If you want to find the most talented recruits, you need to go where they spend time. These days, this means hopping on social media. As a result, social media is rapidly becoming an important recruiting channel for all ages, but particularly for Gen Z and Millennial candidates. This is just one reason why nine out of ten brands use social media recruitment to source, attract and engage new recruits, according to a study by Sprout Social.
The official definition for social media recruiting, according to Harver, is “the means by which candidates are recruited using social media platforms as talent databases, or for advertising openings and positions.”
As you’d imagine, social media recruitment requires a blend of different skills, including project management, digital marketing and adaptability to ever-changing social media sites. Due to the range of skills that are required, it is a good idea to obtain an advanced degree such as an online Master of Business Administration (MBA) with an emphasis in Human Resource Management. This style of degree provides the fundamental business knowledge necessary to excel in a career in human resources.
Now, let’s examine some of the best practices for social media recruitment.
1. Establish a Plan for Your Company’s Digital Presence
The first step in social media recruitment is establishing a plan for your brand’s digital presence. This step is crucial as your brand needs to stay cohesive across different channels. You also need to ensure that your brand is consistent with your company’s goals. This process involves establishing a brand voice and the target audience you want to reach.
At first, creating this plan for your company’s digital presence might seem time consuming. But, like drawing the blueprint before the building, this is a critical step that will save you time in the long run.
This is also a good time to decide what content you want to create. You want to create content that your target audience will find valuable, entertaining or funny. A few examples of content that you can create are blog posts, how-to guides, “day in the life” posts, company updates, new product updates, infographics and podcasts. Your content is only limited by your creativity.
2. Identify the Right Platform for the Roles you See
Once you’ve established a digital presence and content strategy, you’ll need to choose which platforms are best for your brand. It doesn’t mean you need to create six new brand accounts and attempt to grow them all at once. It’s better to start with one or two and then expand.
Not all social media platforms are created equal. LinkedIn is best for learning about a candidate’s professional background. Twitter, Facebook and TikTok are best for learning more about your candidate’s personality. You also want to make sure that you choose a site where your ideal candidate is likely to be hanging out.
On that note, you should also build a profile of your ideal candidate. Then, ask yourself where this ideal candidate will spend their time. For example, graphic designers or photographers will probably spend more time on visual channels like Instagram or Pinterest. Or, if you are looking for someone with video editing skills, then YouTube is your best bet.
3. Use Video
Speaking of video, keep in mind that the human brain can process visual information 60,000 times faster than it can text. For this reason, video content must be a part of your strategy. Luckily, all major social media channels allow for some type of video posting.
5. Leverage Current Employees
Each of your employees likely has social media accounts. If they are open to it, ask them to share information about the company across their pages. In this sense, you are tapping into a network of promoters within your organization. It’s one of the easiest ways to get initial traction on your account and a great (free) way to reach verticals that wouldn’t usually be accessible.
5. Use Hashtags Strategically
Hashtags should also play a significant role in your recruitment strategy. Keep in mind that the effective use of hashtags is much more nuanced than you might think at first glance. You can’t simply post #YourCompanyName and expect the views to roll in. It may even be worth hiring a coach or professional to guide you in the right direction unless you are willing to learn the complexities behind hashtag strategy yourself.
Social media recruitment is one of the best skills you can develop to excel within human resources. However, it will likely still be just a small portion of your overall job description. In addition to social media, you’ll need to be adept in training and development, employee compensation and corporate recruiting. Developing these skills is crucial, especially if you aspire to oversee an HR department. The most effective way to learn these skills is through an advanced degree program.
For example, the University of Northern Colorado’s online Master of Business Administration in Human Resource Management will teach you all the business management fundamentals that will set you up for success in a career in human resources. Students can complete this online MBA program in as few as 12 months.