Social media has become a huge part of the hiring process. Sharing job descriptions on social platforms is a low cost, low risk way of recruiting. LinkedIn, Twitter, Facebook and even Instagram can be useful tools to attract potential candidates.
However, low cost and low risk are no good if they also lead to a low success rate. A post is not useful if it sits unseen or is being pushed out to the wrong audience. You want your job to be something that grabs the attention of the right people – be they the candidates themselves or someone who is the friend of a potential candidate.
Organic shares from followers are great as they are essentially free advertising. Boost your chances of this happening by tailoring your content for the relevant audience. There are a host of ways to do this effectively and during the course of this post we’ll explore how to craft posts that will encourage more shares and help you to attract better candidates as a result.
Get To Know The Client and Their Style
If you are an external recruiter then, before even thinking about posting on social media, you’ll need to understand the client. Get to know their ethos, check out their existing social media content and find out who they are looking for. By understanding the brand, you can tailor the content to match their tone of voice.
If you’re recruiting for your own company it can be a good idea to think about your existing social media output – which forms the context for your post to be seen. Does your existing social media content make your company look like a desirable place to work? This might be a potential candidates first sight of you as a brand and those first impressions count for a lot. The more followers you have, the better chance you’ll have of reaching out to a wider audience.
Get To Know The Audience and Their Tastes
Once you’re confident with your brand’s message, it’s time to think about the person you want to receive that message. A simple conversation with the client about their ideal candidate can be the make of break of the job post succeeding. Try to sketch out a ‘persona’ for the ideal candidate – what is their background, where might they work at the minute, what content do they typically consume online, etc.
For example, if the job role is for a senior position in a stock exchange firm, the audience will more than likely be an older candidate, with extensive experience and knowledge. They may also have a healthy network of followers in their own right and consume in-depth niche finance content online.
Using this example, you would tailor your social post to suit the formal branding of the company. You would use Twitter and LinkedIn rather than Instagram or Facebook, because the user age of these platforms is generally older and ‘professional’. The content might be longer in length (although it should still have a clear message).
Writing A Social Post
From your own personal social media use, you’ll know that you don’t always take note of every post. You’ll only read content that stands out and catches your eye. This is why it’s important to think carefully about your content. There needs to be a clear, concise message with a call to action. You’ll want to draw the reader in and grab their interest. Consider what you want the audience to think about when they read the post. Do you want the audience to be intrigued? To take action straight away, or to share with their followers?
Tailor your writing style to suit the tone of voice of the client. Don’t be afraid of humour and wit, if you feel this is relevant to your audience, as this could help you to get noticed and show your human side.
Think about presentation too and do make sure you adapt your content to suit the platform. For example, Twitter is more concise, while Facebook allows a longer word count and Instagram is image-led.
You only have a short amount of time before the audience moves on to the next post. This means you’ll want to engage and convert potential candidates as quickly as possible. Above all else, you want to make it easy for candidates to apply by giving a simple instruction on what to do next. At the end of the post, attach a link so candidates can apply, find out more details or ask further questions.
A great way to boost attention is to use an image to hook the reader in. Studies by social media managing platform Buffer have shown that tweets containing images received 89% more favorites than those without. Using imagery allows you to catch the eye and give your post a hook.
If the post has a hook, it’ll get shared. Obviously the hook needs to be relevant to the audience you’re trying to reach. So a puppy dressed in a boiler suit to accompany a librarian job might not be relevant or taken seriously.
Here are some good examples of tweets to consider:
Calling all number warriors! If you can tackle spreadsheets and lead a junior team like Braveheart going into battle, we’ve got the job for you. We’re hiring an accountant for our film publications division. Check out the full job description here.
#MagazineJobs #FinanceJobsinLondon #MediaJobs
We’re hiring! Are you bursting with ideas, fun-loving, hard working and know the travel industry inside out? Come and join our amazing marketing team and help us shape the future of travel. Apply now!
#Travel #TravelJobs #MarketingJobs #JobsinNewYork
We’re working with an international firm looking to hire a dynamic, analytical, experienced consultant for its Amsterdam office. Do you want to be a part of a well-respected team with a competitive salary and benefits? Click here to find out more. #LegaljobsinAmsterdam #LegalJobs
Reaching Your Audience
Once you’re happy with the post, it’s time to think about what else you can add to reach that specific audience you’re after. This means thinking about the community features of the platforms you are using.
On Twitter, use relevant hashtags for the industry and the chosen clientele – you can see what’s popular by searching other posts in the industry. Don’t use the hashtag function, however, as this can appear unprofessional. It’s a great idea to use localised hashtags too, for example #FinancejobsinAmsterdam.
Users on Instagram can now follow hashtags too, which means they’ll automatically see any post attached to a hashtag in their feed. This is great for recruitment as it means that a popular hashtag, such as #marketingjobsinLondon, might be all you need to get seen by the right crowd.
On Facebook and LinkedIn, join industry groups and participate in discussions to interact with potential candidates. Taking this active approach will boost the visibility of your job post, as well as boosting your own profile. Networking like this is a productive way to get to know the industry and find candidates at the same time.
Timing is key when it comes to social media. Use data and analytics to see what the best time of day is to post. If you don’t have access to this sort of data, use a trial and error approach until you find a time that works for you – and don’t be afraid to post a few times to capture as many people as possible.
Paid promotion can be an effective way to advertise your job opening, but it can also be expensive. Up until now, you’ll have only used your time and effort (which, of course, comes at a cost too) but adding extra advertising fees can see a dramatic increase to your outlay.
However, paid promotion is a useful tool. It works by improving the visibility of your post through a number of methods, such as moving it to the top of a feed, attaching it to certain Twitter trend or discussion, or by localising the content.
LinkedIn for example, is one of the better sites for paid promotion as the job market is quite competitive. Adding paid fuel to your advert will give it the power it needs to get it noticed.
You might want to try sharing job posts without paid promotion first to test the water and see if it’s necessary to spend money on this. The need for paid promotion might well depend on how easy it is to recruit in your industry, whether you’re looking to fill a specialist role and the seniority of the position in question. If you have a successful social media presence and lots of followers, this too might mean paid promotion isn’t as necessary.
Before deciding if it’s cost effective to use paid promotion tools, calculate your recruiting return on investment (ROI) to see if it is really worth it.
Once you know how to share a job on social media in the right way, it can be a vital tool when recruiting. Here are some key takeaways to remember when you go to make your next post:
- Remember to adapt your content depending on the platform.
- Get to know your client’s brand and tone of voice.
- Use localised hashtags to target the right people.
- Use images to improve the likelihood of posts being shared.
- Calculate your return on investment before deciding on paid promotion.