personal view. With one click, you can see who your candidate is and what their interests are. The same applies in the opposite direction: you can use Instagram to share your company values and culture in a way that is accessible, putting an accent on job satisfaction and a positive professional atmosphere – ideal for tempting candidates.
TikTok
TikTok and recruitment don’t immediately seem like a match made in heaven, but nothing is further from the truth! This channel is currently the social media network of choice for appealing to Gen Z. Both companies and applicants can be creative in their efforts to find each other.
Light-hearted, funny films – including testimonials by current employees – can be used by employers to attract the attention of young people, while adding to your reputation and demonstrating that your company is up to speed with the latest communication trends. ‘Sourcing’ is another recently emerging approach that involves actively look for profiles that are interesting to recruit.
Young candidates are then invited to give their creativity free rein in a CV in video format. Millennials or Gen Zers can showcase their mastery of social media, belief in new forms of communication as well as their narrative and presentation skills. In the year 2022, it is these soft skills that are in great demand.
Despite the waning popularity of Facebook, this network remains an indispensable, extra recruitment tool. One of the biggest advantages of recruiting on Facebook is that you can show vacancies in a targeted way (thanks to its large database). This enables you to communicate specifically with a pre-selected target audience using clear criteria such as place of residence, interests and/or education.
Aside from demographic targeting, you can also use custom target groups. For example, you can show your vacancies to candidates who have already visited your website or careers page.
Another advantage of Facebook is that you can work within a budget. This means you have control over the budget ceiling, who your target group is and can precisely plan when you activate the ads.
Because LinkedIn is a professional social network, it is unparalleled when it comes to employers and employees locating one another. An important note here is that the network focuses on higher educated demographics.
StepStone is also fully committed to using LinkedIn, where it features exciting job vacancies, interesting content and fun facts. Be sure to check out our LinkedIn page.
The takeaways? 7 tips for successful recruiting on social media
#1 Join specific network groups
A successful social media approach obviously starts with a membership on social media and in related network groups, preferably in your region and/or sector. This is a strategy for finding applicants active in these groups more quickly. And it’s also a way to reach passive job seekers – those who are not (yet) actively looking for a new position.
#2 Testing is crucial
How do you attract attention in a sea of information, as an employer? Find out by testing extensively when you advertise on social media. Discover which versions of your ads produce the most results with A/B testing.
#3 Seek out the right hashtags
Using hashtags is highly recommended when recruiting on social media. Which hashtags are popular in your sector? Which hashtags do you want to be found with? Analyse your company’s use of hashtags and choose the best ones for your vacancy. In order to address your target audience accurately, it is preferable to use a standard hashtag for all your recruitment communication. Over time, readers will automatically associate this hashtag with your company.
#4 Turn your employees into true ambassadors for your company
If your employees are committed to spreading the word about your company’s content and job openings, it can provide huge leverage in your recruitment campaign. So, encourage your employees to also be active on social media and to help as ambassadors in the search for new colleagues. This will only strengthen your company’s authenticity.
#5. Approach candidates yourself
You can wait for applicants who take the initiative to respond to social media messages, or you can approach them yourself to suggest a vacancy. A proactive approach can save you time. By searching for certain hashtags on Twitter, Facebook or Instagram, you will find users who regularly post on certain topics. You can then contact them directly using the direct message (DM) function.
#6. Invest in a mobile-friendly and clearly structured careers page.
It will not surprise you that millennials and Gen Z mainly check their social media messages on their smartphone. If they click through to your careers page from a social media post, ensure that they arrive at a mobile friendly and straightforward application procedure. Young people want to act quickly, so make it as easy as possible. Too many clicks will be frustrating, which could impact their responses to any upcoming vacancies, too.
#7 Go for maximum effectiveness with ads
There are many options for recruiters looking to target candidates on Facebook and LinkedIn. Basing your targeting on education, work experience, place of residence or interests can yield promising results. Two handy features are Facebook’s ‘Saved Audiences’ and LinkedIn’s ‘Advanced People Search’. Let the search begin!
Meta description
Social media recruitment is on the rise. Each social media channel has specific strengths.
