Social Media Recruiting

What is social media recruiting?

Social media recruiting is finding potential candidates for a company’s open positions on social media platforms like LinkedIn, Facebook, Instagram, and Twitter. It is used to share or publish job postings publicly and in groups on the said platforms.

Social media hiring is one of the most powerful tools today to find and attract both active and passive candidates. LinkedIn is the most efficient social media platform for sourcing candidates as it is solely employment-based.

“The Internet has drastically changed the face of recruitment. Employers must now actively market themselves by instituting a well-implemented e-recruitment program to find better quality candidates and improve hiring decisions, all in less time and at a lower cost.” – Smith and Rupp 2004

The widespread use of social media has led HR departments to create comprehensive social media recruitment strategies. They further integrate them into their overall human capital management plans. This approach allows employers to broaden their candidate outreach and network beyond traditional methods and target potential hires more efficiently.

Why is social media recruiting important for companies?

According to Glassdoor, 79% of job seekers are inclined to use social media during their job search.

Social media recruitment is important for companies as most of the candidates or job seekers are utterly using social media for job search. 73% of 18-34-year-olds are using these platforms to find jobs in their social network.

Furthermore, it is noted that the quality of hire sourced from social media platforms is higher than usual job boards. These platforms consist of both active and passive candidates. Meaning, employees who already have a job are also applying for job postings on social media constantly.

Here are six more benefits of using social media recruitment:

Discover hidden talent

Leverage LinkedIn to locate and connect with passive candidates, expanding your reach beyond traditional methods.

Witness talent and passion up close

Explore social media to identify individuals who express passion for their careers, gaining insights into their achievements and creative ideas.

Access resume details without a formal document

Utilize platforms like LinkedIn and Facebook to review a candidate’s comprehensive work and education history, ensuring their qualifications align with the role.

Find the perfect culture fit

Use social media to explore candidates’ hobbies and personalities, enabling you to identify skilled individuals who also align with your company culture.

Screen out unsuitable candidates

Evaluate potential candidates’ online behavior to assess their attitudes and professionalism, helping filter out individuals who may not be a good fit.

Achieve cost savings

Capitalize on the cost-effectiveness of social media recruiting. It is entirely free unless you choose to promote job openings through paid campaigns.

How does social media recruitment differ from traditional recruitment methods?

Social media recruiting provides a broader reach to a talent pool as compared to traditional recruitment methods. It fosters direct interaction with candidates with the opportunity of higher speed, cost efficiency, and targeted advertising.

The following table provides more insight into the differences between social media recruitment and traditional recruitment methods as per various aspects.

AspectSocial Media RecruitmentTraditional Recruitment
Source of talentAttracts potential talent through active and passive online engagement.Primarily relies on traditional channels like job boards, newspapers, etc.
Employer awareness Higher employer awareness positively impacts application behavior.May have a limited impact on employer awareness compared to social media.
Dynamic and relational Serves as a dynamic and relational tool, potentially replacing other e-recruitment tools.May not be as dynamic and relational, relying on more conventional methods.
Cost-effectivenessCan be a cost-effective source, especially for niche or targeted audiences.Costs may be higher, especially for advertising in traditional media outlets.
Assessment of behaviorFound to be a useful and cost-effective recruitment source for behavior assessment in young adults.Limited ability to assess behavior through traditional recruitment.
Personality and performance assessmentRecruiters can assess potential employees based on social media usage, including personality, global performance, and intelligence.Limited ability to assess personality and performance through conventional methods.
Website features for attractionEmphasize the importance of websites with vividness, aesthetics, and navigational usability to attract potential workforce.May not prioritize website features to the same extent for attracting talent.
Passive jobseeker engagementLinkedIn is considered valuable for targeting passive job seekers who are stable and have high potential.May not have a specialized platform for effectively engaging passive jobseekers.
Building talent poolsEnables the creation and building of large talent pools efficiently.May not have the same capacity to create and manage extensive talent pools.
Recruitment program effectivenessThrough the Internet, HR can develop an effective recruitment program, managing the highly competitive process of finding skilled personnel.May face challenges in developing efficient and competitive recruitment programs.
Information in job advertisementsAds with more information result in a job opening being viewed as more attractive.May not focus as much on providing detailed information in job advertisements.
Referrals and Hiring RatiosReferrals from social networks may play a significant role in hiring ratios.Referrals may be considered, but the impact on hiring ratios might be lower.

What are the benefits of using social media for recruiting purposes?

Enhanced employer branding

Cultivate a positive brand image on social media to become a sought-after employer. Positive employer branding can make candidates more receptive to job advertisements and inclined to share your content.

Targeted candidate engagement

Actively target and engage with individuals on platforms like Facebook, LinkedIn, and Twitter who are already familiar with and follow your company. This approach ensures a higher likelihood of receiving applications, including passive candidates, at a minimal cost.

Finding niche role recruitment

Utilize platforms like LinkedIn to specifically target industry or skill-specific groups for niche roles. This allows you to connect with qualified and interested individuals efficiently, expanding your reach and streamlining the hiring process.

Expanding reach through influencers

Invest time in identifying and building relationships with industry influencers. Leveraging influencers allows you to significantly broaden your potential reach. Companies can attain the possibility of reaching 20-30 times more people through reshared content and updates.

What are the common challenges faced by HR in social media recruitment?

Concerns with privacy

The transparent nature of social media blurs the boundaries between personal and professional information. It is challenging for individuals to control who has access to their private and work-related details.

Inaccurate and unreliable

Employers often face difficulties in determining the reliability and accuracy of information on potential candidates’ social profiles. While face-to-face interactions may provide clarity, social media profiles may offer a more pretentious representation of candidates.

Challenges with background checks

Conducting background checks on potential candidates through social media introduces challenges in managing reputation and ensuring cultural fit within the organization. Employers can address this by implementing social media policies to navigate potential issues.

Uncertain legal issues

Legal uncertainties arise from the use of social media in background checks for hiring decisions. Clear guidelines are essential to avoid legal complications. Specific laws regarding the permissible use of social media for recruitment are still evolving.

How can companies effectively implement social media recruiting strategies?

Here are the steps to the best practices to create a social media recruiting strategy:

Step 1: Strengthen your company’s online presence

Efficiently use renowned social media channels like LinkedIn and Instagram to enhance your company’s online presence. Communicate corporate values and provide a clear organizational background to attract top talent in the industry organically.

Step 2: Involve existing employees in the process

Maximize online reach by involving employees in the recruitment process. Encourage them to be brand ambassadors on social media. However, ensure a well-defined social media policy is in place to avoid unintended damage to the brand image.

Step 3: Use recruitment software

Connect with the right talent using premium social media recruitment software or applicant tracking software. Such a tool streamlines candidate screening, offering access to a consolidated database with relevant candidate information gathered from various sources.

Step 4: Invest in social media advertising

Actively invest in cost-effective social media advertising campaigns to reach a broader audience. Modify campaigns based on organizational objectives and leverage AI-driven social media insight tools to analyze the effectiveness and attract potential applicants.

Step 5: Engage with live-streaming videos

Use live-streaming videos to instantly engage passive applicants. Tailor content to the interests of the target audience. Furthermore, conduct Q&A sessions and provide glimpses of the company culture to create a profound connection.

Step 6: Leverage relevant hashtags

Use the power of hashtags to increase brand message reach across popular social media channels. Choose trending or creatively personalized hashtags related to the company’s culture and objectives. Ensure a defined target audience to maximize strategy effectiveness.

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