Social platforms aren’t just for businesses trying to advertise their products or services. Social media can be a compelling tool for recruiting and hiring attractive candidates for your business. After researching the subject, there are a few clear steps to take to use social media for hiring.
How do you use social media for hiring?
- Create a LinkedIn profile for your company
- Use LinkedIn to post job openings and recruit qualified candidates
- Use other social platforms to highlight your company culture
- Use organic posts and paid advertisements to promote your current openings across all social media channels
- Recruit candidates using social media search features
- View candidate’s social profiles to assess culture fit
Each social platform allows you as a company to connect with candidates at all stages of the hiring process. You can use social media to post job openings, illustrate your company values, highlight behind the scenes, showcase your company culture, enable your employees to become advocates for your business, and vet potential candidates.
Here’s how to use social media for hiring:
Create a LinkedIn Profile for Your Company
The first step to using social media for hiring is making sure your company has a presence on the #1 hiring-related social channel: LinkedIn. LinkedIn is the professional arm of social media channels, and it’s one of the first places people will encounter your business during the recruitment process.
The engineers of LinkedIn say that companies with complete profiles get 30% more weekly visits. LinkedIn suggests adding a description with relevant keywords and phrases that describe your company’s mission and purpose. Recruiting in this day-and-age is all about culture fit, so attracting candidates with your values is a good place to start.
Next you’ll want to add your logo as your profile picture, so potential candidates can easily recognize your company’s posts or job listings with a memorable graphic. Be sure to include your company information, like website URL, location, industry, and size.
Just like you would any other social media site, part of using social media for hiring is showing potential candidates that you’re up-to-date on your industry. LinkedIn suggests posting daily to generate a better connection with your audience. Get employees to share the posts, ask engaging questions, and curate content to highlight your commitment to hearing all opinions.
Having a completed profile and posting engaging, industry-relevant content will help attract job seekers to your business page on LinkedIn. They’ll be able to see the core information about your business if they’re interested in applying for a job with your company.
Use LinkedIn to Post Job Openings and Recruit Qualified Candidates
One of the best features of LinkedIn is the ability for companies to post job openings directly to the platform. LinkedIn reports companies experience 40% higher rating on quality of applicants using the LinkedIn job posting function.
Posting jobs on LinkedIn allows you to match your open role to relevant candidates based on skills, industry, experience, interests, and most likely to apply. LinkedIn also offers the “Easy In-Apply” feature, meaning candidates can apply for an open position directly within the platform.
Applying within the platform allows you to minimize candidate drop-off between the posting and the application. Plus, when you share the job posting to your feed — or your other social feeds for that matter — your company information is already connected, making it easier for interested candidates to research your company before applying.
Use Other Social Platforms to Highlight Your Company Culture
Posting jobs on social media is the straightforward part of recruiting. What candidates look for most on your social profiles when considering to apply for a job with your company is a glimpse into your company culture. Attracting candidates is much easier if they connect with the culture your company projects.
One way to highlight your company culture is to create separate social profiles for the careers side of your business to highlight your culture. Look at the company Hubspot, for example. They utilize a separate handle on Facebook and Instagram, @Hubspotlife, to showcase what goes on behind the scenes at Hubspot.
By using a separate handle, they focus their recruiting and culture efforts with a specific audience in mind, instead of conflating messages to their product-related social audience. They use their separate handle to illustrate their company culture, and provide potential candidates with a clear look into the workplace they could be joining.
Not only can they direct potential candidates to a specific profile for recruiting purposes, but they can promote job openings using social advertisements from a profile that is directly related to that goal.
If you don’t want to create an entirely separate page on social media, consider using hashtags. Use relevant hashtags for the position your filling to attract candidates searching on social sites.
The best way to use hashtags with social media recruiting, however, is to create a branded hashtag specifically for posts and photos related to working at your company. This way, potential candidates can search for it, seeing your company’s and employees’ posts in a more authentic setting.
What to Highlight About Your Company Culture on Social Media
Highlighting your company culture is all about exemplifying your core values (and showing that it’s a great place to work). You can do this by posting pictures of company outings, sharing stories of camaraderie, and allowing your employees to share why they love working for your company.
Job seekers love seeing how you give back to your employees. Do you do a lot of volunteer work as a company? Share photos of your service days! Do you frequent happy hours for team bonding? Post pictures from your company outings to attract new candidates. For example, try posting a boomerang of the gang cheers-ing and the next company-wide happy hour or social event!
