Everyone is on social, even for businesses the platforms are booming. But which one should you be on? As with all things, you likely won’t be an expert on all the platforms, but that’s okay. They all have pros and cons, but the most important thing to consider is where are your candidates, even more specifically where are they looking for jobs and potential employers?
LinkedIn is the largest professional social networking platform. At the very least create a company site with some basic info and regular job postings. Many people use this site when looking for jobs as it was created precisely for professionals. LinkedIn can be especially useful as a way to network with other industry leaders and gain credibility as an expert in your field. You can publish blog posts and comment on industry news and trends. LinkedIn is a more targeted network; you can search different groups, industries, and titles all within a professional setting. You can also use LinkedIn to verify candidates’ past experience and skills. Someone may even have a recommendation on their profile proving that they are a perfect fit for your opening. One clean up to date company page is all that is required, to excel you can post regular status updates, post job openings, share content, and join industry groups and discussions.
Facebook is the largest social platform, meaning it has the most users so most likely candidates are here, but is it where they are looking for jobs? The key here is that you are visible; candidates can like your company page and follow you for interesting articles. If a candidate likes your company before applying, or before going through the interviewing process this could mean they are more invested, and would truly like to work for your company. Haley Marketing shares why having a Facebook page might benefit your company, “The business page is a great resource to share your company content – blogs, press releases, local or community updates, and pictures/videos of your office culture. Your page serves as a resource for people looking for information around your industry and serves as a validation tool.” Facebook is not so much a space for job posting, but a platform to share all kinds of content and to let candidates get to know your company. If your followers see you as an expert they are more likely to think of you when they are in need of a new job.
Some companies, however, are starting to use career pages to post links for job postings. Facebook recruitment is still in the early stages, but if you are targeting entry-level positions, Facebook might be where you need to be. While LinkedIn is geared towards professionals, more specifically people 30 years old and up, Facebook is for everyone, and the users who grew up with it are younger and likely have less professional experience.
Instagram is growing in popularity and in features. This isn’t where you are going to post job descriptions, but you can post pics of your company picnics and show candidates how great your office culture is. More millennials are entering the workforce and they care about company culture and meaningful work. What better way to show potential candidates that you are a fun company that does good in the world, than through pictures on one of their favorite platforms? You can post pictures of your employees volunteering and of the winner of your fitness challenge. Instagram is also a great place to start the conversation and quickly respond to candidates and followers. Instagram is great because you gain more access to passive candidates. People on job boards are clearly looking for jobs, even if it’s just casually. People on Instagram could have not considered leaving their position… That is until they started following your company. Instagram skews towards the younger more tech savvy candidate so make sure your posts are tailored for that audience.
Twitter is really gaining momentum not only in the recruiting space, but for businesses in all industries. Twitter now has over 400 million users and has been continuously growing; companies are finding more and more ways to get the word out in 140 characters or less. One major difference between Twitter and other platforms is Twitter allows companies to have more than one account, this means that you can have one account solely for recruiting and talent acquisition. This is great because candidates, and others, can follow different accounts depending on their needs and interests. This allows you to be even more specific in your content and targeting. Even though you can have an account dedicated to recruiting make sure to vary your content and tweets. With Twitter less is not more, having more than one account and posting more regularly is expected and necessary to retain and attract followers.
As the world becomes more connected and more digital, social media will continue to grow as a space for recruiting and developing your business. Remember, with all social media, your pages and posts are public; people will see them and react accordingly. Make sure your brand is represented consistently and professionally across any and all platforms you choose to use.