With more than two billion active social media users around the world, job seekers are increasingly using platforms like Facebook, LinkedIn and Twitter to search for employment. According to a recent Jobvite study, 21% of “social job seekers” have found their “favorite or best” job through online social networks like Facebook, LinkedIn, or Twitter.
76% of social job seekers found their current position through Facebook. Additionally, these job seekers used LinkedIn to do most of their job searches, and asked others via Twitter for help and advice in regards to their job search.
As social job seeking increases in popularity, it’s especially important for brands and recruiters to participate in job search-specific social conversations when seeking qualified talent. To do this, brands and recruiters should consider these three tactics:
Create Careers-Specific Social Platforms
When sharing content about job openings through a brand’s corporate page, it is difficult to ensure that messages will be shared with the appropriate audience.
By creating careers-specific social media accounts, you can be assured that most followers are interested in working within your company or your industry in the near future. You can then utilize these careers-specific social platforms to share information about job vacancies, showcase what it’s like to work at your company and why it’s a great place to work, and relate to those who are currently job hunting through shareable, lifestyle-oriented content.
Keep Content Balanced, Engaging and Informative
Since each social platform has its own purpose, unique functionalities, and limitations, it’s important to keep their differences in mind when creating a content strategy for each platform.
On platforms that utilize hashtags, a cohesive hashtag strategy should be put in place to attract those interested specifically in your company, as well as those searching for jobs in general.
Overall, content should be a fun, balanced mix of information relating to job openings, exciting company news, current employees and their accomplishments, and lifestyle-oriented content relatable to the job-hunt.
Aim to create content that relates back to career opportunities at your company. However, keep in mind that it is important to avoid promoting your brand on holidays and when content has a serious subject matter.
As a client of 451 Marketing, Ericsson’s Employer Branding team successfully reaches key target audiences by maintaining several recruitment-specific social media accounts including Facebook, Twitter, Instagram and Pinterest.
Across these platforms, Ericsson Careers shares job openings, company news, and engaging custom image series like “Ericsson Career Tips,” “Ericsson Careers Inspiration,” and “Ericsson Careers Health Tips.” These custom image series always relate back to the job search and working in a professional environment.
Leverage Employees for Content and Engagement
Featuring current employees is an excellent way of showcasing how and why your company is an exciting place to work. Engaging forms of employee-focused content include: employee testimonials, inspirational quotes from company leaders, career tips from employees and those in hiring positions, and photos from events and exciting office activities.
In honor of International Women’s Day, Ericsson Careers asked its female employees to share how they feel empowered in the workplace. These quotes were then implemented in a creative custom image series that was shared on Facebook in an album.
The album was a success, receiving about 2,275 likes and 23 shares, and showcasing Ericsson’s dedication to diversity and employee support.
Employee engagement on social media can also be another driver of success. All employees should be encouraged to follow your company’s social media accounts and share posts with their friends and followers. During exciting office events, employees should also be prompted to share photos and stories of their experiences.
During the 2015 Mobile World Congress, Ericsson Careers shared daily content, uploaded by Ericsson’s student ambassadors attending the event.
What are some creative ways your brand has utilized social media to recruit employees?