Surveys show that when searching for jobs, candidates use job sites and social media platforms far more than company websites. Furthermore, after finding a job they are interested in, candidates use social media to evaluate the reputation of the company. Read on to learn how to have a strong, positive social media presence and attract desirable candidates.
Develop your brand
Before you take the social media world by storm, consider the most important rule of branding: have a focus. Approximately 3.2 billion people use social media, with the majority of them using Facebook, Instagram and Twitter. Though it may seem like a good idea to cast a wide net and appeal to as many people as possible, it is likely that this method will attract candidates who are completely unsuitable for your company, while making it difficult for others to define your organization. Instead, think about the types of candidates you want to attract and use that to guide your branding journey.
After establishing a brand, observe the second rule of branding: be consistent. If you use social media sporadically to post about job openings, it is unlikely that many people will follow you as you may be perceived as an annoying advertiser. However, if you maintain visibility by providing no-strings-attached information, you can create an engaged following which you will be able to tap into when you have a position to be filled. If your company is based in one country and recruits locally, share local news articles and use hashtags in the national language. If you’ve conducted market research and written reports, share your findings with your followers. Doing so will help you build a strong local following because it shows that you are culturally aware and able to provide exclusive information.
Demonstrate your work culture
What matters to jobseekers, oftentimes more than salary, is work culture. Social media is a great opportunity to demonstrate the culture of your company and attract candidates who are not only qualified for the role you’re advertising, but who will also fit in well at your company and remain with you long-term. Though it might be tempting to embellish certain aspects of your work environment, being dishonest will attract candidates who are the wrong fit for your company, and you will ultimately run into more complications.
Here are a few ways to use social media to show potential candidates your work culture:
- Shine a spotlight on individual employees
- If your company is involved in any CSR events, show that off on your platforms! You are more likely to attract candidates who share your sense of purpose
- Post images of your workplace so people can decide if they can picture themselves working there
Engage your employees
Brand messages, when posted by an employee on social media, have 561% more engagement than the same posts shared on a company’s social media accounts. This in part due to the fact that employees typically have 10 times more followers than their company’s social media accounts. Asking your employees to share company posts and leave a quick review of the company on job sites can massively boost your engagement.
Applying these tips will increase the chances of attracting suitable candidates to your company. Don’t forget to be responsive!