Also known as social hiring or social recruiting, social media recruiting is now a coveted strategy in attracting both active and passive job candidates.
Firstly, social media recruiting simply refers to the use of social media channels to recruit potential candidates. Different social media platforms such as Twitter, Facebook and LinkedIn, as well as websites: like Indeed.com, forums and blogs, can be used to attract, find and hire wanted talent (TalentLyft, n.d.). Case in point, an Adweek report suggests that 92 percent of recruiters use social media to find the best suited candidates for the positions required (Clarke, 2020).
More importantly, because of the great incongruence between the talents that companies are searching for and that which is being offered in the market, social media recruiting provides a platform through which talent can be easily identified and a connection established directly (Clarke, 2020).
What social media recruiting looks like:
LinkedIn is one of the top social networks when it comes to finding skilled candidates as 87 percent of recruiters report using it. This is because it is a platform specially made for professional networking so people share their resumes and companies can post jobs. It is followed closely by Facebook with 55 percent and then Twitter with 47 percent. However, more platforms are being used like Instagram (Clarke, 2020).
The process involves activities such as (SmartRecruiters, n.d.):
Tweeting links to available positions and also using appropriate and relevant hashtags; industry-specific hashtags
Contacting ideal candidate using direct messaging on Instagram or Facebook
Sharing videos on YouTube that best showcase the company’s culture and core values
Benefits of social media recruiting:
- Enables you to reach a wider audience
Job seekers, particularly the young ones, otherwise known as millennials, are fans of social media platforms and can easily be reached in such platforms. They are also the group that is looking for online information and so to find the best talent among them, social media is fundamental in establishing an online reputation and advertising the jobs as well as presenting corporate values (Clarke, 2020).
Along with members of large social media sites, such as Facebook and Instagram, there are talented people who are more engaged on sites that fill both social media and professional needs. As such, in order to have a prominent and effective recruitment presence online, you must be active online and then establish yourself as an authority in your respective field (Clarke, 2020).
- Helps in reaching passive candidates
Passive candidates are not actively seeking new positions or applying for new jobs but make up 70% of the global workforce (Kappel, 2018). They are usually more qualified than the active candidates and as such already have jobs. This makes it difficult to find them as you will not find them on job boards but social media provides a way to reach them (Kappel, 2018). For instance, referrals through social media are a great tool that expand the candidate pool; employees already know about other talented individuals and so can directly reach out to them on social media or post something they know will attract other top talent.
- Crucial for targeting the perfect candidates
Owing to the diversity of social media users, these platforms are filled with people with a myriad of distinctions: different backgrounds, diligences and genders. This then provides the perfect environment for finding any type of talent or candidate (TalentLyft, n.d.).
Moreover, in a case where the candidate persona you are looking for is very particular and narrowly defined, then advanced search filters can be used for more specificity.
- Establish a more personal connection with potential candidates
Social recruiting is considered to be effective when it mimics or carries out like a conversation. Because of its nature, social media allows candidates to connect with your company in a low-key, low- pressure environment which makes for a more personal and authentic communication and connection with the candidates (TalentLyft, n.d.). Additionally, millennials want emotional connection and to feel like they are working for the right company, without having to make a compromise with their beliefs and ethics (Clarke, 2020). As such, there are many companies that are changing their work environments to make it so that the employees feel empowered and “that they can show up to work and be themselves, as the lines between work and life continues to blend together,” according to the President of workplace communication training company Fierce, Stacey Engle (Snook, 2020). This process can be easily facilitated and accelerated through social media recruiting.
- Gather more referrals
This method makes it easier for employees to refer candidates (TalentLyft, n.d.). For instance, they can share information widely and faster by just clicking once to ‘share’ certain information like a video that highlights and outlines the company’s core values and culture, or a link stating positions that are available. The information is shared with their family members, colleagues and friends.
- Saves money
The process of finding candidates through social media is very cost effective in comparison to the traditional methods of recruitment like TV, newspapers, specialised publications, paid websites and radio ads (TalentLyft, n.d.). Posting videos showcasing the company’s culture, sharing links for open positions are actions that cost nothing yet reach a large number of people in a short amount of time making social recruiting very beneficial and efficient.
Clarke, A. (2020, April 27). The Best Social Media Recruitment Strategies in 2020. Retrieved from https://www.timedoctor.com/blog/social-media-recruitment-strategies/
Kappel, M. (2018, October 4). For Hard-To-Fill Positions, Try Finding Passive Candidates. Retrieved from https://www.google.com/amp/s/www.forbes.com/sites/mikekappel/2018/10/04/for-hard-to-fill-positions-try-finding-passive-candidates/amp/
SmartRecruiters. (n.d.). What is Social Recruiting?: Tips & FAQs: SmartRecruiters. Retrieved from https://www.smartrecruiters.com/resources/glossary/social-recruiting/
Snook, A. (2020). 16 HR Trends You Need to Know in 2020 (According to Experts): I-Sight. Retrieved from https://i-sight.com/resources/16-hr-trends-you-need-to-know-in-2020-according-to-experts/#health
TalentLyft. (n.d.). What is Social Recruiting? Retrieved from https://www.talentlyft.com/en/resources/what-is-social-recruiting
American Psychological Association 6th edition formatting by BibMe.org.