Another great thing to call attention to while using social media for hiring is employee and company milestones. Future employees want to see an employer will appreciate their work at a potential workplace, so announcing and celebrating employee milestones and success is a great way to show candidates that you’ll recognize their future contributions.
Meetings and Collaborations
Working with big-name brands and other company collaborations can be a big draw for potential hires. If your company works with a variety of clients, showcase the work you’ve done for them and what the process was like! Have an on-site meeting with a client? Share it! This will give your future employees a greater look at the types of services you offer, and how you get them done.
Behind the Scenes/Day-In-The-Life
Use Instagram to highlight behind the scenes at your company. Try going live to show potential candidates the office. Make sure your location is available to tag or you have a branded hashtag for employees to use so your employees can tag your company when posting about work events.
This will give candidates a true inside look at the company, as it’s coming from the employees who work there!
Use Organic Posts and Paid Advertisements to Hire on Social Media
Not only can you use your social media pages to highlight your company culture, but with a designated recruiting profile, you can post your job openings to your organic feed. Not to be confused with posting a job on LinkedIn’s job board, sharing a job posting as an organic social post will help you reach a broader audience.
Keeping your audience up-to-date about current openings is one of the best ways to use social media to recruit candidates. Sharing the job posting on social media will make it easily available for potential candidates to see. Instead of waiting for interested people to find you by searching for a related job, you’re broadcasting the news!
Post organically on Facebook and Instagram using a fun graphic or image to announce new job openings. Write a post with an inviting message about what kind of candidate you’re looking for, or who should apply. Have a little fun with the messaging — social media is the place to give interested candidates a better taste of your company’s personality.
Use your employees as advocates when posting job openings on social media, as well. Ask them to share the post with their network, and offer them referral bonuses. It’s a great way to spread the word about the new opening and incentivize your employees to refer qualified candidates.
Once the organic post does well, put some money behind it. Creating paid advertisements for your job posting will help you reach a specific audience, allowing you to target the job details even more to produce more qualified candidates.
Use Social Media to Search for New Candidates
When you recruit potential candidates, you spend most of your efforts on what you as a company project — how descriptive is the job post; are our values highlighted; have we shown enough light onto our company culture — in the hopes that your company will interest candidates actively searching for a job. But part of the recruiting process is also actively seeking out candidates.
LinkedIn makes this easy within the platform. Most people use LinkedIn to highlight their resume and background, so it’s expected that somebody at your company will look at a candidate’s profile once they apply, but you can also search for candidates using relevant keywords on LinkedIn and other social sites. Instead of waiting for potential new employees to apply, actively recruit qualified candidates using their experience listed on LinkedIn.
Recruiterbox suggests searching for candidates by location, current and past company, and years of experience to zero in on potential job candidates. When reaching out to them, differentiate yourself from the crowd — talk about what specific information on their profile drove you to reach out and why you think they’d be a good fit at your company.
When you find potential candidates on LinkedIn, take a look at the content they’ve shared recently. Are they up-to-date on industry trends? Do they share insightful comments and engage with with thought leaders? Look for the following:
- Good Comments (by others), References, and Recommendations
- Good Communication Skills
- Mention of Awards and Accolades They Received
- Positive Posts and Comments about Themselves and Their Colleagues, Bosses, and Organizations
- Posts on Industry Knowledge or Professional Experience
- Qualifications and Pieces of Evidence of Work (that match what is mentioned on Resume)
- Shares of Industry Related News and Trends
- Well-rounded Arguments
If they share posts like these, the chances are they’re passionate about their field and positive co-workers to be around.
View Candidates’ Social Profiles to Assess Culture Fit
You can tell a lot about a person from their social media profiles — what their hobbies are, what they like to do in their free time, what they interested in. This information can be incredibly helpful when assessing the culture fit of a potential new employee.
Employers peek at social profiles at all different stages of the hiring process: 47% of employers look at social media profiles after receiving an application, 27% after an initial phone conversation, 15% after a detailed conversation, and 4% right before making an offer. Only 7% of employers don’t look at candidate’s social media profiles.
Don’t use a candidate’s social profiles in a discriminatory fashion — rather, use them to build a connection and identify common interests between you/your employees/your culture and the candidate. Look for any people they may know at your company, or even people they know in your own network.
What are the best social media sites for hiring?
LinkedIn is the best site for posting jobs and finding potential candidates, but Facebook and Instagram can help illustrate your company culture to potential new employees.
What information should you pay attention to when looking at a candidate’s social profiles?
You want to assess proficiency and interest in the field on sites like LinkedIn, but Facebook and Instagram can be a good place to look for potential red flags that could be a liability to your company culture.