Employment recruiting has long relied upon public posts and advertisements, from the newspaper to specialized publications, to an old-school bulletin board at a local store. Of course, employment listings have come a long way and entire online companies have arisen to aid in recruiting. But one tool embraced by the majority of HR recruiters is social media. Have you embraced using social media to recruit talent?

Social media certainly isn’t a passing fad, nor is it too “common” to engage with prospective employees. But there are far better reasons to actively use social media in recruitment efforts than just that it’s “here.”

Most Everyone Is on Social Media

Nearly 70% of Americans are on at least one social media platform. While active job hunters are likely making use of dedicated recruitment sites, employment agencies, and corporate job listing pages, social media is an opportunity to get in front of not only warm prospects but more passive candidates who either aren’t yet considering a career change or will only be motivated by the right opportunity. You won’t find those prospects on a recruitment site, but you can possibly find them on social media.

More than 60% of Americans are also on mobile devices, so social recruiting is a great way to also attract users in a mobile-friendly interface and with messaging features that are optimized for smaller screens and communication on the go.

Most Social Platforms Have Robust Targeted Advertising Features

Selecting targeted, relevant audiences to advertise to through social media adverting on platforms like Facebook, Twitter, LinkedIn, and Instagram is quite powerful. Organic posts are important, but the reach is limited and requires an existing relationship with your prospects. But through demographic and behavioral targeting, you can reach a larger number of relevant potential candidates, getting a good return on your advertising investment.

Some Social Platforms Offer Job Posting and Application Features

Platforms like LinkedIn and Facebook offer dedicated job-related features for recruiters and job-hunters alike. These features make it easier to post, promote, and find your career openings, as well as apply and reach out directly with questions. While these may not rival your website application or the features of a standalone recruitment site, the advantage is reduced friction in getting applicants to apply in the moment as they are seeing your job listing.

Ignoring Social Media for Recruiting Can Cause You to Lose Out on Great Prospects

In marketing your products and services, you know that the most effective way to reach customers is to engage with them where they are. The same approach needs to be considered with seeking recruits, as you are still marketing; it’s just that you’re marketing your company in front of potential employees. Be present where they are because if you are absent, you will miss out!

Be sure to review all your promotional content both with Human Resources (HR) and your marketing department. HR will account for EEO regulations and other considerations, while Marketing can help you navigate the rules of the various social media platforms (Facebook can be particularly strict about ad copy relating to job listings). While there are a few challenges, it is well worth embracing social media as a source for employee candidates to grow your company.

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